Simple Techniques for Better Website Writing
Start with identifying your "guiding words"
It helps me to have a “North Star” when I’m writing. It helps me make decisions, set the tone, and get back on track if I ever get bogged down.
To do this, I make a spreadsheet (here’s the exact one I use) with the following headings:
1) How my colleagues/community describes me
2) How I describe my ideal clients
3) How I want to sound to my reader
4) What people can DO after working with me
5) How I want people to FEEL after working with me
Fill this out with words or very short phrases – don't overthink it. Put everything that comes to mind, you’ll prune later. Once you feel satisfied (or you can't think of anything else), pull 2 or 3 from each column. Then take that list and narrow it down to 3-5 total words or phrases.
And there you have your guiding words! I made a copy for you to download (for free–and I’m not asking for your email!) so you can jump right in.
Write an outline
Yep, just like in school. Start with an outline for your Home Page and then an outline for your About Me and Service Pages.
THEN revisit your Home Page outline one more time (sometimes more things come up as you do the other pages).
TIP: Think of the Home Page as a book jacket. It tells you a little about what's inside and entices you to read more (and click through to other pages, in this case). It doesn't give away the whole plot.
Fill in your outline
Skip anything that you feel stuck on. Just work on the parts that are coming to you right away.
The most important thing at this stage is not to overthink it and just write. These will not be your best or final ideas–or maybe they will be! But it's important to tell yourself that you will not stick the landing right away.
Once you have filled in your outline, you have your first draft. Congrats!
Work on your headlines
Focus on short headlines-you should be able to skim down any page to get a sense of what you do, who you do it for, and why you do it.
Want more help writing your content?
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Take out filler words
Each word should have a purpose. Be like a gardener deadheading flowers.
If you need help, Grammarly* is my number-one go-to! I use the plug-in daily, and it works within Squarespace (as well as email and Google Docs), saving me so much time.
Avoid “overused” words
These are words that have lost meaning to consumers because they are used so much. I read this list from Kizkopop (a Verbal Identity Expert), and it blew my mind with its accuracy 😂
Authentic
Empathic or Empathetic
Warm
Approachable
Friendly
Funny
Use plain language, no jargon.
A 4-5th grader should be able to understand you. And that's not because your readers aren't intelligent. Using words that confuse people creates distance and can make them bounce from your site.
Remove passive language and opt for an active voice.
Are you using a passive voice in your content? Passive voice is when you say something like:
“Therapy sessions will be provided online”
Active voice= “I provide online therapy sessions”
Using passive language can be confusing and makes you sound less confident.
Get a set of fresh eyes on it 👀
When you have been very “in it” with your writing process, you can sometimes lose the thread. You want to make sure your guiding words are being conveyed. And you want to make sure all the basics are clear. For example, where are you located? You would be surprised by how often people forget to include that very basic info.
Have someone read it over and make sure you are communicating what you think you are.
