How To Write Website Content That Converts
(Hint: It’s Not All About You)
Did you know 36% of start-ups don’t have a website? Pretty astonishing in our hyper-connected, digital-focused world (and it’s a worrying sign for the future success of those businesses too).
Research published last year suggests 81% of shoppers research online before making a purchase. It also found 91% of customers have visited a store after an online experience. A website is one of the most vital marketing tools in your start-up’s armory. While we’re on the statistics, 92% of small business owners would agree.
But, if you and your entrepreneurial dream figure in that 36%, don’t panic. We’re here to guide you through the magic art of how to write website content that performs for your business. Taking you from digitally elusive to an online success story. We are Wizards, after all.
Our Small Business Website Tip:
Your website is not about you.
We’ll just leave that there for a moment.
That seems crazy huh? But, fundamentally, your website is about your customers. It is about how you can help them move past their pain points, and how your products and services can make their lives easier and more enjoyable. Whether you’re a start-up in B2B financial services or running a customer-facing beauty salon, the same principle applies.
So, how does that translate into content for new website projects? Before you start writing, do your research. Make sure you know your target audience inside out – who they are, what problems they face – and, rather than listing product features, frame your services in terms of the benefits you offer your customers.
How To Increase Your Website Conversion Rate
Channel Customer Emotions
Focus on what your customer feels at each stage of their journey with you. Are they feeling hopeful your product could fix a pain point? Are they frustrated because something has gone wrong, and they need to contact your customer services team? Are they excited to try something new?
Your website content – and the tone of voice you use to communicate – needs to reflect these feelings. Get it right, and you’ll foster a valuable emotional connection to your brand.
Create Clear Calls To Action
Calls to action let your customers know exactly what is expected of them at each stage of their journey through your website. Once you’ve figured out their emotions, tell them what you want them to do next. So, make it clear when you want them to contact you, sign up for a free trial, or subscribe to your services. And make it simple to follow through with those actions.
Consider A Website Content Audit
If you’re not one of the 36% of start-ups without a website, but you’re struggling to attract traffic and generate online leads, why not consider a website content audit?
An audit will usually involve a strategic content expert analyzing your website content, layout, and tone of voice. They’ll offer advice on how you can improve your website content, from a complete rewrite to tone of voice tweaks.
A website content audit will also consider how visible your website is to Google (92% of online search goes through here) and will suggest a strategic plan to improve your search engine optimization (SEO) to increase organic traffic.
Don’t underestimate the power of a website, even for small start-ups. With online research now a core part of the customer purchasing journey, being invisible online means you’re invisible offline too. But, don’t be daunted by the need to write content for new website projects either.
To make sure your website converts, keep it simple. Write for your customers, consider their feelings, include clear calls to action, and think about a content audit to ensure effective SEO.