The purpose of your business’s website is to provide your customers with information about your company’s products, services, and brand, but is that all it should be doing? Your website has the power to entertain, educate, and delight your customers. But does it?
Your business may be open 9 to 5, but your website is available to the public 24/7. Are you confident it is working for you? The key to ensuring your potential customers understand how you can help them and then enticing them to contact you relies on one simple thing - your website content.
In this post, we will explore how to write engaging website content that will captivate your customers and positively impact your business.
1. Make your content easy to read
There’s nothing more frustrating than trying to find information on a website and not understanding what is written. While you and your team may fully understand the technical terminology that is used in your field, it is likely your customers do not. As Albert Einstein once said, “If you can’t explain it to a six-year-old, you don’t understand it yourself.”
Challenge yourself to review your website content with your potential customers in mind. If you can explain complex terms in a simpler way, do so! And if there are technical terms that are necessary to use in your content, be sure to define them in a way your customers can understand.
The trick is to write your website content as if you were speaking to your customers in person. After all, your website should be a resource for your clients, and if they can’t comprehend what's going on, then it's not doing the job. Writing in this style will keep things conversational, make your company more relatable, and appeal more to the needs of your clients. Not to mention, technical jargon tends to be a bit boring… Don’t put your readers to sleep!
2. Write less, focus more
We understand that there are many aspects of your business that you could showcase on your website. However, the most efficient way to provide your customers with valuable information is to write less, with more focus.
Try to limit yourself to include only the most relevant and important content. Your content should offer enough information that readers are confident in your ability to help them and interested enough to set up a meeting! Don't overwhelm them with too much information. It's okay to leave out some details so they are compelled to contact you for answers!
Being intentional with the content on each page of your website will help you shorten your message. Having excessive amounts of text on a page can be hard on your reader's eyes. Consider writing your content in different sections with sub-headers to help your customers navigate your content easily.
You only have your visitor's attention for a short period, so be clear with your message and provide the information they are searching for in a quick and efficient way.
3. Be more creative
Just because you are talking about your company’s products and services doesn’t mean all of your content needs to be super dry and serious.
Adding creativity to your website content can spice things up and engage your customers more effectively than just sharing the facts. Being more creative with your content also gives your company a distinct voice and personality that can set you apart from your competitors.
Don’t be afraid to step out of the box. Add personal touches to your content to encourage conversation and evoke emotion. Then, complement your creative content with images, color, and different fonts to set the overall mood you want your customers to feel when visiting your website!
If you’re having a tough time getting your creative juices flowing, get up and take a walk outside or take a look at these other tips on how to beat writer’s block.
4. Invest in a professional website design
While the design of your website doesn’t necessarily involve content, it greatly affects the way content appears on your site. Be sure to use a web design that is consistent with your brand and that supports your content.
Consistency with your logo, fonts, and design style is important to ensure a powerful brand image. This consistency will also help your customers connect with the look and feel of your company and recognize your business more easily. I've found that investing in a professional website design can be the wisest decision if your goal is to grow your business online.
You may be wondering, if I want a professional design, what will it cost me? Price ranges vary from designer to designer, but think of it this way, having a professionally designed website and brand is a one-time cost, and the benefits of consistency and appeal far outweigh that price.
Investing in a professional and polished website design can reduce the cost and time of other marketing materials and make a significant impact on your company. While it may take some searching, there are professional web and graphic designers that can help you, without breaking the bank.
5. Review your content frequently
Can you remember the last time you edited your website content? If the answer is no, it is definitely time for an update! Your audience is always hungry for new and intriguing information, and they aren’t going to get that through outdated content!
Edit your messaging with your customers in mind. If the subjects you are talking about aren’t ultra interesting, find a new way to talk about them and make them more engaging.
Remember, you are writing your content for potential customers - not yourself or your peers. Refresh your content with the latest industry standards and new portfolio examples.
Putting a new spin on your content will make your customers feel more connected and in the know of what is going on with your company and your industry as a whole. Most importantly, remember to make sure you are providing your customers with valuable information that is authentic and adds value to their lives.
While focusing on improving your website content, don’t forget to update all of the pages on your site. No page should be left unturned! More importantly, question and define the goal for every page on your site. Be sure each one has a clear purpose and serves your customers in the way it is intended to.
Remember, if you are bored with your content, your customers are too! We hope these tips give you the tools and inspiration you need to revamp your website content. If you need a listening ear for your content ideas, we'd be happy to chat!