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Powerful Tips for Writing Web Content

Writing web content is not easy.  It’s hard to write quality web content that gets your website visitors engaged and taking action. Here are some simple tips to help you write better content to get your website visitors to become customers.

Prospect Profile

First, you need to start by understanding who you want to come to your website.  You have a target audience that is more likely to be interested in your product or service than others (for example, if you are selling snow tires, you don’t want to attract people from Florida – you definitely want to attract people from the far north).

Write out the profile description of these people you want coming to your website.

  • What kind of business are they involved in?
  • What’s their demographic (age, sex, income class, location, ethnicity, etc.)
  • What’s their business role/title?

What problems and issues do they have?

  • What are their goals?
  • What challenges/issues are they having in their business?
  • How does these issues affect them?  How does this affect others around them? Business? Family?
  • If they don’t solve their issues, what can happen?

What kind of questions do they need answered before they move forward?

  • What information do they need answered about the products or services that you offer?
  • What do they need to know about your company background?
  • Do they need to know about how you have helped companies that have similar problems to yours?

What questions do prospects want answered before moving forward?

Before someone decides that they want to engage you in talking about doing business (or making a purchase), they have certain questions that they will want to have answered.  What are they?

  • Can you put “questions they want answered” under certain topics and categories?
  • What are some sample headlines and titles for each of the topics?


Would you want to see a doctor that didn’t have a medical degree?  Or would you want to work with a business consultant who had no experience?  Take the time to consider the qualifications of you, your team, and business.  What are your qualifications?

  • Education
  • Experiences
  • Years of experience
  • Clients (for example: if you sell to aviation, having a feature client like Boeing would be great)
  • Samples of your work (if you are an architect, show pictures of your work.  If you are a lawyer client case handled)
  • Client Success Stories
  • Client Testimonials
  • Vertical Specialization
  • Memberships and Associations
  • Specialized knowledge
  • Unique services offered

What do you want your prospects to do?

You don’t want visitors to just come to your site, you want them to take action – perhaps you want them to “Call Now” or “Buy Now”.  Depending on the nature of what you want them to do, you many need to be very explicit in explaining the action you want them to take.  Here are a couple more examples of actions you might want them to take:

  • Sign up for our newsletter
  • Download How to instruction book

Remember also, that you may need to let them know that there is a benefit to acting now as opposed to waiting for later.  Maybe it’s a sale or a limited time offer.  You may need to add an “act now” benefit, to increase the number of people who take action on your website.

Great Content is Needed for Action

Getting your visitors to engage in your website is hard.  And getting them to make a commitment and become a customer is not an easy task to do today.  People have too much to do and too little time.  There is competing demands for their attention.  You need great content on your website in order to get them to engage and take action to become your customer.

If you want help in creating content that engages and converts prospects into clients, contact The Story Website Design and Marketing at 647-723-7046 today.

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