Generally, website owners are overly concentrated on getting the best graphical layout for their site at all costs, but few go further to work on SEO and usability and even fewer focus on creating website content. How can you create a content that will convert? Read on.
There are a couple of things to consider before writing your site content:
- your customers' interests and needs - why do they buy your product/service?
- targeted keywords - which keywords drive the most sales/profit/sign-ups?
- the intent of the content: is it to inform your visitors or to sell?
Let's see why those aspects are important.
Focus on the customers' needs
Obviously, to make your site content efficient you'll need to provide value to your visitors. To provide value to your customers, you need to know their needs to tell them how your product or service can make their life better. This means that you'll need to focus on the benefits of your product or service, not on the features. The more benefits you describe, the more you connect your content to the needs, interests and reasons people buy from you, the more efficient your website content will be.
Another moment here is to focus on your customers, not you. You need to write about the customers, their needs, thoughts and emotions, not your product or your company. No matter how well you may write, you need to focus on your customers in your content.
Target the right keywords
Another aspect of talking the same language with your customers is the words you use. To know that, you'll need to do some keyword research to understand how your customers think and how they relate to your product. When writing website content, you'll be aware what keywords to use.
Pick the right tone
And yet another important factor to remember is the tone of your content. The content tone depends on how well you know your customers, how you want to position yourself and the purpose the content servces: whether you need to prompt your customers to do something or you simply need to inform them of something.
Developing a fitting tone will make your content more compelling and more pleasant to read.
How to write?
Now that we know what to think about before writing the content, let's actually see how to do it.
First of all, you need to focus on the benefits of your product or service that make your customer buy from you. To do this, you'll need to empathise with your clients and think like them. Write how they can improve their lives with your help.
Secondly, you need to write naturally, just as you would talk to your friend who suddenly started considering your product or service. Then, after the copy (content) is written, you may add relevant keywords in it by replacing pronouns, such as 'it, he, she' with a more descriptive word as well as using synomyms. The point here is to still sound naturally (with readable content) and use keywords as well.
Of course, you'd rather stick to two or thre (at most) synonyms throughout the piece, because you need to target the least possible amount of keyword phrases in it (that's another SEO story, though).
Thirdly, the tone of your content can make a huge difference. If your aim is to inform your site visitors, you may as well pick a less formal tone, add sparks of humour here and there, etc. If your site presents formal information, you may as well be more reserved.
Usually, an informative tone, with a bit of personality and humour may be best for most sites, as it represents the tone people are familiar with in the real life and they can relate to the content author more closely.
In essence, the most important thing you can think of when writing your content is the value you provide to your site visitors. Your content is the highway that you can do that so it is in your best interest so create the most pleasant experience for your site visitors with.