Quick Guide: How to Craft Web Content for Your Small Business

It’s not hard to write web content and there’s so much information on the internet these days to help you along. Here are some quick and easy tips to help you understand the easiest process. And it’s a process that’s across the board, no matter what your business is.

Speak to your target audience

Web users are looking for something specific, e.g. solutions to their problems or things to fulfil their desires. It’s obvious right? However, I still see a plethora of sites that only advertise or promote their ‘fabulous’ services or products, without speaking to the web reader. So, always speak to your target reader as if that person is sitting next to you. Have a conversation. Understand your reader’s problems and desires.

Keep your web content relevant

If people land on your site and find information of interest and relevance to their problem or need, then they’re much more likely to scroll down through your content – and actually read what’s there! Bloggers harp on about having as much text as possible in their blogs, but the truth is that it’s not about length or how many words there are on a page – it’s the relevance of those words. That’s what will keep your readers scrolling down for more.

Be as clear as you can

Have a good look at your website. Is it easy to navigate? Does your web user know where to go to find information? If you want your reader to take action, is it clear what sort of action? Your content might be fabulous, but if your reader can’t navigate easily, all is lost. So, aim for clarity in your writing and aim for clarity in your website structure. Both are vital. Clarity also reflects your own clear business thinking. I’ve seen many sites that are so cluttered and complex that I click away immediately – who wants to do business with a company that’s so muddled?

Each web page is a doorway

Remember that web users can turn up at any of your site’s pages depending on how they find you. So, clarity of content and navigation is vital. And make sure that your visitors know exactly where they are – use your logo and head your page content clearly. Never allow a reader to be lost.

The rest is relaxed mental play

The more I write copy for websites, the easier it gets – and that’s because I enjoy researching and using simple processes. Advice: Don’t mix left and right hemispheres of the brain when you’re writing content. And do your writing work in sessions:

Left brain mode

  • Session 1: Research your reader, write points to solve your reader’s problems or desires.
  • Session 2: Research your competitors (just to get an idea, but don’t pinch their material!).
  • Session 3: Create a structure for your web content (simply create some simple subheads that are easily scannable and that carry benefits for your reader.

Right brain mode

  • Session 1: Play with your research by crafting it into intelligible, simple sentences. Break up the length of sentences so there’s movement and music (to whatever degree you can). You don’t need loads of training to do this. Read what other copywriters write in reputable websites. Hear the sound of their words and sentences and note how they create benefit-driven text to help or serve their readers.
  • Session 2: Go back and tweak the text, add links and a summary – add a clear way for your reader to take action. Remember, most readers only scan, so just keep them moving in the right direction.
  • Session 3: Add some graphics. Have fun! And make sure you take a break in between sessions. Go for a walk, play with the dog or cat. Keep yourself light and allow your natural creativity to flow.

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