Writing User-Friendly Website Content

Most product copy describes the product. That's why it doesn't sell. Your customer doesn't care what it has. They care what it gives them. Storage. Suction. Horsepower. Specs. None of it lands on its own. It has to be translated. From what the product does. To what the customer gets. That's the entire job of marketing copy. Here's what good translation looks like: iPhone: ❌ 5,000mAh battery with 20W fast charging ✅ Charge once, stay connected all weekend Coffee Machine: ❌ 15-bar pressure espresso machine ✅ Barista-quality coffee in 30 seconds iPod: ❌ 5gb of storage ✅ 5,000 songs in your pocket Tesla: ❌ 1,020 horsepower electric motor ✅ 0 to 60 in 2.1 seconds, without a drop of fuel Duolingo: ❌ 1,000 bite-sized lessons to explore ✅ Speak fluent Spanish on your summer trip AI Assistant: ❌ AI-powered transcription with 98% accuracy ✅ Never miss a meeting, even on your day off Nike: ❌ Lightweight, carbon-fibre technology ✅ Stay light on your feet for all four quarters Dyson: ❌ Advanced cyclonic technology with 120AW suction ✅ Clean your entire home in half the time Mattress: ❌ Memory foam mattress with airflow technology ✅ Fall asleep 5x faster and wake up refreshed Features describe the box. Benefits describe the life inside it. Your customer doesn't want the spec. They want what the spec unlocks. So before you publish another product page: Read it back. Ask one question. What does my customer actually get? Repost ♻ to educate your network. And follow Tom Pestridge for more posts like this.

I found a page ranking #1 despite breaking every SEO rule in the book. Here's what I discovered about this page that's ranking for a keyword with 58,000 monthly searches: ↳ DR 22 ↳ Horrible URL structure; includes year and month ↳ Meta description is ridiculously long at 192 WORDS (not characters) ↳ Has less than 1/10th the backlinks of the next best ↳ Looks like it was designed in 1995 But here's the fascinating part - despite breaking these many SEO "rules," it's outranking websites that are DR 90+. The reason? Experience. The page is about a specific type of bread, and the author has done something remarkable. They've purchased every single brand of this bread available, photographed each one, and provided detailed feedback about whether they'd buy it again. This isn't an isolated case. I've observed this pattern across various industries, and I believe this is what future SERPs will increasingly look like. Google is prioritizing content that: - Shows real effort and dedication - Demonstrates genuine experience - Comes from actual users with real perspectives You might have noticed this trend with Reddit threads appearing more frequently in search results, too. It's the same principle - authentic, user-generated content taking precedence. Why is Google moving in this direction? Two main reasons: 1. This type of content provides better training data for their LLMs 2. It better serves user intent and needs I tested this approach with an architecture/interior design client. Instead of writing generic content about a specific design style, we created questions for the architects to answer via voice notes, which we then transformed into content. The key takeaway is that you need to develop a system for capturing and showcasing genuine experiences and unique perspectives in your content. This means incorporating real-world knowledge, personal insights, and authentic viewpoints into your content strategy. Without this experiential element, your content risks getting lost in the growing sea of AI-generated material that users increasingly ignore. And if you have real content, it seems that you can break every other rule in SEO and get away with it. What do you think?

4 out of 5 brands fail to tell product benefits. Not because they’re missing from the PDP. But because they’re: – Buried in paragraphs – Hidden under accordions – Difficult to find at a glance And if one doesn't understand what a product does, they are not going to buy it. Severely impacting your profits. In this post, I'll be sharing 11 strategies you can use to make benefits more clear and overall increase you conversion rate: 1. Highlight benefits as "badges" above the product title. These are concerns it solves. Great for health and skincare brands. 2. Clearly tell who the product is for and what the product is in the title. Rather than saying "wash" say "baby body wash". 3. Add a short description under the product title. This explains exactly why this product is good. 4. Add price close to the product name. Highlight the value they get (oz, gms, capsules). This justifies the price point. 5. Highlight "clinical study results" in the product image. Especially if it's a white background image. Shows effectiveness. 6. Add image thumbnails. More important if you have educational content in your images like ingredients, benefits, results. 7. Have benefits in bullets (not in paragraphs). Most people don't read long paragraphs. Make them easy to grasp. 8. Optimize the area around the add to cart. Highlight delivery time and free shipping information. 9. Add USPs as icons. This should build trust and tell shoppers that it's a safe product. 10. Add accordions. Talk about by how to use, ingredients, who's it for. You can also show return policies, warranty info here. 11. Cross sell other products. Like a "complete your routine" section. Give them an option to buy products that go well with this one. Shoppers don’t always need convincing. Sometimes, they just need clarity. Quickly. Easily. Without effort. Found this helpful? Let me know in the comments. PS: Take your top 3 benefits. Rewrite them in bullets (shortest benefit first). Place them above your CTA. Let me know what happens.

Boring content doesn’t build brands. So why are we still making it? Things are changing at a speed we never thought possible, and it's getting scary, especially if you're into marketing. A few years ago, simply providing valuable information was enough. There was less competition, audiences had more patience to consume detailed content, and social media wasn’t as saturated with endless options fighting for attention. But today? The way audiences consume content has evolved. They still seek information, but they also expect it to be engaging, easy to digest, and even fun. 🔴 The challenge? We’re competing not just with other brands but with everything else fighting for attention—trending reels, viral tweets, and endless scrolls of content. So what happens if we don’t adapt? 😕 Engagement drops → Purely educational content without an engaging hook gets overlooked. 😖 Brand recall weakens → People remember stories, humor, and emotions—not just facts. 😑 Reach shrinks → Algorithms prioritize engaging content, and if yours doesn’t hook people, it won’t be seen. The solution? Edutainment. Instead of choosing between educational and entertaining content, combine the two. Here’s how: ✅ Traditional educational content: Blog posts, case studies, reports, how-to guides. ✅ Entertainment-based content: Interactive quizzes, polls, short-form videos, memes, storytelling posts. ✅ Hybrid (Edutainment) content: Infotainment-style videos, gamified learning, storytelling-based lessons, social media threads with humor. Why does this work? Because people crave dopamine, not just data. → A well-told story makes an audience listen. → A fun quiz makes them engage. → A short, entertaining video makes them stay. If you make your audience enjoy learning, they’ll keep coming back. Remember, your audience doesn’t owe you their attention. You need to earn it. Thoughts?

Writing is at the heart of digital marketing, yet so many marketers overlook why certain content works. Effective writing isn’t about clever phrasing—it’s about shaping behavior, inspiring action, and guiding people through a logical journey. Audience-first approach: Don’t write for search engines—write for the human being. Understand their pain points, goals, and motivations. Structure matters: Organize content so it’s easy to scan, with headings, bullets, and clear takeaways. Storytelling: Facts inform, stories resonate. Show a scenario your audience can relate to—this is what makes content memorable. Clarity over cleverness: Being witty is great, but clarity wins every time. Make sure the reader can understand your message immediately. Iterate and test: Headlines, calls to action, and messaging should be tested. Small tweaks can have a huge impact on engagement and conversion. Writing skills aren’t limited to blog posts—they apply to social media, emails, ads, and even presentations. Strong writing is a strategic advantage. When you focus on the audience’s needs and use language that connects, you can turn ordinary content into a conversion machine. Always test your messaging, iterate, and refine—your best insights come from observing real responses.

After managing hundreds (maybe thousands) of SEO campaigns… I've distilled content creation down to a science. Here are 6 core pillars that actually move the needle: 1. Smart Keyword Selection Search volume is a vanity metric. Focus on these factors instead: • Relevance to your business goals • Commercial intent signals • Click-through rate potential Pro tip: 60% of Google searches end without a click. Pick keywords where people actually click through to websites. 2. The Uniqueness Factor Google's drowning in AI-generated content. Your advantage? Being genuinely different. Here's how: • Conduct original research (even small studies work) • Share first-hand experience and opinions • Create fresh data sets • Build user-generated content around polarizing topics AI can't replicate human experience. Use that. 3. Perfect Intent Matching Want to rank? Match the format that's already working (while adding your unique spin). Simple process: • Search your target keyword • Study the top 3 results • Note the content format (list, guide, comparison) • Create something similar but better If Google shows informational content, don't try to rank commercial pages. Work with the algorithm, not against it. 4. Content Quality Standards Great content isn't about word count. It's about clarity and engagement: • Write like you're talking to one person • Use simple language (no jargon) • Break up text with headings and bullets • Add visuals that actually add value • Edit ruthlessly 5. Topic Authority Building One great page isn't enough. Build supporting content around your main topic: • Start with branded keywords (easiest wins) • Target competitor comparisons • Create problem-aware content • Build educational resources Each piece should link to others, creating a content hub that Google loves. 6. Technical Foundation All the great content in the world won't rank if your technical SEO is broken: • Page speed under 3 seconds • Mobile-first design • Proper URL structure • Internal linking strategy • Schema markup where relevant Stop pumping out random blog posts. Start building strategic content assets that serve your business goals. Every piece should either educate your audience or move them closer to becoming customers.

Embarking on the content creation journey can feel like navigating a maze. Over the years, I’ve discovered that the secret to making meaningful connections through content isn’t just about what you say, but how you say it and ensuring it genuinely resonates with your audience. 1. Embrace Simplicity: When I first started posting, I thought using big words and complex sentences would impress my readers. It didn’t. Feedback showed they preferred straightforward, easy-to-understand content. It was a lightbulb moment—simplicity wins. Now, I always ask, “Would my grandma get this?” before I publish anything. 2. Deep Dive into Your Audience’s World: After sending out a simple poll to my followers asking what topics they were interested in, the engagement on my subsequent posts soared. Knowing your audience is like having a roadmap for your content journey. 3. Storytelling is Your Best Friend: Sharing a personal experience while sharing my journey, complete with all the missteps and eventual triumphs, garnered more responses and shares than any how-to guide I’d ever written. Stories not only make it relatable but also create emotional connections, making your message more impactful and memorable. 4. Consistency is More Than Just Timing: I once experimented by posting daily for a month and then sporadically the next. The drop in engagement during the sporadic month was stark. Regular, predictable content keeps people coming back. But consistency isn’t just about schedule—it’s about maintaining a consistent voice and quality that your audience can rely on. 5. Break the Monotony with Visuals: Visuals can turn complex information into an engaging, digestible format, making your content more accessible and enjoyable. 6. Feedback: Early on, I viewed feedback as a personal critique, but I’ve learned to see it as a gift. Positive comments highlight what’s working, while constructive criticism offers a blueprint for improvement. Engaging with feedback has turned my audience into co-creators of my content.

Obsessing over keywords is so 2003. Focusing on your audience's needs is the real key to SEO success. When you create content that genuinely helps people, you'll naturally attract more organic traffic, build a loyal following, and improve your search rankings. Here's how to put your audience first: ✅ Understand your target audience: ↳ Conduct thorough research to identify their pain points, interests, and search habits. Use tools like Google Analytics, SEMrush, and AnswerThePublic to gather data. ✅ Create valuable content: ↳ Focus on providing solutions, answering questions, and offering unique perspectives. Don't just regurgitate information that's already available online. ✅ Promote your content strategically: ↳ Share your content on the platforms where your target audience hangs out. Engage in relevant communities and build relationships with influencers. Here's what to avoid: ❎ Keyword stuffing: ↳ Cramming keywords into your content will hurt your rankings and turn off your readers. Focus on natural language and user experience. ❎ Ignoring search intent: ↳ Don't just target keywords with high search volume. Make sure your content aligns with what users are actually searching for. ❎ Creating content for search engines, not humans: ↳ Google's algorithm is sophisticated enough to detect thin, low-quality content. Write for your audience first, and search engines second. Put your audience at the heart of your SEO strategy, and you'll reap the rewards. What's your biggest challenge when it comes to understanding your target audience? Share in the comments! #SEO #ContentMarketing

What’s the #1 mistake people make when creating content? They forget its purpose. Every piece of content needs a goal. Are you aiming to go viral? Build trust? Get appointments? Without a clear purpose, your content is just noise. Here’s how to fix that: 1. Start with the feeling How do you want your audience to feel when they read your post? - Inspired? - Educated? - Confident you’re the expert who can solve their problems? This emotional connection drives engagement. 2. Solve specific problems Let’s be real: People don’t care about fluff. They care about solutions. If you want to generate leads, focus on solving real problems your audience faces. - What keeps them up at night? - What’s costing them time, money, or resources? For example, I once wrote a post about avoiding common mistakes in cold outreach. The result? People DM’d me saying, “This is exactly what I needed!” 3. Be unapologetically YOU Stop trying to sound like someone else. Authenticity wins every time. Your voice, your style, your perspective—that’s what stands out. 4. Hook them immediately Your opening line can make or break your post. Write 5-10 hooks and pick the one that hits hardest. Here’s one: “Ignoring this one thing in your content strategy could cost you 20% of your leads.” 5. Show them the stakes Every problem has consequences. Make your audience feel them. - If you’re not fixing this issue, you’re likely losing X% of revenue. - Want to avoid wasting 20 hours a week on ineffective strategies? Start here. 6. Share your stories Talk about your challenges, your wins, your clients’ transformations. Case studies and real-life examples build trust and credibility. – – – – – When I create content, I stick to this structure: 1. Hook: Grab attention. 2. Problem: What’s the pain point? 3. Solution: How can they fix it? 4. Impact: What changes when they do? 5. CTA: What action should they take next? For example, if your goal is lead generation, write posts about cold email strategies, LinkedIn outreach tips, or common misconceptions. Solve these problems, and people will see you as the go-to expert. What’s your biggest challenge when creating content? Drop it in the comments, I’d love to help! #ContentStrategy #LeadGeneration #Authenticity

Below is a screenshot of my intro from two years ago — and how it is now. Nothing changed. I still use the same simple approach: draw readers in with something they already face or know to be true. I've stuck to this because it works—even better now than before. Why? Because the problem has never been content volume like we've been led to believe. It's content authenticity. While everyone's drowning in AI-generated fluff, real problems still need real solutions. I learned this at Trengo two years ago: 💡Write like a support agent, not an SEO junky. (cheers to Pim de Vos) Not because support agents are better writers, but because they answer real questions in real time. Questions that actually keep customers up at night. Think about it: A support agent would never write "In today's fast-paced digital landscape..." They'd write exactly what you need to hear: ➡️ ”Here's how to fix that sync issue you're having.” ➡️ ”Try disconnecting your calendar first.” This approach made perfect sense for a customer engagement platform. After all, if you can't engage customers in your content, how can you claim to help others do it? Take that inbox clutter article for Trengo: ❌ Instead of "optimizing workplace communication efficiency" ✅ I wrote about why that "121 unread emails" notification is driving you crazy. ❌ Instead of "leveraging enterprise solutions" ✅ I talked about why you're still clearing your inbox at 9 PM on a Friday. When you write how people think and speak, they actually listen. And that’s where so many brands are getting it wrong. The gap between how we write and how we actually help people isn’t just staggering. It’s costing us: 🚫 Trust 🚫 Customers 🚫 Growth In a world flooded with generic content, authenticity is a competitive advantage.