If you wrote your company’s website content, you know how hard it is to get to the point where think you finally got it just right. In this three-part series, I am walking you through the beginning, middle and end of writing website content that connects with your target market to the point that they say, Wow, I need to work with/buy from these guys.
I just covered the beginning, so now it’s time to move along to the middle. Here are the next three things you need to do to write truly spectacular website content:
1. Decide What Pages You Need
Before you start writing the content, you need to set up your website’s navigation (site nav) by thinking like your customer. What pages need to be in the main nav bar at the top of the page? What pages can be subpages? One must: Always have your About page front and center. It is the most visited page on a company’s website.
In general, I like a site nav to go something like this (the subpages are indented):
Home
About
Mission/Values – if appropriate – depends on your business
Philosophy/Why We Are Different
Leadership
Clients
Products/Services
Subpage for each product or service you sell
Testimonials
Resources – if appropriate
Blog
Contact Us
One note about the Testimonials page: Sprinkle them around the site in the sidebar of the page, as people do not read websites like a book and may never check out your Testimonials page.
2. Decide What to Write
Now you finally start writing! The first thing you want to do for each product or service page is identify the problem or challenge your clients have, explain how you solve those problems with that specific product or service, and explain how that benefits your client. Then, and only then, you can discuss features of that product or service.
For your About section, clearly explain who your company is and what you do with an emphasize on the benefits you provide your clients. Your leadership section should contain a short paragraph about each partner or prominent executive.
Ask your clients for testimonials – 2-3 sentences – that explain how you helped them. The resources page can contain links to industry news and blogs, company news, books, etc.
3. Make It Perfect
Now go back and edit everything. Make sure you are not repeating yourself – really tighten it up so it’s short, sweet, and to-the-point.
OK, that’s it for now. Next up: The End!
Image by Flickr user David Reber’s Hammer Photography (Creative Commons)
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