How to write website content that converts
Updated: Dec 16, 2020
Your website might just be your golden ticket to attracting your ideal customers. It forms first impressions within seconds and leaves a lasting impact on your brand's reputation.
In that case, choosing the right words for your website is essential. Your content should:
Be clear, interesting and memorable.
Speak directly to your ideal customer.
Be well-written and convincing.
This can be tricky. Deciding what goes where and how to tell your story or describe your brand is easier said than done.
How do you even begin?
Here's some practical guidance to get you heading in the right direction.
Be clear about who you are
Seem obvious? Maybe. Easy to do? Not always.
Can you explain in one sentence or less who you are and what you do? Can you do the same to describe what makes you unique? Try it. Make these descriptions as succinct (unique and memorable) as possible and have this be the first piece of content that's visible on your home page.
You may only have seconds to appeal to visitors or turn them off for good. Write this copy with your audiences' needs in mind. Think about what they're looking for, not what you want to talk about.
Write how you would speak
Content that's too salesy or full of jargon and gobbledygook is a major turn-off. If you wouldn't be comfortable using the words in a conversation, don't use them on your website.
Think about the tone and style you're using and make sure it's not at odds with your brand. If your brand is fun and creative for example, use language that matches that.
Imagine your ideal customer on the other side of the screen and think about what style they would respond best to.
Make it easy for busy readers
Visitors want to easily and quickly find the info they're after without having to faff around. They skim pages, make quick decisions and don't want to waste time interpreting content that isn't immediately clear.
Use short sentences and paragraphs, and plenty of white space. Think about using headings and subheadings to break up text. Long, complicated sentences and large blocks of text, even if well-written, can be overwhelming.
Show your personality
People like doing business with people, not faceless brands. Your website is a great opportunity to showcase who you are, what you stand for, what your brand is about and the personalities behind your business.
Your 'About Us' page, for example, is a great chance to talk about why you decided to start your business, what your goals are and who's behind it all (but in a way that will resonate with your audience).
Think creatively. Add photos. Tell stories. People will start to follow you not just for what you provide, but who you are.
Make it SEO friendly
SEO (search engine optimisation) is all about how easy you are to find on Google. Google is seriously smart when it comes to ranking your website. It does this by taking lots of different aspects into consideration.
The most important is the quality of your content. Ask yourself:
Is it well-written, easy to follow and free from errors?
Is it regularly updated with helpful, quality content (eg blogs)?
Does it contain keywords or phrases (ie words that your customers are searching in Google)?
Are the keywords and phrases naturally incorporated into every page?
For more tips on on how to optimise your site for Google, check out this blog.
About the author
Hannah McCreery is a copywriter, digital content writer and the founder of Two Sides.
She works with businesses to turn their thoughts and ideas into carefully crafted messages that connect with key audiences.
Two Sides provides copywriting, content writing, editing and proofreading services across a range of channels.
Get in touch to chat about how Two Sides can help.