Key learnings
Content is a crucial element of your digital brand strategy. So never underestimate the value of a quality website content writer for your business. While you could sit staring at a blank screen for days on end, a skilled content writer will provide you with content that is succinct, engaging… and powerful.
The difference a good website content writer can make to your business is phenomenal.
And that’s because the best content writers have more than a way with words.
Just as you wouldn’t hire a sales manager who didn’t have any experience in sales, you should never hire a website content writer who doesn’t know how to get results.
Leading content writers have a mix of skills, from research and interviewing, to a robust understanding of the digital sphere and SEO, and the expertise and adaptability to create two key strands of writing – brand writing and storytelling.
Quality website content is one thing… website content that speaks directly to your brand is something else altogether. Unless you consistently articulate your value to your market through the content on your website you are dead in the water in today’s digital world.
Brand writing is a very specific skill… and, in our experience, it’s not a skill that most website content writers have.
A writer can have all the technical skills needed to write content that pops off the page. They can evoke emotion and connect with the reader.
But if they can’t translate a brand strategy into words that bring your business to life, then you won’t get results.
Skilled content writers need to understand your business, your team and your target market. Working with our leading strategists, our content writers weave your unique value proposition (UVP) through every word on every page of your website – layered with strategic keywords – to build trust with your potential customers and ensure long-term sustained brand growth.
There are three elements to website success – brand trust, user experience and traffic. And writers are crucial to all of those. Your web pages will be read 1000s of times every month so they need to be succinct, on-point… and engaging.
While your core website pages are about building your brand to build trust, your blogs and newsletters need to communicate, educate and inspire… and that’s where great storytelling comes in.
From the art of the hook to the customer’s voice, a skilled content writer will successfully communicate your story – and your happy client’s – to encourage new customers to take a leap and choose your business over so many others.
Don’t make the mistake of thinking your website content writer needs to be an expert in your field. In fact, it’s best if they are not.
The best writers will research your industry, your products and services and your story. They will interview your team and clients to draw out the stories and gain a greater understanding of the work you do.
With all of that information, they will then write content that is fresh, on-brand and easy for your market to digest. Rather than explaining the detail of how you deliver, they will talk about the what and why of your business – which is incredibly important.
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Writing website content isn’t something any writer can do. It takes someone who understands how people consume digital content. They need to know the ins and outs of creating SEO-friendly content.
Your website needs to quickly capture the attention of the reader and take them on a journey. But website content is often too wordy. It doesn’t lead the reader through your website, and it doesn’t make an emotional connection.
A website content writer with digital writing experience understands what works with digital consumers… and what doesn’t.
A good digital writer puts user experience (UX) front and centre because we know readers have short attention spans. It’s why headlines matter and images are a key part of the story too. So how else do we do it? Short, sharp sentences are a must. Active voice always wins.
And yes, we even start sentences with ‘And’.
Writing a website that actually gets results isn’t easy. For every good example, there are hundreds of websites that are poorly written. For those business owners, that’s money down the drain. And an underperforming asset – their website – costs money and leads every day.
Before you start working with a website content writer, ask them about their past results. Yes, it’s about a portfolio of work. But it’s also very much about the outcome.
Have the clients seen an increase in Google organic search traffic? Did the new content lead to more sales and enquiries coming from the website? Did the businesses they were writing for see sustained growth in their digital brand? That’s what ultimately matters.
At Brilliant Digital we don’t just have one talented website content writer… we have a whole team of them. And every day, our writers create brilliant content that gets results – from entire websites to single blog posts, email newsletter and social media posts.
The beauty of Brilliant Digital is that our writers sit alongside our team of digital marketing experts. From strategists to coders, developers, project managers, client managers, advertising and social media experts, we work together to strategically plan and create great content that gets phenomenal digital marketing results.
If you would like to learn more about the difference a good website content writer can make to your brand, get in touch to start the conversation.
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Brilliant Digital has been amazing! They provided a very professional and high-quality service. They understand the niche areas to target when building websites, which has helped make our website a Ferrari with a strong engine, rather than something that looks good but doesn’t bring in the clients. Thank you, Brilliant Digital!
Accounting For Good has been working with BD since late 2018 – starting with a website refresh and snazzy update to our logo. They’ve curated a solid website with great SEO. I can write, but it’s easy to get distracted and forget to write your content, so outsourcing is such a great option. I *love* our BD content writer – it’s a real partnership. She understands our business and gets the tone I want so spot-on that I think she can actually read my mind.
Brilliant Digital has helped me grow my family business. Once we developed a fully functioning, professional and productive website, we doubled our client base, and we continue to have consistent inquiries. We will definitely be continuing our professional relationship with Brilliant Digital and use their services for our future endeavours.
Positive: Professionalism, quality, responsiveness
Brilliant Digital has a wonderfully friendly, helpful and knowledgeable team and has been invaluable to my business.
Our business website was looking dated and needed a revamp, and we weren’t happy with our current website managers, so we shopped around and were immediately drawn to Brilliant Digital. We set up a meeting and a few weeks later had a great new website, and we’ve had great feedback from clients since about the new look. The website has no doubt drawn new customers to my business and I feel that it has been worth every cent spent.
But wait there’s more!
Brilliant Digital has been a fountain of knowledge on all aspects of internet and web marketing and social media, and we’re really grateful for their knowledge and expertise and the huge impact they have had on our business.
My website has been critical to my success. It is literally the face of my business… it’s the shop window.
I can’t recommend Brilliant Digital highly enough. It is the only company that has taken the time to gain a deep understanding of me, my business, what I want to achieve and where I want to go with it.
Our website was up and running in six weeks as promised. I couldn’t believe it, actually. Our first website was such a long, tortuous process.
Brilliant Digital has done everything they said they would do. We’ve never had a problem, even with all the increased traffic from the new marketing campaigns. We’ve been very happy!
We really feel that the end product was just at such a high standard. It’s really crisp, really clean, and it’s gone from scope all the way to that delivery piece. It’s been quality all the way.
We value that and we think the Brilliant Digital team has far exceeded our expectations.
We are a very busy medical practice that recently engaged Brilliant Digital to develop our website and online presence.
Straight away we realised we had found someone with invaluable marketing experience, who explained in plain speaking the pitfalls and advantages of the online world.
This allowed us to get on with the more important issue of running our practice.
We have received lots of positive feedback regarding our website and mobile site from many of our patients.
When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website; it was about having a philosophy.