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Let’s be honest - creating content for your website can feel like wading through quicksand.
You start with the best intentions, but somewhere along the way, it gets complicated. You end up second-guessing every word or defaulting to vague, generic language that doesn’t quite hit the mark. Sound familiar? If so, you’re not alone.
Here’s the good news: it’s not your fault. Most people don’t have a background in content creation or web strategy and trying to find the right words can feel like trying to speak a new language. But the great news? There’s a way to break through the confusion and create content that’s not just good but genuinely useful for your audience.
Think of Your Website as a Giant FAQ
One of the easiest and most effective ways to create user-friendly content is to think of your website as a giant FAQ. Instead of focusing on selling or shouting about your achievements, shift your perspective. Imagine your ideal customer standing in front of you. What would they ask?
Here are some questions to consider:
What do they need to know about your services?
What might they worry about before working with you?
What tasks or decisions are they trying to prepare for?
Use the questions as a list of prompts or a creative brief for each page and answer them directly and honestly within your website content. This approach makes your website feel intuitive and tailored to the people who visit it. Plus, it does wonders for SEO (search engine optimisation). Why? Because these are often the same questions your audience types into Google. By answering them, you’re giving both your audience and search engines exactly what they’re looking for.
The Power of User Journey Mapping
To create truly helpful content, you’ll need to understand the journey your users take. This is where user journey mapping comes in. Think of it as stepping into your audience’s shoes and walking through their experience from start to finish.
Ask yourself:
What questions do they have when they first hear about your business?
What information do they need before they feel ready to make a decision?
Are there any sticking points that could confuse or delay them?
Once you know the answers, you can design content that meets their needs at every stage. For example, if someone’s just discovered your services, they might need a clear explanation of what you offer and why it matters. If they’re closer to making a decision, they’ll probably need reassurance - like case studies, testimonials or answers to specific concerns.
Ditch the Jargon, Embrace Simplicity
Your audience isn’t impressed by complex sentences or industry jargon. They want clarity. They want to know that you understand them and their challenges. So instead of defaulting to corporate-speak, write as if you’re having a conversation. Use plain language, relatable examples and a tone that feels human.
Here’s an example. Instead of saying:
"Our catering service offers tailored menus to elevate your next event,"
Try this:
"We create personalised menus that make your event unforgettable."
See the difference? It’s not just about what you’re saying but how you’re saying it. Make your audience feel like you’re talking directly to them.
Create Seamless, User-Centric Experiences
When your content focuses on answering real questions, it naturally builds trust. Your audience feels understood and cared for, which makes them more likely to engage with your business. They won’t have to dig through confusing pages or untangle sales jargon - everything they need will be clear and easy to find.
This isn’t just good for users. It’s good for your business too. When your website answers questions and provides value upfront, you’ll stand out from competitors who rely on hard-sell tactics or flashy design without substance.
Bring It All Together
So how do you get started? Here’s a quick checklist to help:
Start with questions: Brainstorm a list of questions your audience might have. Think about their needs, worries and goals.
Map the journey: Identify the different stages of their journey and what they’ll need to know at each step.
Write like a human: Keep it simple, conversational and clear. Drop the jargon and focus on being helpful.
Test and refine: Ask real users for feedback. Are they finding what they need? Are there gaps you can fill?
By focusing on your audience first, you’ll create content that feels more like a conversation and less like a lecture. It’s not about shouting louder or trying harder to sell. It’s about listening, understanding and making life easier for the people who visit your site.
Need a hand drafting your content? Get in touch today and let’s figure out exactly what it is your users are looking for.
For more news follow us @rootstudiouk
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