Build your static web copy simply

Blocks for creating copyCreating static marketing content means sitting down with pen and paper and thinking about your customers; their challenges or needs and wants, your products and your company. And yes, your competitors. To help you write your static content, here’s a list of questions and some thought starters for you to work with.

What problem or issue is in your customer’s mind that they are trying to solve?

Online product and services ‘search’ is about consumers and customers finding products or services that will meet their needs or desires. So when you write your content, you have to be clear crystal clear about why someone would want your products or services.

Describe your products and services and list the important features that your customers HAVE to know.

What are the benefits that customers receive from your product or service?

Think about what makes your customers’ life or business better and/or different by having what you have to offer. [Note: Benefits are both tangible and intangible. Intangible = stress relief, more time, expert knowledge. Tangible=clearly written copy. ]

Why should a searcher choose you over an online competitor?

What is it about you or your product or service that makes you superior to your competitor? Or perhaps just different.  As a writer, I offer copywriting. What makes me different is that I am a web writer.  I balance SEO (search engine optimization) and web HEO (human eye optimization) in all that I write for the web.   SO… why would a searcher choose you over a competitor?

What is it about you that would lead a searcher to believe you? What are your qualifications?

Aside from academic qualifications, what is it about you that would instill confidence in your searcher?

Tell your business story. Why did you start your business?

I know a vegan pet food owner. For ethical reasons (which I won’t go into here), he chose to become vegan about 2 years ago. Soon he realized that his dog was still eating meat.  And so he decided to experiment with vegan dog food. He had trouble sourcing healthy vegan pet food. This spurred him to start his own online store. That’s a story with heart. (Pssst – this is great About-page content.)

Be clear on what sets you apart from your competition.

In business/marketing speak this is your unique value proposition. Think about customer service (on-time delivery, affordability, experience). Is customer service a part of your UVP? Or is there something truly unique about your product? I believe that part of my UVP is my customer experience. I am approachable and helpful. And I hit deadlines 99.99% of the time.

How do customers perceive your service, product or company?

If they were referring you to someone else, what would they say?

Find testimonials from your customers.  Is there something that consistently comes up about your company or your service?

Who is your ideal customer? What is important to him or her? Is there particular language that impacts them?

When you answer this question include where they live, income, age and lifestyle preferences. Think about the particular problems that they have.


David Ogilvy, one of the original Mad Men of marketing said, “All good marketing requires empathy.” Knowing your ideal customer will help you to understand and empathize. You’ll understand their pain points. And you’ll be better equipped to share with them, how you can provide a solution.

Creating this static website content will take time. Often you will need to take more than one pass at getting your copy together.

Best advice from here, don’t stress about creating marketing content. Take your time or contact me – I can help you.

Stock image courtesy of Royalty-Free Stock Video at Pond5

Cross-posted at Digital Dialogues

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