How to Write Engaging Website Content That Will Generate Leads Part 3

Even though I regularly write website content for other companies without a problem, I know how hard it is to write your own copy.  In fact, I struggled with mine for a month till I felt like I got it right!  So, I put together a three-part series that details how to do it properly so you will connect with your target market to the point that they can’t wait to work with/buy from you.

I already covered how to define your target market and services and write your value proposition in part 1, the beginning.  In part 2, the middle, I discussed what pages you need to include and in what order on your website and what to write on each page.  Now, we’ll put the finishing touches on the website.

1. Write the Home Page

The home page is always the last thing I write.  You need to be happy with the rest of your website content first.  So, on your home page, you immediately state who your company is, who your clients are, and what you do for them.  In other words, this is where your value proposition is going.

Then expand a bit on how, overall, you help your clients.  The very last thing you include is a list of the products and services you offer.

2. Write Calls-to-Action

So now you have all this great content that engages your target market and gets them, well, if not excited to buy from/work with you, interested in learning more and talking to you.

To get them to take that next step and do something by adding a call-to-action (CTA) on each page that urges them to contact you via email or phone.  It will read something like this: “If you are interested in taking your social media marketing efforts to the next level, contact us today.”  Hyperlink “contact us” to your Contact Us page.

You might be able to use one CTA on every page, but most likely you will want to customize it a bit for each product/service page.  You will also add one to the home page, and a really strong, longer one to the actual Contact Us page.

3. Integrate Keywords

Because you are going to optimize your website for search (please don’t say you are thinking about doing it – you MUST do it if you want to get found online), you need to integrate keywords into your content.  I do this last.

Ask the search engine optimization expert who is working on your site to do a keyword search based on your products, services, and other industry keywords that you use and are applicable to you.  Go through the list and choose the keywords that have the most relevance for you AND that get high rankings.

Now, read through your website content and make sure those keywords appear on relevant pages.

Image by Flickr user neil conway (Creative Commons)

This entry was posted on Tuesday, August 30th, 2011 at 9:00 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed.


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