5 Tips for Writing Website Content to Get More Clients

In this blogpost, we’re going to walk you through 5 tips you can use right now to get more clients. Website content can have a strong effect if a client chooses to move forward with you or not – maybe you sound too approachable or maybe you come off as too professional. Either way, we’re here to help you understand how to write content for a website.

how to write content for a website through moodboarding

What is website content?

Also known as “copywriting”, your website content are all the words you write for your website. This pertains to every page on your website – home, about, services, blog, contact and other speciality pages.

The content of your website can also be your images, embedded videos, schedulers or other media that you use to convey the purpose of your website.

Because of how important how to write content for a website, we offer fully done-for-you copywriting through our content specialist, Diana.

The tips throughout this blogpost are all applicable based on her processes and what we implement with our clients here at Chloe Creative.

How to Write Content for a Website: 5 Tips You Can Use Now

1. Understand your ideal client persona and how they speak.

The most foundational piece of being a private practice owner (or any business owner for that matter) is understanding who it is you are talking to. Without this key piece of information, it’s hard to coordinate an SEO strategy within your website content. So, how do you understand your ideal client persona?

Ask yourself who you like working with. When thinking of an ideal client, you should ask yourself “If this person were to approach me right now, I’d LOVE to work with them.”

Maybe it’s a type of personality that you’re drawn to, a certain gender or age, maybe it’s people local to you that you can meet with on a regular basis.

Uncover what they struggle with. Obviously “liking” who we work with is an added bonus of being a business owner and choosing who we get to help. But in the end, you want to help them. Consider the following:

  • What do they want that they currently don’t have?
  • What feelings or struggles are they experiencing?
  • How can you help with their struggles?

Strategically craft your offerings to meet them where they are. Once you have a clear understanding of who you like working with (i.e. your ideal client) and what they struggle with, now strategically craft your offering around what serves them.

Maybe they are a busy mom struggling with an eating disorder – a 1:1 coaching program might not work well for her schedule. Instead, consider a membership or course option to meet them where they are.

How to Create an Ideal Client Avatar

Creating an ideal client avatar is a super helpful tool to combine all of the above in a pseudo human being. For this exercise, we recommend actually creating a fake person that IS your ideal client. This will help visualize a face to a “name” to help craft other steps we will review in this process.

Consider the following:

  • Name
  • Place of living
  • Income
  • What they wear
  • Where they shop
  • What they struggle with
  • What they need from you

It’s even recommended you grab some stock photography of individuals that capture what your ideal client really “looks” like!

2. Establish your brand’s awareness via logo design, colors, marketing strategy.

establish branding for how to write content for a website

Understanding your ideal client persona is crucial to understand BEFORE diving into your visual piece of branding awareness. A common misconception of branding is that it’s only crafting a logo, palette or alternate variations. Instead, its a combination of what your preferences are and what your ideal client is attracted to. Let’s dive into the steps to establish your brand awareness:

Work with a professional. I’m assuming here that you’ve done the DIY route. Maybe you’ve even hired a designer but JUST received one logo design. Now is the time to work with a dedicated professional that will develop out an entire brand suite.

Why? Because your website content will not develop out to it’s fullest potential without it. One logo will never be enough to serve your audience.

Understand how branding plays a role in your website content. Above, I mentioned “one logo will never be enough to serve your audience” – let’s chat more about that…

Establishing a brand awareness also creates an experience and feeling from your ideal client. One logo cannot work alone to create this “experience”. In order to do so, you need multiple variations with a cohesive type suite and color palette to convey your visuals across pages. In turn, this will keep users interested in scrolling through your website content.

Determine a marketing strategy. Branding – check. Understanding its purpose – check. Now, figure out how you are going to use this consistently. Will you be active on social media? If so, what social media?

What type of content do you want to produce? How does your website content fit into this marketing strategy? Where does your ideal client hang out online?

3. Clarify your message. What are you actually speaking about?

You have all the right tools to now clarify your message. In this section, we’re going to help you understand what you are actually speaking about when writing your website content.

The best way to understand what you are speaking about is to divide your content into “pillars”. This is often what many social media marketers will encourage you to also do on social media.

How to determine your brand pillars for website content

Your brand pillars are essentially the different “layers” of your business. To better depict this, I’ll share the brand pillars of Chloe Creative:

  • Website design & develop on all platforms – i.e. not a one fits all approach
  • We appreciate honest, unfiltered feedback
  • Intersecting design with development – i.e. we aren’t afraid of custom code
  • Family-friendly process
  • Always created custom

To determine your brand pillars, start with your offer suite. How do you deliver them? What is the quality of your services?

Then, review your brand values. What are things that are important and non-negotiable to you?

It’s best practice to have at least 5 brand pillars. Once determined, you can better understand how to write content for a website that strategically sells your offerings.

4. Review SEO for how to write content for a website.

As you are understanding how to write content for a website, none of this matters unless it brings your ideal client to your doorstep (i.e. your website!). To ensure this happens, you have to understand the foundations of SEO (Search Engine Optimization). Here’s what you need to know:

Your website content is structured by the way your text is tagged. When visiting a website, you might see a large heading in the first section followed by paragraph text and a button. This is a common layout for the hero section.

What’s even more important is happening in the backend – the largest heading should be tagged as an H1 aka a Header 1. There are multiple types of headers (H2, H3, H4) that you should be tagging within your website. To quickly understand, think of organizing your website in the way a book would be laid out:

  • Title of Book = Header 1 in hero section
  • Table of Contents = Header 2s nested underneath Header 1 in other sections of your website
  • Chapter Subheadings = Header 3s or 4s underneath your Header 2.
  • Book content = Paragraphs

Nesting keywords in heading tags is how Google reads and prioritizes your content. Now that you are aware of header tagging, it’s important to understand that Google reads your content in the order things are tagged.

For example, your heading 1 will be read first, heading 2 second, heading 3 third and so on, all the way down to paragraphs.

Because of this, we want our headers to contain keywords (i.e. queries that your ideal client searches via Google) to better increase our chances of your website ranking on Search.

Research what your ideal client is searching. We like to use SEO tools such as SEMRush or Ubbersuggest to research our keywords. However, you know your ideal client best. What are the types of things they will type into Google in order for your website to appear? Here’s the top queries for the Chloe Creative website:

  • Private practice websites
  • Dietitian website design
  • Therapist website
  • Branding for therapists
  • Branding tips for clinicians

Once you identify these, use an SEO tool to determine how often they are being searched.

5. Encourage action.

To finalize your website content, you always want to end with encouraging someone to take action.

It’s not a great strategy to speak clearly to your ideal client without giving them a clear path on what to do with that information. We recommend directing users to a Contact page or a discovery call form.

On our website, we direct people to an application on our Contact page before booking a call with them. This allows us to filter through submissions to ensure we are a good fit before moving forward.

Work with Chloe Creative to craft your website content.

We are often told on discovery calls that our clients reach out to us because of our specialty in SEO services for private practice clinicians. Since 2018, we’ve been paring down our services to meet the needs of dietitians, therapists, chiropractors, lactation consultations and other clinicians worldwide.

How to Write Content for a Website with Chloe Creative

Through working together, we will serve you in branding and website design. From there, we will teach you how to write content for a website through our copywriting guides that all website clients receive.

If you choose to invest in done-for-you copywriting, you’ll follow a similar step process with our Copy & SEO Specialist, Diana. We cannot wait to work with you!