Businesses often get caught up with wanting to add a laundry list of features or pages to their websites as they think it's important in some way. In doing this, they waste time and money over content that isn't helping them whatsoever.
Because of this, I want to reiterate the essential points of what your website is supposed to do for you and your business. Make sure you take a second to pause on each point and think about how it relates to your unique situation.
That's it. Think it sounds too simple to be true? Well, okay it might be a little oversimplified, but most websites on the internet are built around these principals and constantly refer back to it to make sure they are always capturing their customers.
When you look at websites down to their core of what their goal is, it makes it much it easier to understand what kind of content makes sense to be on them.
Let's look a little deeper into each point.
Before anyone starts a project, it's always important to grasp what they intend to get out of it.
It's no different for a website project, you still want to figure out your exact goals before you get started to make sure you stay focused on the "why". If you don't, the project can easily go off the rails, which is usually in the form of constantly thinking you need to add feature after feature.
Should you add a page for each of your services?
Should you add in a chatbot?
Should you redesign your homepage?
Well, will it bring you closer to the goals you have for your business? If it doesn't, then the answer is no.
Let's look at some super basic goals that you might want your website to do so you make sure you're approaching it with the right mindset.
With your goal in mind, the step is to figure out how that goal translates into something you want your customer to do on your website, which is the next step.
Your website doesn't have information for the sake of information, it has information to push customers towards a certain outcome.
If you now know that your goal is to get more product sales, that means you want to move website visitors to eventually buy through your checkout. If your goal is to get more client leads, you want to move website visitors to eventually fill out a contact form.
This may be a simple point, but make no mistake, it is one of the most important aspects to remember.
Now that you know what you want your customers to do, you want to do everything in your power to make sure your content pushes them towards this outcome, which is the next step.
A lot of businesses who have websites focus too much on talking about themselves and overlook exactly what customers need to know to convince them to take a certain action.
Just because your customer needs a copywriter and you are a copywriter, doesn't mean you have a sale. Keep in mind that customers will usually be looking at several different options for services or products to compare them before they buy.
You need to be able to answer every burning question they might have and convince them that out of all the options they have, you or your product comes out on top.
There are a whole bunch of different methods to convince customers (a FAQ section, free resources, blog posts, case studies, testimonials), but if you summed them up, they are built on these key points:
Remember to try to get into your customers head and think about what they are worried about when they come to your website, and how you can prove to them that you have the best answer.
Let me rehash those 3 questions that bring you closer to your goals one more time.
Everything you do should be centred around these points. If you want to reach your business goals then you need to stay focused on what's important and forget about everything that is a time-waster or money pit.
Thinking from your point of view rather than the perspective your customers could be losing you sales.
Rather than focusing on your website's content, you should focus on how that content relates to your customers.