Picture this. You’re looking for a new accountant, or maybe a plumber. Where are you going to go to see what options are on the cards? Or maybe you’ve read a piece about an interesting charity. You want to learn more. So what do you do?

It’s not a trick question. In this day and age, the majority of the time, you’re going to go online to find out more. And while you may traverse a social media jungle first, in the end, you’re most likely going to end up on the company or organisation’s website.

The business of web content

Websites are a business essential. They are the face that you present to the world – and just like you’d expect people representing your company to be well-groomed and well-versed in what it is you do, your website needs to tread the same ground.

Design is one thing – it’s a very important thing – but content is another. You can have the fanciest looking website around, but if your website content doesn’t tell the right story (both for you and your audience), it’s a lost cause.

You don’t want to put effort and money into content marketing and advertising and public relations just to have people’s interest wane the moment that they click through to a hodge-podge of a website. So here’s our perspective on what it takes to write kick-ass website content – the sort of wonderful words that will help you have a solid foundation to stand on.

Be a soloist – not part of the chorus

It’s all about letting your voice shine through. Whether you’re a one-man-band telling your own story, you’re the designated writer of content for your business, or you’re writing about someone else’s organisation, you need to make sure you’re wearing the right hat, shoes, or whatever sartorial metaphor you want to use.

Think about what kind of tone the organisation wants to convey – and capture it. Be fresh, but not trendy. If you’re unsure, think about what other people in the field do when they tell their stories – just make sure that you put your own spin on things. You want to prove that you know your space, but show that you’ve got something different to offer.

Which leads to the next point:

Ask the right questions

Even if you’re writing about your own organisation, you need to get questioning. Introspection is a really important part of figuring out your story. In a lot of industries, every business does the same sort of things – you need to tell people why you do things differently. So ask the tough questions. What do you do – and how do you do it? What gets you out of bed and into the office in the morning? Who are your ideal customers or clients? Where do you want to be in five years’ time?

That’s not to say that the answers will all be referred to in your content – but it shapes the greater picture, and gives the right organisational flavour to everything that comes after.

Delve deep

Unless you’re writing about your own solo operation, it’s wise to do some research. Look into the background of the organisation, and the people who work there. You can’t effectively tell the story without understanding what has brought the organisation to this point – so dig in, and immerse yourself in the backstory. Often enough, that’s where the interesting bits come in, so don’t be afraid to learn all the peculiar curly bits as well as the successes.

Reframe your thinking

Copywriting 101: talk benefits, not features. Whether you’re selling a product or a service or an idea, you need to be able to tell people why their life is going to be better once they’ve gotten on board with what you’re doing.

You want to answer the question of ‘what’s in it for me?’ – and show people the kinds of results they’re going to get by choosing you. You’re a GP open in the evenings? People don’t need to take time off work to bring their sick kid to the doctor. You create tailored digital solutions? Customers get exactly what they want, without having to pay for what they don’t need.

Content you can be proud to call your own

So go forth, and sort out your questions and answers. And if you need a helping hand, get in touch – the team here at Intelligent Ink are always ready to help you tell your story, whatever form that may take.