A Simple Framework to Write Better Content

Would you like to write your website content faster? Are you just getting stuck because you don’t know what to write or where to start?

If so, then following this content writing framework will help you spend less time to write better content that connects with your audience.

This content framework and guide will cover the following topics:

  • What to know about your business before your start writing your content
  • General content writing guidelines
  • Provide a general website content framework for the main pages of your website

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Things To Know and Understand Before You Write Your Content

If you want to write engaging content, you need to to understand how you will frame your messaging before you start writing.

So, before you write your content, you should be able to identify the following things about your business.

  • Who is your ideal client
  • What are your ideal client’s goals
  • What problems does your ideal client face
  • What solutions you offer to those problems
  • The end result your clients get after working with you
  • How someone signs up to work with you
  • Your unique service proposition

Create Your Messaging Cheat Sheet

You can answer these questions to get started and to create a messaging cheat sheet. Then, I suggest you keep your answers handy when you start to write your content.

Open your favorite writing app or note-taking tool. Then, type out the questions and answer these questions in the document.

Question One: Your Ideal Client

Who is your ideal client? Who do you want to work with?

Question Two: Client Goals

What are the main goals your clients have?

Question Three: Client Problems

What are the main problems your clients are trying to solve when they reach out to you?

Question Four: Your Solutions

What solutions do you offer to the problems your clients are having?

Question Five: The End Result

What is the end result your clients get after working with you? Think about how your clients feel after you solve their problems or help them reach their goal.

Question Six: Unique Service Proposition

What is your 30 second commercial? How do you describe your services to someone in just a few sentences?

BONUS Question: What is your sign up process?

What is your process for getting clients and how do you sign them up for your services? Can you offer your clients a simple plan to get started working with you?

General Content Writing Guidelines

Your website is often your first introduction to a new customer or client! While talking in person is always best, you should do whatever you can to make reading your website content as personal as possible and similar to talking in person.

So stay away from bland descriptions or overly-salesy web copy. Instead, write like you’re chatting with someone in person. Try writing your copy then reading it out loud to hear how it sounds.

How To Write Effective Copy For Your Website

Web copy is just as important as design. In fact, it’s almost more important! It’s the copy that will keep your site visitors engaged on your website.

By following a few simple rules, you’ll be on your way to creating effective copy.

This guide will help you structure and write your content for your website.

Content Structure

Put the important stuff first.

Most people who visit your website want to get information, accomplish a task, or solve a problem.

If you don’t make what they’re looking for easy to find, they’re likely to navigate away.

For example, on your home page the most important information would be your value proposition. People want to know what you do and why they should work with you.

Headings and Headlines

Your headings and headlines are very important! When people land on a page, they look at the headline to know if they’re in the right place.

If you’re creating copy for your homepage or a landing page, your value proposition may serve as a great headline. For other pages on your site, make sure your headline clearly identifies what the page is about and what visitors can find there.

Make Your Easy To Read

People are busy, and don’t have the time, energy or interest to read every word of content on your pages. Make your content easier to digest by highlighting the main points.

Making your content easier to read is mostly about formatting. Here are a few tips:

  • Break up big paragraphs. Keep paragraphs to 2 or 3 sentences
  • Use subheadings every 2 – 3 paragraphs
  • Bold important points in your text
  • Use bullet points

Don’t Stuff In Keywords

While you should not stuff your pages with keywords, you can think about SEO when creating your content. Focus on using wording that delivers your message best and writing content that answers your audience’s common questions.

However, try to use your main keyword in the first few paragraphs and use it in at least one heading. Also, use heading tags to break up your paragraphs.

Your Writing style

Consider your audience

If you want to write web copy that connects with your site visitors, you need to write using terminology they understand.

Using jargon and complex writing doesn’t necessarily make you look smarter or like the expert. Instead, focus on writing copy that builds confidence in your service or product.

Vary your sentences

Avoid repetitive words and phrases. Vary the words you use and your sentence structure.

Look for and eliminate repetitive words in your copy, especially at the beginning and end of sentences.

Be Unique

If you want to really stand out from your competitors, don’t sound like everyone else in your field.

Try switching out your business name in your copy with your competitor, could someone mistake your copy for theirs?

If so, your content is too generic to stand out.  Instead, try to write copy that shows how you are different from the rest of the crowd and how only you can solve your potential client’s problems.

Tell a story

Website content is often bland and often too pushy or salesy. You can avoid this problem by using story telling techniques. People like to read stories; people don’t like to read harsh sales copy.

If you’d like more information about how to bring story telling into your website copy, you can check out this blog post, How to Tell Your Buyer’s Story.

Use positive language

If you want readers to remember your website in a positive way, use positive language in your copy. Using positive language is sometimes difficult to do when trying to talk about your audience’s problems and frustrations.

Compare these two headlines:

Losing sleep worrying about your waistline? Try our new diet!

Get better sleep, look great and improve your health! Try our new diet!

While using fear and negative language is a good tactic sometimes, (it can help show why people need your service or product), try to make sure most of your web copy focuses on the good end results people get from your service or product.

Other considerations

Write, then cut down. Less is often more.

Writing is a process. Often, your first draft ends up being longer or more complex than it needs to be. That’s why you should always edit down your web copy.

Create a draft, then read it. Look for ways to break up your sentences or make them shorter. In some cases, you can delete whole paragraphs or sections from your copy because you’re being repetitive or long-winded.

Get help when you need it

Not all of us like to write. But, a lot business owners want to write their own content for a variety of reasons. If you don’t like to write, or if it isn’t something you feel you’re good at, then get some help! You want your web copy to connect with your audience and engage them. Professional copy writers can help you.

Write Content

A Content Framework for Common Website Pages

Below is a basic framework for the types of copy on basic website pages. The elements of each page may not necessarily flow in the same order as included here, depending on the nature of your business and your audience.

Home Page

Hero Section

The hero section contains your unique service proposition and usually some type of call to action. A call to action is some type of element or text that asks your site visitor to take a specific action.

You want your hero section to make it very clear to your site visitors what you do and how you help them. You’ve only got a few minutes at best to keep their attention here.

Your Solutions

You should make it very clear on your home page that you understand the problems your target audience faces and how you solve those problems.

This section usually includes very brief descriptions of your service offerings, with links to your service page(s).

Sometimes, this section also contains a short paragraph that shows how you understand or can identify with the problems you solve. It may include rhetorical questions to grab the reader’s attention.

About You

Your home page usually includes a short paragraph about you and your history. Try to use this paragraph to show how you are the right person to help your ideal client.  You don’t want to brag, and it’s often not necessary to list out all your qualifications. Instead, try to show how your experience makes you uniquely qualified to help your target audience.

Social Proof

It’s very helpful to include some testimonials, case studies, or a list of people you work with.

Other Links

Bloggers may share recent blog posts, creatives may share portfolio links, or there may be another part of your website you want to showcase on your home page.

Call to Action

You can also include another call to action at the bottom of the page. This may or may not be the same call to action as in the hero section. You could add an opt-in for a lead magnet here.

The call to action could also be a contact form.

About Page

The about page is generally the second most visited page on your website. So it’s worth your while to take some time writing the copy for this page.

Heading

Every page needs a good heading or title that clearly explains what the page is about. Try to write a heading that shows how you solve your client’s problems.

Benefits You Offer Your Clients

Write a small section to talk about the benefits your services offer, not just the features. The benefits are what the client gets or how the client feels.

For example, a feature of my service is I set up your WordPress theme. The benefit is you don’t have to set up your WordPress theme.

Your Why

Include a few sentences about why you do what you do. This will help you connect with your target audience on a more personal level, and build the “know, like and trust” factor that is so important to your business.

You may also include a mission statement or a values statement.

Why Work With You

Often, there will be a short section about why someone should work with you and why you are different from your competitors. You can include a bullet list of how you’re different, or list out the characteristics of your ideal customer or client.

Your History

Include a short paragraph about your history and your qualifications. This is your chance to share your personal story and how you got to where you are now.

Social Proof

Social proof, like testimonials and case studies, should be included on all pages of your website, if possible.

Call To Action

Identify the single most important action you’d like a visitor to take on this page.

Services Page

This page should clearly explain what services you offer and how they will help your target audience.

Headline

Write a short sentence that clearly describes the purpose of the page. You want someone who lands on this page to understand very quickly what services you offer and how you can help them.

Problems You Solve / Your Promise

You can include a short section about the problems you solve, list the benefits of working with you, or include both.

Service Descriptions

Describe each of your services in simple terms your target audience will understand. Try to explain the services from your audience’s perspective and not your own.

Pricing

Some websites include pricing information for their services. Whether you do or not depends on your target audience and what you’re trying to accomplish.

Why Work With You

You may also include another short section about why people should work with you. Some websites frame this as “is this service right for you?” and then list why someone needs the service.

Social Proof

Include testimonials or case studies that highlight the benefits of your services or products.

How to Get Started

Include a short description of how someone can get started working with you. This can be a simple list or a sentence.

Call to Action

Identify the most important action you’d like a site visitor to take when visiting this page.

Contact Page

Every website should make it very easy for site visitors to find out how to contact you.

Always include your phone number and an easy way to reach out by email. You can use a contact form for email contact. Share your street address if you have a physical location for your business.

You may also include links to your social media accounts, a map to your place of business, and any other information that helps site visitors reach out or find you.

It’s a good practice to include your contact information in your site footer as well.

Some Final Tips

If you’d like to learn more about writing engaging copy for your website, I highly recommend you read Building A Storybrand by Donald Miller.

You can also check out The Story Engine’s Blog. It has amazing content.

Finally, know you’re not alone if you think this is hard. Writing content can be hard, but it can also be fun with the right mindset.

In a way, writing your website copy helps you better understand your business and your ideal client. It’s a chance to let your amazing personality attract the right clients for you.

And, the great thing about website copy is that it can always be changed, tweaked and improved. So there’s no need to wait until your copy is absolutely perfect.

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