An Easy Way to Create Your Website Content

December 3, 2019   |   3 min read time    Anabeth Wilson Anabeth Wilson

One of the biggest hurdles we run into during a website development project is collecting website content.

The biggest hurdle for clients? Staring at a blank document and trying to figure out what words are the most effective to gain leads. How do you write effective copy?

Write copy that engages a reader for each stage of the buyer’s journey. Let’s talk about an easy way to create your website content.

KNOW WHO YOU ARE WRITING FOR - YOUR BUYER PERSONAS

Understanding your target audience and developing buyer personas may seem to be time-consuming, but in reality, this is a major element that makes writing your website copy so much easier to create.

When you understand who you are writing for and what their specific pain points are, your copy is more “personal” and creates a connection with your audience. You will know what topics to address and how your product or service relates to that topic.

So what are the copy elements you should include on your pages to make it easier to write your website copy?

COPY IDEAS FOR THE BUYER JOURNEY STAGES

Let’s consider the main stages of the buyer’s journey - Awareness, Consideration, and Decision. By understanding the types of copy needs for each stage of the journey you can identify what you may be missing on your current pages or what to focus on in the creation of new copy. Writing for each of these stages addresses readers in different points of their own buyer’s journey.

AWARENESS STAGE

In this stage, your copy is addressing readers who may be unfamiliar with your brand or the types of services you offer. If you are a relatively new company or need to increase your brand awareness you will focus heavily on this type of copy as people get to know who you are and what you offer. Readers in this stage are also trying to understand exactly what their problem is by researching their symptoms and others who have a similar problem.

Questions for Copy Focus

  • Why should I use [SPECIFIC TOPIC] in my life/business?
  • What is [SPECIFIC TOPIC] about?
  • What's the meaning of [BASIC TERMS/WORDS/JARGON AROUND THE SPECIFIC TOPIC]?
  • Why I should stop doing [SOMETHING RELATED TO THE SPECIFIC TOPIC]?
  • What [MISTAKES RELATED TO THE SPECIFIC TOPIC] should I stop making?

Website sections focused on this stage include:

  • About Us Sections
  • Benefits Sections
  • Frequently Asked Questions
  • Blogs

CONSIDERATION STAGE

A reader in the consideration stage understands what their problem is and researching how they can solve their problem. This type of content will probably be the bulk of your website copy. Your goal is to help the reader realize your product or service offers the best solution over your competitors. Readers are actively researching for “quick win” solutions that solve their problems.

Questions for Copy Focus

  • How do I do [ONE ASPECT OF THE TOPIC]?
  • What tools should I use for [ONE ELEMENT OF THE TOPIC]?
  • How can I implement [TOPIC] to do [ONE ASPECT OF THE PROCESS]

Website sections focused on this stage include:

  • Case Studies
  • Whitepapers/Industry Reports
  • Frequently Asked Questions
  • Comparison Guides
  • Webinars/Videos
  • Podcasts
  • Calculator Widgets (cost analysis, material needs, etc)

DECISION STAGE

The decision stage is where the reader has their research and is now ready to make a final decision on which product or service provider they believe offers the best deal for solving their problem.

If your copy in the other stages has done its job, your reader is now ready to take the next step by hitting that button to purchase or contact you to move down your sales pipeline.

Questions for Copy Focus

  • How can I get more of [DESIRED RESULTS]?
  • What do I need to do to get [DESIRED RESULT]?
  • What am I missing out on to get [DESIRED RESULT]?

Website sections focused on this stage include:

  • Case Studies
  • Whitepapers/Industry Reports
  • Frequently Asked Questions
  • Comparison Guides
  • Webinars/Videos
  • Podcasts

CONSIDERATIONS FOR EXISTING WEBSITES

If you have an existing website, the first step is to identify the gaps in your website copy. Do you have copy on each page that focuses on each phase of the buyer’s journey? Although some pages will be focused more heavily on one phase, each page should have sections that also address other phases.

For example, a service page is typically more heavily focused on those in the Consideration or Decision stage, but a potential lead in the Awareness stage may have also been drawn to the page as they are gathering information. You want a few areas of copy that help a reader in the Awareness stage move into the Consideration stage such as a Call to Action for a lead magnet.

CONSIDERATIONS FOR NEW WEBSITES

If you do not have an existing website, you are in a great place to plan your pages strategically after understanding what type of copy elements are needed for each stage of the buyer’s journey.

Keep in mind that as you get feedback from your new client base, you will probably need to update your copy to address the pain points you find out from your target audience and reflect the words your audience continually mentions. This will ensure your copy is targeted straight at your ideal personas.

The buyer’s journey is an important element in the development of your website. Your website design and copy should always be directed at the audience you are trying to reach. Understanding your specific buyer personas and what their needs are during their buyer’s journey is the easy way to create your website content.


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