Your to-do list is too damn long when you are a business owner. Trust me, I get it. When you are just starting and realize you need a website ( if you haven’t yet, check this out on why), this is about the time you are getting overwhelmed. Planning and building a website is one thing. Planning and building a website that makes sales while you sleep is an entirely different thing. I’ve helped small businesses for half a decade create websites that convert automatically, and every single one of them has gotten stuck in the planning the content phase. Why? Because they want to do a good job and want potential customers to see how special their product is.
Seeing clients agonize over this step made me come up with a way to help because writing content that converts for your website should be straightforward and, dare I say, fun. So congratulations. This is an exciting step in your business journey, where you share what you have been working on using your blood, sweat, and tears with the world.
The goal of this post is to get your business brain unstuck and ready to share your product with the world! You want to write content for your website that produces an emotional connection with your customer, so you completely take away their skepticism when purchasing your product.
Know your potential client
The first step in any content strategy is knowing who you are writing for. If you’ve researched starting a business, you have definitely heard the term “ideal customer profile.” No worries if you are anything like me and did next to no research before starting a business. I am the leap without looking kind of business owner also. Did we just become best friends?
An “ideal customer profile” or ICP is a guide to your perfect customer and lays out all the qualities that make them the perfect customer. If you don’t have one take some time to brainstorm on this. Give your ICP a name and start listing all their qualities, including but not limited to where they live, where they work, how much they make, hobbies, education, and a typical day in their life.
If you feel stuck, Skillshare has some great tutorials on finding your ideal customer. The best part is you get 30 days free with this link.
Now that you know everything about your ideal customer, you know who exactly you are writing for. This will make the process so much easier because now you can speak your customer’s language. And you will be less likely to overcomplicate the copy on your site.
And that brings us to the next section.
What solution are you providing
You now know what a day in your customer’s life looks like. Now think about what problems they are encountering as they go through their day, and you can give them a reason to purchase your product. What is the reason someone should buy your product? The reason should be the solution your product provides to a customer’s problem. A common mistake I see on websites is that the content focuses on a product feature, not the solution it offers. To avoid this mistake, list your products and their solutions in one column and their features in another. See the example below:
After you work out the solutions your products solve, it’s time to do just a bit of keyword research, so you know you will use the language your potential clients are searching for.
Focus on keywords
I see a lot of beautiful websites that get this step wrong. To sound like an expert, business owners think they need to use flowery, complicated language on their website. They don’t understand that the human seeking out your product is usually not an expert in your field, hence why they want to buy your product. Most Google users are trying to find an answer to a specific question. This is why we are focusing on your product’s solution for your site’s content.
The most sure-fire way to make sure you use your customer’s language is to know what they are searching for on Google. Here are 2 of my favorite research tools:
While using these tools, make a list of common keywords that keep popping up. Then, use these keywords in page titles, image names, headings, and calls to action.
Make Sure you are answering all the questions
When a potential customer lands on your site, the last thing you want them to have is questions. In a customer’s journey, unanswered questions equal skepticism, and a customer with skepticism will not make a purchase.
Before writing your website content, ensure you have an extensive list of questions your ideal customer might ask. If you have been selling products already, definitely use your customers’ questions via email, social media, or your contact form.
A great resource to find questions customers ask through google is to use answersocrates.com; you can use your research from the last section. Answer Socrates combines Google Suggests, People Also Asked, featured questions, and Google Trends data, giving you the questions people are searching for.
A great way to make the answers to customers’ questions stand out is to have an FAQ section. This way, the question, and answers are laid out in an organized fashion. When visitors see an FAQ section, they know to navigate there to find their answer.
Still feeling stuck?
If you still feel stuck, download my Easy Website Content Guide. I’ve been helping business owners just like you create websites that convert for half a decade. Trust me, every single one of them struggled with the content step. So I took the tricks and tips I used in my brainstorming sessions and compiled them into an easy-to-follow guide. I know it’s frustrating. I know your to-do list is too damn long. I got you. Download my guide and email me at firstname.lastname@example.org if you have any questions along the way!
You got this; I know you do. Take everything you learned in this post and brainstorm some excellent website content! Remember, it doesn’t have to be perfect the first time. Write a rough draft, then come back and refine as much as you need to!
You got this beautiful human! I believe in you!