Writing Compelling Content for Your Website

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Most of the clients we work with provide their own copy for their website although an increasing number are asking us to help write the text or are hiring other professional copywriters. If you are writing the content for your website, here are some tips to keep in mind. This is part IV in the series on increasing your online credibility.

There are several categories of site content:

  1. Your Positioning Statement
  2. Introductory Text
  3. Supporting Content
  4. Call To Action

Your Positioning Statement Your positioning statement is the single phrase or sentence that positions your product or service in the minds of your visitors.  A good positioning statement is concise and specific. It has two parts. One, it tells people exactly what you do. For example:

  • We Build Websites
  • We Build Houses
  • We Make Shoes
  • I Do Massage
  • We Sell Beauty Products

The first part of your positioning statement should leave no doubt in your prospect’s mind about the category of business you are in. The second part of your positioning statement refines the first part and gives the primary benefit of your service or product. For example:

  • We Build Websites that Get You More Customers
  • We Build Houses that Don’t Burn Down

The second part may also define who your product or service is specifically for:

  • We Make Shoes With Premium Arch Supports for People With Flat Feet
  • I Do Massage for Athletes that Relaxes and Strengthens

Your positioning statement should click for you and for most people you read it to. It can take a little time to figure it out, but once you do, it can seem so obvious that you wonder why you didn’t think of it sooner! Creating a good positioning statement builds your credibility because it creates clarity in the minds of prospects regarding your product or service and its benefit.


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