Most website text is dull; we do this, we do that, we’ve got this many years’ experience in our industry. Death by ‘we’.
Your target clients and customers are NOT interested in your company’s history, your qualifications, your accreditations or who’ve you’ve worked for. They certainly don’t care about what services you have, what equipment you use or who’s in your team.
Your website text, your content, your blogs – everything you write – needs to reflect this and appeal to that need. If you’re not talking about your target clients, what they want, what they need and how to solve their problems for them – you’re wasting your time.
There are a number of techniques you can use to make this happen, such as:
YOU focus – By using the word ‘you’ and directing your content at the person reading it, your content becomes more personal and speaks ‘to’ the reader
Avoid WE – overuse of the word ‘we’ has the opposite affect of using ‘you’. It makes the content all about the business in question, making them self-centric. Too much ‘we’ will destroy your content
Benefits over features – while you may care about all of the cool features of working with you, your client and customer does not. Talk about the actual, impactful benefit of working with you – what do they get left with AFTER working with you?
Avoid technical jargon – the overuse of technical terms, acronyms and other nonsense that means something to you, but nothing to everyone else, is a surefire way to switch off your website visitors from using you. The confused mind doesn’t buy, and nobody is about to ask for clarification on what something you’ve said actually means. They’ll just vote with their feet (or their mouse / touchscreen) and leave your website
Give them a REASON to enquire with you – this is a big one! Gone are the days where people would happily pop their email onto your newsletter or request a callback from you. Now they want something for free. This is called a Lead Magnet, and we have a whole guide on using lead magnets here
There’s also some more tips on developing your content for landing pages here.
Great question, and one we get asked a lot. How can we write about your business, for your website, when you’re the expert – not us?
That’s sort of the answer, too. Your content isn’t supposed to be written for you, it’s written for your target clients and customers. We’re not the experts in your business. That’s the very reason we ask the right questions and are able to produce your content so it can be understood by your clients, not just by you and your team.
Having produced more than 250,000 pieces of content for businesses in a variety of industries since 2009 (all human written and none of it using AI), we’ve worked for pretty much every industry you can think of. Book a call today, and we can find out a little about your business and what you need your content to say about you.
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