How To Write Content For Web Pages

A question from an old customer got me thinking…

How does a business write content for the pages in their web site?

Here are my suggestions to get you started:

Read all 10 items before starting. If you do not read first, some of your time will be wasted, and you will only realise afterwards.

1. Start with a pen and paper, on the first page, make a list of your products / services.
One item per line to commence with.
What I propose it that we will create “one page per product/service” but also a create an ‘overview’ page that will detail all products/services and then link to each individual page.

2. Once you have your list of items, you then start a new page for each item.
At the top of your page, write the name of the product.
Under the first line write: Keywords:
Under that start writing as many paragraphs about the item as you can (minimum 2-3).
Google it.. read and see what your competitors have written about the item. Make notes. Bullet points of what you wish to say.
Close the page with ‘why you are qualified to offer that product/service’.
Finally, every page should end with a CALL TO ACTION. Tell the reader “what to do next”. Its amazing how many pages end with nothing.
Tell the reader to pick up the phone, go to your contact page, go to another page, go and read about YOU, but tell them to do something (its a “call to action”).

3. About Us
The single most difficult page to write because its about you and your business, NOT the products/services you offer.
Again, see what your competition says about themselves.
Consistently, we read one paragraph about the business but then the explanation drifts off to the products/services… kapow!
It has to be about YOU and your business.

• how long you have been in business.
• qualifications and education
• where you are
• your background
• your partners and associations
• convince the reader why they should pick you!

Tell them to pick up the phone and talk to you about your service.

4. Your marketplace
Many businesses service a business vertical… an accountant who specialises in taxation for doctors.
In this case, the marketplace (vertical) is the medical profession.
Create a page that targets and  talks about the profession.
Why, because we know that when a business is seeking another business, they often include their own business in the search.
ie: accountant for a doctor, medical accountant.

5. Aligned products and services.
A good idea is to create pages about aligned products and services, even if it is not one of your own.
It generates traffic which can then be either redirected to a product/service that you do offer, or referred to a colleague in the industry.

6. News
Keep an eye on industry news.. when you see an item in the press that relates to your business, post it as news.
Copy and paste. If you do not know how to copy and paste… learn, its not hard and it will become your best friend.
Why, because once you learn how to copy and paste, you can create new content on the fly.
Search engines love new content. It shows the web site is not stagnant and is constantly updated.
I try and post one news item per week.. minimum. If I am able to rewrite the content with my own slant and authorship, then I try and post a second item the following day.
If you simply copy and paste, then its plagiarism unless you add your opinions and thoughts.

7. Google content
Lets say your first service is a ‘widget’. Google the word ‘widget’ along with a place name (avoid your local area or you will end up finding your competitors).
Read through the search results looking for content that appeals to you. If it appeals to you, then it will appeal to your potential customers.
Visit the web sites and look for interesting content, keywords and discussion about the widget.
Write down the content that appeals to you on the widget page that you created.

8. Keywords are the lifeblood of the internet.
They are our best and worst friend all in one sentence.

You will need to know the important keywords for each product / service.
Keywords can include the word itself, misspelt words, associated words, associated verticals, associated place names.
The ONLY way someone can find you, is by seaching the internet which they do using keywords.
When your pages content and keywords match the search, then the higher you will appear in rankings.
The aim is to rank on page one of the searrch near the top.
A good way of finding good keywords is to search for a product/service pretending you are the customer.
Look at the first 3 results because they are currently setting the benchmark of where you want to be.
Go to the page that is found in the results (often not the home page). When the page loads, look through the text for keywords.
Right click on the page and select ‘source’ to see what keywords are used in the ‘title’ of the page.
Make note of every keyword, and keyword combination (term) as often they will be multiple words.. 2+, 3+, 4+ word combinations.

9. When adding the content to the web page in the admin area of your web site, go to the page.
See left side of admin navigation for PAGES.
If you already have multiple pages, use the seach box to locate the page you wish to edit.
Once the edit screen is displayed, you can copy and paste your content into the edit box and then configure the sentences to suit.

10. Now that you understand how to copy and paste, disregard item 1 and anywhere I suggested to “write it down”.
Replace pen and paper with either a notepad* file or a WORD document.
Write each page directly onto the file because at the end, the content can be easily C&P straight into your web pages.

* Windows Start / All Programs / Accessories / Notepad
I use notepad a lot. I love it because it contains no formatting which is an issue if you copy from a web page into WORD, or WordPress.
C&P into notepad removes all formatting ready to C&P again into WordPress.
You can place a shortcut to Notepad on your computer desktop by right-clicking on its icon and Send To (desktop).