Great web content starts with research. Why? Well, we all know a decision to hit the back button is made within seconds. So how do you know what language will get your visitors to stay, explore, follow and buy?
It’s simple: You ask questions. A lot of questions. Before putting the figurative pen to paper. Here are ten of the most critical ones to ask yourself or your client before writing a single line of website copy:
1. Who is my ideal customer?
2. What are their fears and challenges as they relate to my business?
3. What do I provide that will help them overcome them?
4. What objections are they likely to have?
5. What tone is most likely to resonate with them? Fun and personable? Or corporate and buttoned up?
6. What words and phrases are they most likely to use when searching for my services and products?
7. Who are my top competitors?
8. What does my company do that they can’t (or don’t)?
9. Who is not a good fit for my products and services?
10. What action do I most want people to take when they come to my website?
This is just a sampling of the many inquiries I make when developing web content strategies for my clients. The more thorough you are in your research, the more likely you’ll end up with web copy that sells.
What about you? What questions would add to this list?