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Nailed it! Website content that attracts & converts your ideal client

by | blogging, seo, website strategy

For many businesses, your website is your client’s very first interaction with your brand. As well as having a beautiful aesthetic it should be filled with content that speaks to your ideal customer, showcases your best work and expresses your personality to build meaningful and lasting connections.

Bill Gates famously once said, “content is king” and building a website based on valuable, user-focused content will not only keep potential clients there for longer but will keep them coming back time and time again. Ultimately you need to provide value to your customers for free before standing any chance of them converting to paying clients – and if content is king then conversions are queen right?!

Plus, it’s not just your audience who loves great content…Google does too! If you’re trying to get your website ranked higher on search engines, great writing is absolutely essential.

So how do you go about creating original content for your website that converts your ideal client into a customer?

Create website content that attracts & converts

Step one: Make a plan

Before you dive straight into content creation it’s important to make a plan and there are several things to consider:

  • Who are your audience and what do they need to know?
    How will your products/services make them feel? How will they benefit from using them? Your website is a place to talk to and about your ideal client so once you have a really solid idea of who your target audience are, really deep dive into the cause of their problems and how they can be solved.
  • What is the purpose of this page/blog post? When you sit down to write a piece of content the next thing to think carefully about is why you are writing and what action you want your audience to take as a result. This will give you a clear focus and strategy.
  • What tone of voice should you use? This is extremely important when connecting with your audience and conveying your brand identity. Using a consistent and authentic voice/tone will build that all-important know, like and trust factor that is a sure-fire way to increase conversions so decide on your brand voice and stick to it. Are you more formal and professional or a friendly, chatty and relatable kind of business?
  • Can you prove what you are saying? Producing high-quality, original content will help to establish you as an expert and authority in your industry but backing that up with social proof (e.g. client testimonials), links to other external resources you’ve created or client case studies will boost your authenticity and demonstrate that you really know your stuff.

Step 2. Think about your page structure

  • Break copy down into chunks, keeping it easy to digest. It’s also easier for your audience to digest and skim through the content to pick out what’s relevant to them.
  • Use eye-catching headlines and images to entice your readers in.
    Top tip – if you often find yourself getting stuck when it comes to attention-grabbing headlines, this handy tool is a free online checker that rates your headline on how engaging it is https://headlines.sharethrough.com/.
  • Hook them in even further with an interesting introduction, make them want to carry on reading.
  • Break things down with actionable steps and tips, where appropriate, to demonstrate your knowledge and expertise.
  • Always end each of each piece of content with a clear call-to-action. Use direct language and make it actionable (buy now, book a call, download my guide etc.). It’s really important to tell them what you want them to do next. This is the point of conversion. Your website goal call to action should be at least once, on every page.
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Step 3. Make it SEO friendly

The next thing to consider when creating your content is…does it tick all the SEO boxes? I mentioned earlier that search engines love nothing more than great website content so don’t waste this opportunity to get more juicy keywords on your site and keep Google happy!

I’ve written a FREE 7 page SEO beginners guide on this very subject but here are a few useful reminders:

  • Include target keywords and phrases throughout your copy but always ensure they are in the right place and relevant to the overall text (keyword stuffing is a no no!).
  • Google indexes Alt text (which is essentially a text description of each image) so keep your images SEO friendly by updating this with a clear image description that includes keywords.
  • Make the most of meta-descriptions. If you’re not familiar with the term, the meta-description is essentially your website’s micro pitch. It’s the text that appears under your URL in search engine results. To encourage users to click on your web page, aim for 1-2 sentences, include target keywords and make it meaningful and descriptive in line with your other content.
  • Using H tags (or on-page headings that a visitor sees once they are on your site) effectively really helps Google to understand your page and its content. H1 headings are the most important (you should only use one on a page) and should be keyword optimised wherever possible.

And there you have it. My guide to creating powerful, high-quality content for your website that will attract and convert your ideal client time and time again.

From your audience’s point of view, a business that can relate to them, write about problems they are facing and explain how they can solve them in an informative way is much more trustworthy, and likely to get them to part with their money, than a company that goes straight in for the hard sell. Creating engaging and authentic website copy will ultimately allow you to start building relationships with those potential clients (and keeping Google happy will get you in front of them in the first place!).

Sarah x