Content Tips For Your Website
Here are some tips on writing content for your website if you
will be using it to promote a business. To help organise your information, think
about grouping it into the following typical pages:
About Us Products &
Services Contact Us
Testimonials Frequently Asked
- A strong headline.
At the top of your homepage should be a headline that directly addresses the
primary need of your potential customers. Research shows that site visitors
decide within a matter of seconds whether to read on, or look elsewhere.
- It's not about you.
The first thing you need to tell your site visitors is not biographical
information about you, or the history of your company, but simply what you
can do for them, and how they can benefit from your products or services.
This information should be the first thing that they read on the homepage of
your site. Concentrate on customer benefits rather than product or service
- Your unique selling point.
What makes you so special? Try to think of something that sets you apart
from your competitors and include this on your homepage. Imagine yourself as
a potential customer - why should you choose your company over all the
others? If there are many unique aspects to your business, put the most
compelling one on the homepage and the rest on a "Why Choose Us?"
Testimonials from satisfied customers are very powerful sales tools.
Consider collecting them now if you aren't already. If you have several, put
the best one on your homepage and use a separate page for the rest, which
you can add to over time.
- Your photograph.
Consider including a photograph of yourself on your website, particularly if
you are a one-person business. This suggests openness and builds trust with
your site visitors. Make sure it's good quality and not just a passport
- Write a free report or "ebook".
If you are knowledgeable in your particular field of work, consider writing
a free report or ebook, eg. "Hints & tips on...." or
"Simple ways to improve your...." etc. This can be made into a
downloadable format for your site visitors. Sharing this knowledge will
build trust and show your potential customers that you are competent at what
you do, especially if you have a service type business.
- A business blog.
If you are able to write about your industry on a regular basis, especially
if it's in continuous change or development, consider supplementing your
website with an online journal or "blog". Showing that you are
knowledgeable will enhance you credibility and drive more traffic to your
If you periodically have new offers or useful information for your target
audience, consider offering an email newsletter subscription on your
website. Reassure your visitors that their email address will remain
confidential and not be shared with third parties, perhaps with a
consider offering it as an incentive for subscribing to your
- Feedback from others.
When writing your website content, get others to read it as if they were a
potential customer and give you feedback. Do they understand the message
you're trying to convey? Does it address their needs in a convincing way?
Would they buy from you? If not why? What doubts or questions arise in their
If you offer an unusual or unfamiliar product or service, consider writing a
"Frequently Asked Questions" page. Try to use real questions taken
from people you talk to about your business.
- Trade associations, guilds, accreditation.
If you are a member of a guild, institute, trade association etc, or hold
some form of accreditation, don't forget to mention this. Such bodies often
provide a logo for use on your website.
Describe any special deals, discounts, time limited offers etc. that you
If you have a company brochure, get your printers to supply it
electronically as an Adobe Acrobat (PDF) document. This can be placed on
your website as a download.
If you have examples of completed work or projects, eg. photographs of
building or design work, or descriptions of consultancy projects, include a
page for these. Describe how you provided a solution to the customers needs
or problems, with testimonials if you have them.