Content Writing for Websites
Being a content writer for a couple of website designers has taught me a few things. It’s not just about throwing a few words on a page about the organization that needs a website for their business. There are many factors to be considered.
The first and most important piece, in my opinion, is the “Client.” Who are they, what type of personality they have, what is their product or service, who is their audience, and what do they need?
There is no magic formula or template that can be applied because each business is unique. For me, matching the tone of the content to the client is fundamental. This requires getting to know the client and asking relevant questions to draw out key information. After getting to know the client and understanding the product or service they are offering, I ask about their industry. Who are their competitors, what demographic group they are targeting and what are the keywords (for Google searches) to incorporate into the content creation? Taking copious notes goes without saying.
Next comes research. This is a time-consuming piece. Since every industry varies, and no one is an expert in all fields, I must learn about the products and services and what impact it has on consumers. After all, I have to write to appeal to and attract those consumers.
Keeping things aligned for optimal SEO (Search Engine Optimization) is also top of mind for creating content. Applying keywords that were identified during the discussion with the client is what drives viewers to your business’s website, so placement of those keywords is paramount to gain traffic. SEO is where the technical gurus work their magic.
Always check for understanding. Realizing the client’s needs and wants is a basic requirement. Therefore, asking questions for acknowledgment saves time and energy to head in the right direction. There is nothing worse than making assumptions and spending hours working on a page, only to find out that it is not what the client meant.
The “Thesaurus” is my best friend! Finding the precise words to match the client and their product is the secret sauce that enhances the flavours of the content. Keeping the readers engaged and interested in the story must lead them to contact the business. I need to paint a vivid picture appealing to the senses of the reader. As they say, “It’s not the steak, it’s the sizzle!”
I cannot say enough about the importance of proofreading. Sometimes leaving the written work alone for a while and reviewing it again later makes a huge difference to catch elements that could be stated better. Having a second pair of eyes is also helpful to gain a different perspective. The review process is also time consuming to identify changes to the original draft and make adjustments to narrow it down to individual business needs.
The content is not web-ready until the client says so. Ask for the client’s opinion to know if you have hit the mark because their feedback is what matters. Relationship management is the cornerstone of great customer service. The client should feel proud to put themselves out there for the world to see. Therefore, that final smile on the customer’s face is golden, and that’s when I know I have done a good job along with providing great customer service!