Content Planning
- Determine the reader/buyer persona
- Determine helpful content for your persona
- Collect reader doubts and questions
- Determine how you can help your reader persona
- Find objections you need to overcome
- Conduct Keyword Research
Content For the About page
- Address the user with the word “you”
- Include the right tone of voice
- Include photo of the team/self
- Include Call to Action
Content for the contact page
- Show that you want to hear from them
- Suggest time for a reply
- Add multiple ways of getting in touch
- Include social Media profiles
- Include physical Address
- Include details of any showrooms
Content for services and product pages
- Interview the client
- How will your product of service help your reader
- Seperate pages for each service
- Use the language & terms your clients use
- Focus on benefits as opposed to features
- Set a clear call-to-action
Content for Blog
- Write in a conversational tone
- Use as many or as few words as required
- Publish content you’re proud of
- Don’t worry about giving away valuable info
- Create a newsletter and calls to action for signup
Creating engaging content
- Consider the people who don’t land on the home page
- Consistent spelling and capitalization
- Include testimonials
- Include Calls to action
- Reduce word count as much as possible
- Remove exclamation marks
- Avoid passive voice
- Sentence length should be around 14words
- Use plain English
Readability
- Keep lines short
- Use a large font size for text
- Break your text with white space and images
- Left align text
- Make sure you have good contrast
- Makes headlines larger or stand out
- Use bullet points