Welcome to this week’s blog. So you’re here looking for tips on website content creation? Don’t worry, you’re in safe hands 👐 I’m here to go through the little added extras that are going to boost your content to the next level ☝
All content you produce adds to your brand image. It sells your identity to people and this is where they can really begin to fall in love with your business ❤ So, it’s highly important that we nail our website content creation process from the very beginning. If you’re joining us a bit later in your business journey, don’t worry we still have time to make your content work for you.
What is Website Content
We see content every day. It’s kinda hard to dodge it, nowadays it’s everywhere you look. Facebook, TV, websites etc. It can be a picture, video, copy on a website or information you find through a search engine. Content can make such a big difference to people’s lives. Whether it’s a cute picture of a baby or hardcore marketing efforts, it leaves the brain wanting to know more 🧠
We want people to see our content, engage with it, enjoy it. But what it does most of all is direct new customers and current customers back to your website, where you’ll be offering your product or service. If done correctly it can mean more revenue for your business.
Originality, how can I be original when everything has already been done? Think outside the box, get your creative juices flowing. It’s ok to take inspiration from others work but copying others word for word content will not drive traffic. People like reading new perspectives on things. There might be a popular topic now, add your personal twist or give your opinion on the subject matter to make it unique to you.
Headings – make your website content scannable!
How often do you open a blog and scan through to find the exact information you’re looking for? Exactly. Headings are important as they make scanning easy, therefore making whatever content it is you’re producing easier to read. No headings will lead to frustrated readers who will leave your website quickly!
Readers online turn off quicker than you think. There are lots of things that could affect this, but a real big reason is because of readability. If the words are too complicated or too professional people switch off. People see your content as talking to a close friend, close friends would speak in a casual language, so try and relax your writing style. The hardest part for me has been coming out of university and trying to not write so academic all the time 😂
Engaging and thought-provoking
It’s important to make sure people are engaged with your content. Post things people want to see from you, look at previous work you’ve done and reflect. What worked, what didn’t work? Pose questions and ask for comments!
Another way to boost engagement is to speak to your audience on a personal level. Sound like a human, which you already are, people love hearing real stories. And I mean hearing, not reading!
While you’re here looking (or scanning through) this content, there’s a little voice inside of your head reading out the words to you, right? Make sure your writing sounds like it could be said out loud in a conversation, or your reader’s little voices may sound weird and disconnected. You can check this by literally reading your words out loud and listening to how you sound, go on, try it!
Know your audience
Knowing your audience is so crucial. You need to know who they are, what they like and where they are. Targeting the wrong audience can really be a waste of time and effort.
Who they are:
It’s important to know who your audience are. Understanding the backgrounds of your consumers is going to really help you out. Think age, location, job etc.
What they like:
Your website content creation needs to be tailored to your audience. For example, if you’re a business that only sells meat products, you’re not going to create content about veganism. Your followers or subscribers did not follow you for that content and it’s not going to engage them.
Where they are:
Make sure you analyse which platforms your customers or clients are using (Instagram, Twitter, LinkedIn, your website). There’s little point in writing really valuable content and posting somewhere your audience is not.
When are they most active?
When do your consumers see your content? Is your audience more active during, before or after working hours? There are plenty of studies out there that prove multiple theories about when to post etc. For smaller businesses, I would take these studies into consideration, but I’d also recommend running trial and error ‘experiment’. Post at different times, track which type of content does better and at what time. This will give you a proper insight to when your customers are most active, meaning you can target people more effectively
Short simple sentences
Short and sweet is a good phrase to use here. Overcomplicating sentences can be hard to read—try to avoid confusion, keep it simple. Skip unnecessary words that waste valuable space you could be using to capture your audience, and make sales.
Don’t use a passive voice. Concentrate on what you have done, not what the verb has helped you do. Speaking in an active voice also sounds more personal. Using words like you and I will help you connect with your audience. Come across like you’re just chatting with a friend 👭 Yolt and Grammarly both have excellent blogs that dive deeper if you want to know more about active voice!
If you read our blog last week, we spoke about sharing your knowledge with people via blog posts and content. Sharing professional knowledge positions you as an expert, but using jargon is confusing for the reader, who is likely looking to you because they don’t know much about the subject area already.
Call to action
Now you’ve captured your audience, what next? What do you want your audience to do? Is it to visit your website, follow you on Instagram, read more of your blog posts? Whichever it is, this is your chance to encourage them to take the next step.
Without a call to action, people will probably read your one piece of content and drop off the face of the earth (to you, anyway). You want the reader to continue on to somewhere different within your business. Keep them engaged and hopefully create a long-lasting relationship.
To even think about your content showing up in search results, you’ll need to know your keywords. Pick a focus keyword for each piece of content your produce, on and off your website. Make sure you include the focus keyword in the important places of your content (headings, url, meta), so it’s obvious to everyone, including search engines, what you’re talking about.
To choose your focus keywords, do your research! Make a list of things you think people will search for to find you and evaluate each word or phrase using a tool like UberSuggest. UberSuggest will even suggest new keywords and content ideas too. You’ll need to make sure that the keywords you use have a reasonable amount of traffic, low-ish competition and you know what people are actually looking for when they type that word into Google (search intent). Neil Patel and Yoast SEO both have really useful blogs on keyword research and search intent.
I hope you’ve learned a thing or two from this blog. When you come to think about website content creation for your own website, make sure to come back to this blog and consider these points. Thanks so much for reading, lots of love That’s Her Bussiness ❤