Seven Questions | The Content Of Your Website

It’s what you say AND the way you say it

This is the fifth article in our "Seven Questions to Ask Yourself Before Getting a New Website" series. This time we're focussing on the content of your website.

The text on your website should be compelling and to the point. People that are deciding who to buy from will not often sit and read through every word because your website will be one of the many they’re looking at. You have to get your message across to them quickly and tell them why they should be buying from you.

A good idea for writing content for your website is to think how you would talk face to face with someone interested in buying your product or using your service? Imagine you’ve only got a short time to get the key points across that will give them all the information they need to buy.
Your website should grab attention with strong headlines, pre-empt and answer the most common questions and give reassuring answers to the most common objections that might stop someone from buying.

• Think about the following. Is there any independent research or awards that back up any claims you are making?
• Are you accredited or qualified in your field or do you hold memberships to any industry groups that further increase your authority in your area of expertise? 
• Do you have any testimonials from happy customers that you can use as proof that you deliver goods and services as advertised?
• Do you stand by your product or service so firmly that you offer strong guarantees?
• Do you have any case studies that you can write about to give further insights into the way you operate?

It is also of the utmost importance to read through everything you write and check it for spelling and grammatical mistakes. Poor English reflects badly on your company as a whole as people may ask themselves how you can deliver a product or service they’ll be proud of if you manage to miss mistakes on your own marketing materials.

OffSight works closely with a professional copywriter and award-winning published author Phil Shanahan. See more about Phil's content writing services here.

Read part 6 here : Marketing Your Website