How To Write Better Website Content (And Avoid COSTLY Mistakes)
Congratulations! You’ve decided to take the leap and get a new website for your business.
There’s so much to think about: Who will design it? Who will build it?
And to make things worse, there’s this little voice in your head that keeps asking you a very scary question:
What will your website content actually say?
You just want things to be simple: launch your website, generate leads and sales, and fulfill your goals and dreams. But, you don’t know what to write about, let alone turn that panic-inducing word requirement into a positive asset for your site.
It’s a little (or a lot) nerve-wracking, isn’t it?
It’s a common issue I hear about all the time. But I assure you, by the end of this post you’ll know exactly what to do to make it happen.
Let’s do this!
Your Website’s “Content Diet”
I was recently chatting with a friend who’s trying to lose weight. At some point in the conversation the phrase: “you are what you eat” came up. And it got me thinking … that would be a great way to approach how to write better website content.
Your website’s sales health is determined by its “content diet”.
If you feed your website the wrong things, it can’t perform at its best. Just like you can’t subsist solely on a diet of Cheetos and soda.
But, how do you determine what to “feed” your website?
Garbage In, Garbage Out
I see it time and time again with new projects I take on. They’ve been built upon aimless website content that doesn’t connect.
And if it’s not connecting, it’s not selling. Certainly NOT what you want.
Oh, don’t get me wrong, I can see the intent offered up by the site owner. They want to sell what they’re offering. Don’t we all?
But, like you learned when you were a kid:
It’s not what you say but how you say it that makes the difference to people.
Often times, the content I see is very one-sided. It’s crafted to cater to the site owner but not the site visitor. This is why I see so much “me, me, me” and “I, I, I” content running rampant on fitness studio sites.
And therein lies the potential for missing the mark.
So let’s steer this ship clear of the iceberg, ‘mkay?
Start By Asking The Right Questions
Your website’s success is dependent on your capacity for empathy. Step outside of yourself and look at your website from the perspective of your ideal client.
When starting any new web design project, I always begin by asking a series of questions. These questions are essentially variations on the “why are we building a website?” theme.
But, there’s a twist that most people miss:
There’s a big difference between YOUR GOALS and YOUR WEBSITE VISITOR’S GOALS.
What Are Your Goals?
You probably know your goals already: increase leads, increase sales, reduce wasted time, etc.
Sure, there are often little differences, but most business owner’s goals revolve around the central theme: make more money.
What Are Your Website Visitor’s Goals?
Now, here’s where it gets really fun!
What do your website visitors actually want?
Because so many fitness studios are focused on their own goals, they miss the bigger picture:
It’s all about the end-result for your website visitors. They totally own “It’s not about you, it’s about me.”
People usually visit your website for a variety of reasons:
- Gathering info
- Contacting you to learn more
- Making a purchase
Their goals are much different than your goals. And let’s be honest, they don’t really care about your goals. So, you need to ensure that you’re supporting their needs with your website content in order to reach your goals.
In order to do that, you need to “flip the script” by asking the right questions when you’re planning your website content.
How To Flip The Script And REALLY Connect With Your Website Visitors
When you start asking different questions you’ll get different results.
Consider these two questions:
- Your Goal: What do I tell people I do to get more clients?
- Their Goal: What do I get if I become a member with this studio?
You can see the end goal is the same – generating a sale. But what just happened there?
By putting your client’s focus first, you answer their question and fulfill your goals as well.
STOP writing about how great your studio is and the technical part of the services you offer. Instead, focus on what the actual end result is for your client. That’s what they want to buy.
Consider my business as an example:
If I start with my goal question: “What do I tell people I do to get more marketing consulting sales?” I could come up with lots of things that I do for my clients: marketing analysis, website design, copywriting, social media marketing, etc.
Sure, it’s what I do. But, it’s not what my clients get.
Now, consider my client’s question: “What do I get if I work with Crushtopia?”
That changes things in a big way. Now, I realize hey, people are looking for more fitness leads and clients.
I know my clients don’t give a care about the fact that I create websites. No, really, they don’t. They DO CARE about getting more traffic to their website. They DO CARE about me helping to turn that traffic into generating more leads and sales for their studios.
By changing your questions, you take yourself from a “me-centric” focus to a “visitor-centric” focus. Then, you know what to write about on your website to reduce your sales friction and increase your website’s potential.
Write Better Website Content By Asking The Right Questions
The “what to do” process is very simple. Here’s how it works:
- Write out 3 – 5 goals you have for your website
- Write out 3 – 5 goals that your visitors have for your website
- Notice how those goals overlap but from different perspectives
- Determine what pages will help your visitors reach their goals
- Outline what you to write about on each page to help your visitors reach those goals
As mentioned above, what you want will be fairly easy for you.
But, spend the time and really dig in with your visitor’s goals. Go deep and stay focused on the end result that they want.
Your website will thrive on “healthy content food”. So feed it properly to skyrocket your results!
It’s Time For Action!
Planning your website content isn’t necessarily an easy task. But, I know you can do it!
I honestly believe all fitness studios can have amazing, powerful, lead-attracting websites if they stay focused on the needs of their visitors: helping them succeed in their fitness goals.
Now, if this seems overwhelming to you, let’s chat about it. Schedule time with me here: