How to Create Content for Your Website

Do you write your company's content? Do you want to start but don't know how? If you follow these simple steps you'll be able to write content like a pro!

Content creation is important for your company's SEO. What is SEO you ask? Well it is short for Search Engine Optimization. In our previous post, we discussed how not utilizing SEO can hurt your business. Writing blog posts or news articles will keep your website alive and up to date. This builds the SEO your business wants to rank for. Plus, don't you find it concerning when you go to a website and the content hasn't been updated in 3 years? Don't get overwhelmed, with these steps it writing your own content will be easier.

Using the following outline, you'll create content that applies to customers.

  1. Headline - What is it?
  2. Sub Headline - who is it for?
  3. Hero Image - Why should I care?
  4. Benefits - How does it work?
  5. Call to Action - Why trust you?
  6. Social Proof - What next?
How to Write Customer Driven Copy That Converts

Write your content in sections:

"Hero" Section

Your hero section is the first part of your blog. This section is to provide the overview of what your post is about, such as it's title, sub headline, and attention grabbing images. This should be short, clean, and to the point. You want to attract your readers on why they should read it.

Structure your hero content to answer the reader's questions:

  • Why should I care?
  • What is it?
  • Who is it for?

Body Section

Here you should include the bulk of your information. Try to include internal links to your other pages. This will keep them going through your site and allow them to go to that page without having to search for it. It will eliminate user frustration. If you are talking about the benefits of a service you offer, link the page to the service. Don't be afraid to use external links. A lot of people are scared that it will then take the user away from your website, but you are trying to provide relevant content. If that means you must link to another website, do it! This will build trust with your users; they can trust that you will be a source to lead them in the right direction.

You'll want to structure the body of your post to answer the reader's questions:

  • How will my life improve?
  • How does it work?
  • Why should I trust you?

CTA (Call to Action)

Once they get done reading your post, what do you want them to do? Add a form or links of where to go. Do you want them to go to a service you offer? Do you want them to fill out a form for them to contact you? The worst thing you could do is have their attention through your whole post and when they get to the bottom there isn't anything for them to do. Chances are they would just leave.

You'll want to include the reader's following question in your call to action section:

  • What happens next?

Using that framework you'll be able to create a Heading/Hero, Body, and Call to Action that will grab reader’s attention. By using their pain points, anxieties, priorities, and desired outcomes, you'll be able to write content that resonates with them.

An example of this from Joel Kettke, who spoke at MozCon 2017, gave the following example of what a classic marketer approach would be vs. what your customer wants to hear:

Marketer vs. Client approach to content writing

Editing Before Posting:

Do you not have an editor to check your work? Are they too busy to read your posts before you make them live? Well before you post, you can double check your writing by using free tools like Grammarly and Paper Rater.

Why post at all?

Not only will your clients trust the information you're putting out, but also writing posts with good SEO will help your Quality Score with Google, which will help your business rank higher. So when you write a post, choose one main topic (keyword) and keep it that focus of that article.

Have questions about SEO or creating content?