Deciding the type of website content that increases sales can feel a bit overwhelming. You start with a homepage and then add pages according to every expert you can find, including those helpful friends, family and colleagues… soon, the thing takes on a life of its own and the project spirals out of control!
Here, all in one location, is everything you need to know about website content that increases sales. You’ll learn how to get started and how to maintain it.
As with any large project, you need a plan. Before creating your website content, make a checklist of what content to include, and put the content-creation tasks in logical order. Don’t forget to check with your team for their requirements.
How do you know what content to include on your website? It helps to read the latest articles by industry experts for their recommendations. But, begin with making your website purpose obvious. A person who lands on your page should know who you are and what you do within a few seconds. In depth target market research will enable you to create detailed buyer personas that will help you understand how people search for your website, what information they want to find and how they will use that information. Check out a website homepage review to see how other companies use content to create a good website, and use this information as a guideline to refine and prioritize your content checklist.
Design your website content around Search Engine Optimization to improve your search engine ranking. Your ranking is where your business website is placed on the results page of a Google search. Ensure you manage links, use powerful SEO keywords and careful keyword placement to achieve a higher ranking.
Website content that increases sales includes graphics, slideshows and videos to attract attention and keep people interested. It’s a great idea to create a sales video, because even a 5 second video will increase website traffic.
Professional copywriting gets your business noticed by stating the benefits of your product or service in a way that appeals to your buyer personas. Your website content should generate leads and capture, track and convert website visitors into customers. Use your website’s words to sell your business online. Track your results to help you learn how to best sell from your website.
Review the following list when creating online content that increases sales and designing navigation.
To attract online customers, your content must include a clear call to action, with an incentive to act now. This could be an email subscription form, a “buy now to receive 10% off” button, or a “click here to learn more” option.
Website content that increases sales over is an ongoing investment. Fit new content seamlessly into existing content to keep your website evolving. Stay current with best practices for website maintenance and be sure to spring clean your content frequently. Consider that it may take more than webpages to make an impact online.
The rules of professional copywriting for websites are changing with innovations like Google glass. The future of websites points toward a scaling back of content, so every word of your website content has to work hard to increase sales for your business. This makes it even more imperative to hire a professional content creation company, like Tangible Words, to help you maintain a kick ass website.
Tangible Words can get you started by helping you make sure your existing website hosts content that increases sales, so you can do better business online today. Sign Up for a FREE website assessment.
In Ottawa, your target audience is ripe for your business, problem is, they might find your competitors first. And, you’ll always have competition whether you’re a leading high tech firm, government support agency, tourism operator, or financial advisor. Even non-profit organizations need to market because they’re competing for supporters of their cause.
But you know you’re better than your competition, right? How? You need to articulate exactly what makes you better. Once you’ve defined your unique selling proposition, use your website content to tell people about it and how your business benefits them. That’s the crux of copywriting and why you need to think about the copywriting return on investment for your Ottawa business.
While you’re thinking about how you can fit professional website copywriting into your budget, remember this: your website copy is not “Rah Rah, look at us!” It’s “Hey, here’s what we do that’s exactly what you’re looking for, let’s talk”.
No confusing BS language that doesn’t tell your consumers anything. Tell it like it is, and if they want what you offer they’ll call; if they don’t, you’d never get their business anyway.
Tangible Words does business across Canada and abroad in Australia, and we’ve set up shop in Ottawa too. Contact Alysha to get personalized and professional content management and website copywriting services from people operating in your area.
Free Content Management System (CMS) web design platforms are a plentiful. You might feel like the easier web design is made for the average person, the more overwhelming it is to choose the “right” CMS. While your website content is crucial to a successful online reputation, a professional looking website engages consumers too.
Finding the “best” free CMS platform only happens when your website needs are met. If you’re doing it on your own, don’t work with a CMS platform you’re not comfortable with; find one that meets your business needs within your technical skill level.
If you’re not a developer you‘re probably happy with quick and easy CMS options that are free (or well priced) that don’t require too much time investment in website design or pose an insurmountable learning curve.
However, if your site is complex and you can afford to work with a website developer, I recommend it. It can save you many technology-based headaches.
The 3 free CMS platforms described in this section are not the only ones available, they are just more widely used and rank well on comparison’s I’ve looked at. Plus they all have 3 things in common:
Wix is great if you like/need to have lots of images on your website (you’re a photographer or an artist). Their templates are pretty to look (and they have more than 500 free) and easy to create using your own media. The free version—which can be used indefinitely—gives you a website domain that looks like this www.wix.com/your site name (however, you can use your own domain name if you upgrade). Wix Notables:
Weebly offers a free option and it’s easy to get started because you can choose right away the focus of your site full, blog or store. You can use any template you want this just gives you the best options for your needs first. You can choose to use a Weebly sub-domain http://www.weebly.com, register your own or connect your existing domain with an easy check box option.
SquareSpace only offers a 14 day free trial and you can’t enable your site until you upgrade, but it has reasonably priced packages to suit your needs and it is user friendly. Plus, you don’t have to put your credit card information in until you decide to buy.
All three of these free CMS offer some e-commerce options, so depending on how much you use your website to process sales you’ll want to look at ease of use—for the customer to purchase and you to manage the transactions. Each provides lots of help—from developers who actually work for them—and take care of technical details and security to make sure your site is safe for your users.
While free is good, sometimes functionality is limited which may or may not be enough for you.
Website Builder Expert does a nice comparison chart of these and others addressing more features.
The following CMS platforms require some technical knowledge (or at least time to learn). And, you may have to install their software which could potentially stop you up before you get started. However, content can be exported between them if you decide you want to try another.
WordPress is huge, in both its number of users and its contributing developers designing plug-ins and providing help. Plus, you can spend hours learning about WordPress and there’s lots of forums to answer design and technical questions.
You can find WordPress themes with widgets included to help you create a site that is functional (like incorporating e-commerce, mobile and social options). This means all updates are integrated making the site more secure.
Joomla has been around since 2000, it’s one of the original CMS providers. Its content management is based on components and extensions to add functionality. The interface is more complex than the simple drag and drop options. But again, with a little self education you can get yourself up and running. You can choose from templates—though not hundreds—and organize and categorize your content based on the components.
Drupal is known for its ability to handle large websites, yet it may be too complex for the non-techie user to get started on their own. It’s recommended that a basic knowledge of html, php or other source codes are needed to use it effectively.
WordPress seems to be the popular choice for beginners with smaller sites. If your site gets too big you might want to move to Drupal. Quite frankly if you’re site is that big and you’re not a developer you should rethink how much web development and design you want to take on yourself. Developers know the language and can get what you want done much easier than you working through trial and error and watching endless tutorials. Plus, you’ll want to make sure your website content is well planned to help your users navigate a complex website.
Check out this comparison of WordPress, Joomla and Drupal by Website Setup
Regardless what route you take to design and host your website, remember your website content is the most important part to reach your target audience. If you have ineffective content no matter how pretty your website looks, people will move on to get what they want easier.
Unlock access to this exclusive webinar before you EVER go to RFP or assign resources (fiscal or staff) to your website again!
Sure, your webpages give titles and placeholders for all the parts of your business that users might search for (SEO copywritten web pages are even better). But, there is more to having a good website than just the pages. Make an impact online. You want to draw consumers to your site and keep them there. And, you want search engines, like Google, to help lead them there for you. That’s asking a lot from your pages alone.
Posting new website content—like blogs, event calendars, and even images—and linking it to more content enhances the user experience and ups your online credibility.
An Information Architecture is not a site map. It’s a plan that meshes all your website components together to help users access the content they’re interested in (without having to guess where it might be). Having to guess is called the creative burden. If your customers feel burdened you risk them leaving your site and losing an opportunity. An IA helps you follow a process for grouping and linking related content and displaying it following the rules of how people read online.
Working with an IA helps you manage your website workload and add these content options to your website behind the scenes, when you create it. Tangible Words can help you identify what content is valuable to your target audience (like the best categories and tags to use).
Tell us your website struggles and find out how Tangible Words may be able to help you overcome online challenges.
Did you know that by spending as little as six hours a week, 66% of marketers see lead generation benefits with social media. (Hubspot 2016). When you download this infographic you can use facts to guide your social media content strategy and increase your online traffic. To help demystify social media, you’ll learn:
If you’ve struggled with trying to integrate a change in the way your organization communicates its messages in reaching your target audience, you must read this article “Octopus’s garden: A TED Fellow with a radical approach to saving fisheries” by Karen Eng for TEDBlogs. In it, Alasdair Harris, founder of Blue Ventures, gives an innovative perspective on selling the conservation idea and how it’s worked for his cause. Not only is his approach interesting in its scope and successes, it will give you hope that stepping away from traditional communication language can work for your conservation effort.
Here’s what Harris says,
“Conservation today is about people, markets and behavioral change. And making change happen requires a totally different approach to simply publishing papers and hoping someone might read them: it means listening to what communities need, developing a deep understanding of local issues — and all that requires a permanent presence and commitment — plus funding for the long haul.”
This statement really defines how non-profit communicators need to approach their audience to generate interest and action in their efforts. In marketing What is WIIFM?—What’s In It For Me?
WIIFM explained may sound like a selfish outlook, but it is a feeling even the most philanthropic of us can understand. And so, you need to tailor your messages to tweak the interest of the different WIIFMs in your audience. What are they looking for: is it personal satisfaction, recognition, or a tax receipt? Define what shapes your audience’s decisions and let them know how you can help them get what they want.
In the Harris’ example, he was looking for a way to get people, outside of the environmental sector, to recognize the need for conservation and take action to reverse the damage done to marine environments. Very effectively, he created a program that appealed to two diverse audiences who both benefited from his program.
Harris reached out to those for whom a healthy marine environment was a “nice to have”. These people were looking to fulfill a need for adventure with the bonus of supporting an environmental cause. He also created trust with those for whom a healthy marine environment was a “must have”. They needed to accept conservation efforts for their survival.
With these two groups they were able to raise the awareness, and money, needed to sustain a rehabilitation project. Plus, he redefined what conservation means in terms of creating an environment that continually supplied the resources without draining them; ultimately turning naysayers into innovators for new ways to conserve. Because they found what was in it for them.
Give Alasdair’s story a read, you will be inspired both by his good deeds and the potential for your own.
Find out if your current website is communicating your message effectively with a website content audit and consultation. Or, if you’re thinking about changing the way you communicate talk to Tangible Words about your marketing goals and get help and advice.
Unlock access to this exclusive webinar before you EVER go to RFP or assign resources (fiscal or staff) to your website again! You’ll learn:
To get started writing your website content in a way people understand, you must leave your ego at the door.
Yes, your business might be complex and difficult to explain and many highly trained people do very technical work for you. You still need to write your content to get the result you’re looking for, like more business.
“Let’s be clear, using simple language doesn’t simplify the work you do and the effort you put into it, it just gets the message out clearly so others can be impressed with you too.”
Sometimes, as a communications expert, your biggest obstacle for accepting this style of writing can be your colleagues. They are comfortable with the technical jargon and maybe feel that there is no other way to explain the organization. While these feeling are valid, it’s your job to keep your staff involved in the website content conversation so they’ll understand the process and see the positive results.
Many of your website readers will not be experts in your business. Keep your webpages simple and save the big words for articles to complement the core page content. Articles are an opportunity for you and your staff to write more technical and sector-specific information for those who want more details.
Subject matter experts (SMEs) are your best source of accurate information to explain your business and promote your successes. But, if you’re relying on them to create content for your website they need to know how to write online. And by writing we mean write to influence and inform not to fill pages of technical jargon for fellow SMEs. You want the words to speak to regular folk to help them to understand what you do and what you want them to do; like buy now or fill out an application or make a donation.
Great news, it’s an easy fix to help your staff write better to improve your website content with simple language.
It’s like the game “Telephone”. You start out with a phrase and whisper it along the line until the last person has to repeat it out loud. Usually the words bear little semblance to what they were when the game started. The same holds true if your readers are always trying to interpret your language. A perfectly good paragraph, written with the best of intentions, can lead to misunderstanding and frustration. Use simple, straightforward and understandable words when writing content online. If you don’t they’ll fill in the gaps of what they don’t understand with what they do. And, it might not be close to what you were trying to say.
Bonus Tip: use acronyms sparingly. Yes, you may need to use acronyms occasionally but remember acronyms mean different things to different people and can interrupt the flow of a sentence. You can get your message across without them. Copywriters can help you clarify the language.
When editing copywritten pages we often ask, Is that true? Using definitive words and actual numbers helps to paint a picture of your organization’s benefits. When you use vague words, you aren’t as accountable for what you’re saying. Avoid having to explain to your clients what you really meant; drop true facts and figures throughout the copy. It helps prove you’re legitimate, plus, impressive numbers make great headlines attracting positive attention as soon as readers open the webpage.
Want to see this work right away? Get your company homepage rewritten here.
Astute readers can tell if you’re being insincere in your online writing. So, show your confidence in what your organization does with the words you use. Using vague language as a way to soften the impact of what some people don’t like about your organization can backfire on you. Making readers feel stupid because they can’t figure out who you are or what you’re asking from them will not endear them to you. Help people understand by consistently using simple language online and in your other promotional materials. It might not convince them to like your organization, but it will help them accept it.
Find out if your website is worth the 3 seconds it takes for users to stay or move on?
Most people are dissatisfied with their website, but they mistakenly blame it on the design. Improve your website: Stay relevant, get found, be awesome.
Fresh website content keeps your site relevant with search engines and interesting to returning users. This means offering up new information regularly to keep your clients and followers engaged. Website content can take different forms; two popular forms are blogs and articles.
Blogs are fun to read. They feed our need for lots of information without the burden of too many words. Blogs give us a chance to move on to new but related content with links embedded throughout the text. A less formal writing style and frequently more opinion based content, blogs help the casual reader understand the message. They can be funny and really subjective. Blogs start conversations as readers can add comments that encourages interaction between the fellow readers and the author.
Blogs create a user experience on your website. They can keep users engaged, hopefully long enough that they’ll buy something, contact you, or come back later. Hopefully you haven’t been avoiding starting a blog on our business website as this will definitely impact you online.
Learn how to use your business blog to help you attract new business and keep customers retuning to your site.
Articles add their own benefits to a website. They are especially useful when you need to explain a concept in more detail. Sometimes a few paragraphs of chatty text just doesn’t cut it. Compared to the relative freedom of blog writing, you can think of articles as the “responsible older sibling”. An article is a more formally written piece. Its content is static (although you can insert your article into a blog template, it still does not provide the same dynamic elements of a blog. Formal language also means more words that can be written for a higher level of reader based on your target audience.
While blogs provide an easier style to generate content quickly, don’t discount investing time in articles. Articles do serve a purpose, especially to your loyal followers, who are genuinely interested in what your business is about and what you have to say.
Ultimately, knowing how much to write in a certain style is dependent on your audience. Understand your audience and you’ll know what style of writing they’ll want to read; keep them in mind when planning all your website content.
Too busy to even think about writing a blog or an article, find out how copywriters can help you keep your website content interesting to attract new and returning visitors to your website.
More visitors to your page means more potential online sales. Here’s a FREE infographic to aid in boosting your online exposure. Learn SEO copywriting techniques so you’re found online first.
For the second time this week I have been researching something online and come across an event I was interested in only to have the website owner break the online sales cycle on me.
This is a perfect example of giving your audience a creative burden instead of giving them a website that strengthens the sales cycle. If you are offering an event make sure you have a link with all the details! That’s how we shop online!
You are going to want to offer events or dynamic updated content and at some point you need a place where that can live on your website. You need to think about how the website content is going to be shown on your homepage so that if I go there I can see what’s possible on your site now and 18 months in the future.
Don’t break the online sales cycle on your prospects. You have worked hard to get a website. Make Your Business Website Purpose Obvious. Get people who are content and information experts (like website copywriters) to help you set it up – just go a little bit further then just your website developer so your website actually does what it is supposed to and doesn’t fail your eager customers.
Make your website content and design process easier for your staff. Use this checklist so you know what your website needs to boost sales BEFORE you start rebuilding your website. It’ll save you time, money and aggravation and guarantee you’ll attract more customers online.
Download this Website Design Checklist and you’ll know:
Consumers are a finicky bunch. Make things too difficult or confusing and they’ll move on pretty quickly. Expending energy to get traffic to a website that uses vague wording and unclear instructions—which can make potential customers give up on your site—means you’ve wasted time and lost potential business from unimpressed users.
Take control of the content and use your website and the relationships it will build with your prospects to make sales and grow your business.
“Don’t leave it to your customers to figure out your business.” Tangible Words CEO Alysha Dominico.”
When time and effort is put into creating and maintaining a website—whether you did it yourself or paid someone else to do it—you need to make the most of your investment with well planned content.
Your website is your online shop front. Dress it up to entice people inside and make sure the consumer gets what they’re looking for with the right information and tools to complete the transaction. A flashy website with no clear call to action is just a pretty placeholder. Do you want people to book online, buy now, or call you? You need to tell them what to do, point blank.
How do you know what needs to be changed? Get a third party to audit your website content to help you understand areas to improve.
Doing it right takes effort and a bit of soul searching to ensure your website is a customer engagement tool, not a “look at me” marquee. Save the pats on the back for the meeting room, customers don’t want to know about you, it’s all about them. So make your business website purpose obvious. Start with your team, then plan your content, and maximize your design for the best user experience.
Want more advice on your making the most of your business online? Sign up for Tangible Words Sales Tips and receive a free 7 Step E-course on Customer Engagement.
Unlock access to this exclusive webinar before you EVER go to RFP or assign resources (fiscal or staff) to your website again! You’ll learn:
Re-writing your website content is more than just having professional words boost your brand. You need to know what readers expect from you, and what helps them make a buying decision. Tangible Words’ professional copywriters know how to help readers learn to trust your company.
“We know you’ll want to make changes – that’s why every job includes a team of professional copywriters and rounds of edits to refine your website content.”
Website content rewrites are just one of many sales tools Tangible Words creates. Or, are you looking for ongoing content writing?
Most people are dissatisfied with their website, but they mistakenly blame it on the design. Improve your website: Stay relevant, get found, be awesome.
WII.FM – “What’s In It For Me?” And as someone once said to me, that’s the radio station to which we’re all attuned. What’s In it For Me is an acronym to make sure that all marketing and sales teams are focused on their customers’ interests first – not self-interests. So instead of talking about your company, you need to keep your messages and language focused on the motivations of your target customer, and what their interests are.
I feel like sales teams and marketing teams (who are paving the road for sales) need to really have some sort of mantra so that they feel they can stay focused on the customer.
“My website’s homepage copy has to drive traffic to my online store. I struggled to build trust with website visitors on my homepage, and give them all the information they needed to trust my product. Tangible Words conceptualised what points needed to be there to foster online trust with my audience and SEO copy wrote the content I needed better than I could do on my own, saving me time, patience, and a headache.”
Join Tangible Words and Sales Professionals of Ottawa on Tuesday May 13th at 11:30am for lunch and a seminar on:
How can you better manage your website information to keep clients engaged and to reassure prospects? Here’s a website content seminar in Ottawa to help you transform your website into a powerful sales tool. Learn and apply 5 strategies to make your website content compelling to prospects. Understand how people read online, and discover how to share your expertise all under the guidance of an e-literacy expert, website copywriter and trained facilitator.
Date: Tuesday May 13th, 2014
Time: 11:30am – 1:30pm
Location: Clocktower Brew Pub, 418 Richmond Road, Ottawa, Ontario
“Tangible Words gives Loyalist Training and Knowledge Centre clients all the tools they need to succeed for website content development, digital strategy and successful WordPress software use. Each business workshop always receives first-rate participant feedback because of Tangible Words’ use of hands-on, integrated learning techniques, and stylish delivery of informative, engaging content that benefits our shared clients and community.”
Chuck O’Malley, Corporate Account Manager, Loyalist Training and Knowledge Centre.
Have you heard about Google Glass? I hadn’t either until I was doing industry research to find this very clever tool that Google has produced. It’s not readily available yet as it looks like it is still in the testing phase, but it shouldn’t be far away. It got me thinking…
Take a look at what the Google Glass offers. Speak directly to your glasses and images, videos, directions, etc. will appear. Conversational language when writing website content will be even more important on search engines because people can already ask questions to their phone, and soon their glasses!
If you still feel that your Company website should have complicated terms, and hard to read content, then you might be missing a big opportunity. Mainly, the millions of people how are now searching for questions, or simply combination of words to get what they want.
Take a look at your website statistics lately, or your Google ranking. Has is fallen away a bit? If so, consider a new content strategy or Strategic Communications Plan so that Google can start seeing that you are in fact an expert in your industry and so that potential clients can find you.
How can you better manage your website information to keep clients engaged and to reassure prospects?
This Ottawa website content seminar will help you transform your website into a powerful sales tool. Learn and apply 5 strategies to make your website content compelling to prospects. Understand how people read online, and discover how to share your expertise all under the guidance of an e-literacy expert, website copywriter and trained facilitator.
☐ An Understanding of your target market.
☐ Headings and subheadings that work more effectively.
☐ Content focused on your customer (WII.FM?)
☐ Guidance on language and online writing styles.
– Free E-book: 21 Articles To Help You Improve Your Website Content
– Free E-course: The 7 Steps to Improving Customer Engagement
When: Wednesday, February 12th, 2014
Time: 7:30am – 9am
Where: Mambo Restaurante Nuevo Latino, 77 Clarence Street, Byward Market, Ottawa, ON
Join us for breakfast at Mambo Restaurant, mingle with fellow Ottawa businesswomen over breakfast and learn valuable information to improve your business and your life!
Register today! You can cancel your registration with a full refund up to 4 days prior to the event. Also, the price goes up to $25 on February 8th!
Parking is only $2.00 until 11 am at the City of Ottawa parking garage (across from Heart & Crown on Clarence). Mambo is very close to Heart and Crown (less than a block away on the same side of the street).
You can write this off as a business expense. Convenient, central location in Ottawa with inexpensive parking!
If you would like to get more involved, have an idea for an event, or just want to find out more, please contact Ann Gregory at firstname.lastname@example.org or 613-594-8700 x103.
A Content Strategist and expert in e-literacy, Alysha helps small and mid-sized companies in Australia and Canada communicate with customers in more [Tangible] words.
As a website copywriting and content strategist, clients are always asking us how content can turn visitors into customers. Using copywriting techniques, here are 7 content strategies to try:
So does your website turn visitors into customers? Don’t make it so easy to click away from your business website and onto your competitors.
Tangible Words has partnered with the Loyalist Training and Knowledge Centre to provide a Website Content workshop on October 9th, 2013.
How can you better manage your website information to keep clients engaged, and to reassure prospects? Here’s a full-day
workshop to help you transform your website into a powerful sales tool. You’ll have the whole day to learn and apply 5 strategies to make your website content compelling to prospects. Understand how people read online, discover how to share your expertise, and get feedback on your writing all under the guidance of an e-literacy expert, website copywriter and trained facilitator.
Date: Wednesday, October 9, 2013
Investment: $349 + HST – includes: classroom instruction, materials, parking, lunch and refreshments.
Register Today: Contact Madeleine Fraser
T: 613-969-1913 ext. 2294