How to create website content that speaks to your ideal client
Coming up with content for your website seems like a hefty task; whether you’re starting from scratch or fixing what you already have, it seems to be the biggest problem area with any site that I create (including my own). Have you ever had this thought when thinking about your website content:
How could I ever come up with something that sounds professional yet personal and not too “salesy” but still grabs the user’s attention?
I think that as a small business, we’re all in the same boat. We want to seem inviting and friendly because we might be a smaller team (or even a solopreneur!) that prides ourselves on our client relationships, but we still want to seem very credible and established. Because just as a positive client relationship is important to have, so is a seamless client experience! So how can we convey this message to our ideal audience? Here are a couple of suggestions.
1. What is their internal/external situation?
This can be considered an empathy map, which is a term that I used to hear a lot when I was a User Experience designer but didn’t really think to apply it to my personal business until I attended the With Grace and Gold Workshop. Not only does an empathy map help align your business message and goal, it also helps you understand your target audience on a deeper level.
In order to create a meaningful website with content that speaks to your ideal audience, you need to start at the core: why are they coming to you in the first place?
Understand their thoughts about their current situation. How are they feeling? Are they frustrated, curious, tired? What kind of emotions are they feeling that causes them to reach out to you?
Understand what they’re physically saying and doing in their current situation. Maybe they’re searching Pinterest for inspiration, or reaching out to other businesses for advice. What are some of the actions that they are taking in hopes of finding your service.
2. What will they get out of your service?
Now that you’ve considered how they are feeling and what they are doing, it’s time to think about why they should come to you instead of your competitor. How will you not only solve their problem, but solve it better than someone else? How will you let them know that they are in the best hands? This is the “salesy” part of your content, but you get to decide your voice and tone. Maybe you want to seem like an old friend, or maybe you want to sound professional and credible. Your voice and tone is a big part of your brand, so it’s important that you spend some time thinking about thinking about what voice will best attract your audience.
3. Lead them with Call-to-actions
What is the goal of your website? Is it to get people to book your service? Is it to have people sign up for your email newsletter? Whatever your goal may be, your content should help you achieve that goal. Everything you say should serve a purpose. Make sure you have clear call-to-actions on every page of your site that leads your user to your end goal. These call-to-actions should also match the tone of voice you have already established. Saying “Start my project!” is obviously a little more informal and personal than saying something like “Reserve your spot”. So make sure you find what works best for your business and your ideal client.
Creating content is not cut and dry; it’s something that should evolve and change as your business grows. It’s important to audit your content every once in a while to make sure that your website is serving your clients in the best way possible.