How To Write Content For A Business Website
It is imperative for every business owner to learn how to write content for their business website or have those who do it for them – a group of content creators, probably.
Things are changing really fast. Even small to medium companies now recognize the importance of having a sleek business website which serves as their virtual storefront in the global online marketplace.
This ever-increasing demand means good news to website developers and of course, to writers. For a writer, breaking into this industry can offshoot to several other writing opportunities.
But if you are a writer who has never written a business copy in your life, here are some tips that can help you out.
6 Tips To Writing Content For a Business Website
1. Research about the company
If you are that writer, it is then important to learn as much as you can about your client.
Whether you’re an agency copywriter assigned to produce a series of articles or a freelancer writing a single blog post, you must perform the same level of exhaustive research.
Many writers skip this process thinking that they can just ‘wing it’ by writing a lot of generic clichés.
While it may be passable for some client, this is an easy way out which may even cause you to lose the business.
It is actually much trickier now because unlike before where almost every business utilizes a formal, rigid communication tone, there are now many companies that make use of a more informal, playful voice.
Take the time to read past written materials if available or if you’re starting from scratch, speak to the client to know the style they prefer.
The more you learn about the company and its people, you’ll also find it easier to write about them.
2. Know the target readers
Different kinds of businesses also have different target customers. When you are writing for a business, you must recognize which sector they are targeting.
This will help you present your ideas better because you’ll know who will supposedly benefit from what the company is selling.
There are companies that are considered business-to-business or B2B, meaning they offer their products and services to other companies.
For example, a company offering a managed print service to other businesses is considered B2B because it is targeting an organization rather than a single person.
A single consumer is very unlikely to ever need a managed print service, but a business can benefit from the service greatly.
The other type is B2C or business-to-consumer which are companies offering their goods to mass-market individuals.
An example of a B2C company is a fast-food chain that directly targets the customer to buy fish and chips.
B2B companies typically adopt a more formal tone than B2C businesses, but this is not always automatic.
Depending on your client, you can go even deeper by checking the target age range, gender, salary range, etc.
3. Read similar publications
Even if you’re the most prolific writer in the world, there will be a point in your career where you’ll come across a writing assignment that is totally out of your comfort zone.
Maybe you specialize in business productivity or fitness stories, then you suddenly got a client wanting you to write about structural engineering topics.
While it may be something you’re clueless about, you’ll find that it is something you can manage once you familiarise yourself with the industry.
A great technique is to read similar publications, essays, and articles around the same topic.
This will give you a better insight into the style of writing usually employed in the specific industry you are writing about.
The language and style you’ll use for an oil & gas client would be different from tech or a retail client. You have to adjust your writing style to make it suitable for your readers.
4. Check the competition
How do you write a website copy that will engage your readers and will not make them click away?
Aside from having great visuals, your copy should be engaging and impactful. It should stand out from other websites similar to the business.
A useful exercise is to review competing websites and analyze both the good and the bad points in their copy.
This will help you in creating an action plan on how to write a copy that will be better than what is already out there.
5. Write in clear and concise sentences
Writing is an art and just like painting, there are different styles you can use to execute it.
The style of writing required in a business website is typically a straightforward one so injecting highfalutin words will not impress anyone.
While you may have an exceptional vocabulary, remember that you are not gunning for a literary prize.
You have to get to the point and do away with flowery words and complex sentences.
This does not mean, however, that business websites should be badly written.
Your text must flow well, your thoughts coherent, and your grammar should be impeccable.
Avoid having elementary spelling and punctuation mistakes as these can affect the credibility of the business.
6. Lose the jargon
When you get a client in a totally new industry, you will be introduced to its jargon or industry slang.
While it can be really tempting to pepper your copy with these words to showcase your newfound knowledge, this could backfire as you may end up using them in an inaccurate manner.
Keep in mind that your role as a writer is to communicate effectively by making your readers understand the benefits of the business, not to confuse them even more.
If you must use jargon, make sure that you explain these in words that most of your readers will understand.
Don’t assume that everyone knows what you are talking about. This also applies when using initials or acronyms in your copy.
The Business of Writing
If you are a writer who is interested in writing for business websites, there is really no single formula to guarantee success in this field.
However, following these helpful tips can help jumpstart your business writing career.