{"id":806,"date":"2020-05-04T08:30:00","date_gmt":"2020-05-04T07:30:00","guid":{"rendered":"http:\/\/getglow.io\/?p=806"},"modified":"2021-10-07T12:01:30","modified_gmt":"2021-10-07T11:01:30","slug":"writing-website-content-golden-rules","status":"publish","type":"post","link":"https:\/\/getglow.io\/writing-website-content-golden-rules\/","title":{"rendered":"Golden rules for writing website content"},"content":{"rendered":"\n<p>It\u2019s time for a new website. <\/p>\n\n\n\n<p>You\u2019ve found a great web designer, you\u2019ve got all your images together, you\u2019ve agreed your site map and your branding is looking pretty sharp. <\/p>\n\n\n\n<p>You\u2019re ready to go. But wait, what about the words? <\/p>\n\n\n\n<p>Maybe you thought that your web designer would include them as part of the package and write them for you?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"400\" src=\"https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-shop-open.jpg\" alt=\"shop open sign - your website is your shop window\" class=\"wp-image-4040\" srcset=\"https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-shop-open.jpg 750w, https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-shop-open-300x160.jpg 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<p>Your website is your shop window. <\/p>\n\n\n\n<p>It\u2019s often your potential customers\u2019 first experience of your company and what you have to offer, so it\u2019s essential that they <a href=\"https:\/\/cxl.com\/blog\/value-proposition-examples-how-to-create\/\" target=\"_blank\" rel=\"noreferrer noopener\">understand your proposition<\/a> immediately and the benefits this will bring to them as a customer.<\/p>\n\n\n\n<p>Great copy is worth investing both your time and money into, it can turn visitors into customers, into income for your business. <\/p>\n\n\n\n<p>Poor, unstructured copy could lose you that potential customer and ultimately cost you money.<\/p>\n\n\n\n<p>Writing can be tough and creating concise, engaging and relevant copy for your website can be even tougher, but it can be done if you follow a few basic golden rules.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#1 Know your audience<\/h3>\n\n\n\n<p>When you sit down to write the words for your website, your first thought might be:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What do I need to tell my potential customers that will make them buy my product or service?&nbsp;<\/li><\/ul>\n\n\n\n<p>While of course your ultimate goal is probably to persuade your customer to make a purchase, that shouldn\u2019t be your first thought when writing website content.<\/p>\n\n\n\n<p>Start off the process by identifying who your audience is and asking yourself the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Who will be visiting my website?<\/li><li>What is the reason for their visit?<\/li><li>Do they have a particular problem that they need to solve?<\/li><li>How can I help solve that problem?<\/li><\/ul>\n\n\n\n<p>By looking at your website from your audience\u2019s point of view and identifying what they might need from you (rather than what you can sell them), you will find it easier to make that immediate connection and start the process of building a relationship with them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#2 You only have a few seconds!<\/h3>\n\n\n\n<p>Surprisingly, for a person who writes words for a living, I\u2019m going to recommend that you keep the words to a minimum on your website, especially those above the fold on the homepage.&nbsp;<\/p>\n\n\n\n<p>Visitors typically leave your website after around 10-20 seconds if they aren\u2019t engaged by what they see. <\/p>\n\n\n\n<p>So that leaves you with around 10 seconds to effectively communicate your proposition and grab their attention before they move on.<\/p>\n\n\n\n<p>Your homepage is definitely not the place for long, descriptive paragraphs. <\/p>\n\n\n\n<p>You\u2019re aiming for that one killer, attention-grabbing statement that enables your audience to understand who you are and what you offer, at a glance. <\/p>\n\n\n\n<p>So, keep it short, snappy and easy to understand. <\/p>\n\n\n\n<p>Your aim is to engage your audience immediately and draw them in, so that they want to take the time to find out more.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#3 Be human<\/h3>\n\n\n\n<p>It\u2019s extremely important that you consider your tone of voice throughout all communication you have with both potential and existing customers. <\/p>\n\n\n\n<p>Think about your brand, how do you want your company to be perceived?\u00a0<\/p>\n\n\n\n<p>Nobody wants to visit a website that feels like it was written by a robot. <\/p>\n\n\n\n<p>Communicate your expertise and professionalism, but also try to be approachable and friendly. <\/p>\n\n\n\n<p>Your customers will appreciate the personal connection you are trying to make with them and are more likely to engage with you and your call to action.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"400\" src=\"https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-girl-writing.jpg\" alt=\"manage multiple wordpress sites with glow, photo of girl writing on laptop\" class=\"wp-image-4041\" srcset=\"https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-girl-writing.jpg 750w, https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-girl-writing-300x160.jpg 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">#4 Keep it simple and jargon free<\/h3>\n\n\n\n<p>The key to effective communication with your customers is to keep things clear and simple. Don\u2019t use over-complicated words and try to avoid acronyms and jargon. Remember, you are likely to be communicating with people who don\u2019t work within your industry, so words that are specific to your sector may not mean anything to your audience.<\/p>\n\n\n\n<p>Rather than write long, involved paragraphs of copy, try to keep your sentences short and snappy. Use bullet points to simplify information, create attention grabbing headlines and don\u2019t be afraid of leaving space. Space around your copy will make it easier to read and will help your audience focus on the points most relevant to them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#5 Be unique<\/h3>\n\n\n\n<p>Don\u2019t plagiarize. Copying content from other company\u2019s websites is not OK. Coming up with original content can be difficult, but it\u2019s worth persevering, after all this is your business and your story, why would you want to tell it using someone else\u2019s words?&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#6 Don\u2019t just say you\u2019re great\u2026prove it!<\/h3>\n\n\n\n<p>It\u2019s easy to tell your audience how great you are but, in order to establish credibility and build trust, it\u2019s important that you provide evidence to back up your claims.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"400\" src=\"https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-girl-working.jpg\" alt=\"girl working at laptop\" class=\"wp-image-4042\" srcset=\"https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-girl-working.jpg 750w, https:\/\/getglow.io\/wp-content\/uploads\/2021\/10\/manage-multiple-wordpress-sites-glow-content-rules-girl-working-300x160.jpg 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<p>By using testimonials, reviews and case studies, you are able to prove to potential customers that they can trust you and that you will deliver on your promises.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What next?<\/h3>\n\n\n\n<p>Don\u2019t forget to include a clear call to action. It is critical that you include this in every section of your website. <\/p>\n\n\n\n<p>The great content you are writing will be much less effective in converting your audience into customers without it.<\/p>\n\n\n\n<p>Whatever action you would like your audience to take next, make sure it\u2019s clear and easy to understand. For example, include actions such as \u2018sign-up\u2019, \u2018request a quote\u2019 or \u2018buy now\u2019. <\/p>\n\n\n\n<p>The easier you make it for your audience to take action, the more likely they are to take it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Check, check and then check again<\/h3>\n\n\n\n<p>You\u2019ve finally finished. <\/p>\n\n\n\n<p>The website is written, your fingers and your brain need a well-deserved rest and you can\u2019t wait to upload your words or send them off to your web designer and move onto something else.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">STOP<\/h3>\n\n\n\n<p>Take a moment to consider whether the copy is <em>really<\/em> ready to sign off. <\/p>\n\n\n\n<p>Have you checked it for typos, extra spaces, repeated words, spelling mistakes or other grammatical errors? <\/p>\n\n\n\n<p>You have taken all that time to craft your content and to communicate your proposition, do you really want it to be spoilt by silly mistakes? <\/p>\n\n\n\n<p>While your audience may not contact you to complement you on your excellent website content, they will not be shy about pointing out your errors.<\/p>\n\n\n\n<p>Take a break. <\/p>\n\n\n\n<p>Walk away from your copy for a few hours, maybe even sleep on it and then come back and check again \u2013 it can be amazing the mistakes you will spot with a fresh pair of eyes. <\/p>\n\n\n\n<p>Also, don\u2019t be afraid to ask for help. Most copywriters are happy to cast an eye over a piece of copy and make suggestions or edits to improve it and ultimately to make sure that no pesky mistakes end up on your website.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Phew \u2013 I\u2019ve finished!<\/h3>\n\n\n\n<p>OK, the website is live, it looks great, the copy is really sharp\u2026you\u2019re all finished, right?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">WRONG<\/h3>\n\n\n\n<p>Creating a great website and then leaving it alone and neglecting it will not help you to convert your audience into customers. Your website should be ever evolving, just as your business is. <\/p>\n\n\n\n<p>You must ensure that your product information is always up to date, that your company news is current and that you don\u2019t neglect your blog by forgetting to update it with new and engaging posts.<\/p>\n\n\n\n<p><a href=\"https:\/\/getglow.io\/for-businesses\/\">Remember to look after your website<\/a>, it\u2019s a vital part of your marketing activity and the content must be continually up to date in order to help:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>maintain and build the relationships you have with new and existing customers<\/li><li>improve your SEO<\/li><li>build your reputation and enhance your brand<\/li><li>educate and inform your customers<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Final words<\/h3>\n\n\n\n<p>Your website is your shop window. It\u2019s often your potential customers\u2019 first experience of your company and what you have to offer. <\/p>\n\n\n\n<p>So, keep it tidy, interesting and up-to date &#8211; a new customer could come by at any moment!\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Writing website content is very time consuming. In this article, professional copywriter Sarah Small shares her golden rules for writing website content.<\/p>\n","protected":false},"author":5,"featured_media":2355,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[70],"tags":[],"class_list":["post-806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Writing Website Content - Golden Rules | Website Content | Glow<\/title>\n<meta name=\"description\" content=\"Writing website content can be tough. Creating concise and engaging content can be even tougher. 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