What kind of website content will your customers love?

get your website copy right

Ask any number of leading digital marketing consulting firms and they’ll tell you just how important the right content is on your website.

You certainly don’t want to put up just any content on your site – not least because you could be publishing stuff that repels, rather than attracts your target audience. Here are a few examples of what your target audience will love and keep coming back for more.

Clear, concise copy

We’ve all seen adverts for ‘prestige’ brands that are arty and intriguing, but don’t say a thing about the product or how it could benefit the customer’s life.

If the brand in question is a big household name such as Facebook or Apple, such clarity might not be needed so much. Your small or medium business or charity will almost certainly need to be crystal clear about not only what it is, but also what it does and who its target customers are.

Keep your copy to-the-point and relevant.

Content at the right level  

There’s a little thing called the ‘curse of knowledge’ that doesn’t make it an easy job to write truly compelling content for your customers. This is a reference to how, once you reach a certain level of expertise in a particular field, it can be extremely difficult to see that field from a novice’s perspective.

This may lead to you producing website content that inadvertently glosses over the basics and heads to the technicalities way too early. In the process, you could be missing out an entire segment of potential customers.

You need to pitch your content at the level of the target audience, always keeping their needs and expectations at the forefront of what you do.

Answers customer pain points

Yes, you need to keep costs low and revenues high if you are to thrive as a business. However, if your content obviously serves your own company’s needs without adequately addressing what the customer has come to you for, it could lead them to consider competitors instead.

What do we mean by that? Well, we mean things like forcing your customers to pass through multiple menus and forms just to get in touch with your team, or requiring them to request a demo before you’ll even give them the price of your product.

If you’re doing the latter and expect the customer to provide their credit card details before you even allow them to try out the demo, you’re sending out all kinds of warning signs. For one thing, given the many people who inevitably forget to cancel free trials, you’re implicitly suggesting this is the only way you can make money from them, which doesn’t exactly say much for your product or service.

Keep your content relevant, concise, pitched at the right level and make sure it addresses the needs of your target audience.

This may seem rather like nit-picking, but it is vital to realise that you’re fortunate to have the customers you have; they aren’t lucky to have you. It’s therefore crucial to do everything you can to appeal to them through your website content.

Get in touch with the staff here at PENNInk Productions today, and you can benefit from the high-quality on-site content creation and optimisation that have long made us one of the most trusted digital marketing consulting firms.


What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

Kiran Grover

PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

Christine Black

I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

Michał Ziełinski

Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

Samantha Pilling

Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

Jeff Creak

PENNInk Productions made me a state-of-the-art website to be proud of. My website is my 'shop front' and I am getting more clients as a result.

They  listened to my needs and met them within my budget, they provided a high-quality service and level of expertise. I would not hesitate to recommend them.

Thank you, PENNInk, for all your hard work and your continued professionalism and business support.

Kiran Grover

Just looked at the site and Lisa you've done a brilliant, brilliant job! I feel this is a really 'grown up site' and if that sounds daft just put it down to me being so thrilled at what Lisa has produced!

Marilyn Messik

The idea of someone reassessing the way you present yourself to the world is priceless.

Ruti Halvani

STUNNInk Success!

Sharon Schamroth

...input, constructive criticism and ability to be imaginative and creative in a professionally meaningful and informative way have helped me to produce many successful marketing campaigns.

G. Rutledge

...planned, produced, implemented and managed teams in the successful deployment of more than 60 websites.

M. Atcheson

...careful attention to detail and to be ever mindful of deadlines and schedules, all while displaying good customer relations skills.

M. Brandon


The PENNInk Post

Sign up for our FREE monthly roundup of interesting articles, news, and marketing tips.


PENNInk Productions Ltd.

PENNInk Productions Ltd.
020 8144 7931
27A Maxwell Road

Registered Company 04851085.
Registered in England and Wales.