Even though the purpose of a corporate website is to provide information about your products and services, not everyone is ready to buy when they first hit your site. Second, remember it’s not all about you. What’s in it for them?
- Offer more than just product content. Provide eBooks, whitepapers, videos, and other forms of content that is educational. This will nurture prospects through your marketing and sales funnel until they are ready to buy, plus, they will feel as if they are receiving valuable information along the way and not just a sales pitch.
- In product-specific content, write as if you are speaking directly to your audience. Use words like “you,” and “we.” Be transparent. Make yourself sound human. Speak their language.
- Write your product content as if you are helping them solve their problems. Avoid “we are the best” speak and instead use “this is how we help you…”