Easy-Breezy Guide to Web Content Creation + Free Workbook
One of the most frequent questions I'm asked as a designer for small business websites is, "Where do I even begin with creating my web content?"
It may seem like an overwhelming task, but here are a few ideas on simplifying this process.
First thing, first: When it comes to writing web content that will market your business beautifully, write from the heart of your brand.
When you speak to your audience from the heart of your brand, you will attract your ideal client, connect with your dream community, and build trust. Plus! You’re creating a friendly, human feeling – even if your website is the least human employee on your team.
Here are some tips on creating your best website content. And the best part? We can always edit web pages, they’re not permanent! I've focused here on the four most important pages for general, informational websites - Homepage, About Page, Contact Page, and your Blog.
First Thoughts:
1. I suggest that you, my friend, write the original content, as you’re the one who that lives and breathes your mission.
2. Write freely, come back fresh the next day, edit, then edit again. Don’t forget to spell check and run this by a friend + trusted advisor or dream customer for proofreading and their suggestions. (Don’t be shy ; ))
3. What are your three main goals for your site? Keep these in mind when transcribing your content, and stay true to them. Call to actions (ex: Sign up for our newsletter!) are very important.
4. Looking for a general structure? Each page should aim to include a headline, a supporting paragraph, and a call to action.
Homepage
This is where Your brand’s unique value proposition + connection to your tribe should be shining, front & center. I always tell my clients that we have about 3 seconds to capture attention here. Let’s make it shine!
Additional thoughts:
Navigation: Where do you want the customer to go from here? Include your call to actions.
Organization: What sections of information do you want the homepage to include?
Overall feel: This is your viewer’s first impression! Stay consistent with your brand, while focusing on functionality. See this page as your most valuable employee. If you're going for a certain feeling to feel cohesive with your brand, say, ‘lighthearted’, let your content reflect that feeling. Ask yourself over and over, “Does this sound/feel/communicate: ‘light-hearted’?” That will help you stay on-brand.
About Page
Dive into WHO you are, WHAT makes you unique, & WHY you’re in business.
Additional thoughts:
Lighten up: For single-person service-based businesses, I highly recommended writing in 1st person. Try a conversational tone – like you’re meeting someone for the first time. Write like you speak, and then edit it to read well. I LOVE the Grammarly app for proofing, btw : )
Your team & your heart: Why are you in business? Who or what inspires you & how? What’s your mission or story? This is a place to build connection, whether that's to dog lovers {this is me!}, organic gardeners, or frequent travelers – what draws you to your very specific and ideal client is usually what draws them to you. Give ‘em the warm fuzzies.
Contact Page
Beyond a physical location, set clear avenues for getting in touch and open up!
Get social: Be sure to share any social networks, a map, event calendar, operating hours.
Invite them in: Let them know you want to chat or have them visit. Ask them a warm question on your contact form, start with a nice greeting, perhaps an incentive to share their thoughts.
Blog
A beautiful, content-rich, & current blog works wonders for your SEO & builds trust for your audience as an expert and professional in your field.
Dreamy content: The main purpose is for your content to hold a true value and connection for your dream customer without seeming salesy or venturing off-brand.
Lists, how-to's, before & afters, behind the scenes: Wondering what to write about? Readers love lists, problem-solving instructions, and a good journey for inspiration. Think of your favorite magazines and how they reel you in with their stunning articles.
Editorial Calendar: Begin writing creatively, and don’t hold yourself to perfection! Begin from a place of open thoughts, and edit and polish as many times as you need before you publishing. I would recommend you aim for at least one blog post a month. Try creating a calendar of posts and stick to your deadlines.