Can anyone write effective web content?



The simple answer is NO. But first, let’s work out how web content fits into the bigger picture.

Ultimately, we all want customers to find our sites and to stay on them. And we want them to stay long enough to realise that our products and services are just what they’ve been looking for.

How can we achieve this? Firstly, we have to assume that they don’t arrive on our sites by accident but that they are here for a reason, that they are actively looking for our particular product, service, advice, ideas, help etc, and that they have probably been helped by Google and the effectiveness of our search engine optimisation programme within Google.

Next, we want to make sure that, once they have found our site, our prospective customers STAY on our sites long enough to be inspired, to be engaged, to browse, to bookmark for later, to buy, to email, to pick up the phone, to do whatever it takes to make that next important step and interact with YOUR business.

How do we do this? Good, effective web design of course, but ultimately, it’s the words that matter most. Its the web content writing that can really get into the heads of your customers, that makes them realise that YOU can give them what they want, your product is a ‘must have’, that they will ‘miss out’ if they don’t do what you want them to do.

So now I come back to my original question. Can anyone write this kind of persuasive content? In a nutshell, no. Some people may think they can, but the key to a successful website is to hire a web content copywriter who can empathise with customers, who can get into their heads and understand them, who can communicate with them rather than to them. It’s almost as if we’re talking face-to-face.

What else is important? Of course spelling and grammar are important too, but the web is different. It needs an informal and friendly tone, a persuasive voice, and short, punchy sentences and paragraphs that keep the customer engaged and interested.

So what’s so special about me? It helps that I’m naturally empathetic and enthusiastic and this shines through in the words I use and how I put them together. I also stick to 6 principle rules when I write web content:

    I work out why the product or service can really benefit the customer
    I get the customers’ attention
    I capture their interest
    I show them why they want the product or service
    I show them how and when to buy

Can I help you with your web content? I hope so.

Contact me at www.sarah-gibbs.co.uk