Website Content Writing

Increasing your online presence with original, engaging website content   

Your website is usually where your business makes a first impression.  Trouble is, the Internet is a crowded space, so it can be challenging to even get noticed, let alone get traffic.  

And if people do visit?  Well, you want them to look around, then leave their details, make a call or place an order.  You don't want them bouncing off to a competitor.

Stand out in a crowd

That's why it's so important to have a website that prospects, customers and search engines will love.  The key is (plenty of) content that captures the attention of visitors, gives them what they need, and offers some added value as a bonus. For that, you need a quality website content writing service.  

Give your business the content-rich website it deserves

Ever asked yourself how much your website is worth? I'd venture to say that - in marketing terms - it's worth a small fortune. In fact, I'd go so far as to say that it's such a valuable marketing tool it should be the cornerstone of your marketing strategy. No matter how small or large your business is.

True. Social media has taken the world by storm. But where do all those social media feeds (and your email campaigns) lead back to? That's right. Your website. And once people are there, you want them to stay. Look around. Download some information. Learn something new. Learn about your company and its solutions. And then become a customer. 

And that is the ultimate goal: A website that attracts visitors and converts them into customers.


Yes, websites are still the cornerstone of digital marketing

Twitter, Facebook, YouTube and LinkedIn all have their part to play in promoting your products and services. But when prospects want to check you out, they go to your website. They want to make sure you're real. That you're reliable and that you know what you're doing. This is where you legitimize your existence. 

That is why it's so important your website does the following:  

  • Provides content that is readable, trustworthy and search-friendly
  • Demonstrates the true benefits of your products and services
  • Connects with your customer base on an emotional level
  • Proves your brand is credible, ethical and knowledgeable 
  • Drives visitors to take the action that you want
Your website is the hub of your digital marketing strategy

Your website is the hub of your digital marketing strategy

Take a long, hard look at your website. Is it looking a bit outdated, with content that's a bit too much about you and not enough about your target audience? Then it's time to give it the content your business deserves. After all, you want to get noticed, generate leads and grow your sales, don't you? 

Website Content Writing Services
Provided by Write for Business

CONTENT PAGES

Writing specific information about your solutions and what you offer prospects. These pages, which make up the majority of your site, are designed to take your visitors through the buyer's journey in an informative and engaging way. 

The services that I've highlighted above relate specifically to website pages. Of course, a website can contain many types of content within its pages, from blog posts to white papers. Please go to the Service menu at the top of the page to see the complete range of copywriting and content writing services that I provide.

The qualities of good website content

If you want your website content to be successful, it has to appeal to two distinct target audiences: humans and search engines. 

Humans are not only your current and future customers. They're also your other stakeholders such as journalists, job-seekers and potential investors. Search engines like Google and Yahoo! visit your site as well and, unless they like what they find, they're not going to rank your content. 

That will make you pretty hard to find by humans, which kind of defeats the object of the exercise.

Improving the user experience (UX) on your website  

Good website content is not just about getting ranked highly by search engines. It's about communicating instantly with your visitors. This means your website content must follow these best practice guidelines:

  • is original, relevant and engaging 
  • reads like a focused conversation by using everyday language
  • facilitates online reading by making the text easy to scan and navigate
  • uses standard English that can be read by busy people and non-native speakers
  • answers people’s questions by presenting information clearly and concisely
  • employs up-to-date SEO copywriting techniques 
  • shows how the reader can take the next step in the buyer's journey  

Now, there are lots of ways an experienced copywriter sets about achieving this, from strong headlines and powerful calls to action to the strategic placement of keyword phrases. Plus other cool things that we writers love to do to make our writing readable, like using the active voice, creating rhythm and flow, and nixing the jargon. 

At the end of the day, writing good website content is not a job for amateurs. 

So now that's clear, let's move onto a closely related topic: website content strategy...

Joe Pulizzi and Kristina Halvorson

"Content strategy isn’t just deciding what you’re going to include. It’s deciding what you’re going to leave out."

Devise a content strategy that encourages visitors to take the action you want

What frustrates a website copywriter more than anything? When a client makes the 'writing the content' phase the very last phase of a website project. I've lost count of the times I've been asked to write the content for a website after the website has already been designed for the website. Then I'm informed the site is due to go live in just a couple of weeks.

Creating high quality website content can't be done at the drop of a hat. Skilled copywriters may make your content look incredibly easy to read and understand, but don't let that fool you into thinking it can be written in between cooking the dinner and putting the kids to bed. Believe me. Even for experienced copywriters, it takes time to write content that is concise and that results in visitors taking action.

Treat your website content just like you do any other critical business asset    

The earlier you involve me (or any copywriter) in your website project process, the easier it is to write high quality content that results in visitors taking the action that you want, whether that's making an online purchase, leaving you their name and email address by downloading a white paper, or submitting a request for information. 

By getting on board early with the rest of your team (brand manager, designer, content strategist, information architect, SEO, etc) , I can help them judge the effectiveness of the proposed content regarding business and user goals.

It also reminds everyone that your website content is a critical business asset in its own right and shouldn't be left as an afterthought.

Make sure your copywriter really understands your website objectives 

Before picking up a pen or tapping on a keyboard, there are several things I like to know about any website I'm creating content for, and I'm pretty sure I'm speaking on behalf of all experienced copywriters:

  • Your business strategy: brand representation, lead generation, sales enablement, customer service, etc.
  • Your company's key offerings: its unique selling proposition and its value proposition
  • The user experience: what they need, what they value, and what their abilities and limitations are (personas)
  • The content model: the types of content to be placed on your website and their inter-relationships
  • The website's architecture: how the site is structured so users find what they want easily and quickly
  • Design limitations on content: for example, word count restrictions on page and sub-titles
  • The corporate style guide: elements like tone-of-voice that, together, present a unified vision of your brand

Once I have a good understanding of your website objectives, I can get down to work. I collect existing material and data, interview subject matter experts (if needed), carry out desk-top research and carve out creative time.

Only then can the writing begin. First drafts are dispatched so you can do your review and approval rounds.

(For a more in-depth look at web content strategy, check out 'How to Plan for,  Create and Publish Online Content for Maximum ROI', by content marketing experts Kristina Halvorson and Joe Pulizzi)


My collaborative website content creation process

Writing content is a collaborative process, and that's certainly the approach I take here at Write for Business. Your team  and I will need to work together.

Fortunately, I've designed a process that makes it as simple and reassuring as possible:

  • Initial consultation: We chat in person, on the phone or on screen to establish your content writing needs and budget. If it looks like we're a good match, I'll ask you a few in-depth questions to get a better understanding of your company and your project.
  •  Copywriting proposal: I clarify in writing your goals, the tasks, the project scope, the steps involved, and the project fee. I also attach my straightforward terms & conditions for you to check. Don't worry. I haven't slipped in any scary or unreasonable terms.
  • Writing deposit: In the copywriting world, a deposit of between 30% to 50% is standard business practice. I usually ask for 35% (the balance is invoiced when all the first drafts have been delivered, at the end of the project completion or at some other agreed milestone). Once I receive your deposit, I move on to the next step.   
  • Creative brief: I draw up a detailed brief that identifies what your investment needs to achieve. I also confirm your target market, the details of your product/service, your key offerings, and the hurdles your target market faces during decision-making (their pain points).  
  • Project confirmation: Since I'll be using the creative brief as the basis of your content, I give you the chance to check the brief and change it where necessary. Once you're happy with it, you send it back to me with your approval. This is the stage we confirm the project scope and fee as it's only now that we know what before we only thought we knew.
Go Green Light
  • Information gathering: I've been given the green light, so I set about gathering as much information as possible to learn as much as I can about your company and its solutions. Much of the data will come directly from you (existing website, company presentations, product brochures) but some will come from interviews with subject matter experts and desk-top research.
  • Keyword research: If you don't have your own SEO specialist to carry out keyword research, I'll do this as part of the project (if it's in the scope). If you're providing me with a list of keywords to use, I'll ask you to tell me who created this list and what methods they used so I can be reassured that it's good data.
  • Content writing: I sharpen my pencil and get writing (and have lots of creative thinking moments). You get the first draft and review it. With larger projects, I'll send in a couple of draft pages early on to ensure we're on the right track, especially when it comes to tone of voice. It’s much harder (and costlier) to change the content later in the process. 
  • Revision rounds: I work through your revisions. You usually have two rounds of revisions to produce a final draft that will lead to a new phase of business promotion.

It's also good to know that, if your team likes to communicate via a messaging system like Slack or to use a project management tool like Trello or Microsoft Office 365, I'm happy to join in if technically possible.

Ready to turn your out-of-date web pages into engaging content?

If you think it's time your website stood out from the crowd and connected with your target audience, I'd be happy to discuss your website content needs. Just drop me a line at helen@write-for-business.com or call me on 360-525-8277.

Once I have a clear idea of the size and complexity of your project, I can send you a proposal without further obligation.