Creating Website Content That Actually Converts: A No-BS Guide

You've probably heard that "content is king." But here's what nobody tells you - most website content is terrible. It's either corporate jargon that nobody understands, fluffy marketing speak that says nothing, or technical details that put visitors to sleep.

Good content isn't about writing the most words or using the fanciest language. It's about helping your visitors understand what you do and why they should care. Let me show you how to create content that actually works.

Why Most Website Content Fails

Before we talk about what works, let's look at why most content fails:

• It's written for the business owner, not the customer
• It's full of industry jargon and buzzwords
• It doesn't answer the questions visitors actually have
• It's too focused on features instead of benefits
• It's boring and forgettable

The good news is that fixing these problems isn't rocket science. It's mostly about thinking like your customer instead of like a business owner.

Writing for Your Customer, Not Yourself

Here's a simple test - read your website content out loud. If it sounds like something you'd say to a friend, you're probably on the right track. If it sounds like something you'd say in a board meeting, rewrite it.

Your visitors don't care about your "innovative solutions" or "synergistic approaches." They care about whether you can solve their specific problem. Tell them that, in plain English.

The Homepage: Your First Impression

Your homepage has about 10 seconds to tell visitors what you do and why they should care. Here's what needs to be there:

• A clear headline that states what you do
• A brief explanation of who you help
• Your main benefit or value proposition
• A clear call to action

That's it. No long company history. No mission statement. No list of every service you offer. Save that for other pages.

Service Pages That Actually Sell

Most service pages read like a menu - just a list of what you offer. Instead, each service page should:

• Explain the problem you solve
• Describe how you solve it
• Show what makes your solution different
• Include social proof (reviews, case studies)
• Have a clear next step

Remember, people are looking for solutions to their problems, not a list of services. Focus on the outcome, not the process.

About Page That Builds Trust

Your About page isn't about you - it's about why visitors should trust you. Include:

• Your story (but keep it relevant to your customers)
• Photos of real people (not stock photos)
• Your values and how they benefit customers
• Any relevant credentials or experience

Most About pages are either too corporate or too personal. Find the middle ground - be professional but human.

Blog Content That Gets Found

Blog posts should answer questions your potential customers are actually asking. Not "5 Tips for Better Customer Service" (boring and generic), but "What to Do When a Customer Leaves a Bad Google Review" (specific and helpful).

Good blog content:

• Answers specific questions
• Uses real examples
• Includes actionable advice
• Is written in a conversational tone
• Has a clear structure with headings

Product Pages That Convert

If you sell products, your product pages need to do more than list features. They need to:

• Show the product in use
• Explain benefits, not just features
• Address common objections
• Include social proof
• Make it easy to buy

Remember, people don't buy features - they buy solutions to their problems. Focus on how your product makes their life better.

Common Content Mistakes to Avoid

1. Writing for SEO Instead of People

Yes, SEO is important, but writing for search engines instead of people is a mistake. Write for your visitors first, then optimize for search engines.

2. Using Industry Jargon

Unless you're writing for other industry professionals, avoid jargon. If you must use technical terms, explain them in plain English.

3. Being Too Formal

Your website isn't a legal document. Write like you talk, but maybe clean it up a bit. Be professional but human.

4. Hiding Important Information

Don't make visitors hunt for important information like pricing, contact details, or business hours. Put it where they expect to find it.

How to Make Your Content More Effective

Here are some quick ways to improve your content:

• Use shorter paragraphs (2-3 sentences max)
• Break up text with subheadings
• Use bullet points for lists
• Include real examples and stories
• Add images that support your message
• Use active voice instead of passive
• Cut unnecessary words

Testing and Improving Your Content

Good content isn't written once and forgotten. It needs to be tested and improved. Look at your analytics to see:

• Which pages get the most traffic
• Where people spend the most time
• Which pages have high bounce rates
• What content leads to conversions

Use this information to improve your content over time. What works for one business might not work for another, so test and adjust.

The Bottom Line

Creating effective website content isn't about being the best writer. It's about understanding your customers and helping them solve their problems.

Focus on being clear, helpful, and human. Write like you're talking to a friend, not like you're writing a corporate report. Test what works and keep improving.

Remember, your website content is often the first impression potential customers have of your business. Make it count.

Last updated: March 27, 2025