When creating content for a website, I often recommend that clients create a Frequently Asked Questions page or FAQs blog article. Why are FAQ pages so valuable?
Rich in Keywords
First, FAQ pages are rich in keywords. By asking and answering questions related to your business, you use keywords specific to your industry. These keywords help a website rank higher on Google and other search engine results pages.
Resonate with Your Audience
Second, FAQs let your brand speak for itself. By incorporating your company’s authentic personality and voice, you create messaging that resonates with the audience. Not every question/answer needs to be serious. People love a good laugh. Don’t be afraid to add a couple of fun or offbeat questions and answers, if you think your audience is open to them.
Third, FAQs show the audience that you’re a knowledgeable authority in your industry. Credibility is important when clients make purchasing decisions.
Differentiate Your Brand
Fourth, FAQs differentiate your brand from your competition. By emphasizing what sets you apart, you describe the value of working with you, not someone else.
Fifth, FAQs save you time. Once clients sign a contract, schedule an initial consultation, or register for your services, you can refer them to your FAQs page. Here they’ll learn more about you and what to expect as your client, thus saving you the time answering the same questions over and over.
FAQs in Action
Lastly, let me show you how this works – by creating an FAQ page about FAQs!
Q: How many FAQs to a page?
I suggest that clients pick 6 or 7 questions to answer. What do people really want to know about your business? Include questions that clients are actually asking.
Q: How do I arrange FAQs?
When arranging your questions, group similar topics together. This arrangement creates natural transitions between questions and improves the flow of information. As a result, readers are more likely to engage in the content, which is just what you want because engagement leads to action. You may even want to add subtitles to divide questions and answers into scannable content.
Q: How do I write FAQs?
Questions and answers should be written in language that your clients will understand, so avoid jargon or complex information that leads to more questions. Keep the FAQs simple and straight-forward, with answers written from your client’s perspective. Try to answer questions in a positive way, telling the audience what to do, not what to avoid. When feasible, add images to help explain your words.
Q: How do I format FAQs?
Make them reader-friendly. Don’t make your readers work to find the information they want by scrolling through long paragraphs. Instead, I recommend a jump feature or an accordion design. The questions are visible, and when a user clicks on a question, an answer appears. The FAQs expand and contract like an accordion. Additionally, questions can be formatted in bold or underlined to separate them from the answers.
Q: How do I promote engagement?
Promote engagement by linking the questions and answers to articles or web pages related to your topic. You’ll also want to end the page or post with a Call to Action that encourages visitors to take the next step. Be sure to update the page or post regularly to keep your content fresh and emphasize what’s new at your business.
Q: How can Writer to the Rescue help with FAQs?
By working with Writer to the Rescue, you receive professionally written and formatted FAQs that are ready for publication. FAQs are an important part of a comprehensive marketing strategy. Contact the Wonder Writer at 920-639-1865 to get started.
I previously worked with a client who needed fresh content for his revamped website. As it turns out, the text on his old website had been “borrowed” from another company. Needless to say, it didn’t reflect my client’s products, brand identity, or way of doing business. It was just a quick way to fill a page. Copycat content certainly is never a good idea.
Website pages are more likely to engage the audience by being authentic, original, and conversational. Above all, this is what builds customer trust. The audience will be pulled into the message as a result. They’ll see the company as a solution-focused adviser and expert.
Emotionally connect with the audience
The goal of good content writing is to emotionally connect with the audience. This involves sharing useful information that answers the customers’ basic questions. Furthermore, the focus needs to be on the consumer’s desire to learn “What will this product/service mean to me?” and “How does this make me feel?”
Focus on your customer’s success
Here’s an example of a shift in focus, from company-focused
to consumer-focused. The first example is written from the perspective of the
marketing company, working for a manufacturing firm.
“Company X is a team of marketing and branding professionals based in Janesville, Wisconsin. We help manufacturers tell their story and build their brand. Our customer-focused, proven strategies allow manufacturers to develop a comprehensive marketing campaign at a small price.”
Write from the customer’s perspective
In contrast, the second is written from a customer-focused angle. It describes what the marketing services will mean to the client (growth and success). This example also spikes an emotion: anxiety. It also provides a solution (simple, understandable strategies).
“Company X, Janesville, helps manufacturers grow and succeed through smart marketing and branding strategies. We understand the marketing anxiety manufacturers face. That’s why we offer a full scope of simple, understandable strategies. We provide everything a small manufacturer needs to present a “big company” presence.”
Most importantly, the second example shows a concern for the client’s success. It has a “We’re in this together” feel of a partnership rather than a top-down approach.
Build relationships via written content
Essentially, relationships are at the heart of sales conversions. Building these relationships through clear and compelling content is the key to developing loyal customers. Certainly, original content that tells a company’s unique story is a good place to start.
Work with a marketing professional
For website content that builds a
loyal customer base, contact the Wonder Writer, 920-639-1865 or
In order to make a sale, the text on your website needs to written with purpose. It needs to punch through the online clutter and deliver a clear message to your audience. When writing a page of website content, I use a multi-step process. First, I contact a business owner to learn about his or her business. Second, I follow up with online research to learn more about the industry. Third, I identify keywords, key phrases, and key concepts. Finally, I begin writing. As you can see, a website page isn’t whipped together willy-nilly. It requires a clear strategy. Here’s my approach to writing a web page.
State product benefits
I start by answering the question: “What’s in it for me?” I put myself in the shoes of the consumer and focus on clearly stating the benefit of the product or service, from the consumer’s point of view. Here’s an example from the Writer to the Rescue Website Content page: “Who knows your products and services better than you? Writer to the Rescue can bridge the gap between your thoughts and ideas and effective content for your website.”
Use keywords to improve SEO
I follow up with a product description, instructions for use, and examples of how it makes life better. To improve search engine optimization (SEO), I weave keywords into the website page. I also highlight keywords in subheadings to give the keywords more weight. When someone types in a query, Google or another search engine will index the Internet to find a suitable answer. I want my web page to rank as high as possible, so people are more likely to click-through to my website.
End with a call to action
Each web page ends with a recap of the main point and a call to action. Here’s an example: “Contact Writer to the Rescue today for a quote.” For better conversions, this call to action links to my contact page.
Write web pages with intention
To keep the reader engaged, a web page needs to have a tone that’s understandable and conversational. It should be free of grammatical and spelling errors that undermine your professional reputation.
To improve readability, I intentionally use:
Increase traffic to website
A well-written website page increases traffic to a website and keeps visitors engaged longer. Bounce rates go down, and conversions go up. For strategically written website content, contact me for a free quote, 920-639-1865.
At Writer to the Rescue I interact with a lot of savvy entrepreneurs who know how to generate leads and make sales. One of my newest clients mentioned “inbound marketing” when he contacted me about blog writing, e-newsletters, and website content. What exactly is inbound marketing, and how can it help me grow my business?
Inbound marketing is less about transactions and more about relationships.
Gone are the days of selling products by touting their advantages. People today shy away from the overt advertising and hard-sell techniques of outbound marketing. Instead of using direct tactics, you want to blend in. You don’t want to look salesy.
Inbound marketing relies on creating valuable experiences and making positive impressions.
The foundation of inbound marketing is content that provides value to customers, builds relationships, and forms connections. For example, when blogging for a wedding venue, my message needs to answer the questions the bride is asking. A blog about decorating explains who’s responsible for set up and clean up, what decorations come with the venue, when the venue is open for decorating, how many decorations are needed, and other information specific to the wedding. The bride isn’t looking for general tips–she’s probably pinned tons of ideas from Pinterest. She’s looking for a personalized guide to one, specific venue. You want a blog article geared to brides who are detail-oriented and motivated to organize as much as possible before their big day. When choosing a venue, the bride wants to know the venue is attuned to details large and small.
Inbound marketing can be modified to fit your business and target market.
So, now it’s time to consider your own business. What will provide value to the clients you serve? Do you have insider tips to share? Concepts that seem ordinary to you may be something new and interesting to your clients. They visited to your website or read your blog post because they have questions, and they leave with answers. More importantly, they leave with a fuller understanding of how you do business. Create content that addresses their questions, and you build credibility and trust for your company while attracting interested prospects.
If your website content is too short, too wordy, too repetitive, or lacks critical information, it may appear that you don’t want people’s business. Your text needs to show that you are the one to trust for your product or service. Quality website content can express your values, explain the benefits of working with you, and set a precedent
of high expectations. Having clear, well-conceived content on your website is one indication of how well your business operates. The more readable the content, the more inviting it is for visitors to do business with you.
Website content needs to resonate with readers
When developing written content, consider how to make your message resonate with your readers. You want readers to have a comfortable experience. You want to give them the information they need, and make it easy for them to find. People aren’t going to your website for leisure reading; they’re looking for details about your brand. What are your hours? Your phone number? Your products and services? Most importantly, how do these products and services work for me?
Make a good first impression
Headings and subheadings contribute to a solid first impression. Website content also needs to impress returning visitors. Visitors gain confidence in you as a trusted source of information. They know they will be satisfied they have the information they need when they visit your site.
You want to encourage visitors to stay connected. Building a relationship with readers improves their overall experience with your company. You want to create a positive experience they’ll remember. A visit to your website should lead to conversions like online orders, phone calls, or in-person consultations. Website content that is sparse (or long-winded), poorly written, or outdated casts a negative light on your business. The better your information, the more inviting it is to readers. Your readers will be confident that they’ll find what they need and the products and services they can rely on as well.
I often hear this comment from clients: “I’m not a writer. Can you help?” That’s when I become their ghostwriter. I take their thoughts and ideas, organize them, and write them down. Ghostwriting is a well-established and well-accepted practice in the age of digital marketing.
Why hire a ghostwriter?
Here are five reasons why you should hire a ghostwriter:
It saves you time. Managing a business requires time and attention, and outsourcing some of the work to a ghostwriter lets you focus on your core business. Businesses have hired marketing professionals for years, and today’s digital marketing material includes website content, blog articles, and social media posts.
You don’t have to be a talented writer. The business owners I write for are great communicators, but they don’t always have confidence in their writing. As a ghostwriter, I am the bridge between ideas and words.
You don’t have to be a techie. Clients rely on Writer to the Rescue to post their blogs, upload their website content, and do other techie work. I work with a “league of superheroes” at Packerland Websites who are digital media professionals helping you get found on the internet.
You have input from start to finish. Before I write for you, we will meet at your business (if possible) and have a long talk. Collaboration helps the content ring true. In my writing, I will try to convey your voice, attitude, and style, so the content is authentically yours. Before posting or distributing, I will send you a draft to review and revise.
No more procrastinating. A key to increasing business revenue is to create a compelling marketing message that addresses your prospects’ needs. Business owners know this, but they don’t always set aside the time for regular follow-through. When you work with a ghostwriter, your blog will get done. Your website content will get done. After years in journalism, I am good at meeting deadlines.
End goal is conversions
The job of a ghostwriter is to engage the audience, convey your brand, and build your authority and expertise in your industry. The end goal is conversions. Contact me to get started as your ghostwriter for articles, press releases, website content, blogs, and marketing materials.
At the Untitled Town Book and Author Festival last weekend I gained inspiration from the writing professionals who told their stories of success. Writing can be a lucrative business. Here’s what they recommended:
Have confidence in your writing abilities: Writers have a marketable skill. Everyone can write, but not everyone can write well.
Be inquisitive: Always be looking for good topic ideas to pitch to clients. Pitch ideas based on what you know, who you know, what’s trendy, and what deserves attention. Find something from your background that relates to the topic.
Match styles of writing: Read the blog or publication before you write your articles to get a feel for their content.
Value your time: Charge what you think you’re worth, not what you think the customer expects to pay.
Set your price: Narrow down the scope of the job and estimate the time it’s going to take before you set a price. Offer to revise your content twice before charging an additional fee.
Build your reputation: Pay-per-click ads on Facebook can be effective, but nothing compares to word-of-mouth referrals. When you complete a project, ask your customers to leave a review.
Meet deadlines: Writers who miss deadlines frustrate their clients. Plan ahead, set a schedule, and use your time wisely. Hit your deadlines every time.
Set goals: Have a target in mind to reach, like quarterly sales or the number of projects completed in a month. Goals give you something to work toward.
Develop an effective website: Your website is your storefront, so make sure it represents you well.
Get entrenched in a niche: By specializing, you can have a longstanding and profitable relationship with a client.
Try out some of these ideas to earn some money for your writing.
Do-it-yourself writing for websites sounds like an easy process, but it’s fraught with pitfalls. Here are some common writing mistakes I see:
Mistake #1: Misspell Names of People and Places
You instantly lose credibility with your audience when you misspell the name of a person, product, company, or city. When readers come across a misspelling or another writing mistake, they wonder what else is inaccurate in your website content. Tip: Double check the spelling of names with a trusted source. First names can be as tricky as last names, so be sure to check these, also.
Mistake #2: Fail to get a second opinion
Writing and editing go hand-in-hand. A good writer uses a process of writing, proofreading, fact checking, and rewriting, until a final draft is ready. The process doesn’t end there, because no work is finished until someone reads it. Tip: Before posting a final draft, ask colleagues to read your work and provide feedback. Their fresh perspective can make your content even better.
Mistake #3: Skip a final read-through
Slowly and carefully read through your final draft before uploading it to your website. Tip: Read it aloud. This helps you find hidden errors. For example, I edited a professional bio that mentioned Northeastern Wisconsin Technical College. Did you notice the error in that sentence? I am a 2017 graduate of NWTC, and I didn’t notice the Northeastern (instead of Northeast) in the bio until I read it aloud.
Mistake #4: Misuse bullet points
Bullet points are great for quick lists. The reader’s eye is drawn to indented words and bold dots, so lists are ideal for engagement. Bulleted items let readers grasp tidbits of information at a glance. Tip: For optimal comprehension, no more than 7 bullet points allowed. Also, bullet points should be brief: 1-4 words or one sentence each.
Mistake #5: Make grammatical errors
Improve the readability of your website content by using proper grammar. Here’s an example of a grammatical error I came across recently: “We can special order anything your looking for.” The word “your” should be “you’re.” Tip: Microsoft Word provides a helpful tool; be sure to use the Spelling and Grammar check.
Mistake #6: Not contracting with Writer to the Rescue
Writing is my specialty! As the “Wonder Writer” I deliver a one-two punch: Strong writing skills and compelling marketing strategies. Writer to the Rescue produces professionally written magazine and newspaper articles, website content, ad copy, and more. Tip: Avoid this common writing mistake. Contact me today at firstname.lastname@example.org or 920-639-1865 to get started on your next writing or marketing project.
I have discovered something that is super helpful in content marketing. To get to the heart of what makes a business tick, I read the reviews left by their clients. In just a few sentences, I learn what sets them apart from their competition.
My husband and I never book a resort without reading the reviews. People read reviews before purchasing all sorts of products and services. Everyone knows the power of word-of-mouth advertising, and an online review is word-of-mouth on a colossal scale. Reviews carry more credibility that advertisements because the reviewers are not on the payroll.
How is your business positioned?
Your best qualities come out in a review. Pretend you run a lawn care business. There are only so many ways to cut a lawn and apply fertilizer and weed killer. When your clients leave reviews saying you work fast and are affordable, you start to see why people like working with you. Price is important to these clients. When others say you’re reliable and answer their questions, then you know they appreciate your customer service.
In the world of marketing, this is known as positioning. The market perceives your business as a cheaper alternative to other lawn care services and perceives your staff as more approachable and quicker than others.
Sometimes your worst qualities come out in a review and knock you down, but bad reviews can provide valuable, albeit painful, feedback.
How can a review surprise you?
Reviews sometimes tell you what you don’t know about yourself. One of the reviewers said Writer to the Rescue cut through the clutter of the information he provided. I didn’t recognize this as one of my strengths. Now it has become a selling point.
Testimonials are useful because they can identify gaps in your branding. These gaps show up in reviews that leave you thinking: “That’s what they like about me? I really want them to like this instead!”
How can reviews improve your SEO?
When writing website content, I like to read through reviews to become familiar with the jargon of the industry. It is a great way to learn the keywords people use and can be worked into the content. These keywords are important to improving your Google ranking, otherwise known as Search Engine Optimization (SEO). The robots that index the internet pick these key words to add to their database. When someone types these keywords into a search bar, relevant websites rank higher on search results pages.
How should I ask for a review?
The best way to ask for a review is to email customers, thank them for their business, ask for a review, and provide a link to your Google account. It’s as simple as that.
So now you know one of my secrets to content writing. After reading reviews, I know the features that distinguish my clients from the competition and promote these features to their target market. Contact me to find out how to use this secret to your advantage. As the Wonder Writer at Writer to the Rescue, I write website content, blogs, news releases, and a wide range of marketing materials.
If you believe your employees are your greatest asset, then the Staff Page of your website needs to reflect this belief. The Staff Page gives you a platform to showcase the people who make your business tick. Web visitors can identify who’s who by looking at the photos of key people posted on the page. These photos build an association between the individual and the brand they represent. Each photo should be accompanied by a professional biography that is written with flair. A catchy biography keeps visitors engaged and interested in learning more about you and your brand. That interest can lead to conversion in the form of sales and brand loyalty.
Professional bios are easy as 1, 2, 3
Here is the three-step process I use to write an employee bio.
I begin with brainstorming. I make a list of things that are important, like job responsibilities, current and past employment, hobbies, accomplishments, and interesting facts.
I narrow the list to several key ideas.
I take these ideas and work some magic on them to transform the ordinary into something extraordinary.
Focus on a strength
Here’s an example from my own professional bio. In the brainstorming phase, I identified writing as one of my top skills. Then I came up with the following:
“Joan Koehne has been correcting people’s grammar since she was a kid. Since then, she’s turned this annoying tendency into a career…”
Recognize your hard work
In the brainstorming phase, key words should pop out to describe employment, past and present. Adding employment history reveals the scope of career experience and highlights some sought-after skills.
Here’s how I wove my work experience into my bio:
“Joan … now works as editor of a weekly community newspaper in Oconto Falls, where she’s a prolific writer and passionate photojournalist. Before covering this beat, she had a rewarding gig as a substitute teacher and religious education facilitator.”
Emphasize lifelong learning
Aside from work experience, education is another topic to incorporate into a bio. Earning a degree demonstrates knowledge and proficiency in a particular subject area, so it’s important to include college studies in a bio. Formal schooling isn’t the only path to wisdom, so expertise learned in nontraditional settings should be considered, also.
Here’s my example showing how I integrated my college degree and current studies into my bio:
“Joan is a college graduate, earning her Bachelor of Arts degree in journalism at the University of Wisconsin-Eau Claire, and recently hit the books again, this time as a social media marketing student at Northeast Wisconsin Technical College.”
Blow your horn
Do any awards or recognition appear on the brainstorming list? A professional bio allows employees to blow their own horn without sounding pompous.
After graduation, I added this line to my bio:
“A 2017 college graduate, Joan achieved highest honors and the Marketing Student of the Year award.”
What’s your happy place?
I add personality to casual professional bios by showing what brings the person happiness. Here I tell what a person is passionate about outside of work: hobbies, interests, community involvement.
This is how I concluded my bio:
“She’s crazy about her husband, her two kids (Can they really be that smart and be my children?), the Milwaukee Brewers and her Catholic faith.”
Match style with audience
I wrote the bio above while I was a marketing student at NWTC as a way to introduce myself to other students and to my instructor. My bio was written in a casual style to match my audience in a college setting. Once I graduated from NWTC and started a business, my professional bio needed updating.
Here’s another sample of my professional bio, written for the Staff Page of on the website of Packerland Websites and used as my blog signature:
“Once a mild-mannered reporter and editor, Joan Koehne has taken on the persona of her alter ego, Wonder Writer, and is saving the world one word at a time. In 2017 she went up, up and away to launch a writing services business, Writer to the Rescue, a division of Packerland Websites. A 2017 college graduate, Joan achieved highest honors and the Marketing Student of the Year award.”
The professional bio I send to news outlets to accompany news releases is short and formal:
“Joan Koehne is a former newspaper editor who co-owns Writer to the Rescue, a Green Bay-area writing services company that specializes in website content, blog articles and news releases. To learn more, visit WriterToTheRescue.com.”
Let’s get started
Writing professional bios is one of the services I offer clients of Writer to the Rescue, a division of Packerland Websites. Employees need professional bios that “sell” them to their audience. I can help make that happen. Contact me today to get started on a professional bio for yourself and your key employees.