Many business websites and blogs fail to connect with their readers for a few simple reasons. Learning how to write website content that connects with the reader and encourages them to take action is easy with the right mindset and tools.
Sadly, most business owners who try their hand at content marketing write using the essay form they learned at school. And while there’s nothing wrong with essay writing, it’s not the best formatting style for the web.
However, with a few tweaks, even an average writer can begin to produce content that readers love. It’s far easier to convert someone who loves how you write than a random person off the street as they’re already pre-sold!
Knowing how to write website content that drives revenue involves understanding the main building blocks. By the end, you’ll have an action plan of how to tweak your business’s current blog so that it brings more customers to your door using SEO.
Talk to a single person like you’re having coffee
As I sit here and write these blog posts, I imagine having a hot chocolate and chatting with a good friend. We discuss an element of digital marketing and hopefully learn something each time.
I try hard to make these blogs articles easy to read, fun, and educational. They aren’t speeches, lectures, or essays. Instead, they are something more informal, just like catching up with a friend over coffee.
If your blog feels overly corporate, very bland, and sends the reader to sleep, you have a problem. You have a great personality with much to add to your industry, you just need to learn how to write website content correctly.
By imagining you’re chatting with a single person or friend when writing website content. You will instantly remove most of the formality and stuffiness. You turn your dull content into a personal conversation that’s interesting.
So the next time you sit down to write, imagine your having a conversation with a client and write from that perspective. If it helps, stick a picture of them to your screen as you’ll keep them at the front of your mind.
Let your personality shine when writing website content
Most business owners I coach have never written creatively. They’re used to writing formal letters, essays, and the odd birthday or Christmas card but have little idea how to write engagingly.
I don’t blame them. It’s an issue with the education system.
To let your personality shine, you need to forget the rigid and dull formats you learned at school and imagine you’re talking with a single person. If you struggle writing in your own voice, consider talking as you type or try recording a rough idea.
As I don’t enjoy listening to myself talking (and who does!), I generally talk to myself as I type. Thankfully, I work alone, or I might appear quite weird!
I try my best to write as I speak, particularly, when writing website content. You might find me slightly humorous, educational, or even opinionated. That’s the idea.
I’m not for everyone. That’s fine. But I craft every article to connect with people in my target market who can appreciate my value. Everyone is welcome, but I won’t resonate with all who read my musings.
Keep jargon and industry acronyms to a minimum
A way that guarantees your reader will fall asleep is industry-speak. If you must use jargon or acronyms, define them the first time. Use them sparely and only when essential. No one should have to translate or Google terms when reading your blog!
Use image, audio, and videos to spice up your content
The irony of this tip isn’t lost on me! However, I’ve made the editorial decision to only use rich media (images, videos, audio) sparingly on this blog. Typically I only use a single title image at the top.
If an article needs images to illustrate my point, I’ll add some. For example, in the SEO Powersuite Rank Tracker review, the images help you see the different functions the tool offers without needing to buy it.
On my affiliate websites, each post uses plenty of images and videos. Adding rich media breaks up large blocks of text. They also help to illustrate the point the writer is making.
If your reader expects lots of images and videos, go for it. Just ensure you resize images to the correct size and aim to keep each to under 100Kb.
Three formatting tricks you must use
The majority of small businesses I work with already have a decent website and blog, but they aren’t ranking in search engines for their target keywords. Part of the problem is essay format!
Making your articles easy to read is simple. There are three formatting tricks you should be using: be succinct, paragraph length, and subheadings.
No one will 500 words before you get to your point. Similarly, no one will wait for the second season for a TV show to get good!
Franklin D. Roosevelt said it best: “Be sincere; be brief; be seated.”
Only use two or three sentences per paragraph. Vary sentences in length. Any block of text over three lines will be hard to read on a mobile device, so keep paragraphs short.
Most readers will only consume the subheadings. So they must describe your story enticingly. If you structure your article with interesting subheadings, your reader will probably read the entire article.
Just like rich media, subheadings break up large blocks of text and make your article easy to scan.
Apply these three elements now!
Before you write any more content for your website, apply these tips. As part of learning how to write website content, these tips will have a massive impact.
My clients who apply these three simple tricks, notice that visitors spend longer on their website, read more pages, and convert faster into customers.
Link to sources and other pages on your website
An easy way to build trust with your readers is to link to external websites that support and expand your point. The same is true for adding links to other pages on your website.
You don’t want to overdo it and become like Wikipedia with far too many links, but you want to prove value to the reader. Internal links are great for keeping visitors on a website, making it easier to convert them into customers.
End with a compelling Call To Action (CTA)
If you don’t end your article by asking for business, you’ve missed out. Your call to action (CTA) could be generic or specific, but you need one.
If you run a garage, your CTA could be:
Generic: “Call today to book your car in for a tune-up or fresh set of tires at AJS garage, Bristol’s most friendly garage.”
Specific: “If you’re struggling to change your oil, even after reading our step-by-step instructions, we’re here to help. So call AJS garage today. We’re Bristol’s most friendly garage for a reason!”
If you run a beauty spa, your CTA could be:
Generic: “Relax in style at AJS beauty, call today to book from a range of the latest beauty treatments.”
Specific: “If you enjoyed reading about how to maintain your eyelashes but need some work on yours, call AJS beauty today as we offer a range of eyelash treatments.”
Always use a CTA and ask for business. Don’t be scared!
That’s how to write website content that increases sales!
Learning how to write website content that your target client loves involves a mindset shift. Forget trying to be academic or sounding clever in how you write.
Instead, use short sentences and paragraphs that communicate your message as if you were talking to a friend over coffee. Try to write subheadings that tell the broad strokes of your story.
If you can, use images, videos, and audio to drive your point home. Rich media is also great at breaking up large blocks of text, keeping your reader engaged.
My best advice is to apply these tips to every piece of content on your website before creating anything new. After you’ve learned how to write website content that converts, there will be no stopping you!
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