Write professional content for your website

Table of Contents

What is the secret to creating great content for your site?

Great content is created by providing your target audience with a comprehensive, accurate answer that quenches your reader’s curiosity on the subject which you are covering.

Below are some tips that will help you create great content that will have your target audience coming back for more!

Here are the best tips that will allow you to quickly win your target audience over!

Let’s start with the most important step first!

Clarify your message

Message floating inside bottle in the sea
You only get one chance to send the right message!

Sending the right message is essential to the success of your online business.

Tell your customer what you do in a clear understandable way.

Your prospective customer must be able to answer these three questions without scrolling as soon as they land on your page.

  1. What is it that you do?
  2. What benefits do you provide?
  3. How do I buy?

This is where you will display your Value Proposition. This is your chance to explain why your prospective customer should choose you vs anybody else.

Confused customers don’t buy

Confused man

The last thing you want to do is lose a customer because you failed to convey what it is that you do.

Your site visitors will use their imagination to fill in the gaps. Do you want your prospective customer’s ability to figure out what you do and how your services benefit them to determine your online success? I wouldn’t take my chances.

The Hard Truth!

75 % of visitors never come back to your site. This means that you only get one chance to make an exceptional first impression. 

Have a Clear Message and provide plenty of value

Watch this awesome video by Donald Miller

Donald Miller will show you in this video the main concept of clarifying your message.

Use Clear Calls to Action

Don’t make your visitors think.

One way sign

call to action is the desired action that you would like your users to take. Some examples of calls to actions are:

  • Subscribe Now
  • Contact Us
  • Book A Consultation
  • Buy Now
  • Let’s Chat

We use calls to actions all the time in our everyday life, like when you tell your significant other to Pass you the remote, or a glass of water, Or when you ask them to purchase something from the grocery store.

Your website needs to provide your customers with direction. When you go to the fair, and you enter the parking lot, you have the parking attendants guiding you to your parking space. In the same fashion, your goal is to direct your potential customers to take action. 

You should limit your Calls to Action to one action per page.

Your visitors will be reading your content and considering doing business with you. As soon as they decide your company should be the one to help them, they should easily be able to take action.

You should have a call to action at the top of the page, and near the bottom of the page.

Easily accessible call to actions will increase the chances of your customers taking your desired actions.

Do not use Jargon

Questions Marks on a table

Keep it Simple

Speak in plain language that is easy to understand. You want to avoid using technical terms that your audience may not understand. We often make the mistake of using abbreviations, acronyms, jargon, words or phrases that make sense to us and our industry but it is a huge mistake to put them on your website.

Use the “Which means” Method

To simplify your message say your jargon-filled sentence and follow up with “Which means” and express your message in simple terms. Imagine you are talking to a child and you need him or her to understand.

Instead of saying “ You need to SEO your site.”
Consider saying “ make your site easily accessible to your customers through the search engines”.

Avoid being the center of the sentence

A mistake entrepreneurs make is writing with their ego vs getting into your client’s ego.

You will see them write things like:

“We have been in business for 15 years”
“Here is why we are so good”
“This is what we do”

Focus on your customer’s ego, focus on their problems and needs.

Your customers are not interested in you.

They are interested in finding an answer to a problem or question. Talk about the benefits your customers are going to receive instead of talking about yourself.

It is natural to write from your viewpoint. Most novice content writers begin most of their sentences with “I” or “We.”

They will usually say something like: 
We provide high-quality websites that are guaranteed to earn your customers trust.

instead, consider saying
You will earn your customer trust with a high-quality website.

Avoid starting sentences with We, I, Our company, the Company Name or any other variation that focuses on you

People are more likely to connect when the message is about them.

Talk Benefits instead of Features

Pacman eating powerball
Features vs Benefits

Your product is like this energy power ball that gives you superpowers. Most people talk about the energy power ball. “This is my product.” “This is what my product does.”

Your customers don’t care about this.

They only care about the part where the Powerball makes them invincible.

First, sell your visitors on the benefits and only then talk features. Once your customer understands what you do for them, tell them how you do it. This is where you can get technical.

Instead of saying: “This computer has a quad-core processor with 256GB of Ram.”
Consider saying: “Get your work done fast and efficiently.”

Instead of saying: “We are Open 24/7”
consider saying: “You will be able to receive the help you need when you need it.”  

Instead of saying: “Free home delivery”
Consider saying: “Get what you need without leaving your home.”

Write in the Active Voice

Active Voice vs Passive Voice

Active Voice

Eg, “Superman threw Batman into outer space”

So our actor or our subject is Batman and you can see that this is an active sentence because we lead with our subject, we go into our verb and then we go into our object which is the person receiving the action.

The result is a really active sentence. A sentence in the active voice moves in a very logical fashion.

Subject: Superman
Verb: Threw
Object: Batman

This reads in a very logical order.

Passive Voice

Eg, “Batman was thrown into outer space by Superman.

Superman, in this case, our subject comes last, then the verb (Thrown) and our object is Batman which is leading the sentence.

As you can see the sentence is constructed backward, which makes for a confusing sentence.

This can slow the reader down because we are starting with the receiver of the action rather than the person who is initiating the action.

Object: Batman
Verb: Thrown
Subject: Superman

That is right! Batman loses because he does not have any superpowers! lol.

Make your site look like a Boss

Boss getting a haircut

Increase authority

A great design emits a presence of professionalism and trust. Combine that with great content, and you have a winning solution.

If it looks great, sounds great, smells great, then it must be great!

If you want to be seen as an authority you must radiate professionalism.

Give your content a chance to go Viral

An excellent presentation and a clear message increase your chances for success.

Make it easy to share your content with Social Share Buttons.

Reality Check

Most content does not go Viral, but if you want to win the lottery, you have to play the game. With this said, you can improve your chances by creating content that people want to read.

if the information is great, it might get shared.

Avoid using long blocks of text

You can have produced the best most comprehensive information but if it looks hard to read, people will avoid it like the plague.

long blocks of text
Most users will have a hard time getting through this text.

Make your content skimmable

Break your information into shorter sentences and use relevant images to retain your reader’s attention.

Use a maximum of 5 lines per paragraph. Using one or two sentences for a paragraph is fine.

Write the way you talk

Your sentences will flow more natural when you write the way you talk. Your text should sound conversational.

Writing copy is different than academic writing. For marketing purposes and keeping your readers engaged, use a natural conversational tone.

Copy is the spoken language written in the way you talk.

Check out this article to learn the difference between academic writing and writing for promotional content

Use commas correctly

This sentence may make you angry

Chris Do at the AIGA Design Conference

Move commas around and get a completely different message

Chris Do at the AIGA Design Conference

As you can see, a comma in the wrong place can completely change the meaning of the sentence.

Take a look at this guide by Grammarly on using commas.

Use Relevant Images

They say an image says a thousand words. Your images need to speak to your audience. Images help keep visitors engaged in your content and it helps them understand your message as they skim read your site.

Should I use Free or Paid Images?

The internet is full of shakedown artist. Take a look at this article from the FStoppers and be cautious of taking the free route.

I encourage you to pay for your images

If your budget supports it, purchase the images to avoid any possible litigation issues like the one described by the Fstoppers in their article.

Here are the top resources for getting great images

Free Resources to get Nice images for your blog:

  1. https://unsplash.com
  2. https://pixabay.com
  3. https://www.pexels.com

If you want premium paid images, take a look at these options:

  1. https://www.istockphoto.com
  2. https://depositphotos.com
  3. https://stock.adobe.com
  4. https://www.shutterstock.com

Remove Visual Noise

If the image does not support the text, it does not belong. Images can provide a visual narrative that speaks to your audience when used correctly.

What problem do you solve?

Rubik cube

People usually search the internet to find solutions to their problems. They are searching for information that answers their questions.

Think about how you are going to answer their questions in a way where they feel like they don’t have to go anywhere else because you have done such a great job with your content.

Explain things in a Logical Order

Structure Organization is the key to the success of your content creation. First, create categoriesand subcategories and start breaking things down into manageable pieces.

Continue with the key messages you want to have on each page. Create an outline of the things you want to cover.

Website visitors will have an easier time finding, reading and understanding your content if it is broken into logical and clearly defined pieces.

Your website is not for you

Target Audience

Your site is for your target audience.

Think about who it is that is going to be using your site. Before generating content, you need to identify your audience first. 

  • Who are they?
  • Why are they on your site?
  • What are they looking for? 
  • What are their pain points?
  • How can you solve their problem?

Using these questions as a guide will help you produce relevant content that your visitors are searching for.

Create a customer profile Avatar

Customer Avatar

A persona is identifying who it is that your potential and current customers are. If you had to create a customer profile, who would that be?

Look at your current customers and segment them into customer profiles. The idea is to define your target audience. Who is it that you are writing your content for? Go into detail by creating a customer avatar.

Give the Avatar a Name, Age range, identify whether they are single, what is it that they are into? And when you write, imagine them in front of you. What do you want to say to them? This is an effective method that will help you produce great content.

If you don’t know who your target audience is, you won’t know where to find them.

Use Content Upgrades

A content upgrade is an additional piece of content that supplements the information which you have already provided. The additional content can be a PDF, a Checklist, access to a course, a video or webinar in exchange for their contact information.

You will use the provided information to provide more value and position yourself as an authority in your industry.

Use the 80/20 Rule

Provide 80 percent value and use the other 20 percent to offer the implementation of the solution and drive them back to your blog where they will be able to obtain more value.

Spell & Grammer Check your writing!

Nothings screams Amateur like miss spelled words and bad grammar.
Note: No tool is 100% accurate! There is nothing like a second pair of eyes.

Have someone you trust review your work.

Here are some tools to help to avoid embarrassing spelling and grammar errors.

Grammarly is my favorite tool for checking content for grammar.
I highly recommend this tool for anyone that writes.

Grammarly Editor
Grammarly Editor
Grammarly Microsoft Word Extension
Grammarly Microsoft Word Extension

Grammarly is the writers secret tool!

Cost effective alternative

Hemingway APP

You can use the online application for FREE!

They sell you the Desktop application for a really low price. This is a great resource for anyone looking to produce content and cares about the quality of the output.


The main purpose of this article is to aggregate all of these great concepts so that you can create engaging content for your readers.

Content Is King

With the right structured message, you can reach your target customer and gain loyalty and repeat visitors to your site that are eager to see what you are writing next.

Great content positions you as an authority in your industry and creates a relationship between you and the readers.

Which tips did you like the most? which ones are you ready to start implementing?

I hope this information has provided you with tremendous value!

If you have a great writing tip that you would like to share, please add it in the comments!

Before you go, here is a gift.

Download this free guide and set yourself up for success!


Unlocking the 5 Steps to a Winning Website project.

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