Know Your Audience:
Spoiler alert—it’s not everyone.
Your content can’t hit the mark if you try to appeal to everyone. Your audience isn’t “everyone”; it’s a specific group of people who want what you offer. Once you know who they are, you can write content that connects directly with them.
When crafting your message, speak your customers’ language. Avoid insider lingo or technical jargon. It’s like a mechanic saying, “The issue is your vehicle's camshaft position sensor misaligning with the crankshaft rotation.” 😵 Cue confused stares. Instead, use simple language that makes sense to your audience. Speak to their needs, problems, and goals in words they naturally use.
I often ask clients, “What words do your customers use to describe their problems when they come to you?” Let’s use those words. Speak in a way that resonates with them. Use words they relate to, not technical jargon that only makes sense to experts in your field. Good content bridges the gap between what your customers need and what you offer.
Good content bridges the gap between what your customers need and what you offer.
Why Content is King for SEO
Did you know that pages with high-quality content rank higher and have better engagement rates? In fact, businesses that publish good content are 13 times more likely to see a positive return on investment (ROI) from marketing efforts. SEO isn’t about stuffing keywords – it’s about creating content that aligns with the questions and needs of your audience.
How I Incorporate Good Content into My Website Process
Crafting effective content is a foundational part of how I build websites. I spend time upfront with clients, learning about their business, customers, and what sets them apart. This allows me to create messaging that speaks to their audience and drives results.
Why does this process matter? Because when your message is clear, your website becomes a tool that works for both you and your customers. One of my recent clients shared their experience working with me:
This feedback perfectly sums up why content matters as much as design. I always tell my clients that it doesn’t matter if your website looks beautiful and has snappy animations. It doesn’t matter if your target audience isn’t interested in what you have to offer. What you want is your target audience calling you / emailing you. You don’t just want a pretty website; you want one that gets your target audience to reach out to you.
Most small businesses I work with rely on referrals. When someone recommends you, the first thing prospects do is research your business. They’re checking your website to see what you offer and whether it will work for them. Let your website be your digital salesperson, saying what you want to say even when you’re not in the room.
Thoughtful content answers your prospects’ questions and removes hurdles to becoming paying customers.
Final Thoughts: A Website That Works as Hard as You Do
A beautiful website without strong content is like a flashy car without fuel – it might look great, but it won’t get you anywhere. Your content needs to drive one goal: guiding visitors toward taking action. Whether it’s through a call, email, or booking a service, your website’s success depends on this.
When we work together, we’ll build your site from the ground up with content that aligns with your goals and speaks to your audience.
Final Thoughts: A Website That Works as Hard as You Do
A beautiful website without strong content is like a flashy car without fuel – it might look great, but it won’t get you anywhere. Your content needs to drive one goal: guiding visitors toward taking action. Whether it’s through a call, email, or booking a service, your website’s success depends on this.
When we work together, we’ll build your site from the ground up with content that aligns with your goals and speaks to your audience.
Ready to create a website that works as hard as you do? Let’s make it happen!
