How to Write Effective Content for Your Website
Writing effective content for your website will not only increase your customers’ user experience but will also improve your SEO – how high you rank on search engine results pages (SERPs). These elements combined will lead to a strong website, increasing your website’s traffic and conversion rate.
In order to write effective content it is important you understand your audience and know your business’s USP.
How Well Do You Know Your Website’s Audience?
One of the first steps when writing content for your website is to understand the industry you are operating in and which of your competitors receives a lot of interaction and engagement and which competitors don’t.
Once you have established who your audience is and the type of content they respond best to you need to make sure that you align the audience’s goals with your business’s goals by using your USP.
What Is Your Business’s USP?
Your business’s unique selling proposition (USP) should operate as the glue to your business and to your website. Once you have established what makes your business different you can target your audience in an appropriate way. Creating a clear vision and mission for your business will increase your brand’s equity as customers will be able to identify what you offer and what you stand for.
How Do Turn Your USP Into Effective Sales Copy?
If you are interested in selling products or services on your website you should consider the language you use. You may choose to enhance your call-to-actions with technical details or you may decide that you want to entice customers by offering a solution to their problems.
In any case, you should research your competitors to find out how they incorporate their business’s USP into their sales copy and the style and tone in which they write. You can then use this information in relation to your business.