Here at Vision Advertising, we create a lot of websites for a lot of clients. From those with established websites looking for a refresh or a rebranding, to those excited to be making a website for the first time. One thing most of those clients will need is content for their website. Most of our clients opt to write their own website content and many of them struggle to start or complete their content themselves. Meaning I’ve been called in more than once to help jumpstart or polish work. With that in mind, here are some tips to all those out there who have to write content for their website.
1. Before You Start: Make a Sitemap
If you’re starting from scratch or expanding your website, it’s important to have an outline to work from. By working with your web developer to create a sitemap, you can figure out how each individual page of content fits into the bigger picture. After building a sitemap, you’ll have a better idea of what each page needs in terms of content, as well as how they should be cross-linked.
2. Write for Your Target Audience
When writing, it’s important to keep who you’re writing for in mind. Depending on who buys your products or services, your tone, word-choice, and even how you appeal to them should change. If you’re selling engineering products, your audience is going to be interested in specifications. If you’re selling lunch, your audience is interested in flavors and emotional responses.
3. Explain Why They Should Pick You
What sets you apart from your competition? It’s important to highlight what makes you stand out, from exceptional service to unique products to a great atmosphere. Feel free to highlight different things on different pages and make sure to also highlight your staff (see below).
4. Put a Face to Your Company
People want to know who they are doing business with. Make sure to have a company page with all of your staff and the history of your company. By being able to put faces and names to your company, you’re already creating a personal bond with your customers. Think about each employee writing up a short bio with some character.
5. Provide Facts
Show off a little bit and share your accomplishments with your customers, from awards to things that will impress or put them at ease. Let people know about the following:
- Certifications & Insurance
- Company Size and Equipment
- Awards and News Stories
- Sites You’re Listed On
- Social Media You’re Active On
6. Don’t Be Afraid to Ask for Help
Last but not least, if you’re stuck get some help. This could be from other people at the company, the agency helping you develop the site, or even a third party. From there you can either talk out the writer’s block, or even provide an outline and some reference material to let them take over. If you’re working with someone like us on a retention model, I highly recommend setting some time aside in the event something like this happens.
If you’re looking to get started on your brand-new website, it’s time to contact us at Vision Advertising. We’re a full-service digital marketing agency, and can help you make that shiny new website as well as help you with blogging, social media, and more. Reach out to us today to get started.