Learning Hub | Content Marketing
Write Outstanding Business Website Content
April 20, 2015 | Jon Teodoro
Grading the quality of your business website’s content can be more difficult than judging a high-stakes boxing match. It’s an intersection where the avenues of marketing savvy, web optimization, and writing can come together as an exceedingly efficient conduit for heavy (viewer) traffic or gridlock at an ugly construction site that everyone drives around.
Implementing a strategy that blends optimized search engine, web, and mobile elements into your website certainly plays a major role in driving up its analytics, but snagging those elusive leads and conversions ultimately depends not only if you have content; also if you write outstanding content.
And while compelling videos and vibrant images are also integral to the foundation of a solid website, written content is the mortar that holds everything together.
So what exactly comprises good written content?
Well, just like in any English class, your writing needs to have immaculate grammar and spelling to be taken seriously. And unlike English class, you’re also writing at the mercy of potential buyers who aren’t obligated to read your content.
The look of the text is important too. Consider messing with bold, underline, italics, and fonts. Without a hierarchy that further contrasts text elements including titles, subheads, captions, and body text in descending order, a well-written blog will be seen as a giant opaque blog of text; one that in addition to turning off less attentive leads, also hampers educated buyers who are trying to easily skim for specific topics.
Who’s your audience?
So who are these buyers? To put it easily, they are the people who are the most likely of anyone else to be interested in your product – it follows that the content on any webpages dedicated to your product should be written with these people – these buyer personas – in mind. If you’re trying to sell a new line of hockey sticks, people who already play want to read about their material composition and weight and judge them based on their past consumer experiences on the rink. No one will be impressed by corny narratives about the sticks’ fancy color scheme or the fun fact that Sidney Crosby uses them during official games (no one likes him anyway).
Give the buyers what they want!
Whether it’s through a driven whitepaper statement, extensively researched eBook, witty blog, or solid copywriting, the content of your business website is the next best thing for potential buyers to become familiar with your product; it needs to be as close to actually trying your product as it can be, and without it, even the best web developers and designers can’t salvage the success of your marketing team.
To that end, it would be a stretch for curious buyers to really care about your latest press releases and company afterparty photo ops. The Internet age has empowered consumers with access to just about all the information they may need in choosing which business best fits their needs. The only other things they have yet to learn about is how your business operates and how it projects its image in the marketplace. And that’s where content writing comes in.