When did you last read the copy on your website?
When is the last time you actually read the copy on your website? We mean really read every single word.
Does it truly reflect who you are and what you do? Does it speak to your target audience? And, is the information on it accurate and up-to-date? (Because you’d be amazed at how many people are surprised by the information and misinformation they find living on their website.)
If you answered no to any of these questions, it’s time to update the content on your website.
Your website is a key tool in how you engage, interact with, and mobilize your audience. It must ultimately inspire your audience to act. While design is important, and a beautiful website captivates visitors with inspiring visuals and easy-to-use navigation, the content on your website is king. It’s what encourages visitors to stick around, and helps them understand who you are, what you do, why you do it, and why it’s relevant to them. A visitor who doesn’t understand what they’re reading, and why they need to be reading it, will simply leave.
Website content must be relevant, purposeful, and compelling without clutter or verbal fluff. For non-profits, that content needs to convey your organization’s impact on your community and how donors can affect that impact; for businesses, that content needs to position you as the go-to for clients and potential clients. In both cases, your website content needs to clearly define what sets you apart from everyone else.
Good (or good enough) website content doesn’t cut it—your website needs outstanding content.
If you’re ready to overhaul your website content, before even putting pen to paper (or fingers to keyboard) you first need to create a strong foundation with a website content strategy.
What is a website content strategy?
The main goal of a content strategy is to map out how to meet your visitors’ expectations so that you can fulfil your business goals. Research is arguably the most important piece of an effective website content strategy.
Understand who your audience is and what they want. If you don’t know who your website is serving and why you’re serving them, whatever you write won’t effectively speak to them.
Define your key messages. This is where your USP (Unique Selling Proposition) and UVP (Unique Value Proposition) come in. It’s what makes you stand out in the crowd and is what will help visitors understand ‘why’ you do what you do and why it’s relevant to them.
Map out your content and determine its purpose. Every page created and section written must have a purpose. Readers are drawn to copy that provides value. It must answer all of their questions before they even ask them and solve problems they didn’t even know they had. And, it all needs to be mapped out logically.
Establish the style, tone and voice that best reflects your business/non-profit. The tone you choose conveys a powerful message and deeply affects your audience. The style and tone you choose to write in (as well as the reading level) are key to engaging visitors and propelling them to act.
Once you have a solid website content strategy in place, you’re ready to start writing. But remember that writing is an art and a science—use the right language, avoid industry jargon and acronyms and keep it short, sweet and to the point while still including all relevant information. If DIYing it sounds overwhelming, check out our blog post on why hire professional copywriters.