When I am writing website content, I send my client a list of questions about their business. I may already know what they sell and how long they have been in business, but writing effective content goes beyond this surface level information.
Because a business website is not a Wikipedia page. It’s not just definition of a business followed by a list of accomplishments.
For content to be effective, it needs to convince the reader to do something. If you want your website to drive sales, you need to convince people to send an email, pick up the phone, or add to cart.
So, how do you make sure your content is going to see these results?
By asking the right questions first.
Here are six questions you should be asking before writing website content of any kind:
6 Questions to Ask Before Writing Website Content
Try to imagine what your target audience wants to read. It needs to resonate with how they are feeling and the way they interact. What do they care about most? What words would they use to describe your product or service?
What problems are you solving?
Now that you are picturing your target audience, you need to define how your service really meets their needs. How do you make their life easier? How are you meeting your needs or desires?
Remember however, that a problem doesn’t mean your content should have a negative tone. Your writing shouldn’t focus on how terrible life is for your target audience!
What do you sound like?
The answer to this question will be linked somewhat to your service and your audience, but it’s also important to think about how your content should fit with your branding and personality. Don’t force a particular tone of voice if that’s not who you are.
What do you stand for?
Your target audience should be able to get a feel for your values as they read your content. So, it’s good to revisit these and have them in mind as you write.
What makes you different?
I ask clients to identify their competitors and explain how they are different, because this helps me ensure the content will be offering something that their audience can’t get anywhere else.
How should people respond?
Your content should all point towards the Call to Action, so rather than writing the content and deciding this later, defining this first will save you a lot of time and redrafts!
Whether you’re writing from scratch or revisiting your content to improve it, I challenge and encourage you to answer these questions first. I promise it will make the process easier and your website content more successful.
Want to find out more about how to make your website content work? Let's chat!