The C.O.N.T.E.N.T. Formula for Website Writing Success
Whenever I do a content makeover, I go through some basic thought processes that help me target the website and figure out what would give them the best results.
Would you like to know some of my strategies?
I arranged them into a handy C.O.N.T.E.N.T. acronym just to make it more fun and hopefully memorable!
C Concentrate on your target audience.
Don’t let your pen get away from you. Focus on the desires, pain points and problems of your audience. If you can provide your website visitors the solution to their problems, you will increase your sales.
O Organize your thoughts first; write second.
Before you write, devise a plan of attack that includes:
- Target audience research
- Competitive research
- Brand personality identification
- Calls to action
- Desired conversions (lead generation, product sales, etc.)
- Potential web design changes
- Content flow from page to page
N Notice your stress levels.
What could be so stressful about writing website content?
Unless you live in Fiji with the ocean as your backyard, you will face occasional stress. Whether a customer or a family member vying for your attention, or a headache wanting to materialize, anything can take your focus away from the job at hand.
Here is a word of advice:
Never write while in a stressful state. You will lose your focus every time and your website will suffer as a result.
T Take breaks!
After you spend about an hour on your website content, take a break to re-group and give your mind rest.
Another trick of the trade: Leave your copy for at least a few hours and come back to it with a fresh mind. You will notice things that can be improved you would never have noticed before.
E Engage your audience in the process.
If you have a following and you are in the midst of a content makeover, ask your followers/customers/fans what they would like to see on your website. Poll/survey or take a vote and include those elements in your copy or design.
N Never stop testing.
Once your content is complete, perform some usability testing to see if areas can be improved and how your visitors are interacting with your website. Change one element at a time until you find the sweet spot where conversions are highest.
T Take your time!
The website content writing process is one of the most important aspects of your website. Don’t rush the process; it’s not worth the future loss of conversions your website will suffer as a result.
If you have any specific questions about the website content creation process, please let me know in the comments below!