Writing content for your website can be a harrowing task. While you would love to tell your site visitors everything about your business and what you can do for them, you need to strike a balance between the right amount of information and the danger of information overload.
On top of this, where do you start with writing content. To help my customers through this difficult stage, I have created a simple template for creating content that is concise and easy to read.
Follow the steps below using the supplied template for each page on your website:
Step 1. Before you begin writing your content, answer these questions:
- What is the purpose of this page? Why is it important?
- Who is your target audience for this page?
- What are the three main points that you want to convey on this page?
- What keywords will your potential site visitors use with Google to find this page?
Step 2: Page Title:
Create a title that is clear, concise and catchy. It also should include some or all of the keywords identified above.
Step 3: First Paragraph:
In the first two sentences, clearly describe what you want the site visitor to gain from visiting this page – this is the one thing you want them to “take away” with them.
In the remaining sentences of the paragraph, summarize the points (identified above) that you will describe on the remainder to the page. You should also include a Call to Action (CTA) in this text to capture those visitors with short attention spans and who may not be bothered to read on.
Step 4: Second, Third and Fourth Paragraphs
- Summarize each of the main points in turn, using keywords or phrases if possible.
- Use bullet points to highlight features or additional sub-benefits.
- Include links within the content to either your own pages or external websites (Google loves inbound and outbound links).
- If possible, include further information if the content allows.
Step 5: Call to Action
Finish the page with a bold, obvious “Call to Action” that clearly explains what you want the site visitor to do next.
Step 6: Checklist
After your content is written, read through it against this checklist:
- How long are each of the paragraphs? (maximum four sentences)
- Are they concise and relevant to your target audience?
- Is the style of content conversational, addressing the site visitor as “you”?
- Is the content interesting and engaging? (hint: get someone else to read it)
- Is there a clear Call to Action?
Once your content is written, find someone to proofread through it for you. Sometimes we can get a little too attached to our work and we are unable to see its minor flaws. A reliable proof-reader will spot those details that need correction or more information about them. They will also be able to tell whether the content is too wordy or just right.
Still not able to put your writer’s cap on? Tropical Coast Web Design has nearly 20 years’ experience in creating websites including page content. We can take simple dot points and turn them into legible, clear information for your site visitors.
Get in touch today for more information.