How We Create Powerful Content for Your Website
At Kleva Designs, we have a process for doing everything so that we can consistently deliver excellent services. One of such process is how we go about creating the content of your website pages.
Remember, content creation is one of the great features of our web design services.
One other thing you need to know about is that, we never do anything without a reason – a sound reason.
Why Are We Saying This?
We are saying it so that you will know that we will respectfully “argue” with you if you ask us to do things without sound reasons. We do this because we want you to succeed. Because…
Your success = our success.
That addressed, let’s bring you on the inside of how we go about creating page content.
We Ask Powerful Questions
Here are the ten powerful questions we ask every single time we want to create a page content. We ask the same question for every page, brainstorm, and answer them.
Here come the questions…
- Who are the target audience for this particular page?
- Which traffic source will they be coming from?
- What do they already know?
- What don’t they know?
- What do they explicitly want?
- What do they implicitly want?
- What do they expect to see on the page?
- What’s this page role in the marketing process?
- How can it fulfill its role extremely well?
- What action do you want visitors to this page to take?
Powerful stuff, isn’t it?
You will grasp it better with more explanation and examples. Let’s address them one by one.
1. Who are the target audience for this particular page?
This is a no-brainer. Without knowing your target audience, you’re doomed to fail! This is the first question because it colours everything – from the language you use, to your tone of voice, to images… everything!
Cicero’s common-sense quote makes a lot of sense here:
“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”
2. Which traffic source will they be coming from?
Visitors to your website pages will be coming from different places: direct visit, from Facebook, from search engine results page, from online banner ads, etc.
Depending on where they are coming from, the content of that page needs to meet their need. For instance, if you are advertising on Google, you need to be super specific about what you put on your page or else prospects will just click back and look someplace else for solution and you will have wasted your ad money.
So, we create page content based on where people will be coming from.
3. What do they already know?
This question is necessary so that you can do away with some things on the page. The more concise the page is, the better.
4. What don’t they know?
You need to know this so that you can let them know it.
5. What do they explicitly want?
Visitors to your website clearly want something, that’s why they visited in the first place. What’s it they want? For instance, the explicit want is Website design (that’s if they visit our home page).
6. What do they implicitly want?
Implicit want is implied want. And they won’t tell you.
Unless you “think their thoughts” and conduct research you won’t know.
The secret to converting strangers to buying customers is meeting their implicit want. Your page needs to address this.
7. What do they expect to see on the page?
This has to do with trust, basically. People expect to see things to assure them that you are the better choice and that you will deliver. This is especially true for product pages.
People may expect to see stuffs like testimonials, your portfolios, how to order, featured clients, samples, free trial, etc.
8. What’s this page role in the marketing process?
Marketing is a process. There are many models out there, but the common elements of these models are:
- Attracting prospects
- Capturing customer details
- Nurturing prospects who aren’t ready to buy now
- Converting them by making offers
- Delivering on what they purchased
- Wowing them
- Upselling and cross selling them
- Getting testimonials
- Getting referrals
Any page you are creating is playing any of the above roles. Which of them is it?
We usually ask so that we can stay within the scope of its role.
9. How can it fulfill its role extremely well?
One of the cornerstone principles of conversion rates optimization (CRO) is that each page must do one thing. That one thing is what we pointed out in #8.
The question here is, how can it do it well and get you results. If its purpose is to get people to drop their name and contact details, how can it do well?
If the answer is a video explaining how to use the product and its benefits, then by all means we include video on that page.
10. What action do you want visitors to this page to take?
When all is said and done, there is one action you want visitors to your website to take, what is this action?
Is it to download an ebook? Order a product? Share the page?
We need to know this so that we can create powerful Call to Action (CTA) buttons and place them in strategic places on the page.
Many people just throw things here and there on web pages without purpose. Not us. We will do things purposefully to help you get results with your website. This website page content creation process is one of them.