The Art of Writing Great Website Content
Whenever I write about SEO and content strategy, I always whinge that generally people tend to be a bit light on content when writing about their own services. So many business are tempted to lump all of their services or products into one single page, reducing the amount of work that is required to write the content for their website.
But that is a huge mistake – what the website owner don’t realise is that in order to rank for a term you need to have quality AND quantity. Each of your major products or services requires it’s own landing page where you can give it the love and attention that the it deserves. You should be aiming for a word count of around 350-550 per page if you want Google to take your content seriously (and thus, index it in its search engine results pages).
Writing is a skill that takes time to hone and perfect and I have discovered that when asked to write 350+ words about a product or a service that a business owner provides often they really struggle. But I have devised a list of questions/criteria that I ask my clients when doing their copywriting; I have found that if I can get solid answers for at least 3 out of 5 of these items, I can usually write a decent amount of content for them without any problem.
What to Include on Your Content Page
My criteria are as follows: features & benefits, applications, variations & specifications. Not all of these items will be relevant for every single product or service under the sun, and some are more relevant to products than to services, but I guarantee that you will be able to answer at least a few of these for all of your products and services. And if you can’t then I question why you are in business (#SorryNotSorry).
Features and Benefits:
Anyone who has ever worked in retail will know what features and benefits of a product or service are, but for those of you fortunate enough to never have taken on that line of work, I will outline that here:
Features are anything that add to the functionality, usually in a manner that gives your product or service a superior edge. For example, the features of a toaster may be it’s Intel Core Processor, it’s Dual Shock System and its Superior Handling (or whatever else toasters come with, I’m no toaster expert). An example for a carpet cleaning service might be the organic shampoo that you use as well as non-tangible features like quick service, great customer service, or treating their home with respect and care.
Benefits basically explain why those features are important – for the toaster example, these features are beneficial because they increase toaster speed, enable self-cleaning and prevent the toaster from spinning out of control while your 3-year old son rides it like a scooter. For the service example, the benefits of organic shampoo might be less issues for people with allergies while the non-tangible benefits would include minimising disruption to the customer’s family, providing an enjoyable service and giving the customer peace of mind.
Applications, Variations and Specifications
This list is fairly self-explanitory. You start by describing what applications your product or service is suitable for. Be honest and clear – if your toaster is only suitable for toasting bread and not marshmallows, don’t say tell people that they can use it to make toasted marshmallows or they will be severely disappointed with the result. The whole reason that we are telling people about the application of your product is so that they can make informed purchasing decisions. If someone is uncertain whether your product is suitable for their application they will be less likely to purchase it. Similarly, if someone is buys your product thinking that it is suitable for their application and it is not, it is going to result in a returned product and possibly an annoyed customer.
For our cleaning service example, the application might be that you can do rugs and upholstery as well as carpet.
Variations is pretty simple – the toaster comes in red, yellow and chrome. The carpet cleaning service comes with different service levels like Basic, Premium and Royalty with different levels of attention to detail.
Specifications for a product include things like weight and dimension, what kind of power outlet it is suitable for, any additional bibs and bobs that come with it. For a service, specifications might include cost per square meterage or optional extras like stain removal.
Now that you have a better idea of what information to put on your content page you can get writing! If you can write one paragraph (that’s 3-4 sentences!) on each of these criteria, you’ll have no problem at all reaching that 350 word limit. AND as an added benefit, you’ll have written a really engaging content page that answers all of your customer’s questions, which will lead to a higher conversion rate! Yipee!
Still a bit stuck? The content and information on your website plays a huge role in converting your audience into customers so it’s understandable if you don’t want to leave it up to chance. Contact Bek at BeKonstructive Marketing to discuss our copywriting services – we write Google-friendly, engaging and on-brand content that helps convert customers.
Call 0413 844 190 or email email@example.com.