Common sense, some simple rules to follow!

1. Short sentences. Be as minimalist as possible. Set to the Point.

Every word that isn’t doing anything special or useful, you discard 😉
ie “Here is an example of the kind of sentence, which seems to contain a few extra words.” vs “This sentence has extra words.”

2. Stand as close as possible to your clients/prospects.

You are on your client side of the fence. You see life from their point of view, feeling the emotions, fear and feelings they are experiencing. “We know how you feel. We have been there. Listen to the story. Here is a better way. You can do this and we’re here to help you every step of the way”
The website needs to be like a good book you can not stop! Real and exciting.
It needs to be persuasive writing.
– use contractions
– use specific numbers to quantify ideas and actions.
– use concrete vs abstract language
– specific, tangible, measurable

3. Put teaser bullet breakdowns at the beginning of each page and write short paragraphs

=> what we are going to learn or discover in this story
=> preview of the benefit / the main offering of your company / brand / product / service
=> drive up curiosity and use emotionally charged words to connect to your ideal customers fears and desires.
Long paragraphs don’t work online.

4. Your headline / titles will make people click or leave!

What you have done for the client should be in the title
i.e. How did we save the fashion company from going bust?
Suspense is good as well!
i.e. Can your business survive a 6 month absence of your sales manager?
Questions are generally better than statements but not always.
Very often, the titles of categories don’t say anything. When you write, keep the question in mind: “Why should I buy from XXX?”

5. No need to be creative for the name of the main categories (= categories of the main menu). About us, Services, Our Solutions, Testimonials or Clients Stories, Praise, Contact us, etc. work well.

6. Your website needs to show that you go the extra mile in customer service, honesty and integrity.

7. If you have Case Studies, they should be Stories.
Stories give you an edge and make you a legend in your industry.
We learn from and remember stories more than anything else.
You want to write story that your prospects and clients can easily identify with and adopt their own.
As you know, the key is connection. When we generate a connection through stories, you attract the right prospect.
I don’t know if you already have case studies but it may be the story of experience with clients in the past…
Even when you talk about Services, telling a story can help a company / an entrepreneur to realise that they need you.
It is a fantastic way to connect with people.
In each, you need to highlight the Turning Points that your ideal customer avatar can relate to.

8. Don’t miss the Keywords

Everybody talks about it but this is highly important, so we like to mention it again and again. Your website needs to contain the keywords used by your targets when they do a search. Start by listing the keywords and writing the content around them may be a way to go to.