Writing website content is a common roadblock. It causes delays. Website owners don’t know what to write.
If you’ve ever been in this position it’s totally understandable. You’re probably not a professional writer or marketer.
You’re busy running your business.
For those who have no idea where to start; most business and marketing website pages should each have a single goal.
Here are four common ones you can focus on.
As soon as possible, a website should help visitors decide if they’re in the right place and if you offer what they need.
You need to quickly inform your visitors if your website is for them. And write it in a way that both appeals to your target audience and turns away people who aren’t a good fit.
You can do this by writing about:
- The problem you solve
- The solution you provide
- Your target audience’s hopes and fears
Your home page is a great place to inform. It should be all about your ideal customer and the problem you solve.
You can inform on your about page too. The about page is one of the most visited pages on a site. People typically go there after they’ve read your home page and decided to go a little deeper.
Things that can go on your about page:
- Company history
- Mission and vision statements
- Team bios
- Information about yourself personally
After visitors decide they’re in the right place, they’re going to want to see samples of your work, and that you really are the expert you claim to be.
The majority of the pages on a typical business or marketing site should be dedicated to building trust.
Your blog, work, and testimonial pages are great places to focus on building trust.
You build trust when you:
- Publish regular, valuable content that demonstrates your expertise
- Show proof of past business success
- Show how you’ve helped past clients
- Publish customer testimonials in their own words with real pictures
You can also strategically sprinkle testimonials throughout the other pages on your site. Just make sure to put them in the sidebar or footer so they act as little reminders rather than being the main focus of the page.
Showing authority is similar to, and also helps build trust. And you can still use your blog, work, and testimonial pages to do it.
But I think you’re building trust and showing authority when you use those pages to highlight:
- Work you’ve done for recognizable or prestigious people, businesses, or brands in your industry
- Well-known people you’re connected to in your industry
- Events you’ve spoken at
- Webinars or courses you’ve taught
All of the work you’ve done to inform, build trust, and show authority would be for nothing if it didn’t help you generate new business!
There should be a clear path to take action on all of the pages on your site, but it’s not usually the main focus. There are some pages though where lead generation is the only purpose.
You usually do that on landing pages when you run paid advertising or send traffic there from offers on other sites. But the goal of your contact page is also to generate leads.
Any page where the goal is to get a visitor to fill out a form, email you, call you or contact you in any way is a lead-generation page.
When you’re creating the pages for a website; decide on a goal for each page. And keep that goal in mind when deciding what you put on each page.
Remember to keep your pages focused, and don’t try to do too many things with each page. Let your pages work together as a whole, and allow people to flow through them to find what they need.
If you do that, you’ll have a website that much more effectively helps you achieve your business goals.