If you are planning to improve your website content, you may be wondering where to start.
This checklist will help you to plan, write and continuously improve the content on your website – which will ultimately help you achieve your business goals.
Follow this guide to help you produce web content that converts website visitors into business enquiries, leads into opportunities and prospects into customers.
Content Planning for Results
- Which prospects and clients do you wish to attract to your website and what do you want them to do there? Think about the ‘call to action’.
- Why are you upgrading your website, what’s happening in the market?
- What are the commercial objectives of this site and each page?
- Who are your target visitors?
- What do you want them to think, feel and do?
- What is the single message which must be conveyed on every page?
- What problems are you solving in providing this content?
- What action do you want visitors to take? Have a list of tasks for each page
- What content and in what formats will achieve item 1?
- What marketing materials are there already and how good is it?
- Which words are people using to search for and find your information?
Content Writing Tips
- Write from your customers’ perspective, and the viewpoint of your ideal prospects
- Describe benefits (as well as facts and features)
- Include testimonials and case studies
- Friendly, helpful, conversational tone of voice
- Headlines and page titles must attract people to read on. Make them informative and state the main benefit
- Break up your content with short, informative sub headings
- Make the content an easy read – concise, informative, compelling and above all: relevant. (You have up to 8 seconds to get noticed).
- Write with clarity – short sentences, short paragraphs and plain English are easy to understand
- Is it easy to read and understand? Test for readability using Flesch in Word
- Active verbs.
- Avoid too much ‘we’. “We are passionate about our service.” “We are excited to launch our new website.” “We are delighted to tell you about our new offices.” Instead, write about your customers’ experience in working with you, how you helped and how they benefited. Prospects are looking for social proof.
- The home page may need several calls to action to take visitors to complete the task such as: download information, make an enquiry using your contact form, email you, get in touch by phone, book an appointment, book a course or event, buy now.
- The ‘about us’ page is a good lead generator. It’s the page where you tell about your reputation and why people should do business with you. Rather than being all about you, it should focus on your customers’ needs – and what they really want.
- Consider your reader’s reaction. Evoke a positive emotion and your website visitor will continue reading.
- How will you produce, publish and maintain your website content? Who will do it and how often?
- How will the success of the site be measured and improved? Track conversion rate.
- Have a process for publishing content that informs your customers and helps them make a buying decision to choose you.