Writing an article like this one is probably one of the easiest forms of writing because I get to say exactly what I want to say exactly how I want to say it.

Write what you know.

That’s what they tell you in school, but in the real world of professional web content writing you’ll often be called upon to write content on subjects that are completely foreign to you. When you write for a client, even if you are “in the know”, you still need to thoroughly research the subject just to be sure your knowledge conforms with present day facts. Researching topical articles can be time consuming, but at least once you’ve done your homework you have a solid base of information to begin your client’s content.

Although writing sales content is the type of writing I find most profitable of all web content writing, sales content poses special problems. In order to write sales content for a client you, of course, first have to know 1)what the client wants on his/her website and 2)what needs to be on the website in order to make it rank well in the search engines and convert visitors to customers. Often those two elements butt heads. If the client doesn’t have an existing web site, it can be like pulling teeth to get the information you need. If s/he does have a website, you’ll frequently find that the current copy isn’t written to sell. Most often, it’s written to tell.

The Client Content Questionnaire

This was a real problem for me when I first started writing web sales content for clients. I know what I’d like to see on their pages but often my clients opinions differ radically from mine. Finally, I developed a client Content Questionnaire that my clients fill out before I begin their web content projects. In less than 20 questions it gives them an idea of what they’ll see on their pages and discreetly helps them learn what needs to be on their web pages.

The Content Questionnaire is built into a MSWord® form with a text block under each question that my clients may use to add extra information. Below is a truncated version of the form. If you’d like a copy of the complete form, I’ve put it in a zip file for you and you can download it here (It’s free!).

1. What information is the most important to emphasize throughout your website content? (products or services)
2. What is your business structure? (corporate, partnership, sole proprietorship)
3. What additional information would you like to see mentioned on your home page?
4. How long has your company been in business. (Year started if known)
5. Who founded the business and what was their incentive to begin the business?
6. What specific information about key people would you like to see on your website?
7. What other information about your company would you like to see on your about or company history page?
8. How would you describe your business in your words?
9. Do you have brochures, flyers or other media that contains product or service information?
10. Who is your primary market? (commercial or consumer)
11. What is the range of your market?(local, regional, nationwide, global)
12. Should your website cater specifically to your present market range or work to extend your market?
13. Is location or regional information important to your business?
14. What sort of feel do you want your website to have? (Sharp and professional; Friendly and Inviting; Intellectual; Down to Earth
15. Does your business hold any special qualifications, certifications, licenses, memberships, etc. that you would like mentioned on your website?
16. If your business is product oriented, what shipping information would you like included in your website, if any?
17. Does your business have a slogan, mission, and/or vision statement that you would like included in your website content?
18. Does your business have any product and/or service disclaimers that are necessary to your website content?
19. Do you have other comments, requests,or information that will help us to write the content of your website to reflect your business accurately?

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