Write + Good = Hard.

Good Content = Eyes On Your Website

It doesn’t matter how well built your website is if your content isn’t engaging. This is true both logically and technically. The technical portion of non-engagement comes into play with Google’s ranking algorithm which says, and I’m paraphrasing: “if users aren’t engaging with your website we’re not going to rank you.”

Essentially Google is tracking every move that each of their referring visitors make on your website. If those users are reading, commenting, downloading, sharing or otherwise “engaging” with your website and (more to the point) your content then you’ll begin your trek down the all-too-coveted blue, red and yellow brick road that is “relevance” in the eyes of Lord Google.

Bad Content = You – Shunned

However, if the opposite is true and you’re repelling users with the guilty fervor of a cantankerous old man with a lawn to protect then Google will perform the internet equivalent of setting fire to a bag of poop and leaving it at your front door step: They will ignore you. Even if search engine optimization isn’t a concern, bad content (or mediocre content) is still going to hurt your image and your conversion rate when people come to your website only to find everything you have to say sleep and/or vomit inducing.

We can help…

You’ve heard the phrase “content is King”? Well, it’s incomplete. Good content is King. Bad content might as well not exist because no one is ever going to see it. Now, I know what you’re thinking: “Wouldn’t it be great if there was a professional website development firm that also offered content creation services and was able to do so with web development and SEO best practices in mind?” Oh lucky day friend…

Content is a part of your brand.

The content on your website is just as brandable as your logo, colors and imagery because it has just as much to do with who you are as an organization and how you want to be perceived. The tone, jargon, colloquialisms, pace and “voice” you use is oftentimes a potential customers first glimpse into who you are and whether or not they want to do business with you. We’re here to help you define who your target buyer persona is, how you want to help influence that person’s perception of your organization and how to connect those two dots with your content.

This is how our web content writing works:

1. Foundation building. We need to know about your business! If you have existing collateral to provide that is always a big help. We also typically perform a competitive analysis to see what your competitors are doing from a strategic content standpoint and if there’s anything we can learn from them. Our very first meeting is about your brand and how it will end up relating to the content we build for you. Repeating what I said above, we dive deep into your buyer persona to attempt to understand who they are and what their common denominators might be. This helps us to then determine the tone, jargon, colloquialisms, pace and “voice” we use when building your content.

2. Interview your subject matter expert. Once we’ve done our prep work we’ll need to talk to your subject matter expert (SME). These interviews typically take about one half hour per page of content. While that can sound substantial the good news is once a page of content is complete we can repurpose it into a bunch of other really cool content pieces (infographics, slideshares, videos, downloads) without any additional input.

3. Content creation and iteration. Once the interview is complete we create the first draft of your page content. The first draft is sent to your SME for review and approval. We offer two rounds of iteration within the scope of the project meaning we can make two complete revisions without charging you another penny.

As soon as we achieve content approval we move on to the next piece. As you can imagine, each piece of content gets easier as we get more acclimated to you and your organization. It is not uncommon for our writers to know our Clients as well as an outside salesperson.

Web page content is in a class of its own

Something that is exceptionally important to note is that creating content for websites isn’t the same thing as general writing or even blogging. Web content for your actual web pages needs to be structured in order to comply with content best practices and ensure the highest level of engagement and conversion.

There are many different types of readers and you need to build your content with all of them in mind at once. Not an easy task. For instance, the majority of your users aren’t going to read every word you write. Instead, they’re going to skim your content in an attempt to get an idea of value and stop at any sections that appeal to their specific pain point. Isn’t that what you do? That’s why well defined sections, visible headers and bullet points are all web page content best practices. Make sure your content is “skim optimized” to ensure you’ll actually have the opportunity to engage a user who doesn’t want to read your micro-novel on content creation.

For instance, take a look at the page you’re reading right now again and note the headers that I used for each of the sections. If you put them together you’ll find a complete narrative that sums up everything I’ve discussed here in just a few words:

Good Content = Eyes on Your Website
Bad Content = You – Shunned
We Can Help
Content is a Part of Your Brand
How Our Web Content Writing Works
Web page content is in a class of its own

Without having to dive too deeply into the actual content a “skimmer” would be able to get the jist of what point I’m making and what I’m offering as a service along with our process. Pretty sharp eh? So, now that you’re sold:

Contact us today for a free content audit!

Saw that coming did you?

There are of course those readers that actually read everything. Those types of readers are my absolute favorite. In fact, it looks like you’re one of those readers, that’s awesome! You’re the reason I do this job. I’m embarrassed to say this but it’s actually really validating. Anyway, I’m done now, you can stop reading…

Seriously…

No really, it’s getting weird…

Wow.