Visitors are coming to your website with a job to do.
Maybe it’s to learn about something or buy something—but they’re not merely looking at your pretty design.
Which means your site—and, by extension, your content—need to empower them to get that job done.
To do that, start by remembering that your ideal client doesn’t care about you. They care about themselves.
And if your website content is written with that in mind, you’ll be unstoppable.
How do you start?
By defining who that ideal client is—and figuring out what they want.
- How many years have they been in business?
- How big is their company?
- How long has the company been in business?
- How much money does the company make?
- What industry are they in?
- What’s happening in that industry?
- What kind of challenges and opportunities are prevalent in that industry?
- Who is their customer?
- What does that customer want to do on your client’s new website?
- What’s the main problem that your client is trying to solve?
- Why do they need to solve that problem now?
- What’s going to get worse if that problem isn’t solved?
- What would solving it look like?
- What are the rewards of taking care of that problem?
- What benefits will they get by dealing with it?
- How can you help them solve that problem with your particular mix of services?
Once you have all that out of the way, here’s the final thing to ask—
How can you talk about what you do in a way that nobody else is?
You want them to feel like you’re saying, “Dearest ideal client, as you can see, we are the only choice that makes sense for you, and we’d love to talk to you more about your problems to see how we can help.”
Now, you may not have the words yet to articulate why you’re better than any of your competitors. But if you answer the questions above, you’re going to be a lot farther ahead than they will.
Because the truth is most businesses don’t do this work.
That’s why the web is filled with dull, irrelevant, “me-focused” content.
Home pages that say, “Welcome to our website.”
Blogs that are gathering dust.
Page after page about “leading-edge innovations” and all the other useless content that most companies want to see on their sites.
For them, that useless content translates into one wasted opportunity after another.
No opt-ins. No autoresponders. Nothing that turns leads into customers.
But not you!
You know that your clients don’t want to use your website.
They want what you can do for them—and using your site is the way they have to learn about whether or not you can help.
And, fortunately for you, now you know how to create website content that will move you closer to the sale.
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WRIXON is currently considering new website content and conversion copy projects. Schedule a discovery call now and receive a complimentary content audit.