Consider your website content as your online voice. Pretend you are pitching your company, its products, and its services to an interested audience. What are you going to say about your company, and how will you say it? These are all important questions to ask yourself as you write the various pages of your website.

Consider your website content as your online voice. Pretend you are pitching your company, its products, and its services to an interested audience. What are you going to say about your company, and how will you say it? These are all important questions to ask yourself as you write the various pages of your website.

What's Your Call to Action?

The call to action (or CTA) is what you want your visitors to do when they visit your site. Do you want them to read more information on your blog? Do you want them to subscribe to your newsletter? Would you like them to purchase your merchandise? The most common CTA is "Contact Us." This means you want your visitor to call, email, or fill out your online form. Your CTA should be inviting, so gather some inspiration from your favorite websites. There are lots of ways to say, "Hello! I'd love to have a chat with you!"

Give Visitors a Quick Overview on the Home Page

Home pages should guide visitors toward a better understanding of your company. Don't try to fit everything onto your home page. Create sections of copy that give a brief overview of the other pages on your website. In fact, you may find it easier to write your home page copy last.

Because visitors are not very patient, you need to get your message across clearly and quickly. Tell visitors these three things with your home page text and images:

• Who you are

• What you do, or what problem you solve

• What you want your visitor to do (CTA)

As you create your website, consider the flow of your site. How will visitors navigate through your pages? On your home page, it's a good idea to create small sections, and then invite the visitor to learn more on a different page. Do you want your visitor to go to your online store right away? Create an interesting way to entice them to the store, such as a list of featured items with a "Shop Now" button clearly visible.

Explain Yourself Attractively on the About Page

What will your visitor love to hear about your company? We already know that most visitors are not patient, so whatever you write about yourself, keep it short. We also know that most visitors won't want a complete family history, so save the lengthy slideshows for another use. Instead, present yourself in an honest way, using the consistent voice that you use in the rest of your site. Consider telling your visitor:

• What you do

• Who you do it for

• How and why you began your company

• Something personal to give your visitors a reason to smile and relate

Personal qualifications and experience are often good facts to include on the About Page. Whatever you write, keep it short, add a little personal flair, and always tie it into your overall purpose.

Clearly Showcase All Your Services

The trick for service pages is to make your services sound like something your visitor really needs. Consider your target audience's pain points. Where are they struggling, and what can you offer to help? Make your services very clear. You'll want to include:

• The name of the service

• Price(s)

• Exactly what your customer will be getting

• Details about the process your customer will go through

Don't hold back on the itty-gritty details! If your services sound vague and mysterious, a customer may not feel confident enough to purchase.

Make It Easy to Be Contacted

The Contact Page is an easy and important page. We'll create a contact form for you. Research other companies' contact forms, and figure out what type of information you want to collect from your visitors.

Include extra contact details, such as your business address, business email, business phone number, hours of availability, and how many days it will take to reply to an email. Reinforce your social media following with links on your Contact Page. You may also want to include a great testimonial here, or a link to your testimonials page. 

Answer Common Questions on Your FAQ Page

A Frequently Asked Questions (FAQ) Page is a great place to field those questions that you know your visitors are going to ask. These might be questions that come up often, questions that don't get answered on the other pages of your website, or questions that reinforce the harder concepts on the rest of your site. An FAQ Page is often useful, but not something you absolutely need to include.

The Sales Pages Let Your Audience Know How You Can Help Them

Sell your products on the sales pages! Remember how you targeted your audience's pain points on the service pages? Do that again here. Make it very clear that your products can help your visitor. On the sales pages, include:

• Main header/Name of the product

• Tagline

• Short description

• What you are trying to accomplish (i.e., what your visitor wants, needs, craves)

• Recognition of your visitors' struggles to get what they want

Final Tips to Create Smooth, Cohesive Website Content

As you fine-tune your website content, always think about your audience. What do they want to read? What will grab their attention? What kind of information do they need? What grade level of writing are they comfortable reading? Use this online tool to calculate the readability of your content. What search terms will they type into Google to find your website? Be sure to include those terms naturally in your headlines.

Follow these general writing tips for shining prose to delight your readers:

• Use active verbs. For example, say, "We cut prices in half" instead of "Your prices can be cut in half."

• Be specific whenever possible. Generalities are confusing, so help your readers visualize what you are saying with concrete word images. Specific details about your products may also help your website's Search Engine Optimization (SEO).

• Quality trumps quantity. Write exactly what your visitor needs to know without overdoing it. Simplify whenever possible.

• Always keep your purpose in mind. Don't get sidetracked down a rabbit trail! All the information on your website should serve your overall purpose.

Say Goodbye to Your Feelings of Overwhelm!

Writing your unique story challenges even the best writers, so go into this project knowing that it's tough but also possible. Hiring a web designer to custom design your site gives you that extra boost of confidence your site needs. Entering your content into a template is an option, but designing your site around your copy will give it a professional punch to impress your audience.

I’m here to help your online presence be dramatic and influential. Feel free book a call to talk more about your website and the benefits of a custom design.