How to Write Website Content That Converts

Why Website Content Matters

Content is what visitors actually care about. Design attracts attention, but content:

• Communicates your value
• Builds trust
• Drives action
• Improves SEO
• Answers questions

Bad content sinks good websites.

Content Principles

Write for Your Audience

Not what you want to say—what they need to hear.

Ask:

• What problems do they have?
• What questions are they asking?
• What objections might they have?
• What language do they use?

Be Clear, Not Clever

Clarity beats cleverness. Don't make visitors work to understand you.

Bad: "We leverage synergistic solutions to optimize your paradigm."

Good: "We help you sell more with better marketing."

Lead with Benefits

Features tell. Benefits sell.

Feature: "24/7 customer support"

Benefit: "Get help whenever you need it—day or night."

Be Specific

Vague claims are forgettable.

Vague: "We have years of experience."

Specific: "We've helped 500+ businesses in the past 12 years."

Create Scannable Content

Most visitors scan, not read.

Use:

• Short paragraphs
• Bullet points
• Subheadings
• Bold key phrases
• White space

Page-by-Page Guidelines

Homepage

Purpose: Make clear what you do and why it matters.

Essential elements:

• Clear headline stating what you do
• Supporting subheadline with value proposition
• Primary call-to-action
• Trust indicators (clients, testimonials, awards)
• Overview of services/products
• Secondary navigation to key pages

Common mistakes:

• Too much jargon
• No clear call-to-action
• Talking about yourself instead of customer benefits
• Trying to say everything

About Page

Purpose: Build trust and connection.

Include:

• Your story (why you started)
• Who you serve
• What makes you different
• Team members (photos and bios)
• Values and mission
• Social proof (awards, press, credentials)

Remember: Even the About page should be about how you help the customer.

Services/Products Pages

Purpose: Explain what you offer and drive action.

Structure:

1. Clear headline stating the service

2. Brief overview (what it is)

3. Benefits (why it matters)

4. How it works

5. What's included

6. Pricing (if applicable)

7. FAQs

8. Call-to-action

Tips:

• One page per service/product
• Address objections directly
• Include relevant case studies

Contact Page

Purpose: Make it easy to reach you.

Include:

• Multiple contact methods
• Contact form
• Physical address (if applicable)
• Map
• Hours of operation
• What to expect (response time)

Keep the form simple. Only ask for what you need.

Blog Posts

Purpose: Provide value and attract organic traffic.

Structure:

1. Hook (why this matters)

2. Overview of what you'll cover

3. Main content (organized with subheadings)

4. Conclusion

5. Call-to-action

Best practices:

• Answer specific questions
• Use keywords naturally
• Include internal links
• Make it comprehensive
• Update periodically

Writing Tips

Start with Headlines

Write headlines first. If the headline doesn't work, the content won't either.

Good headlines:

• Clearly state the benefit
• Create curiosity
• Are specific
• Use simple language

Use the Inverted Pyramid

Put the most important information first. Assume readers might leave at any moment.

1. Key message/conclusion

2. Supporting details

3. Background/context

Write in Active Voice

Passive: "Your project will be completed by our team."

Active: "Our team will complete your project."

Active voice is clearer and more engaging.

Cut Ruthlessly

First drafts are always too long. Cut:

• Redundant phrases
• Filler words
• Unnecessary jargon
• Anything that doesn't serve the reader

If you can say it shorter, do.

Read Out Loud

If it sounds awkward spoken, it reads awkward too.

SEO Writing

Keyword Research First

Before writing, identify:

• Primary keyword
• Secondary keywords
• Related questions
• Search intent

Natural Integration

Don't stuff keywords. Write naturally, then ensure keywords appear in:

• Title tag
• H1 heading
• First paragraph
• Subheadings (some)
• Body content
• Meta description

Answer the Search Intent

Match what searchers want:

• Informational: Teach them something
• Commercial: Help them compare options
• Transactional: Help them take action

Optimize Technical Elements

Title tag: 50-60 characters, includes primary keyword

Meta description: 150-160 characters, compelling summary

URL: Short, includes keyword

Headers: Logical hierarchy (H1, H2, H3)

Common Content Mistakes

1. Too Much "We"

Problem: "We are a leading provider. We offer services. We have experience."

Fix: Focus on "you"—the customer.

2. Jargon Overload

Your industry terms may confuse visitors. Use plain language.

3. No Clear Action

Every page should guide visitors to the next step.

4. Wall of Text

Break up content. Use formatting to aid scanning.

5. Generic Claims

"Best in class" and "industry-leading" mean nothing. Be specific.

6. Outdated Information

Review content regularly. Remove outdated claims, stats, and references.

7. Inconsistent Voice

Develop a style guide. Keep tone consistent across pages.

Content Checklist

Before publishing:

• [ ] Is the main message clear?
• [ ] Does it address the reader's needs?
• [ ] Is there a clear call-to-action?
• [ ] Is it easy to scan?
• [ ] Have you cut unnecessary words?
• [ ] Is the SEO optimized?
• [ ] Is it free of errors?
• [ ] Does it match your brand voice?

Good website content takes time. Write, edit, get feedback, and edit again. The investment pays off in better engagement and conversions.