Step 9: Writing Your Content

13. Apr, 2010 1 Comment

When I used to build websites for clients (not too long ago), the most challenging aspect of every project was getting the client to produce content. Even if you hire a copy writer, you still need to give them some copy to start with.

For the non-writer, writing content for a website can seem like an insurmountable task, and if you’re a perfectionist AND a non-writer, you’re doomed… just kidding, but you’ll need to stop being a perfectionist and start writing.

It’s better to get something out there that’s not quite right than it is to spend weeks (or months) perfecting it. Just remember, it’s the web, things can change in the blink of an eye, and with a content management system like WordPress, you can keep reviewing and updating your content as much as you like.

Here’s a guide to getting your content written.

Who, What, When, Where, How, Why

Create a Word document (or similar) and add these 6 titles to the document. These are the 6 essential pieces of information you should try to answer on your website or blog.

The Who

Who are you? Who are the founders of the business or who’s the owner of the blog you’re publishing? What expertise and experience do you have that makes you so good at doing what you do. Tell your potential customers and visitors about your credentials. Behind every business there are people, and many people want to know your story because if they feel they know a little bit about you, then they’re more inclined to trust your. Trust is a very important aspect of doing business, particularly if you have a virtual business front such as a website.

This info will live under the About Us section of your site and their should also be a succinct summary on your home page.

The What

What is it exactly that your do? Are you a service based business or do you sell a product? List your products/services and include as much description as you can without going overboard. This will generally come under the Product or Services section of your site and may include an online shopping cart if you sell your good/services online?

The When

When are you open? When can I call you, buy from you, ask you questions, expect service or support? So many times I come across websites that don’t include the business trading hours. Don’t make pick up the phone and call to see if you’re open at 6pm on a Thursday evening. Put this info in the Contact section of your website.

The Where

Where are you? Where can I find you? How do I get there? It goes without saying that if you’re a physical business, you should include your address. Ask your web developer to include a Google Map on your Contact Us Page, that way people can easily navigate their way to your business. If you’re a virtual business, at least include your address; once again, it’s a trust thing. If I’m buying a widget I want to know where it’s being shipped from, particularly if it’s coming from Nigeria.

The How

How do I buy from you? How will the business transaction take place? If you sell stuff online, this will most likely be pretty obvious, but if you’re a service based business, it may not be. Let you customers know how what their payment options are and make it easy for them to transact with you by providing a couple of different methods of payment.

The Why

Why should I buy from you? What is your Unique Selling Proposition? If I’ve found your business online, chances are there’s 100′s of other websites that sell what you do. Convince me to buy your gear. Is yours the best quality or the cheapest? Do you provide the best service? Are you located near me so I can come into the store and ask for assistance should I not be able to make your widget work properly? Do you provide a guarantee?