Guidable; Our Step-by-step Guide to Elevating Your Website Content

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Step-by-step Guide to Elevating Your Website Content

After years of experience and research in website design, I have compiled this guide to help businesses create website content that is both user-friendly and encourages growth.

By following the tips in this guide, you can create content that is both understandable and helpful to potential customers on your website.

We have created a wireframe design library that makes your life easier.

Oh, but hang on you say! What is a “wireframe design”? Good question. This is the layout used to provide structure to your website before we talk about branding graphics. Consider this your schematic plan, this is your content plan and something you can use to build your design visuals on top of.

If you are a WordPress user, I have good news for you.

Say hello to Guidable, our WordPress wireframe design library is easy and effective for anyone who wants more control over their website marketing.

Using Kadence Theme and block plugins, we were able to launch this wireframe pack into the design library made possible by using the Kadence cloud.

In order to get started, you will need a WordPress website that is equipped with the Kadence theme and block plugin. From there, go to the “Design Library” and click on the plus button. The following details will then need to be added:

Connection URL: https://get.guidable.design
Connection Access Key: library

It really is that simple!

Header

Website content header

The header is a section of your website that appears at the top of every page. It typically includes the website’s title, logo, and navigation links.

Your header should be simple and easy to understand. A great header will only have links to the most essential sales pages. This ensures that people can find what they’re looking for without getting lost.

Almost every website has its logo in the upper left corner. You can choose to put your logo in a different spot, but it is usually better to put it on the left or in the center.

Tips

  • Use the same header on all of your website’s pages.
  • The header should only include links to essential sales pages.
  • Adding a “Call to Action” button in your header will help increase inquiries and sales.

Buttons

Website content buttons

Call to Action

Making it easy for potential customers to do business with you will make them more likely to do business with you.

However, what if you don’t want to seem pushy? If you don’t have a way for people to pay, they might think that you don’t believe in your product or will be elusive.

When you make it difficult to obtain your services or buy your products, you are implying that you don’t want new business.

So make sure that all of your call-to-action buttons are understandable and consistent throughout your website, with the text used within the website’s header call-to-action button. If you have used “Book Now,” use this same wording for all your call-to-action buttons.

It is very important to choose a strong and clear call-to-action title. This is the title that will convince people to click on your link or button. You should avoid choosing a cold and confusing title like “Learn more” or “Click here”.

Try to use a title that sounds interesting and makes people want to learn more about what you have to offer.

So, why do we repeat this from the header? We repeat the header because many people read content in different ways. This is important because it’s one of the first things people see when they visit your website.

You want to make it easy for visitors to buy from you, so let’s focus on the call-to-action button that will help them do that.

Tips

  • The “Call to Action” button tells people what to do when they see it.
  • When you make it easy for people to buy from you, more people will buy from you.
  • You should avoid using a confusing title like “Click here” or “Learn more.”
  • Keep the title of your call-to-action button the same on every page. This way, customers will know what you want them to do.

Tertiary Action Button

Just because a person visits your website, does not mean they want to hire you.

People who visit your website often go through a sequence of steps. They need to do some research to understand what you do and how you can help them achieve a goal.

You might have seen a website with a colorful button and a white outlined button to the right. The text might say “Visit our demo.” This is called a Tertiary Action Button.

The tertiary, or secondary button is used to help visitors find information. It doesn’t force people to buy anything. It just helps them find what they are looking for.

Tertiary buttons are there to convert people into customers. This button exists to help visitors find the information they need. This is an important part of the customer journey.

If you want to get more customers on your website, make it easy for people to find and understand what you offer and how they will benefit from doing business with you.

Tips

  • People who visit your website generally go through a few steps. They need to do some research to understand what you do and how you can help.
  • The tertiary button is a button that helps people find information on the website. It doesn’t force them to buy anything.
  • This button is here to help visitors find the information they need. This is one step in the process of becoming a customer.
  • If you want more customers on your website, make it easy for people to find what you offer and how they can benefit from doing business with you.

Hero Section

Website content hero section

The hero section should answer the following questions: “What do you do?”, “How will this benefit me?” and “How can I buy your product or service?”

The first thing you want to do is make a good first impression. You only get one shot to make a good first impression.

People decide whether or not to stay or go in the first ten seconds of arriving on your website.

If they stay, that means they are interested in what you have to offer. If they leave, it means you didn’t catch their attention right away and they moved on.

To give your website’s hero section the right impact, think about what someone who has no idea what you do would recall if they saw it for only 10 seconds.

The hero section is so powerful, that if you get the message right, readers will scroll to read the full page.

This is the part of our design that is called “above the fold” as you can see without scrolling down. It is comparable to how newspapers are folded in half and the headline grabs your attention.

It’s where the reader will focus their attention before deciding if you are a good match for their search. If readers like what they see, then they will stay on your website.

When writing, you should use words that everyone can understand. If you use difficult words, people will get confused and stop reading.

Heading

This is where you should tell people what you have to offer.

The biggest challenge in getting new customers is people who don’t know what you do. That’s why we make sure to explain what we do clearly and concisely.

You don’t need to use your hero heading to promote your brand’s mission or to make it stand out from your competition. Clarity will help you be remembered.

But what if you offer a number of services? In this case, you would look at your cash register to see where you make the most money or what the majority of your customers request.

You don’t need to list every service on a single page – in fact, it might be better not to. Just pick one primary service and focus on that.

Subheading

This is where you explain how your products and services will help your customers.

You don’t have enough space to list all of the ways your product or service can help your customer. You should focus on one main problem that your product or service solves.

What are some things you can do to improve the quality of life for your customers? They might say that they need more time, a greater sense of self-esteem, or a near absence of stress.

You need to make your content easy to understand for your visitors. If it is too complex or confusing, they will leave.

If you send a clear message that matches what people are looking for, they will want to read more.

But if you don’t explain how your service or product may help them, they will not remember you.

Images

Images are very important when it comes to design.

You need a picture to show what you can do with your service or product. Use a picture that shows the change your business can make in a customer’s life.

Choosing attractive photos is easy. But you should pick a photo that evokes emotions, too. People who see something they want will be more interested in your message.

It is always good to work with a photographer for your story. They can make it more personal by taking pictures of you and your clients, and don’t use stock pictures if possible.

Videos

Using video and moving pictures can help get your message across, but be careful.

Make sure that your video and photos are used to illustrate your point. Only include short videos that are 3 minutes or less in length.

Use a video to show your product or a client enjoying your services as a background graphic. Your message can then be shown above the scene with static text.

Don’t add movement to your text as it will distract people. They will look at the exciting graphics instead of your message.

Carousels

You’ve probably seen websites with images that move and lots of headlines or text. This is a popular design choice that seems helpful at first sight.

However, this is not a good option for your hero section.

People who visit your website need a clear message that is so appealing that they are willing to click the important “Call to Action” button.

If you’re using an image carousel, make sure the text in your messages doesn’t move. The pictures should only slide or fade between changes.

If you need to display multiple messages, include more information below the fold or create a landing page for each message. Well-written messages will result in more sales.

Tips

  • This section should answer the following questions: “What do you do?”, “How will this benefit me?” and “How can I buy your product or service?”
  • This section is so important that if you get the message right, readers will scroll down to read the rest of this page.
  • If you run a company that provides many different services and products, it is important to have one clear message that explains what problem your company solves.

The Benefits

Website content the benefits section

When creating content for your website, it’s essential to remember the difference between features and benefits. Your potential customers don’t want to know about every single detail of your product or service. They want to know how it will make their lives better.

Your potential customers should understand what could happen to them if they don’t take your services or buy your product.

Think about the pain points that your service eases or solves. Then, craft a message that will resonate with someone experiencing those difficulties.

Use customer testimonials, reviews, and data-driven statistics to back up your claims in this section.

Don’t be afraid to raise issues that may trip up your readers; this demonstrates that you understand them and are piquing their attention.

However, don’t go overboard. Too much of anything is never a good thing. This is especially true when it comes to writing online content. You don’t want to overwhelm your audience with a wall of negative points.

Instead, focus on delivering your message in short, concise paragraphs. Use bullet points and headers to break up the text and make it easier to scan.

Your website’s tone should be consistent with the overall tone of your company. If you’re a fun and friendly business, your website should reflect that. But if you’re a more serious company, your website should be more subdued.

Use simple language and avoid jargon. Be friendly and approachable, yet informative.

Tips

  • The benefits section is where you discuss how your product or service may benefit people’s lives. How it can make their lives simpler, save them money, or make them happier.
  • Consider the issues your customers are facing. Then explain to them how you can assist them with those issues.
  • If your company sells a range of separate products or services, try focusing each page on one subject. This makes your website clearer and more relevant to the reader.

Value Proposition

Your website content value proposition

A value proposition describes how your goods or service will change people’s lives if they buy them. It explains how using your products or services may improve their lives.

Your value proposition must be relevant to your target audience. It should address their specific needs and desires.

Write your message based on customer research; What do your customers want? What do they need? What are their pain points?

Be specific about what your product or service can do for your customers. And make sure you can back up your claims with data or customer testimonials.

Make sure your value proposition is specific and measurable. Avoid general statements like “we’re the best” or “we’re the cheapest”. Instead, focus on something specific that you can offer, such as “our product is 20% cheaper than our competitors” or “we offer a money-back guarantee”.

Make sure your value proposition is up-to-date and relevant to your current offerings. You don’t want to make promises you can’t keep.

Use clear and concise language that your target audience will understand. Avoid using technical terms or jargon. To avoid confusion, set up different pages for each of your products or services if you have more than one.

A compelling value proposition has the potential to alter how prospects see your company. It may be the deciding factor as to whether or not they choose to conduct business with you.

Images

Include photos of people who have benefited from your products or services.

For example, if you are a yoga studio you could use an image of somebody doing a difficult yoga pose to show that your classes will help them achieve their fitness goals.

Use images to depict your readers’ goals and offer them a method to achieve the same end.

Video

Include a short video on your website that introduces your company and value proposition.

This is a great way to add personality to your website and give visitors a taste of what it would be like to work with you.

If you’re selling a physical product, consider using a video to show how it works. This can be especially helpful if your product is complicated or hard to explain with text and images alone.

Make sure your video is high quality and professionally made. You want people to take you seriously, so avoid using amateurish videos or videos that are poorly lit or have bad sound quality.

If you don’t have the budget for a professional video, consider a simple animation or slideshow instead.

Testimonials

Include testimonials from satisfied customers on your website.

Make sure your testimonials are relevant to your value proposition. For example, if you’re claiming that your product is the best, make sure your testimonials support that claim.

If you can, include specific details and statistics in your testimonials. For example, “I lost 20 pounds in 2 months” or “my sales increased by 30% after using your software”.

Customer testimonials add credibility to your value proposition and can be the deciding factor for someone who is on the fence about doing business with you.

Tips

  • You don’t have to change your business in order to make it sound more appealing; all you have to do is use wording that makes it seem more attractive.
  • Make your content relevant to your target audience.
  • Write your message based on customer research.
  • Make your content specific and measurable.
  • Use words that are simple and clear, and avoid using technical terms or jargon.
  • Ensure that your words are up-to-date and relevant.

Your Solutions

Your website content solutions

This section should summarise the solutions that your product or service provides. This part should describe the issues and challenges that your customers are hoping to solve.

When you show people your product or service, explain how it can help them. Show that you understand the needs and wants of your target audience. This will help build trust and credibility.

When creating this section, stay as specific as possible. Whenever possible, give tangible examples and statistics.

Keep your list of problems short and sweet, with no more than six items on it. You want people to be able to scan and comprehend your list easily.

Make sure your list of problems and solutions is linked to the value proposition of your product or service. Otherwise, you will create false expectations by over-promising.

For example, if you say that your product is cheaper than the competition by 20%, then some of the problems on your list might be “I can’t afford other products” or “I need to save money.”

Remember that not everyone who reads your website will be familiar with your product or service. So avoid using technical jargon or industry buzzwords.

Tips

  • Make a list of all the problems that your product or service solves.
  • Do these problems sound like what your customers are saying? For example, you think that this product solves one problem. But it might also solve other problems too.
  • Don’t promise something that you can’t deliver. If you do, people may be disappointed or frustrated.
  • Now you have a list of problems. Eliminate any items on the list that are not essential.
  • You should have no more than six things on your list. When you are writing your list, use short and simple sentences.

Build Authority

Build authority with website content

Help your customer achieve their goals. This means you should help them as much as you can. You should think about their success more than your own success. When you do this, you have a client-focused attitude.

Your mission is now to take the customer on a journey to success. This means helping them solve their problem and supporting them along the way.

When you talk to your customers, try to understand their concerns. Show them that you care and have a solution that meets their needs.

Your authority section should be clear and to the point. Do not try to sell the customer your product or service. Instead, focus on explaining how you can help them achieve their goals.

You can do this by creating helpful content that will guide them toward a solution. This can be in the form of blog posts, ebooks, infographics, or even videos.

People want to know that you are an authority in what you do. They want to know that you have been doing this for a long time and that you have helped many people. This builds trust with potential customers.

Adding logos of companies you have previously worked with in the past, or including testimonials from happy customers, can help build your authority.

Your goal is to position yourself as a thought leader in your industry. This will help you build trust with your audience and establish yourself as an expert.

When creating content, always keep your customer’s goals in mind. Your content should be relevant to their needs and offer value at every stage of their journey.

Tips

  • If you are a B2B company, some of your customers might not know if what you have is right for them. You can help by showing them examples of how you helped other businesses that are similar to theirs in the past.
  • Show relevant awards so they are always appropriate to your message and build credibility.
  • Include logos for where people may have seen you mentioned or featured.
  • Use impressive statistics in your message, such as how long your company has been in business or how many customers you have helped. Only include data that will help the reader achieve their goals.

The Process

Website content process section

The goal of your process section is to help customers understand how to buy your services or products so they can achieve their objectives.

Making it easy for potential customers to understand what they need to do to buy your product or service makes the process simpler for them. This removes any confusion and provides clarity.

When marketing your business, use the power of threes. This will make it easier for people to understand. You can show three different aspects or a list of numbered steps in a logical order to show that they are related.

Visually showing people how easy it is to deal with your business will make them more likely to become a customer.

If people are confused by your website, they will not buy anything from you. People do not have a lot of time to look at websites, so you need to make sure that they understand what you are selling or offering quickly.

You should use clear and concise language on your website so that people understand what you are selling or offering in just a few seconds.

Tips

  • What are the steps someone would need to take in order to use your product or work with your company?
  • Show people how your product works and what it takes for them to be able to use it.
  • There are many steps that go into providing a service or product. However, if you group, slice, or dice them together, you will usually have three steps that are necessary to complete the delivery.
  • People are more likely to remember things if they see the steps involved. This is especially true if there are three events in a sequence. Additionally, numbers are easier to remember than words.

Your Insights

Your website content insights

This is where you can describe in more detail what you do for your customers and how you help them.

We haven’t put a lot of text on your page yet because most people will just skim it. They are looking for information quickly.

You can get people’s attention by having a clear and interesting message. This will make them want to learn more about what you have to offer.

You’ve already told readers how you can help them. You’ve shown them how you’re different, how you can solve their problem, and how you’re the best choice for them.

Now it’s time to give them more information. This is where you show them what success looks like and provide examples of what you have done in the past.

Many potential customers like to feel like they have done some research before they buy something. You can help them out by providing facts in your insights section. This will make them feel confident in their purchase and more likely to buy from you.

You can also back this up with blog articles, downloadable white papers, or any other number of supporting documents.

The insights part of your page is a great place to talk about how you understand your customers and what solutions you have for them. This area lets you connect with your readers and develop a relationship.

Tips

  • Remember to write in a way that is helpful to the reader, not yourself.
  • There is no need to write about the history of your company, why the founders were driven or the location.
  • Identify the problem that is keeping customers from achieving their goals.
  • Recognize who your customer wants to become.
  • Explain how your solution can help them have a better future.
  • Show the benefits of your product or service and overcome any buyer objections.
  • Add your own thoughts and ideas to make it sound like you wrote it.
  • If you think that your page is getting too long, then break it up into smaller parts.

Explainer Video

The website explainer video

An explainer video is a great way to engage with your audience and provide them with information in an easily digestible format.

People are more likely to watch a video than read a block of text, so this is an ideal way to get your message across.

An explainer video is a great way to introduce yourself, explain your product, or give an overview of your company.

This is why it’s important for your video to restate your message, answer the questions you’ve already addressed, and provide a clear message about what makes your company ideal for what they need.

This section is optional, and it will be determined whether you have the ability to make a professional video.

Creating videos is much simpler now than it has ever been. With the popularity of social media, many people would rather watch a video than read an article.

Many commercial filmmakers recommend keeping your video short. If you’re a budding movie buff and want to promote it on YouTube, a 15-minute video would be ideal for generating leads but not on your sales page.

You can show potential customers excerpts from your longer video in order to get their email addresses. This will make them want to see more.

This is a great way to get people interested in what you have to offer and can be used as a powerful call to action. However, if your video is boring, people will leave in less than 32 seconds.

Tips

  • Keep your video short. Only include a video that is 3 minutes or shorter.
  • The video should address all of the topics you’ve included on the page, as well as provide a solution to your customer’s problem. Make sure that the video is clear and provides a solution that helps solve the customer’s problem.
  • Create a longer video to get people’s email addresses. Then use this data to create an email campaign.

Price Packages

Website content price packages

Make it easy for clients to understand if they can afford your services or products. When it comes to price packages, there are a few things you need to consider.

First, you need to make sure that your prices are easy to understand. This means avoiding jargon and explaining your pricing in simple terms.

Second, you need to avoid explaining your prices to people who don’t understand how your service works. This will only create confusion and may dissuade them from using your service.

Third, you should consider using a column of three services, each one covering a different low, mid, and high price point. This will help increase sales by giving people options.

Most people will choose the middle-level service, so it’s important to make sure that your mid-tier solution is profitable.

Finally, you can eliminate any doubt or uncertainty by telling people about your packages on your page. This will let them know what to expect and help them make a decision.

By following these tips, you can create a pricing strategy that will help increase sales and conversions.

Tips

  • Make it easy for clients to know if they can afford your services or products.
  • Avoid explaining your prices to people who don’t understand how your service works or what it is worth.
  • Using a column of three services, each one covering a different low, mid, and high price point can help increase sales.
  • Most people choose middle-level service. This means that you need to make sure that your mid-tier solution is profitable because it will be sold the most.
  • You can eliminate any doubt or uncertainty by telling people about your packages on your page.

Your Examples

Website content examples

Showing your visitors what they can expect from you will motivate and inspire them. You can do this by showing them before and after images, or by using numbers to show results.

It’s also important to show that your product or service helps people solve their problems. This will help increase sales and conversions.

For example, if you are a landscape architect, interior designer, or web designer. Showing your reader how much you have improved a customer’s project by finishing it and making it look great will help you gain authority and trust.

Numbers like the percentage of increased sales, the number of hours saved, or the environmental impact resulting from utilizing your services or product can show that your business provides real value to its customers. These are good ways to show this.

Showing people the outcome they might get from you is a good way to inspire and motivate them. You can show people what they want by showing them an example of their goals.

The main purpose of your sales page is to answer the question “How can you help me?”. You need to communicate this very clearly. You can do this by using aspirational cases. This will help potential customers see how your products and services deliver value.

Tips

  • When you show people what they can expect from you, it will encourage and motivate them.
  • You can show people what changes you can make by showing them before and after images.
  • If you work in a field where it is hard to show your accomplishments, you can use numbers to show results.
  • Show that your product or service helps people solve their problems.

Frequently Asked Questions

Include Frequently Asked Questions in your website content

People often need help with things that they buy. This is especially true when they buy something online. So it is important to have an FAQ (Frequently Asked Questions) section on your website.

That way, you can answer the most common questions people have quickly and easily.

It is a good idea to answer questions on your marketing pages. If you do this, you are clearing up any confusion and providing clarity. A visitor who understands what you offer will be more likely to become a customer.

So, what do you do if you don’t have any questions? If you’re starting a new business, the first thing you should do is talk to your potential customers and find out what problems they are experiencing.

This is where your company’s products or services should come in to provide a solution.

If you already have a lot of customers, you’ll know what their concerns are. You can ask your team questions and look through your old emails for any questions that you’ve already answered.

When you first start looking, you’ll be surprised at how many new issues come up each week.

While our main goal is to provide clarity and answer any questions your visitors may have, The FAQ area is an excellent section to enhance your search engine optimization.

When we are creating a list of potential articles and help documents, we often use Google. If you do this, it will give you many common questions.

You can figure out what people want by typing “why does [insert your product or service name]?” into Google.com. This will give you a list of auto suggestions that will help you understand what people are interested in.

Another great way to see questions people might ask is to look at the “People Also Ask” section. This is a selection of the most popular searches related to your topic.

Having an FAQ section also provides information that Google is searching for, which can help you to rank higher than your competitors in search results.

Google and your website visitors are both trying to find the best answer to their questions. If you want your website pages to convert visitors into happy customers, you need to make sure your message supports these goals.

Tips

  • People will often ask you a lot of questions. You can answer them quickly if you have a list of questions and answers on your website.
  • If you are starting a new business, the first thing you should do is talk to your potential customers and find out what they need help with.
  • Review the questions people have asked you in the past and look through your old emails for any questions that have already been answered.
  • Use Google to create a list of ideas for potential articles and help documents.
  • Adding a FAQ section to your website will help improve your search engine ranking.

Contact Form

Website contact form

Your customers can reach out to you through the contact form on your website in order to close their transactions and acquire your goods or hire your services.

If you want customers to checkout, then you can skip this section. However, it is important to ask yourself if customers have questions before making a purchase. How can they contact you?

No matter what services or products you offer, customers need a way to easily contact you.

Placing a contact form on your page ensures that customers can easily get in touch with you without having to search for your contact information.

So what exactly do you need on a contact form? Thanks for asking.

Tips:

  • Keep your contact form short and simple. The more information you ask your users, the less likely they are to submit the form.
  • When someone shows interest in your product or service, send them a thank-you email. Make sure to personalize the email for your brand.
  • Make sure that you offer people the chance to sign up for your email marketing, but make sure that you are compliant with any regional legislation.
  • If you want to increase your contact form lead conversion, you can use software that sends a thank you SMS message.
  • In your thank-you message, let people know how long it will take you to respond. People are more likely to buy from you if they know you will reply quickly.

Footer

Website content footer

The website footer is a component that may be seen on every page of your site. This is the part at the bottom of the web page that usually has information like the copyright, contact information, and links to other pages on the website.

The footer is a good place to put links to pages on your website that are not essential for making sales. This includes links to your customer care, blog, and terms & conditions pages.

Using too many links in the header can make it confusing for website visitors. They might not be able to find the information they’re looking for. You can avoid this by only including important links in the header and storing all other links in the footer.

Adding your company logo, copyright and credit notes, and slogan or oneliner to your website’s footer is a great way to give it some extra flair and brand appeal.

Tips

  • The website footer is a part of the website that can be seen on every page.
  • It is typically where people will find contact information, legal disclaimers, and social media links.
  • Use the footer to place links that might be helpful for your customers, but are not important for making sales.

Final Thoughts

Creating a website that looks good and is easy to use is essential for any business, but it’s only half the battle. The real key to driving sales is creating content that speaks to your customers and helps them solve their problems.

If you can do that, you’ll be well on your way to building a successful website that converts visitors into customers.

A good website is engaging and easy to use, two qualities that are essential for any business looking to operate online. At Sanders Design, we create WordPress websites, and we show our clients how to manage them so that they can have more control over their online marketing.

Hopefully, this guide will give you some insight into how having a plan can help elevate your business to new levels.

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