How To Plan Your Website Content
Are you totally dreading writing about your business on your website?
Most people struggle with writing about their business. Y’all tend to get a little stage-fright when it comes to talking up your brand or your service. But you don’t want to be shy here, you want to show that you are all that and a bag of avocados. ?
Content is the most essential part of your website because it is the substance that keeps your visitors on your platform and wanting more. Say it just right and you’ve got yourself a customer…most of the time.
How you present your business in words could mean the difference between a lead following through and clicking that connect button, or them navigating off your site within the first 10 seconds of being there (ouch).
Your goal: to connect with your customers in a way that feels meaningful to them and in a way that helps them to know, like, and trust you. Connection=conversion!
Skip the headaches of trying to learn what needs to be said and how to say it.
Snag your content planner and skip ahead to breezing through website content & copywriting.
I made a super helpful content planner to make this even easier.
So, how do you plan your content in a way that contains every vital piece of info about your business, while avoiding content overload of way too much text that may overwhelm your potential customers?
The Ingredients For Writing Success
You deliver your brand message and services in a cohesive, well-thought out manner!
But what does that mean?
Let’s explore the 5 components you absolutely need on any small business website and what to write about each topic…
About Your Business and You:
Many people get confused about this portion, which leads to further dread and procrastination. Contrary to popular belief, this is not the time to give a full rundown of your personal history, your likes and dislikes, etc.
When you write about yourself or your business, it should be focused on how YOU can solve your customer’s problems. That doesn’t mean you should not talk about yourself at all, however, it should be kept to a minimum and focused mostly on your business-related solutions.
Key Points To Address:
- What is your story? How did you get started and why did you get started?
- Who are you and what is your expertise?
- Who are you in business for? Why?
- What do you bring to the table that your competitors don’t? (This shouldn’t be mentioning your competitors, but should explain why you are different and what you offer is different)
Your Services:
This is pretty much a given on any website. Your customers want to know what you’re offering, why, how you’re different from your competitor (you don’t have to bash your rivals, you just have to make it clear why YOU are the best), and how much your services are (even if it’s just a ballpark range, depending on your industry).
Key Points To Cover:
- Talk about the key services you are trying to sell.
- List your detailed services or just the highlights, depending on your industry
- Are you planning on listing your prices online? If so, are you uploading a pdf of your menu or will you be typing the prices in?
Testimonials
Ooooh, how people love to know what others are saying about you. Testimonials are an excellent way to build trust with your potential clients or customers and let them know why others consider you a valuable resource.
Take Action:
- Start gathering reviews of satisfied customers
- If you don’t have reviews ready to go, consider reaching out to previous customers you think may be interested in providing reviews
- If you are just starting out and have no reviews or prior customers to ask, you can offer reduced prices or an exchange of goods/services for a testimony.
Proof of Awesomeness
Also known as a Portfolio of Work or a Gallery of Services.
Your customers want to see the “real you” and having a portfolio of the services you offer will be helpful in converting your site visitors into your customers.
If you are a restaurant, have some well-staged images of your food to go along with your menu.
If you are a medical-type services provider, you won’t want to have images of your clients, but having images of your staff or facility with staged “clients” will be helpful in allowing people to see you are real people.
If you are a trainer or beauty specialist, having a gallery of before/after images is a great way for people to see the results they can achieve with you.
Take Action:
- Start putting together a folder of high quality images to showcase your work.
- If you don’t have images already, consider hiring a photographer to capture the essence of your business or start capturing your services on camera. Be aware that if you are capturing on your phone, you will want to be sure not to compress the size of those pictures to avoid them being blurry on your website.
Creating Headlines & Subheadings
You want to attract attention to your content and keep your reader engaged.
Why though?
Good question! If you are still here reading this, that’s a huge win for me, because it means I didn’t lose you to boredom! How did I do that? By breaking my content up into bite-sized portions with relevant Headings and Subheadings. And why are Headings and Subheadings Important aside from keeping you here on my site…?
Because!
Ha, there’s more to it, actually. Your headings and subheadings are used by Google/Search Engine crawlers to see what your website is about and to help you show up in relevant search results. Oooooh, that’s super important!!
So, what do you need to do to get people TO your website and staying ON your website?
Take Action:
Start compiling a list of keywords in your industry to use throughout your website. These keywords are phrases or words that are “hot” for your industry and that people would use to search for you in a search engine. This will be vital to your SEO (search engine optimization), so it’s important to use keywords throughout your content and in your headlines to help search engines find you
Example: salons would want to use hot-words like “beauty, beauty services, salon in [insert area you’re located].
These keywords will be used in your content throughout your website and in your headlines.
How to use on your site: We are a beauty salon in (town) offering beauty services for men and women”
So, now what…?
The Next Steps
Now that you understand the basic components of Website Content
The components you need for a small business website. Still feeling stuck and want a little help planning out your content? I offer a content planner template to help you organize your thoughts. It comes with helpful tips and some headlines and tags you can pull from to help create your own successful content! Check it out here:
…and it’s only $15!
Want To Save Time?
Take the guesswork out of creating effective website copy and content.
Grab your Website Copy & Content Planner to breeze through your DIY Website wording.
Pro-Tip
One of the greatest things about the Complete Website Kits and Pre-Made Page Layouts I create is that they contain placeholder headlines and content tips/direction to help you feel a little less lost on what content goes where on a page. If you haven’t already checked out the Complete Website Kits and pre-made layouts, be sure to give them a look.
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