How to Create Website Content That Wins Customers

Yeah, yeah, every business needs website content.

We all heard that a thousand times.

“Your website is your business card! It’s your most scalable salesperson!”

It feels like all these people are just blurting out these cliches to avoid actually explaining how to make your website content… doesn’t it?

So in this article, I want to show you exactly HOW to go about making one, and what you really need to include if you want to make sales.

(Newsflash: lots of websites never do…)

If You Can’t Explain It Simply, You Don’t Understand It Yet

First of all, don’t include tons of technical language that only you speak.

And most founders get stuck here, but not because they’re not smart…

It’s because they’re too close to the product.

You want to talk about ALL your features, how exactly everything works, your why, etc.

But more often than not, you’ll just write website content that confuses the reader.

Pro tip that works: Imagine someone asked you what your business does while you’re both in an elevator.

That version should be your homepage.

(Hence the name ‘elevator pitch’!)

All I’m trying to say is – no need to get super fancy.

Being clear is WAY more important. Who do you help and how? Make that crystal clear, okay?

What Makes Website Content Work (And Why Most of It Doesn’t)

Most website content doesn’t work because it’s written backwards.

It’s built around what the business wants to say, not what the customer needs to hear.

That’s why you see homepages filled with vague mission statements, buzzwords, and empty claims like “We are a leading provider of…”

(Leading what? Says who? 😂).

If your website opens with a line that could sit on any competitor’s site, it’s already losing.

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Well…

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Sue me.

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Lead With What They Care About (Not Who You Are)

You have 8 seconds. That’s all.

That’s how long the average visitor gives you before deciding if your site is worth their time.

The average visitor is ruthless, I know.

So whatever message sits at the top of your page, make sure it answers this question:

“Why should I care?”

This is where most businesses f*ck up. They start by talking about themselves too much.

Wrong move.

It might sound sad, but no one cares who you are. Everybody (subconsciously) only cares about themselves.

Start by naming a real problem your customer is facing – or a goal they’re desperate to reach.

If you nail that opening line, they’ll keep reading. If you don’t, they’re gone.

(You can still introduce yourself, but make sure the reader can identify themselves with you.)

How Do I Structure My Website Content?

Here’s a structure that works across almost every type of website content – from homepages to product pages to blog posts:

• Top: Say the most important thing first. What’s the offer? Who is it for? What outcome does it deliver? Make sure you’re really clear here.
• Middle: Explain the key benefits, back them up with proof, and answer common objections.
• Bottom: Add supporting info, context, FAQs, and secondary details.

See? It’s not so hard when you break it down.

Answer These 5 Questions or Don’t Expect Conversions

Every piece of website content should clearly answer the following five questions.

Miss one, and the sale might slip through your fingers.

• Why does this concern me? → Start with a real-world problem or opportunity your visitor cares about.
• Why is this a problem? → Explain their problem in detail. What’s their scenario like? How do they feel about it? What is their life like as a result? What happens if they don’t fix it?
• Why is this a good solution? → Show how your product or service works, in plain language. Give plenty of proof that it works.
• Why should I buy from YOU? → This is your differentiation. Think about your unique selling proposition and be specific. “Better service” isn’t enough (but I trust your service is the best!)
• Why should I buy now? → Give them a reason to act TODAY– limited spots, fast results, a deadline, anything real. Don’t make up some fake scarcity scenario; that doesn’t work. For example, everyone knows digital courses are infinite.

If your homepage or landing page doesn’t tick off all five, it’s time to rewrite (or hire someone to do it for you).

What Tone Should I Use For My Website Content?

Here’s a direct response trick: read your copy out loud.

This one is amazing. Even Ogilvy did it, trust me.

If it sounds like something you’d actually say in a conversation, you’re good.

If it sounds like it belongs in a corporate annual report, cut it.

Avoid marketing-speak. Kill phrases like:

• “We pride ourselves on…” (I hope it’s not your writing)
• “Welcome to our website…” (Yeah, NOW I feel warm and happy!)
• “Best-in-class solutions for today’s evolving landscape…” (What the hell does that even mean?)

Replace these phrases with actually helpful stuff, such as:

• Tangible Outcomes: People buy outcomes, not deliverables. You’ll sell more AND you’ll be able to charge more, if you position this way.
• Numbers, proof: You have no idea how far some good-ol proof can go.

Show, Don’t Just Tell

Saying you’re “trusted by clients worldwide” means absolutely nothing.

How about you SHOW those ‘worldwide clients’?

Showing a real screenshot of a client dashboard with 10,000 active users means everything.

Same goes for testimonials, before/after comparisons, charts, mini-case studies—anything that lets your reader see the benefit, not just read about it.

If you’re selling a transformation, prove it.

And if you have no proof yet, that’s okay. I’ve got you.

You can still show what OTHER people are achieving using your method. It’s not as effective as using your own case studies, but it’s a start.

Planning Content Around the Customer Journey

A customer journey map is just a way of tracking how someone discovers you, builds trust, makes a decision, and becomes a buyer. Most visitors fall into one of these five stages:

• Awareness: “I know I have a problem.”
• Consideration: “I’m looking at options.”
• Decision: “Is this the right one?”
• Purchase: “I’m ready—just need the final push.”
• Loyalty: “Was it worth it?”

Each stage needs a different kind of content.

In Awareness, your job is to show you understand the problem. Think blog posts, quick guides, or lead magnets. Don’t pitch—just connect.

In Consideration, they’re weighing options. Use comparison tables, testimonials, and clear explanations to show why you’re different.

In a decision, just focus on removing friction. It must be as easy as humanly possible to buy.

After they buy, Purchase, and Loyalty content helps them succeed and feel great about their decision. Think onboarding guides, help hubs, and follow-up emails that actually deliver value.

As soon as someone buys, they feel a lot of anxiety.

If you don’t immediately start bombarding them with content and value, their anxiety will just deepen.

In conclusion to this wonderful section…

Every page should move the reader one step forward. A blog post should guide them to a case study. A product page should nudge them toward the checkout.

Domain and Structure Strategy — It’s Not Just About the Name

You’ve probably heard this a hundred times: “Pick a short, catchy domain name.”

That’s… fine.

But it’s also surface-level advice. What no one tells you is this:

Your domain and your site structure shape how people find you, how much they trust you, and whether they stick around long enough to buy anything.

Let’s start with the domain.

Yes, shorter is better. Yes, it should be easy to spell. But a great domain also does some way more important things:

It sticks in someone’s head.

It sounds good when you say it out loud.

It hints at what you do (without boxing you in if your offer evolves).

Now… You don’t need to overthink this.

Use a tool like NameMesh or LeanDomainSearch to spark ideas.

Don’t sit on this for a month. The most important thing is to launch NOW… you can reiterate later.

And please—clean URLs. No random sh*t like /page-id=2839.

Keep it simple: /pricing, /about, /case-study-clientname.

This helps SEO. But more importantly, it helps ACTUAL HUMANS (which is also what Google tries to do with its SEO).

Here’s your quick checklist:

• Is your domain short, easy to say, and brand-aligned?
• Can a new visitor understand your site’s layout in 10 seconds?
• Is your main offer two clicks away (or less)?
• Are you linking to the right next page at the right moment?
• Are your URLs clean and readable?

Outsourcing Without Losing Your Mind (or IP)

Outsourcing your website in 3… 2… 1…

First: Don’t hand off everything and vanish.

This isn’t a set-it-and-forget-it situation, like…

How the site is structured, what the user flow looks like, and how the website content will support the customer journey.

You’re the one who understands your business. No one else can fake that.

Second: Document everything.

When you work with an external team, assume they’ll be gone in six months. Poof. Bye-bye.

Get a shared Google Doc with logins, settings, plugins, and platform info.

Ask for walkthrough videos or Looms explaining how things were built.

Request a final “handover doc” before any contract ends.

If someone builds your entire site and you don’t know how to update a single thing – or worse, they ghost you – you’re now locked out of your own business.

Third: Don’t be a cheap ass.

Do NOT look for the cheapest Fiverr gig. I know it’s tempting, though.

You’re looking for someone who understands business goals, not just pixels and code.

Ask for real examples, not just a pretty portfolio.

Look for someone who asks questions about your goals, not just colors and fonts.

If they talk strategy in addition to delivery, that’s already a good sign.

If you can, spend at least $1k on a good website. If not, do what you gotta do.

Fourth: protect your IP!

Make sure you own everything.

(laughs in capitalist)

Your domain, your hosting account, your content files, your brand assets. If the person you hire controls all of that, you’re basically a tenant in your own house.

Also, set expectations in writing. Scope, deadlines, revision limits, what happens if someone disappears – get it all in writing.

Takeaways

Every blog EVER talks about the importance of making a website.

We’re not every blog.

Here, we only focused on the practical steps you need to take to create amazing (and high-converting) website content right now.

Little summary right here:

• Pro tip that works: Imagine someone asked you what your business does while you’re both in an elevator. That should be your homepage.
• Whatever message sits at the top of your page, make sure it answers this question: “Why should I care?”
• Top of page: Say the most important thing first. What’s the offer? Who is it for? What outcome does it deliver? Make sure you’re really clear here.

Middle of page: Explain the key benefits, back them up with proof, and answer common objections.

• Bottom of page: Add supporting info, context, FAQs, and secondary details.
• Answer the 5 must-have questions of any website. Just go back and find them.
• Avoid the marketing tone BS and just clearly tell people what results you’ll get them, explain your approach, and give proof.
• Always show, don’t tell.
• Plan your content around the customer journey.
• Use a tool like NameMesh or LeanDomainSearch to spark domain name ideas.
• 4 tips for outsourcing your website: Don’t hand off everything and vanish. Document everything. Don’t be a cheap ass. Protect your IP!