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Guide To Writing Your Own Web Content

A Page-By-Page Guide

As previously discussed in my post about SEO Copywriting (click here if you haven’t read it yet) your website is often the first impression potential customers have of your business.

You should format your content to read properly and keep in mind that most people “skim-read” websites so try to keep the following top tips in mind:

  • Break your content up into short paragraphs. Approx 4 sentences per paragraph
  • Shorten sentences by removing unnecessary words or phrases.
  • Use simple clear language – no jargon
  • Use active rather than passive voice

Images & other graphics should be help break up the text.
Images should be:

  • Professional (see here for a list of free stock photography sites)
  • Relevant

Below is a page-by-page guide to what content each page of your website should contain.

Home Page

This is your companies virtual “front-door” you only get to make a good first impression once. Your homepage needs to exude visual appeal and professional imagery is key.

What will your customer be looking for when they land on this page?

What journey do you want them to take through your site?

Suggested Home Page Structure & Content

  • Header
    • This may be a slider with various content
    • Include your USP or value proposition
    • A call to action (get a quote)
  • Brief company description
    • Differentiation: Why are you better than your competitors?
    • Links to your about page
    • Include a brief description of what your company actually does
    • Keep it short & simple – bullet point is often a good idea
  • Overview of Services or Featured Services
    • You may want to feature a few key services or products that you offer, either your most recent, or you’re most popular.
  • Social Proof
    • A great way to build trust with a potential client is for them to see the logos of the companies you’ve worked with (if relevant)
    • If not logos, then testimonials are a great way to build trust on your home page
  • Conversion / Call To Action
    • What do you want your visitors to do next?
      • read another page
      • buy, subscribe
      • leave,
      • contact you
      • Sign up for newsletter
      • or make an appointment.
  • Blog feed with links to Blog or your 3 most recent articles. This is important for search engine optimisation and helps keep your home page current & keyword rich.  
  • Footer information (appears on every page)

About Us Page

This is where you try to connect with your customer emotionally.
Include your company vision & brand statement. 

Suggested Structure & Content

 

  • Introduce yourself
    • Tell people why you love what you do, why you’re passionate about your product or service and how you came to be in the business you’re in.
    • Be sure to detail your credentials and experience, including the most relevant information that will help people get to know and trust you. 
  • Include Photo’s of your team / you
    • Photo’s of you you and your team help to build trust.
    • Include an image, short bio and links to LinkedIn and contact details if appropriate
    • If possible use a professional photographer
    • If your not keen on headshots, then consider a group photo of your team in For team photos, consider wearing your company colours and including a background of your building or vehicle fleet
  • What makes you different?
    • What’s your Unique Selling Point
    • What can you offer that others can’t? 
    • Is there a gap in the market that your startup is filling?
  • How will you solve their problems?
    • People want to know you have the solution for them
  • Social Proof/Testimonials
    • If not included on your services/home page then include a selection of testimonials here
    • People will make purchasing decisions based on testimonials and reviews
    • Include a photo or logo if possible
  • Conversion/Call-To-Action
    • Where do you want prospective clients to go once they have read this page… your services page or maybe sign up for your mailing list or maybe you just want them to book a call or fill in a contact form?

Services Page

For the best Search Engine Results, you should have a page which summarises all your services.  Then each separate service should also have a page of its own with relevant keywords in the URL. For example Sports Massage with a URL of “mydomain.com/massage/sports-massage”

Top Tips

  • Remember to sell the benefits, not the features. 
  • Explain how will your product/service solve their problems and make their lives easier? 
  • A massage therapist may highlight the relaxing ambience and the relief of pain after a relaxing XYZ massage 

Suggested Structure & Content

  • Main Headline (include keywords “Exeter sports massage”)
  • Intro content
    • Toplevel view of what you do & the value you offer. Ensure your main target keyword is used here 
  • List of services – each service to include the following information:
    • Name of service
    • Professional quality image or icon to depict the service
    • Paragraph outlining service (try to keep each service to a similar amount of words so it can look even on the webpage
    • Link to its own individual product or service page 
  • Social Proof/Testimonials
    • Choose testimonials that reflect your ideal buyer persona.
    • Mention the key benefits and pain points you’re highlighting in the page content.
    • Include a photo or logo if possible 
  • Conversion/Call-To-Action
    Where do you want prospective clients to go once they have read this page… buy online, sign up for your mailing list, book a call or fill in a contact form?

Individual Product / Service Page

Ideally, each of your key services needs to have its own page. You don’t need to do this all at once. You can start with the services overview page and add sub-pages for each product or service later.

This is a great way to continue creating fresh content for search engines and makes it easy to share on social media the links of each page

The structure for the page will be the same as above, but with more keyword-rich headings & subheadings relating to that particular product and or service.

You might even want to create location-based services pages to help boost your local search-ability.
For example: ….mydomain.com/massage/exeter-sports-massage

Suggested Structure & Content

  • Main Headline
    • Include your main keyword for this product
  • Professional quality images
    • Images must accurately depict the service
    • Professional images are a must, if you don’t have professional images, consider purchasing some relevant stock-photography
    • One or two longer paragraphs outlining service- particularly highlighting how the product or service will make their lives easier / solve their problems / increase their sales etc
  • Link back to other related products or service pages
  • Social Proof/Testimonials
    • Choose testimonials that reflect your ideal buyer persona.
    • Mention the key benefits and pain points you’re highlighting in the page content.
    • Include a photo or logo if possible
  • Conversion/Call-To-Action
    • Where do you want prospective clients to go once they have read this page… buy online, sign up for your mailing list, book a call or fill in a contact form?

Contact Us Page

NAP: Name, Address & Phone Number

This is essential for businesses hoping to rank well in the local organic search results. Search engines like Google take the data into account when deciding which businesses to show for geo-targeted searches. 

  • Ensure these are correct
  • Ensure the exact same details are listed on your social media accounts and in any local business directories. 

Content To Include on this page

  • Email Address(s)
  • Phone Numbers 
  • Social Media Links
  • Address
  • Map Address id you would like a map to be shown
  • Area’s Serviced
  • Business numbers or license numbers if relevant 
  • Contact form – what information do you want to gather from them (Name, Email, Dropdown of services they are interested in, Where did they hear about you etc etc
  • Thank you message – do you want a customised thank you message for those that have completed the form?

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