How to Write Web Content that Turns Traffic into Clients without Copywriting Skills

Are you updating your website right now?

Do you have the design all figured out and your theme picked, but are just stalled at creating content?

It’s not uncommon for this kind of hurdle to not only hold up a website redevelopment for weeks or months, but sometimes kill it completely. This can sour relationships fast, as you first realise that your developer does not create content, and second that it’s harder than you think to “write some copy for the website”.

This post will unpack the process and give you a template to follow.

  1. Who are you writing for?

It’s easy to write for yourself, and get caught up in what you want to say about your services. I see this all the time. It’s a dead giveaway when a business begins their front page with “we”. But the real skill lies in getting super clear about WHO you are writing to.

Take time to identify your ideal client, then strive for a deeper understanding of them. Think about what motivates them, what solutions they want, what they want to avoid and what situations they are currently facing, including problems that need fixing.

This process can take a couple of days, and is worth review by different people within your business.

If you have different target client segments, complete a profile for each.

You need the profile to be complete before you proceed to step 2.

2. What is their PROBLEM

Now you know your audience, think about the problems they face, and how your service solves that problem. Think about ways that you might be able to exceed expectations by over delivering, within budget.

Problems include: