This graph shows you the results I got using the framework I teach in my SEO Supercharger™
Here is the story:
Grabbing people's attention with good website content can be daunting.
When it comes to writing website content, originality, style and the correct keywords are paramount.
People surfing the web will only stay on a page for no more than three seconds unless they can spot the answer to their question immediately.
Good website content is therefore something you need to work on as soon as your website is live.
When it comes to developing your content writing for websites skills nothing beats practice.
SEO is more about content than technical tweaks because ultimately it's more about people than technology. Deliver answers to people's questions and they will come to your website.
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You need to get onto your keyboard on a weekly, if not daily basis if you want to get proficient at website writing.
Write website content every day if you can and build a habit around it. You'll start producing content that will answer your readers' questions and bring traffic to your site.
Below you will find our tips for writing website content that have brought in millions of dollars for marketers out there.
It sounds obvious but too many people assume that they know their customers without doing a proper due diligence on who they are.
For coaches and consultants - when writing your mission statement, knowing your perfect customer is crucial. It is the same for the content of your website.
Ask yourself these questions:
Where are your customers right now?
Where do they want to be?
How can you fill the gap between where they are and where they ideally want to be?
This last question leads to your offering. In order for your customers to get to your offering they will ask themselves a ton of questions - which they will look for answers online. That's where your content comes in.
You can use my Magnetic Mission Statement Worksheet to get a perfect customer profile and come up with content ideas.
This is where I struggle the most.
I was a lawyer for many years and I felt I had to be verbose to come across smart.
When writing content you need to write in plain English and make sentences short.
One idea at a time.
You need to make sure a seven-year old can understand you. It's not a matter of being condescending to your audience.
The aim is to simply speed up the consumption of information.
Avoid overcomplicating sentences and avoid double negatives.
Double negatives confuses the heck out of most people - "nobody with any sense isn't going to write like that" - makes sense?
Please also avoid using Thesaurus to come across smart. It will actually have the opposite effect - we all remember Friends… the one with the Thesaurus!
No one will hold it against you for using the same words all the time as long as the sentences are clear.
Once you've written and published your content you can test its readability here.
When search engine display SERPS (search engine results pages), a reader will scroll down to the title that hits him hardest.
It's all about basic psychology and distills into two points:
People want to know (i) what they are doing wrong and (ii) what they can improve on.
That's why titles like "5 productivity mistakes you are probably making" or "Improve your productivity 20x with these three easy steps" are articles that grab people's attention.
When reading such titles, you feel compelled to click.
You want to find out what those mistakes are and how those tips could help you.
Spend time crafting your title. If you are like me and need a title before you start writing, just put it down and come back to it once you've finished your article.
Then Google your title to see what comes up. Chances are you'll get more inspiration to fine tune your title.
People are lazy and always in a hurry.
They already spend too much time in front of screens and are unlikely to want to read your 15,000 essay on the circadian rhythm.
They want to know how to get over jet lag fast.
So, if you are a sleep coach who is writing an article about maximising sleep when travelling long haul, start your article with three to five quick tips to fight jet lag.
Throw in a downloadable pdf planner to get their email address, then go into details.
A summary that delivers exactly what people are looking for in a few seconds is very powerful.
If that practical summary leads to an implementation cheatsheet or blueprint, the enthusiasm will lead people to want that free bonus immediately!
Take jet lag fighting for example.
A life coach or business coach could target travelling executives to help them get over jet lag. The summary could give them the following:
"Download my free jet-lag planner for your next trip here".
Then explain why these tricks help to fight jet lag.
Again, people are lazy.
Give people broad principles and they will fail to apply them to their specific situation.
Give them an example to illustrate a practical application of that principle and they will be able to contrast, compare and apply it to their needs.
That means you should always try to illustrate your points with real life example and stories.
Also, make sure you insert pictures, illustrations and graphs in your blog posts. Graphs are particularly good because they inspire confidence even if the data included in the graphs is irrelevant or plain wrong.
Research has shown that certain pictures will also increase conversion.
The added benefit of inserting pictures is that you can tag them with keywords that will add to your search engine performance. Your website builder should have that functionality.
This is an easy and quick win.
If you want access to free pictures, build your blog using Heroic.
We have thousands of stock photos that you can insert into your blog posts in a few clicks.
If a potential coaching client is taking the time to read your blog post, you need to give her access to your other great content.
If you have a Youtube channel, insert a link to a relevant video post or, even better, embed a video into the post.
Obviously, the linked content needs to be somewhat related to the article they are reading.
If you are a life coach, it won't be too difficult to link an article on fighting jet lag with a piece of content on eating healthy while travelling, or exercising when on business trips.
A business coach can easily link a blog article on jet lag with content on how to maximise an executive's time while on a business trip.
Linking to more of your content creates more views (if that is what you are after) and trust, which ultimately is what the purpose of content is.
There are hundreds more tips I could add to this article, but these are the most powerful and quickest to implement.
If more traffic is what you are after and you want to get an easy SEO action plan in place, download my SEO Supercharger™ cheatsheet. It tells you what steps to take and what framework to follow.
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