Guiding people to YES for online and live certification programs
One of my clients, a B2B SaaS provider, wanted to better market its online and in-person certification programs. I had little content to start with--just the bare bones.
My job? I had to do much more than write; I had to figure out what content people needed to feel comfortable signing up online.
So that's what I did.
How to write complex web content when you have little content to start with
My process flowed something like this:
- Stepping into the shoes of various readers, I asked myself what content I'd want and need to see, and where, to map out the various buyers' thought / buying processes. This gave me a sense of the future / ideal state of the content for the education section.
- Armed with a view of the end state in my mind, I analyzed the beginning state -- the content and structure we were starting with.
- Knowing the present and future states revealed the content gaps, which then allowed me to get to work on laying out a website structure that would best meet reader's knowledge requirements and fill the gaps.
- With the structure approved, I gathered information, interviewed internal folks as needed, and then wrote the content.
An example of a website organizational scheme
Click the image that follows to see the structure I presented to my client.
Unfortunately, due to at-the-time unknown development constraints, the client could not, in the end, use the new structure, although they did publish much of the new content I'd written on existing pages.
View the web content sample
Click the image below to see a screenshot of one of those pages.
If you're interested in seeing the content I developed in its entirety, please email me and ask for a pdf version of the training and certification pages.
Get YES-driving content for your site
You know what lights me up? When people like you -- small business owners and marketing pros -- draw on my gifts of empathy, attention to detail, and communication to develop fabulous websites and content -- websites and content that lead more people to YES. I'd love to do the same for you. Click the button below to tell me about your project and request a quote.