I am often asked to write content for contractors because in their words,
‘I don’t know how to write, I don’t know how to put what’s in my head on paper or on websites, I can’t figure out how to convey what I want to talk about into words and drop it in on my site.’
So I’m going to give you a very simple tip;
The power of one
Here’s what I mean.
Start thinking about a conversation you would have with your absolute best customer. The person who’s ready to buy, all you need to do is explain to them how you’re going to do it, what the process is, how much it’s going to cost, what to do afterward, what do you do if there’s a warranty issue or a service issue, etc.
Then you write the way you would have a conversation with that best customer in mind. At the end of the day, there’s going to be thousands of people that come to your site, but what you’re going to find is that the people that click through, the people that pick up the phone and call, are the people who are going to be good customers…usually.
Everybody else that visits your site is either a tire kicker, a shopper, somebody who may have some kind of interest in what you do but isn’t ready to buy. The people that reach out to you are ready to buy.
So write your content as if you were sitting there talking to that person, having a beer, having a coffee, whatever it happens to be and make it sound like it’s one on one. Not, ‘We do a hundred things’ you say, ‘This is how we provide service to you. This is how we provide our work to you. This is what you can expect from me or us on the project YOU are trying to do.’
I’ve said it before, and I’ll say it again, people want to do business with people, not nameless, faceless companies, they want to do business with people.
Make your content personal, make it informative, pack it with features and benefits, but most of all speak in a way that comes off like you’re talking to that particular person that’s reading that particular page at that point in time. That’s it, that’s great website content 101.