Five tips for writing compelling website content

Writing good-quality content is vital for your website and to attract new customers. Whether your goal is to populate your website with product descriptions or posting regular blog articles, you can’t write random content. Follow these five ideas, and you will have a good starting point.

  1. Define your target audience. When you have an online business, the temptation is to try and reach everyone: the more people read this, the more I will sell. But aiming at a general audience that can include people from any background and with very different interests will only dissipate your money and resources and bring little result. The first thing you need to do even before writing anything is to find out who your target audience is: who is content appealing to? In order to answer these questions, you need to create a Customer Avatar, which is the portrait of an ideal customer. Question your existing customers if you have any or your marketing team, or try and put yourself in your user’s shoes and answer questions like ‘What are my needs as a customer?’, ‘What would I find interesting in this website/range of products and why’? Once you got an idea of who your potential customer might be, write for them, not for yourself.
  2. Write from the customer’s point of view. This means, spend more time and words to highlight the solution you are providing to their needs rather than describing your company. People don’t care how good you are, they want to hear how you are going to solve their problem. eCommerce and marketing experts suggest that there are 3 types of customer search: informational, navigational, and transactional. Regardless of which of the three is compelling a user to visit your website, you should create or revise your content while asking yourself: are the benefits illustrated clearly? Is the content easily readable or does it require previous knowledge from the reader?
  3. Use numbers and statistics. If you’re trying to impress users, figures always come in handy. They make your content – and your website- look more authoritative. Using graphs and stats shows that what you are talking about is real and proven. But make sure you’re using reliable sources to quote your figures and link your content to the original source. 
  4. Make a story out of your content. Even if your purpose is just to showcase a new product line and increase your sales, you have the chance to make a story out of that, and people love stories. You can come up with a compelling headline for the new line, and tell your audience how this new range was created, the staff involved, the human side of it. Users will be drawn in.
  5. Include a call to action. Believe it or not, a call to action (CTA) can make a difference in the user’s involvement. You might have written great content, but if you forget to include a CTA, there is a chance you are disregarding one crucial point: your customer needs to have the chance to feel involved. Most CTAs read like this:
  • Subscribe now to keep up with our exclusive offers
  • Fill out the form to submit your request
  • Call us now to get a quotation
  • Buy now and get 50% off.

If you like the article and would like to know more, do not hesitate to contact us. At ECom Responses, we combine business domain knowledge, proven methodologies, and technology expertise to yield high-quality solutions that add value to businesses.


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