Content 101: How to Write the Wording for Your Website

Written By Madison Compton
February 10, 2024
woman writing at desk

Let’s face it, writing the wording, or the copy as we call it, for your website can SUCK. Putting your business into writing is something that can stump many business owners and sometimes even block them from creating a website at all. 

It can be overwhelming, but take it from people who have written content for over 100 websites in different industries- YOU know your business, so no one can do a better job than YOU. We’re here to help by giving you a step-by-step guideline on how to start and what to focus on. Let’s get into it!

1. Outline your pages

Just like there’s only one way to eat an elephant, there’s only one way to write your website, one bite (or page) at a time!

This may seem obvious, and that’s because it’s a great place to start! Open a Google or Word document and write down the pages you’ll need, things like:

  • Homepage
  • About us
  • Services 
  • Contact us
  • Blog
  • Sales/lead generator page

When you do this, you’ll start to get a framework for the whole site and can start gathering other elements such as testimonials or photos that would go well with each of the pages. 

2. Ask yourself these questions

As you’re writing your content, make sure you’re asking yourself the following questions, is it clear…

  1. What do you do?
  2. Who do you serve?
  3. Why do those people need your services or products?
  4. What do you want them to do next? (Call you? Fill out a form?)
  5. How does this transaction impact their lives? 

These will help clarify your site for your customer, make sure you’re not adding too much unnecessary wording, and show that you’re the right person for the job!

3. Pinpoint your core message

What is the main message you want each page to say or thing you want it to accomplish? For example, you want your About Us page to both give customers quick information about your business (hours, location, phone number, and email) and the story about your business (who works there, why it was founded, what sets you apart, etc,). But you wouldn’t want your sales page also containing your backstory, because that would detract from the point of that page, which is to sell your product or service. 

Think of an upside-down triangle, you want the most important information to be first and largest on the page, with the less important stuff to be towards the bottom.

4. Talk to your customer

Too many local business websites are just boring pamphlets about themselves that don’t captivate or convert audiences because they don’t see themselves in the story.

Try to imagine your ideal customer and write your copy for them. Use statements that address their challenges directly and make it clear how you can help them. We’re often tempted to use industry jargon because that’s what we’re comfortable with, but your normal customer is going to respond best to normal verbiage. 

Another aspect to remember here is to talk about your previous customers! You don’t have to actually talk about them, but show work you’ve done in the past, feature previous client reviews, or build case studies around problems you’ve solved that could resonate with potential customers.

5. Keep it simple

Your customers are likely like all of us, busy and bombarded with information. Craft clear, concise sentences that deliver your message quickly and efficiently. Bullet points, headings, and white space are your best friends for guiding readers to key information without making them work for it!

Remember, less is often more. Focus on the essential points and let your writing breathe. By prioritizing short, simple, and scannable copy, you’ll not only capture attention but also get your point across much easier before your visitor’s attention span wears off.

Bonus tip

Bonus: Using tools can help you, if you do it right! Obviously using something like spellcheck or Grammarly are great to make sure you don’t have any “uh-ohs” on your site. And, while you may be tempted to just have ChatGPT do the whole thing, don’t! As many amazing capabilities as it has, ChatGPT and other AI tools still sound, let’s face it, robotic. However, there are some really great ways you can use AI tools to help you write your content.

 

Writing content for your website may seem daunting, but it’s an investment that helps build trustworthiness and convert visitors into customers. Remember that no one knows your business and your customers better than you, but if you need any help along the way, we’re one email away!

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