Our Guide to Getting it Out of Your Head and Onto Your Site
The Doodlekit Team
One of the questions we get from our Doodlers the most is, “what should I write on my pages?” We get it. It can be a daunting task to take your knowledge, experience and specialties and turn them into succinct, catchy web copy that will inform and create action among site visitors. We know this, so we created this handy guide that will help you to 1) get your thoughts organized and 2) help you communicate your thoughts to your site visitors.
Follow this simple 3-step structure, and you’ll be filling your pages with your brilliance in short order!
Step 1: Organize
We find that to fully plan out your site page content, it helps to draw out a short flow of where the user came from - meaning what page they probably viewed prior to getting to the page you’re working on - and then where you want to user to go after they view the current page. It looks like this:
Drawing out this simple flow will help you put context around the page you’re working on. For example, if you are working on your “About Us” page, it’s likely that the page they were previously looking at was your “Services” or “Pricing” page and they want to make sure you are qualified to buy from. That helps you frame up what information your visitor may be looking for.
Step 2: Q&A
Once you have an idea of what your site visitor was looking at before and will look at after, you can decide what to put on the page. We like to use the Question and Answer method. Thinking about the page you’re working on, answer these 4 questions:
- What is your visitor’s main concern? Why were they searching for you in the first place?
- What is your visitor’s main reason for visiting this page? What are they hoping to understand? (note: we didn’t ask, “what do YOU want to tell them.” It’s all about your visitor!)
- What objections to your product/service might your visitor have that you can answer?
- What do we want the visitor to do with the information we provided? What is the logical next step?
Step 3: Structure & Write
Now that you have answers to the Questions outlined above, you’re ready to start organizing your content on the page in a way that will make sense for you visitor. For this, we like to use a simple site page template like this:
- Page Headline / Title
(clear and catchy, make sure the visitor understands right away what the page content will be)
- Bolded Sub-Headline (From Question #1)
(summarize the visitor’s main concern that this page addresses)
- [Content block] (From Question 2)
(write out in short, succinct statements the information your users need from this page, the things they hope to understand.)
- May use bullets to
- Highlight your solutions to their problems or
- Additional points.
- Bolded Sub-Headline (From Question #3)
(summarize the main objection your visitor might have at this point.)
- [Content block] answer your visitor’s main objections with short, succinct, confident statements.
1.May use a numbered list
2.To highlight information
3.In an easy-to read, step-by-step format.
- Closing Paragraph
(summarize the information that your user should understand after reading this page and invite them to take the next step.)
Bolded, Italicized, Linked Call-to-Action or “Next Steps” Button (provide clear direction as to what the visitor should do or where they should go next.)
This is the method we like to use when we create new pages, so hopefully by using our guide, you won’t get stuck staring at a blank page.
What methods do you use for getting past the ominous blank page? Tell us in the comments below!