Create Content that Works

writingpencilAnyone can write words for a web page, but successful content compels the visitor to the action you want such as to get information, make a call or send an email, to provide information, or to buy the product or service.

So, how do you develop content that works?

1. Know your audience

First, create your content with your customer in mind. What does he or she want to know? What will attract him to you? Understand who will be viewing the content and where.

2. WIIFM

Customers what to know what’s in it for me? (WIIFM)  Answer the question.

3. Make it skimmable

To make the content easy-to-read and skimmable, break up copy with subheads; use short sentences and paragraphs; and use bold words, bullet points, numbered lists and italicized phrases.

4. Be lively

How you write about what you do, construct your story, describe the problems you’ve solved or list helpful hints can make you sound interesting or boring. Use lively language to get the visitor as excited about your work as you are.

5. Provide helpful, relevant content

Answer the questions you’re most often asked, talk about the problems you most often solve. When you help your audience, they’ll appreciate it and they’ll respond by taking the actions you want.

6. Use visuals

People like to look at images. A great photo, graphic, or video can convey a message far more effectively than words.

7. Include a call to action.

Tell your viewer what you want them to do once they’ve experienced your content–call or email you, post a comment, etc.