Are you having trouble writing website content? Ask yourself these four questions.

Will people know what I do within seconds?
Will they understand what page they’re on and what it’s about?
Will they know what to do next?
Why should they buy/subscribe/download from this site instead of from someone else?
 
When writing website content, try to put yourself in the users shoes. If that’s difficult, ask someone else to be the user and ask them if they can answer those four questions.
 
As marketers, the best thing you can do for your product is to start by forgetting about your product and focusing on the user and what they are looking for when they land on your website. It’s tempting to talk about all the features of your product, but you need to resist. Because, guess what? It’s not all about you. That sounded harsh, but let me explain.
 
Mint is an application that helps people manage their money. Here is a look at their home page today:
 

 
I spotted the word “you” or “your” about a dozen time. There is no mention of “we” or “our product” anywhere. This is because it’s not about them.
 
This website also does a great job with what would be my next two suggestions.

Create a few headlines and sub-headline ideas for your most important pages.

To combat question #4, (why should I buy from you?) use a powerful value proposition and steer clear from generic cliches, gobbledygook terms and corporate speak.

Make sure to include clear call-to-actions and next steps.

Include links in your body copy, next step links at the end of the copy and calls-to-action wherever appropriate. Include a little direction and you’ll be glad you did.