How to write Website Content That Converts: An Expert Guide
Web Content Writing is the process of morphing your business core into words that will attract, educate, and convert your audience into lifelong clients.
Professional digital marketing agencies in Egypt usually work on content before the design and development phases as content will guide the design team, which will guide the development team to have a website that mirrors your brand finally, creates an excellent user experience for your users, and eventually converts them.
This article will take you through the website content creation process and how you can prepare so your web design agency in Egypt can have everything they need to build a unique website for your business.
Businesses usually take up to 3 weeks to plan for their website development, so if you have your planning done before approaching a web development agency in Egypt, this will save you 3 weeks of development time!
The process of website content writing:
This phase is where you, as a business owner, will start to put your website vision into words.
In this phase, you’ll need to have:
- Reference websites for the design and content teams so they can understand how you want your website to flow.
- Your business brief, history, vision, mission, values, team, certificates, and main keywords you want your business to relate to.
- Your services or products are ready with their descriptions.
- Market research
- Customer persona
- Competitors list
- Business Unique Value proposition
- Contact information
- Industry keyword you’d like to be used
This list might seem long, but most can be done in one sitting, and the rest could take some time to gather. However, it’ll get you ahead regarding content writing and web development.
In this stage, you meet with your chosen development agency to sit with their creative team to discuss your website creation, starting with the content. If you have prepared the list we recommended in the planning step, then this meeting will go smoothly, and your dedicated writer will have everything they need to start creating excellent content for your website.
If, however, you didn’t prepare, the team will give you a list of the information they need to start working on your website, and once you prepare the list, they’ll start working on your website.
Competitors’ Research and Analysis
Your website copywriter will first run a competitor’s research and analysis along with a thorough industry analysis. By doing this, they’ll ensure that they know your competitors’ weak content spots and they can showcase your strengths. Also, by understanding your industry, they can tailor your website to answer all your website visitors’ questions, thus maintaining their interest and decreasing their bounce rate.
Website map and structure
Once your website copywriter has finished the research and analysis phase, they’ll move to creating your website structure, from deciding the pages and their internal structure, sections, and connections essentially creating your Website Map.
Once approved, the design team takes the map and all the provided design references and briefs and starts the design process. You can learn everything about it from our article on Custom Web Design Vs. Web Design Templates: Which should you choose for your brand?
The tone of voice, language, and industry terms
At this stage, the copywriter starts drafting one page of the website to test out the brand voice, language, and industry term, and this draft is sent to the business owner to give their feedback so the writer can tweak and edit the draft to match the client’s direction.
The must-have website pages and what to write on each
We believe that 5 main website pages must exist for any business, and they might depend more or less on your business field and industry.
They are: Home, About Us, Service/Products, Blog, and Contact Us Pages. All of these must be on every website unless your website doesn’t provide a service or a product, e.g., an NGO.
An Investor Relations Page is added if your business is in the IPO. However, the 5 mentioned pages are the essentials.
This page’s role is to introduce your business to the users and target audience in the shortest time possible, so writers mainly focus on showcasing each side of the business to attract the users and raise their curiosity to know more about the business.
The main sections on this page vary; however, it’s essential to give a quick intro for your brand, showcase your products and services, showcase your numbers, whether in clients’ numbers or experience or certifications, etc., testimonials, and recent news.
The key here is to utilize content to engage your audience and make them want to learn more about your brand, so creating a memorable user experience is crucial.
- About Us:
On this page, you can go in-depth about your business history, mission vision, values, and team.
This page must show the humans behind the brand in a way that relates to your target audience, whether customers or other businesses.
The tone of voice and language might change slightly on this page to achieve that sense of connection.
This page is designed for you to showcase your services or products in a user-intuitive way and answer all your users’ questions.
Depending on what your business provides, this page could have a good amount of content or a minimal amount of content.
On the other hand, each of your products or services’ in-depth pages should have a solid product/service description with reviews and transparent pricing if applicable.
It’s essential to use clear and to-the-point wording on these pages to ensure your users feel confident in subscribing to your services or purchasing your products.
Considerably one of the most important pages on your website and sometimes the most neglected!
The blog page is a space to showcase your knowledge, experience, and credibility in your field. Creating articles that answer your users’ questions and raise awareness for the brand.
Through your articles, you can also increase your website traffic organically when you write SEO articles and when you share your articles on your brand’s social media accounts.
The blog is also a great place to recap attended events and the latest news.
- Contact Us:
Your Contact Page must contain all your contact information from your office location and address to your business numbers, emails, and social media accounts. As well as a message form for direct contact.
It’s important to note that this page must have updated information to increase the amount of successful communication between your potential customers and your business team.
Website content and SEO
SEO or Search Engine Optimization has 3 facets: on-page optimization, technical optimization, and off-page optimization.
On-page optimization deals with all the content of your website and optimizing it using keyword research and balanced keyword injection to try and get your website pages to rank in the search engines’ first result page organically, and thus have organic traffic of qualified users to your website.
SEO could be part of the content creation process and it also could be done after the content is already written; however, it’s always wise to do it with the content creation to save time and maximize your website’s chance of ranking.
We wrote an in-depth guide on when you should focus on SEO when creating your website for you to check out and know when is the best time to work on SEO when creating your website.
Website Content and UX Design
UX design and Content go hand in hand in creating a unique and intuitive user experience for your website users.
Without proper UX design, your website won’t convert your visitors to clients, and it will give them a negative user experience, which is something you want to avoid
In a recent article, we discussed everything related to custom website design vs website templates and which should you opt for when developing your website.
What to look for when you are reviewing your website content
The content of your website needs to be easy to read and understand, straightforward, converting, action invoking, grammatically correct, and mistakes-free.
After ensuring all of this is included, you need to move on to check the industry and brand keywords that you want your users to relate to your brand.
Once these are good as well, then you move on to viewing the call to action of each page and whether it makes it easy or hard for the user to do.
Last but not least, you need to view the website content as a whole and check for harmony and cohesiveness to ensure seamless messaging across the entire website.
Scalability and sustainability in website content optimization
The content used for your website must have two features. The first is being evergreen, meaning the content remains relevant to your brand and audience no matter how many months pass. The second is it being scalable, meaning that the content can easily be changed or added to when needed; this is to ensure that as your business grows the website content can reflect that growth to your users quickly and efficiently.
Should you write your website content or hire a digital marketing agency in Egypt?
Effective website content can only be done by expert content writers who have had their fair share of research, knowledge, and experience to represent your brand in a way that interests, educates, and converts your users. We recommend seeking a digital agency to handle your website content and development.
At Road9 Media, we deliver modern and innovative web design and digital marketing services to our clients. We excel at building reliable websites that showcase the brand. Our team of creatives has years of experience and expertise in writing, designing, and developing high-profile websites for reputable entities. Combining such experience with innovative thinking results in a successful outcome that meets your requirements.