Website Writing – Writing That Puts the WOW In Your Business Website

July 24, 2011 by  Filed under: Marketing 

What is it about certain websites that makes you go, “WOW” and get sucked into reading every word on every page? There are countless business websites, and the majority of them leave no lasting impression. You take a quick look and click away. You’re looking for something – information, or a solution to a problem. You’re not going to spend more than a couple of seconds deciding whether or not to go past the headline. What makes you go “WOW” and decide to stay on a business site?

1) The headline grabs your attention.

It is talking to you and about you. It describes your problem or situation and clearly identifies what is vexing you. You immediately feel that this person “gets” you and your situation. You don’t have to read several paragraphs or half a page of website content to understand what the site is about.

2) The writing is about you – the reader – not about the person who wrote the website.

As you read past the headline, the writing describes your situation succinctly, in detail, and in depth. You feel mesmerized, because it is clear that the writer understands what is going on in your life. You feel compelled to keep reading because the website writing is crystal clear about every facet of what is troubling you. At some point in the reading, it starts to feel like an entrancing story and you feel compelled to continue reading to see how the story turns out. How was this problem – like mine – solved? What is the solution? Can my problem be solved too? These are the questions racing around in your head.

3) The pages are easy to scan to figure out the content.

You scan the rest of the page and the sub-heads keep you glued to the page. Some concepts and ideas are in bold and you’re able to get the gist of the page content by scanning. What you see during scanning gets you very excited and hopeful that you may find your solution on this site, so you are ready to consume every written word there.

4) The solution to their problem is desirable and compelling.

Finally you get to the section that describes the solution. Maybe your heart is even beating a little faster. You are filled with hope. This section of writing is critical to making a sale – or at least moving website visitor into seriously considering buying from you. Your solution must be clear to them. It must be logical. It must make sense. You need to present a detailed “walk through” of your service. Tell them what it feels like to work with you, and how the prospect’s life can be once they have your solution.

5) It is obvious that the provider has what it takes to solve the problem.

Your website content must make two things obvious to your readers:

* That you know what you’re talking about when it comes to solving their problem.

* That you’re already helped a lot of people solve that same problem.

Once you have demonstrated these two things, your prospects are at the point where they are seriously considering hiring you.

6) They tell you what the next step is. There is a clear call to action.

Suggest next steps to them. Tell them to call you or to email you to set up a consultation. Offer them a free report in return for their email address in your database. Give them a free assessment or self audit with further directions to contact you.

These are the ways your website content can put the WOW in a website. They aren’t that hard to do, but they are effective.

Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.

To learn about her Robert Middleton style Web Site Tool Kit Writing Package, go to

Article Source:

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!

You must be logged in to post a comment.

Prev Post:
Next Post: