You know what you do and how you help your customers, but it can be challenging to put it into words. You start writing website copy, blog, or social media content, and end up with massive paragraphs that are difficult to read, or something short that feels like it’s missing important bits. When you look at your website, you get this nagging feeling that it doesn’t reflect who you are and what you stand for. Why is it so difficult to turn your knowledge into great website copy? Here are a few ideas.
You have too much knowledge
You’ve learned so much about your work, and the way you deliver your service probably feels like second nature by now. There’s a lot of information that you don’t share because it feels obvious or even boring. You understand your values but may not appreciate how much they matter to your customers or how they set you apart from competitors. Even if you do, you may not be sure how to write about them.
The thing is, the stuff that feels obvious is often exactly what your future customers need to know. They need to understand the process before deciding to buy. Your amazing knowledge and experience become a burden because you can’t see it anymore.
Cutting things out feels uncomfortable
When you know what you offer, leaving bits out when you write can feel uncomfortable. It can feel as if every bit of information is essential, and you don’t want to skip anything important. Simplifying your content can feel like dumbing down, and you don’t want to patronise your audience. The key is to present information in a way that’s accessible while also respecting their intelligence.
You might also feel as if you’re restricting yourself to one type of work or audience. If you’re too specific, the people who don’t fit the mould or who want something else might leave. Usually, the opposite is true. Being clear about your values and the expertise you offer will attract the right people, even if they don’t tick every box. The key is to distil your knowledge to the essentials in a way that fits the type of content you want to create.
How a lack of focus affects your business
What happens to your business when your content isn’t focused and doesn’t showcase your knowledge? You might start to notice that you get lots of visitors to your website and blog, or great reach on your social media accounts, but it doesn’t convert to new enquiries or customers. You think your content is helpful, but it doesn’t quite land.
If you struggle to write concise information, you end up with service pages that have lots of information but don’t help your visitors understand how your services work. Your About page is long and rambling and lacks details that help people get to know you. Perhaps you write long blog posts that lack a clear central theme or useful advice. I know this might be hard to read, but having a clear plan can make a real difference.
When writing it down doesn’t work
I’ve shared a tip before that if you’re struggling to write, record yourself talking about your topic and then transcribe it. It can help, but it only works if you’ve got a clear focus for the piece you’re writing. Creating a plan gives you a focus for each piece, and that starts with thinking clearly about what information you need to share. There are two types of plans. The one you create that sets out what you’re going to talk about each month, and the one that gives you a structure for longer pieces like blog posts or website pages.
A good thinking and planning process is the first step. It also helps you avoid trying to edit yourself later when you realise you’ve gone off on one too many tangents. That’s the bit I always find hardest.
How content clarity helps
Clarity takes you from having a website that doesn’t feel like you to one that helps your customers feel you’ve already had a conversation. It gives you a framework for sharing your knowledge, whether you’re writing or speaking to prospective clients, and it can make future planning easier. You’ve already planned your topics and tested what works, so you can replicate it in the future.
My content clarity sessions help by giving you time and space to get your knowledge, process and values out of your head and onto paper. You can untangle your thoughts and identify the key information you need to share. I’ll also ask questions to help you see things from your customers’ perspective to bridge the gap between your knowledge and their needs. The process can support any type of content, from website copy and blogs to emails and social media posts.
