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Do you want to inspire your visitors? And do you want them to buy your product or subscribe to your service? Then you need to have strong and clear content on your website. Because readable and understandable content that is catered to your audience can encourage them to take action. Want to know more? Then read the following tips! 

1. Define your audience

Before you start writing, you need to know who your audience is. Don’t try to write for everyone. Instead, focus on the majority of your website visitors. If a large part of your audience consists of dog owners between the ages of 25 and 40 who are interested in dog supplies, then you should tailor your content to them! 

It’s good to note that you should always do your research before you make claims about your audience. Look at the data of your website. It might surprise you who is actually visiting your website. What if you’re just starting out? Then it’s useful to explore the audience of your competitors. Browse other dog supply websites and pay attention to who interacts with their posts.

The 80/20 rule

A useful tip: marketing has an 80/20 rule which states that 20 percent of your visitors are responsible for 80 percent of your sales. So it might be good to focus your content on the 20 percent that’s most likely to take action. Try to gather as much information as you can. That way, you’ll get a complete picture of your audience. Consider factors like:

– Gender
– Age
– Family status
– Occupation
– Interests

All these factors are more than just information. They can also affect the decision-making process of your visitors. By taking this into account, you’ll have a much better idea of how to present your product and mission to your audience.

2. Talk to your reader

You might be thinking: my website is about me and/or my product. And while it’s true that it’s your website, it’s also the website of your audience. After all, they’re the ones reading your content. That’s why we advise you to address your audience directly. Let them know that you’re creating content for them. So, instead of writing: “We’re a Miami-based florist known for our quick delivery times”, say: “Get your flowers delivered anywhere in Miami in under two hours.” 

See the difference? While both sentences convey the same message, the second adresses your readers directly. Which means they’ll be more likely to click on your website.

3. Connect with their problems

Additionally, it’s good to remember that your audience usually has a problem they need to solve. When they visit your website, they’re thinking “What’s in it for me?” and “How will this solve my problem?” The quicker your audience finds those answers, the happier they’ll be. That’s why it’s important to focus on your unique selling points when writing your content. Let visitors know that your website will change their lives!

Note: be aware that you’re not educating your visitors. Convincing is good, explaining in great detail why they should buy your product is not. A lengthy explanation can be insightful, but it also makes your website harder to scan. It could even reduce the impact of your message! That’s why it’s better to save this information for your blog posts.

4. Quality over quantity

There’s no hard-fast rule on how long your website copy needs to be. Longer content can perform better on search engines, but shorter copy usually performs better with visitors. In the end, it’s not about how many words you write. It’s about what you say.

Your website should answer questions that your visitors might have. In other words: write content that has value. Here is a list of useful questions your website should answer:

What is the offer?
Who is the offer for?
What makes you different?
What’s the cost?
Why is this credible?
How do I take action?

Cut the fluff

What kind of information should be on your home page? Again, it’s all about your reader. Try to put yourself in their shoes. What does your audience want to know when they visit your home page? Probably not the entire history of your business. That’s better suited for your about page. However, mentioning your company has been in the wine-making business for 200 years could be beneficial, because it adds credibility. 

Keep in mind that when someone lands on your site, they’re at least curious about your business. It doesn’t mean they’re ready to buy yet. That’s why your copy should be clear and concise. Show visitors why you’re the one for the job. And focus on what potential customers need to know in order to buy your service or product.

Note: don’t forget to use disclaimers whenever necessary. For example, if you post a recipe, it might be useful to include a “use at your own risk” disclaimer. 

5. Tell readers where to go next

Once you’ve captured your audience’s attention, you want them to take action. This could be contacting you for a consultation or purchasing your product. Call-to-action buttons are a great way to achieve this.

Say you’re a company selling beauty products for clear skin. What is your readers’ main motivation? They want clear, beautiful skin. So, leverage that in your call to action. You might say, “Get Clear Skin Today,” or “Start Your Journey to Clear Skin”. Then, link to your product page where visitors can explore your skin products.

You can also use an enticing offer to encourage action. For example: “Claim Your Free Sample Package”. With a few well-placed call-to-action buttons, you will be able to direct your visitors exactly where you want them to go. 

People can visit your site through any page

Finally, keep in mind that only about 40 percent of your audience will start on your home page. The other 60 percent visits your website through blog posts or links to other landing pages. So, don’t focus too much on the home page. Give your entire website some love!

Tip: some visitors will browse several pages of your site, so try to switch up the wording of your most important points. You want to keep them entertained!

Conclusion: write for your audience

Get to know your audience. Define who the buying 20 percent is. And then start writing for them! By addressing your audience’s problems and highlighting the benefits of your product, you are one step closer to convincing them to buy. And don’t forget to use effective call-to-action buttons to get your readers to take action. Good luck!

  • Tiffani Anderson

    Tiffani is a Content and SEO Manager for the Bluehost brand. With over 10 years experience across all facets of content and brand marketing, she strives to combine concepts from brand marketing with engaging content through the lens of SEO.

    University of North Texas
    Previous Experience
    Content Marketing, SEO, Social Media
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