5 Key Questions to Answer for Great Web Content
"Web content" is one of those writing styles that freaks people out. They kind of understand what is meant by content, and of course they understand the "web" portion of the wording, but what does it really mean to put them together? How do you write great web content?
I often describe it to people as "all the stuff written on websites," which tends to get a head nod, quick "ah," and then meets silence.
Really, web content is the content that fills our websites, but what should it say? Why?
Great content is just one element of a complete Search Engine Optimization. (Photo by KROMKRATHOG)
Personally, I'm a believer that great web content should at least parallel web copy, which is much more focused on the end result (often the sale). Why? The tricks and tips of writing great web copy apply completely when we write great web content. It's convincing, pulls the reader in on a personal level, and creates a sense of mutual understanding.
Great web content will do that, too. Getting people to follow your ultimate goal doesn't always result in sending their credit card information to PayPal. It often results in the creation of a web community or lifestyle. The rules of web copy can help you do that!
Plus, the rules of great web copy are incredibly simple. Answer these five questions, in order.
1. What is the problem?
This question isn't as easy as it sounds. Let's say it's hard to remove the stuck on grease after making dinner. The problem is both the grease and the amount of time, energy, and work required to clean up the pans. See? Be literal and understanding.
2. Why hasn't it been solved?
Give a more global perspective on the issue. Maybe researchers have been focusing on other problems, not this one. Maybe there are great products to remove the stuck on grease, but they're expensive and consist of rather dangerous chemicals. Researchers didn't appreciate the need for a low-cost, effective, and green stuck on gunk remover until now.
3. What's in it for me, or what's possible?
Get inside the customer's head. Imagine how their life would be improved by the use of this product or service. They don't want to know the reaches and special features of the product at this stage. Instead, focus on creating a visual or emotional representation of a potential life. Be creative!
4. What's different now?
Explain the changes that make this possible. Maybe your company developed a new botanical blend that solves all of the problems. For more technical industries, you might have created an online scheduling agent in the cloud that allows companies across the nation to book appointments. Show the transition from the past to the present.
5. What should I do now?
Here's where your call to action comes into play. With the questions above, you told the story and took the customer on the path with you. Where does that path lead? Whether you're creative or common in these CTAs, use them often. For our stuck on gunk remover, I know I'd buy if I was told I could trial a sample at a reduced price ("Reserve your $1 bottle today!"). Even a good, ol' "Buy Now!" is better than nothing!
For much more in-depth information on the process, please read this great manual on writing great web content from Patsi Krakoff of Writing on the Web. She goes into much greater depth, and gives you the psychological advantage you need to make the sale!