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Mike Lieberman, CEO and Chief Revenue ScientistThu, Jun 2, 2016 5 min read

How to Create Effective Website Content That People Will Want to Read

{}Content marketing is a heavy aspect of inbound marketing. The premise is that you need to write awesome content that your web visitors will love—content that they want, they need, and they’re seeking out. Content that will move them down the sales funnel until they’re ready to purchase. Content that is persuasive and effective enough to establish credibility, build trust, and entice action. Your content can come in the form of blog entries, infographics, e-books, whitepapers, testimonials, videos, webpages on your site, and more.

Inbound marketing is gaining ground and an increasing number of businesses are realizing its necessity in today’s digital world where buyer behaviours have changed. As such, the online competition is getter fiercer and you need to start producing website content that’s one step above that of other brands.

How do you guarantee success? Follow the concrete content creation formula.


First and foremost, your website content needs to be simple enough to be easily understood in order to quickly gain your audience’s attention. You’ll want your content to be easy to read, clear, and concise. You’ll want to use headings and subheadings and enough white space. You’ll want to use simple, familiar words and a clear sentence structure. Organize your ideas in a logical order. Stick to the point. Don’t assume that your readers know your subject matter as well as you do. Avoid jargon and slang.

Unexpected Content

An interesting way to gain your visitors’ attention is to offer shocking findings, data, or statistics that disprove commonly held assumptions. Remember that buyers are more informed and knowledgeable than ever before, so you need to give them content that offers new ideas and perspectives. If you’re just telling them the same thing that your competitors are telling them, they’ll have no reason to read your content. Unexpected content will make them click on your link because consumers are hungry for information and they’ll want to learn this new truth that you’re talking about.

Concrete Content

For content to be concrete, it needs to be able to be described through sensory language. Concrete website content helps readers visualize concepts. Concrete content has specificity, relevancy, and substance. Don’t use abstract ideas because they have no concrete existence and readers will only read the words like senseless murmurs. Show your readers what you’re saying—don’t just tell them. Use examples and proof.


Of course, this is a no brainer. Your website content must be credible. The easiest way to damage any trust you’ve built is to be factually inaccurate. Your data needs to be trustworthy so that you can boost your authority. Try teaming with outside agencies or offering data from previous studies by well-known establishments.


Inbound marketing is the most personal of all marketing tactics to date. People want to feel a connection with the content and the brands they interact with. Create content that tugs on emotions—whether that’s happiness, sadness, relief, fear, frustration, or anything else. Emotions boost conversions thanks to mirror neurons making us feel what we’re seeing others feel.


Your website content should essentially tell a story. People can better understand, and are more interested in, information that’s told in the narrative form. Even numbers and data tell a story or two. Paint a picture of what stories your content reveals. Use the same structure, with a beginning, a middle, a climax, and an end for best results.

It’s clear that in today’s competitive market, you need to gain an edge. Writing effective website content that’s better than your competitors’ can help you gain your audience’s attention. And though there’s no one-size-fits-all approach to writing website content, using these six principles can help you produce content that will earn links and shares.


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.