Blogs and website text are often written to fill a gap in a calendar. The ones that bring in customers do something different: they answer the exact question a buyer has typed into Google or asked on WhatsApp. This guide covers how to choose topics, how to write them so they are useful and easy to find, and what to check before you publish.
Start with your customers' questions
The best topics are sitting in your inbox and call history. Write down the questions you hear most often:
- What does it cost, and what affects the price?
- How does it work, and how long does it take?
- Which is better for me, this or that?
- What do I need to have ready before I start?
- What goes wrong, and how do I avoid it?
Each answer is a page or a post. Customers searching for the same thing will find a business that has already explained it.
How to structure a useful page
- A title that says what the page is about, in the words people use.
- A first paragraph that tells the reader what they will learn.
- Short sections with plain headings, so a reader can skim.
- Specific details: steps, lists, examples, what to ask, what to check.
- One clear next step at the end, such as a call, a message or a link to the product.
Writing so people finish reading
- Use short sentences and everyday words, the way you would explain it to a customer in person.
- Say what you mean. Cut sentences that could appear on any competitor's site.
- Give an example wherever you can.
- Avoid claims you cannot back up, such as the best, number one or guaranteed.
Helping search engines understand it
- Use the main phrase people search for in the title, the first paragraph and a heading, naturally.
- Write a short page description that says what the page covers.
- Link related pages to each other, using words that describe the page.
- Give images a short description of what they show.
- Add the page to your sitemap, and ask Google to index it in Search Console.
Do not repeat a phrase again and again. It reads badly, and it does not help.
Keep it up to date
Prices, rules and product details change. Put a date on each page and review them every few months. An old page with wrong information does more harm than no page.
Check before you publish
- Is every fact, number and claim correct today?
- Would a customer find the next step easily?
- Have you read it aloud, and does it sound like you?
- Does it say anything a competitor could not also say? If not, add something specific.
How we work at FutraInc
We write content for websites and blogs, with search in mind. Tell us what your customers ask and we will say which pages we would write first. See our services or contact us.