5 key steps to preparing your website content
Preparing content for your Squarespace website can feel overwhelming, especially if you are only just launching your business.
This guide will change all that, as it covers the five key steps to preparing content for your website, so you can launch your website feeling calm and confident.
Your website is one of the most powerful marketing and sales tools you have. It should effectively communicate who you are, what you do, and what makes you different from others in your industry - what is known as your unique selling proposition (USP), or what I like to call your special blend of nourishment.
Your website should offer a consistent brand experience along with your other marketing channels. Okay, you may not use the same super chatty language that you do on Instagram or Facebook (they are social platforms after all) but the overall tone and look should feel the same, so clients know it’s you and what to expect from your content.
So, where do you start?
1. Choosing a domain name
Let's start with the basics. Have you got a name for your business yet?
Before you set it in stone, here are a few things to consider first:
Is your business name available as a domain name? And under what suffix is it available, .com, .co.uk, .co? There are a lot of choices when it comes to suffixes. I tend to go for .com or .co.uk as these are the most common and easy to remember.
Is it available as a social media handle across the platforms you use or where your business and potential clients will be active? Again for consistency, you want your name to be the same across all platforms.
Make sure it's not trademarked already - you certainly don’t want to put all the hard work into building your brand and then be told you can’t use it! You can check for registered trademarks here.
Lastly, you don’t want it to be too long and unwieldy. After all, you want clients to understand it easily, remember it and type it out without the risk of spelling mistakes.
2. Website navigation - what services and pages do you need?
First, you need to ask yourself an important question - what is the primary goal of my website?
If you are studying nutrition for example, you might wish to start by building an audience and sharing what you are learning through blog posts and recipes.
Is your primary goal to get more consultation bookings? So do you need a page where clients can easily book an appointment with you through scheduling software?
Are you looking to launch a course or group programme? This may require a password-protected area on your website such as a Squarespace member areas to securely add your content and resources.
Or perhaps you will be selling products. Therefore you need to plan content for a shop with product pages and messaging for your checkout and shipping or download pages.
By first understanding what you want your website to achieve, you can then plan what pages you need to get started.
Focus on what your business needs now
Don’t worry too much about what you want to do in the future, as it’s easy to add on additional pages and services as your business grows. But you do need to know how many pages you need to get started right now so you can prepare the text and images.
The more prepared you are the smoother and quicker your website build will be.
3. Website copy and formatting text
My top tip here is don’t underestimate how long copywriting can take.
Brand voice and language
If your business has been established for a while, you may have already developed a writing style, language and nailed your messaging. If you’re just starting, these are things to consider as you piece together your content.
As a solopreneur, you may not think of yourself as a 'brand' but in truth, we are all our own personal brand as discussed in this Forbes article, 10 Golden Rules of Personal Branding.
The key thing here is while it’s great to lay the groundwork around your messaging and have a consistent feel, it’s also no doubt going to change over time as you refine your business.
So don’t get too hung up on getting it perfect. I know that’s easier said than done, but if you don’t draw a line somewhere you’ll never get your website live. Just remember, everything is a work in progress and with Squarespace, it’s super easy to update your text any time.
Formatting for readability
Make sure your copy is clear and easy to read, by using short paragraphs and clear headers. When adding text to a website for a client, I make sure font styles such as bold and accent colours help to break up the text and add interest.
Keywords
This topic is a whole blog post on its own! I don't want to overwhelm you with too much info on this here, but it is something you should bear in mind as you prepare your content.
What keywords do you want your business to be known and found for? Be specific about your niche. Is it nutrition for mental health and wellbeing? Or yoga to support digestive health?
Ensure these are included in your copy and especially in your headings - this is particularly important for search engine optimisation and getting found by your ideal clients.
Ask for copywriting help
Another option is to get copywriting help. Although it may feel like you have to do everything yourself when starting your biz, you absolutely don't have to.
There may be valid reasons for tackling as much as you can yourself when you’re trying to get a new business off the ground - money is a common one. But sometimes you pay a price that is arguably more precious than money - your time and let's face it sometimes even your sanity!
I work closely with an amazing copywriter to help my clients gain clarity on their dream customers or clients and refine their brand voice and their all-important messaging.
The same can be said when trying to build your website yourself. Don't be afraid to ask for help - that's why I'm here!
4. Website images
Having high-quality images in the right format can transform your website.
Here are a few things to consider when selecting images:
File size - make sure your images look clear and crisp. I'll always ask for high-resolution files, but I resize them so they don't slow down your website.
Image ratio - consider where you want certain images to be used. A banner will need a wide image that can be cropped into a narrow band.
Don't worry too much if you don't have professional photographs when you’re just getting started - iPhone images can still be good enough, and I'm always happy to help find royalty-free stock images that align with your brand identity until you’re ready to invest in that brand shoot!
5. Brand colour palette
One of the best ways to make your website look uniquely you is by incorporating your brand colours.
Colours are very emotive and they can impact how we feel, which may be something you want to consider. How do you want your clients to feel when they see your brand and your website?
Uplifted, optimistic, inspired? Or supported, calm, safe? Colours connect on an emotional level so you want this to support the work that you do.
Ideally, you want a main primary colour and one or two accent colours to get started.
If you’re struggling to get a brand colour palette that feels right, this is something I offer as part of my Bespoke Brand + Web Design service.
So just to recap, the five main areas to focus on when planning your website content are:
Choose a business name that is available as a domain name and can be used across all social media channels.
Decide what functions you need your website to have and plan the pages you'll need text and images for - remember the more prepared you are the smoother the process will be!
Develop a brand style of writing and tone of voice to keep your messaging consistent, remembering to format your text for easy reading, with the use of short paragraphs and clear headers to guide the reader.
Select good quality images and be mindful of where you want them to appear on your website - there is a big difference between using an image as a wide banner or in a compact square format.
Choose at least three key colours that become your brand signature style, which can be used across your website and all other marketing.
