A website is basically our way of communicating with potential customers through the screen.
Although we are already deep in the digital world and screens have long since become the center of our lives, When we are required to spend money in a place we don't know or even just leave our details for interest - we have to trust the person and the business behind the screen.
Quality content that manages to touch the customer's need and in the same breath show him that we are the ultimate solution for him - can be the determining factor whether the site will be a resounding success or... not.
How to begin?
כתיבת תוכן לאתר שונה מכתיבת תוכן 'פשוטה' לפרסומים או לבלוג, מאחר והיא מכילה בתוכה מרכיבים רבים. מעבר לאמנות השימוש במילה הכתובה, ישנה חשיבות גדולה לסדר ולאופן בו התוכן יופיע ולאפיון התוכן בתוך האתר.
In this chapter we will detail all the significant elements that will help us create meaningful content for your website:
Let's get started?
Collecting the existing materials
Before we start planning the content, it is important to get to know your business better.
It's time to take all the conclusions from the previous chapter (who is our audience, what are our goals, what has worked so far and what has not, what we want to broadcast as a business through the website and more) and decide on a business level:
- What products or services would we like to promote?
- Will we include prices on our website or not?
- What are the texts that worked well for us and how will we adapt them to the structure of a website?
- Do we also want to contain professional or personal information on our website?
Accordingly, we will mobilize all the existing materials in our possession:
- price offers
- Recommendations from customers
- Content we wrote on social networks
- All the content assets that exist for the business - newsletter, podcast, WhatsApp marketing messages, blog
And basically we will start creating a database for ourselves from which we can draw the information we need to build quality content for the site.
But... how is it correct to write the things on the website and how do we make sure that the customers really want to read what we write?
This is exactly the stage to go to the next stage 🙂
General content characterization
At this stage, similar to the design characterization and the site map from the previous chapter, we would like to focus on the way the text will be written and then think about the structure of the content within the site.
In preparation for writing quality content, we would first like to ask ourselves -
Who are my customers and what are they looking for?
As a direct answer to this we will understand what is the style of writing that will attract them.
As in an official job interview we will speak a little differently than when we sit with friends over a glass of beer,
So here too we would like to adapt the writing style and the linguistic combination to what we would like to convey to our customers:
Reliability, lightness, modernity, sense of humor, formality and more - you should stop for a moment and think about what style you want the content to express on your website.
In order to create the right mindset for writing content, it is important that we ask ourselves the following questions:
- What is the biggest problem of your audience?
- What is your audience's biggest fear?
- What is the biggest passion of your audience?
- What is the main thing that prevents your audience from succeeding (in your opinion + in your opinion)
- What current topic can be connected to your messages?
- What is the differentiation, how is your business different from others?
- What is the promise you give to the customer?
לאחר שבנינו 'אופי' ושלד ראשוני לתוכן שלנו, נעצור לרגע ונחשוב איך הוא יתפרש על פני האתר:
- Will we use a little/a lot of text on the home page?
- Will we spread the content over several pages or on one scrolling page?
- Division into topics and sub-topics and thinking about their location on the website
- Purchase buttons/lead forms - how many and where should we put them?
Important tip-
Content is not just about text! Planning illustrative images, supporting videos and more will help you convey the message in an interesting and professional way, don't forget to include them in your content description.
Drive to action
Motivation sentences can be direct and indirect, and they can come as a title, as a summary sentence and as a button that leads to a purchase or a lead form to fill in contact information.
It is very important to incorporate motivational sentences into the site, according to the characterization of the content we performed in the previous step.
The hard work you have done up until now in building the infrastructure for the website will show you where you should place the call-to-action sentences and in what style they should be written (and in general- which action should we most encourage?).
Motivational sentences for action are also known as micrographs, we recommend using a relevant professional who will compose for you the winning sentences that focus the customer's need and your solution in a creative and beautiful way - in a few single words.
Differentiation and uniqueness
From the way we will formulate the written content on the site to the non-written content that will be integrated into it - photos, videos, podcasts and more - make sure to be different.
And more than that - make sure that your difference as a business, the uniqueness and personal charm you bring with each product sold will be reflected on the site.
The more your website contains high-quality and meaningful content that meets the customer's needs and is also unique, interesting and different from the others - the customers will want to stay on the website, read more and purchase your service or product.
It sounds simple, but in practice... it is a real art.
data and evidence
No matter what we sell, our potential customers want to trust us. As we provide more evidence from the field, we will help our customers understand that we are really as good as we sound, and that our solution for them is really the best they can find.
These are the types of testimonials that you should include on your website:
- Numbers
– Quantities
- Successes
– Recommendations
– Before and after photos
Here too, you should diversify the types of content and combine videos and images together with written and authentic text.
Slogans and inspirational sentences
It is important to incorporate on the website inspirational sentences from the same world of content and in the same style of content that we know will work well with our target audience.
Creating an artistic slogan or using an appropriate quote from a well-known and important person who corresponds with the messages that are important to us to convey - are an excellent way to interest the potential customers and stimulate further thought about your business.
Contents for the internal pages
After we have created an accurate content characterization for the site and decided on the most appropriate structure for the nature of our site and our target audience, it's time to write!
It is very important to write fluently, cleanly and standardly.
The internal pages on the site are extremely important because there you present your services/products, and your professional knowledge.
Writing content for a website is a whole and complex world, in this chapter we tried to put a little order on the subject and help you arrive more prepared for the process of building the perfect website for your business.
Here are some more targeted tips that we have collected for you when it comes to writing good content for a successful website:
Recommended content types
- Testimonials and success stories
- Relevant tips
- Comparison numbers - 1 who acted and 1 who gave up
- guides
- Questionnaires
- Checklists
Quality content will fill your website with everything good - how to do it right
- collection - Collect as much content as possible about the service or product you provide.
- wording - Try to be careful with correct and attractive wording for your text.
- Videos - Try to upload only high quality videos to your website.
- Content organization and cataloguing - Try to organize at least initially the content and its categories.
- Original content - Original content is the best content, it is recommended to invest in this resource.
What you should pay attention to when writing the content
- Adaptation to the product or service - The content you wish to express on the site should match the type of your service or product.
- loading - Do not overload with unnecessary content and unrelated words - you are writing content and not a book.
- sources -If your content is taken from a certain website or book, it is recommended to verify the reliability of the source.
- Correct writing - It is recommended, of course, to avoid mistakes in wording, spelling errors, etc.
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