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Mike Lieberman, CEO and Chief Revenue ScientistTue, Jun 7, 2016 4 min read

How to Craft Compelling Content for Your Business Website

{}Inbound marketing is now a top marketing strategy for businesses today. And one of the most important factors involved in successful inbound is the creation of high quality, compelling content. The more compelling the information on your business website, the bigger competitive edge you’ll gain, the more shares you’ll generate, and the more traffic and new customers you’ll acquire. With inbound marketing becoming more popular, you now have to compete with many other brands just like yours for the attention of your target audiences. Does your content measure up?

Here are some tips for creating better content that will compel consumers to visit your website, hang around, and take action.

Keep It Simple

You don’t want overly complex information on your business website that your audience won’t understand. You shouldn’t use industry jargon or abbreviations that will turn off your readers. You don’t want to confuse your web visitors with information that isn’t cohesive, straightforward, or easy to read. You want to be able to gain your audience’s attention quickly, which means you need to connect all of your data to one main, easy-to-understand point. Follow the KISS principle: Keep it simple, stupid.

Keep Your Audiences on Their Toes

If you really want to stop someone in their tracks when they’re browsing, surfing the web, or quickly scanning webpages or social media feeds, then give them something unexpected. This will keep them on their toes and immediately earn their attention. Give them shocking stats, disprove myths or easily held assumptions, and surprise them.

Keep It Credible

Nothing will ruin the credibility of your business website faster than factual errors. If you want to gain the trust of your web visitors, then you have to make sure that your website information is based on real facts. And even better—that you can prove it. You can boost your authority by offering references to your facts and figures and by partnering with other authorities on the subject—other organizations that the population already trusts and believes in.

Keep It Concrete

Vague, flowery language and abstract ideas make it more difficult for readers to understand what you’re saying, with no way to conceptualize your content. When you write in a concrete way, you can add substance, specificity, and relevancy, which will help you give your readers cues that help them visualize what you’re saying. It’ll help them understand and remember what they’re reading. Simply offering ideas is abstract, but using examples is concrete. To write concrete content, connect to something your audience already understands, keep the reader’s previous knowledge in mind, give them proof, and show, don’t tell.

Keep It Emotional

Probably the best way to be compelling in your writing is to write emotional content to tune in to your readers’ feelings. Your audience wants to make a personal connection with what they read on your business website. Tug at their heartstrings, make them feel what you’re saying, and elicit a response. Awe, anxiety, and anger top the list of the best emotions to use in your writing.

Keep It Narrative

Spewing out facts and figures isn’t compelling. You have to weave them into a bigger narrative—you have to write a story with the data that you have. Uncover the stories that your information is telling you. Use the narrative arc that authors use when writing books. Have an exposition, a rising action, a climax, a falling action, and a resolution, and you’ll reel in your web visitors and keep them reading till the very end.

Although there’s no one perfect way to create web content, using these tips can help you increase your traffic, leads, and conversions, so you can get more sales through your business website.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.