Writing the Content for Specific Pages

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To ensure that the content on each page is unique, concise and informative, you need to be selective when choosing what to include. Some pages are designed to be more general and engaging, whereas others allow you to really get into the nitty gritty of what your business has to offer. This guide includes useful information on the purpose of each type of page, and what to write.

Home Page

Think of your home page as your elevator pitch. If you had 30 seconds to give someone an overview of your business, what you do, and why you do it best, what would you say? It’s essential that this page is concise and engaging. Give your customers a top line level of information, and encourage them to browse your website to find out more.

Break the text up into bite-sized paragraphs that will make it accessible for the reader. Perhaps you could start with a short opening paragraph introducing the business:

‘Buffalo Web Design is a web design and marketing agency based in West Yorkshire. We’re passionate about making our clients stand out online, and offer a range of services including web design and development, SEO, digital marketing and social media.’

 Next, you could talk a bit about your USPs – what makes your business so good at what it does?

With over 10 years in the industry, Buffalo Web Design has experience working with businesses across the spectrum. We offer a full range of design and marketing services, at a competitive price, and take pride in our honest Yorkshire approach’

 Finally, why might someone need your help?

‘Whether you’re looking to develop an impressive company website, or your current site is in need of a makeover, we’re here to help. Browse our website for more information or get in touch to have a chat with the team’

 Although you want to aim for 300 to 500 words, focusing on these aspects should help to make your content engaging and to the point. If the content is looking a bit dense, break it up with catchy sub-headings and remember to keep the paragraphs concise!

About Us

The ‘about us’ page gives you the opportunity to share a little background information on your business, and the people that make it so great. But be selective with what you include, as this can very easily descend into a life story if you don’t control the word count. A few things to consider are:

  • Where and when was your company established?
  • Who do you work with – businesses or customers?
  • What did you do beforehand (good context to give newer companies credibility)?
  • How many years of experience does your company, or team, have?
  • Relevant qualifications, accreditation, certificates, or awards
  • What are your company’s values?
  • Does your company have a mission statement?

When writing the about us page, always try to keep it relevant to what you currently offer, and your USPs. People are interested in the story behind brands, but they haven’t got all day to read your company history.

Meet the Team

For some businesses, a ‘meet the team’ page can enhance your brand image, by giving customers confidence that your team members are friendly, experienced, professional, or experts in their field. If you’ve opted for a meet the team page, there are several ways to tackle it:

1. First person biographies
Ask individual members of your team to write a few lines introducing themselves. Set guidelines that everyone can follow, to ensure that they use a similar style and format. For example, you may ask that they write 2-3 sentences outlining what they do, with a fun fact on what makes them tick.

2. Third person biographies
For more professional brands that want to emphasis the expertise of their team, third person biographies may be more appropriate. These could be short and sweet, covering job titles, number of years in the industry, and areas of specialism. Alternatively, smaller companies may wish to go into more detail on individual team members, looking at specific achievements, awards, or experience.

Alongside the content, make sure that you have high-quality images for each team member. People like to put a face to a name.

Services Pages

These pages give you the chance to really get to the core of what your business does, with in-depth coverage of the individual services you have to offer. As well as providing the essential information that your customers need to know, you want to ensure that the content is persuasive, and focuses on the benefits throughout. In other words, your aim is to convince the reader that you can meet their requirements, and that they should choose you over a competitor.

For example, there may be hundreds of plumbers in Leeds, so what makes your service different? Do you offer competitive prices, a rapid response policy, outstanding aftercare, or expert solutions based on years of experience? Focus on these USPs, and how they benefit the customer, rather than simply listing key information and prices.

At the end of the page, don’t forget to include a ‘call to action’ prompting the customer to make the next move. Whether this involves booking a consultation, calling for more information, or signing up to a service, round off the web content with something like:

‘Thinking of installing a new bathroom? Get in touch to arrange a free consultation today’

Product Descriptions

Product descriptions are an essential part of any e-commerce site. Tempting though it may be to simply copy and paste the manufacturer’s description, the content here needs to be original and engaging. Besides, plagiarised content could lead to Google penalising your website, which will affect your search engine rankings and make it harder to reach customers.

On the other hand, well-written content that targets appropriate keywords will give your SEO a huge boost, whilst persuading customers to buy your products. If you have the product information available, try to rewrite this in your own words, making it relevant to your website’s specific target audience, and focusing on the USPs of each product.

If your products are handmade or bespoke, it can be a little more difficult to know what to say. Remember that whilst a picture does paint a thousand words, customers want to know exactly what the product does, what makes it so good, any interesting features, and why they should choose your product over any others.

As a general guideline, a product description should include:

Title: What is it?
Strapline: A catchy strapline elaborating on the title
Introduction: Approximately 50 words outlining the basic information and benefits
Description: A more detailed description of the product, its features, benefits, and USPs
Specifications: Bullet points covering details such as weight, materials, measurements and colours

Depending on what your e-commerce site is selling, the size and contents of your product descriptions may vary greatly. If you’re still not sure what to write, have a chat with the Buffalo team to work out how best to tackle them.

Sector Pages

If your business works with a broad range of sectors, particularly in the service industry, it can be difficult to tailor the generic content to the needs of specific clients. This is where sector pages come in, giving you an opportunity to address the unique priorities, concerns and challenges that face clients in different sectors. You should therefore take some time to identify the pain points of your target sectors, before you start writing these pages.

For each industry, emphasise how you tailor your products or services to its individual needs. For example, a commercial decorator may use antibacterial paint when working with clients in the health sector, or work out of hours to minimise downtime for shop owners in the retail sector. Think about why clients in that sector choose your services, and make it clear that you understand the challenges and requirements that concern clients in that industry.

Case Studies

Here is your chance to really showcase your business in action. Case studies allow you to focus on previous projects, to prove to your customers that you can walk the walk as well as talk the talk. Although for many businesses, images will be the focal point of these pages, it’s essential to include content that will give the viewer some context.

Generally speaking, case studies should consist of three aspects:

– What the client wanted/what the problem was
Start by giving the reader a background of the project – why did your client need your products or services in the first place? What brief did they give you? Were there any considerations that made this project unique, such as a tight budget or schedule, or bespoke requirements?

– Your solution: how you approached and tackled the project
Next, you should talk the reader through your approach to the individual project. What did you do to meet these requirements, and how did you approach it to achieve the final results?

– The results
Support the images by explaining the final results – what did you ultimately deliver/achieve for the client?

By breaking down each project into these aspects, you’ll be able to write case studies that make your images even more impressive. By showing how you’ve applied your expertise to previous projects, you can back up any claims that you’ve made in the rest of your content, to prove that you’re worth every penny.

Summing Up

Every page has its purpose on a company website, so follow these guidelines to ensure that your web content ticks the boxes when writing your own. Be selective and always focus on addressing the questions and needs of the customer, to make every page persuasive and engaging.

But time is of the essence! Our next guide looks at how to stick to a manageable schedule when writing your web content, and what to do if you’re struggling to stay on track….