How to Plan Website Content: With Shabnam Kuraishi

Planning an array of tantalising, fresh website content is challenging. Carrying out that plan is even harder! Today, we dig into some helpful words of wisdom from Shabnam Kuraishi, one of our most outstanding writers at Roofing Webmasters. Grab a pen and paper, because you’ll want to take notes!

You can also watch the video below on YouTube. Our Content Marketing page has more information for those looking to craft engaging material. 

A Brief Introduction With Shabnam

Madison: Hi, roofing professionals and welcome back to another episode of the Roofing Webmasters Podcast! I’m Madison. Today, we have with us a special guest. We have Shabnam Kuraishi; she is one of our spunky content writers here at the Webmasters. Say hi, Shabs!

Shabnam: Hi guys!

Madison: We’re going to be digging into the content creation process, and I wanted to get Shabs’ viewpoint of it since she’s one of our valued and experienced [content writers]. She has some very great insight into the creation process.

Shabnam: Thank you! That’s flattering.

Background Prior to Website Content

Madison: Now Shabs, before we get started on the process itself, why don’t you tell us a little about your background?

Shabnam: Sure! I graduated with a degree in anthropology…

Madison: Anthropology?!

Shabnam: Ya, I know! Good connection right there. Since then, I did social media marketing and blogs for various businesses.

Madison: One of the things I’ve found with our group is people come from different backgrounds and some will have been writing since the 4th grade. Others will say “Ya, I’ve just started a few years ago and I love it!” I think it’s really cool (that anthropology background) because it really flavors your writing and makes it so interesting. Now how long have you been writing?

Shabnam: I’d say professionally, two years.

Madison: I’ve definitely gotten to enjoy some of your work, which is why I’m happy to have you with us. Let’s start digging into your process for writing…

How to Plan Content (Small Scale)

Madison: Let’s start on a micro-level, say a single page. You’re on a roofing client’s website. You’re just starting to plan it out, and you’re on a single page: “Roof Installation.Can you take us through your process of developing that page?

Shabnam: Sure. First we’re going to try to get some topics that are relevant to “roof installation”. Maybe the materials or the services that they have regarding roof installation with the materials. So you’re gonna form a skeleton without really fleshing it out yet, [filling it] with the SEO and keywords, as well as any links that you want to put in there. You’re going to start doing some research in order to put some background information [for] that skeleton.

Madison: I like that. So you already know a general idea of where you’re going to go in the page before you really start writing.

Shabnam: Yes, I think that’s essential.

Using Website Content to Make Leads

Madison: With our writing, we go in with two different goals. One, we talk about SEO, which is what we’re known for here at the Webmasters. But we also want to develop a quality reading experience for whoever’s visiting the website. Let’s say you’re going through and looking at the site. How do you try to maximize that conversion potential? How do you turn prospects into leads and sales?

Shabnam: It goes with the style of writing. You are essentially doing sales marketing, web marketing as well. You want to provide the list of services that are relevant with that company. Put that in the forefront and put a call to action for them to contact the company if they [potential customers] have any questions regarding services (or anything like that).

Madison: Okay, and what makes a good call to action?

Shabnam: I would say putting in the phone number links somewhere in the intro, as well as the outro of the page. Or you can put it sporadically throughout the page as a reminder. But you don’t want to bog it down too much.

Madison: So you have people that are looking for information or a phone number. They can find that at the beginning. Or they make it all the way through the page and they’re like “Okay! I’m sold. Let’s call the number.”

Shabnam: Ya! You can also hyperlink to the Contact Us page, where they may have more information.

Balancing SEO and Reading Experience

Madison: Dialing it back here for a second, we mentioned two goals: SEO and a solid reading experience. I find a lot of different roofing company websites out there have really strong difficulties with balancing the two. Do you ever face that difficulty? Is that a real challenge to get the right mix of the two?

Shabnam: Ya. It’s fair to say at first you’re just developing your voice, which can sometimes be robotic or grammatically incorrect. What you want to try to do is match the grammar, try to flow it [SEO elements] in seamlessly and keep that sales voice (or that encouraging voice) for the customer to contact them.

Key Non-Text Page Elements

Madison: You’ve definitely talked about the textual elements: voice, grammar, and consistency in your tone. But there’s a lot of elements that go onto any given service page, including some that aren’t within the text itself. What would you say are the most important non-text based elements on the page?

Shabnam: I would say the most important, besides text, would be formatting the page, putting in some page breaks, as well as some images. That way, there’s more things to see when you’re looking at the viewpoint of the screen. It’s not just one line or one page of text. You want there to be some interest.

TLDR (Too Long; Didn’t Read)

Madison: I’ve seen so many websites, where you can tell it wasn’t written by a content writer because it’s all this one solid wall of text going down. Three sentences in and you’re like “Ohhh! I can’t do it.” That leads perfectly into our next question. There is an ongoing saying pretty popular these days and a big problem, especially in email marketing and writing. It’s “TLDR“, which stands for “Too Long; Didn’t Read.” Now getting people to actually sit down and read through an entire page can be a real challenge, especially when they’re pressed for time. So what do you do to try to combat that TLDR, that urge to jump off the page and look elsewhere?

Shabnam: I’d say it’s a fine balance between keeping it engaging, yet concise. What you want to do is put some main points in there (bullet points) that could draw their eye to that service. You also want to make sure that you’re keeping with that content marketing by putting that voice in there that’s not too pedantic.

Developing a Pleasant Reading Experience

Madison: So something that keeps it light and flavorful? Cool. I’ve found that so many websites, whether it’s roofing, plumbing, or HVAC, they have the tendency to “Sell! Sell! Sell!” They don’t focus on answering the questions that consumers really have. So what you’re talking about is such a huge step towards encouraging readers to stay. What would you say are the most important elements for creating a great, overall pleasant reading experience?

Shabnam: Put some background information in there as best as you can, but also provide the encouraging voice to go ahead with what their goals are and contact someone if they need help with something (which is more than alright). You don’t want to be robotic in the writing process either. You want to be developing something that will engage a potential customer into engaging with you.

Madison: You’re encouraging conversation. I find that many of the best websites out there, when you read through it, it’s almost like you’re talking with a person. You’re not reading through a “This is what you should know and this is what you should do.” It’s almost like someone is hearing your question and answering it directly.

Total Website Content Success

Madison: Now let’s blow up the scale of this process. We’ve talked about it on a per-page basis. Let’s cover the entire website now. You work on dozens and dozens of pages across any given site. Some of our largest websites can have upwards of sixty pages. How do you work to make sure that all of those pages come together and are successful…that they have the consistency that you need and all the other elements that make an extraordinary website?

Shabnam: That’s exactly it: you want to have that consistency. With the formatting, the links, and putting bullet points in there. Just make sure that, overall, everything is streamlined and you have a voice that matches from page to page. Make sure that you put those keywords in.

Madison: Ya! Keywords: SEO. They’re such an important part of every aspect of writing. Even URL optimization, headers, and whatnot. It basically determines whether or not your website is successful in connecting people from search engines. That’s a great point.

Final Takeaways

Madison: You’ve answered a lot of questions already, but let’s take it back. Let’s say that a roofer just came in at the last part of this video. If you wanted them to remember one thing, to have one takeaway from this entire video, what would you want that to be?

Shabnam: I would say, besides all the technical aspects, what are you gonna bring into the company? What value are you going to give to the customers? There are a lot of competitors out there, and you really want to hook them into your company.

Madison: That’s good. That reminds me of something we talked about a couple episodes ago. It’s not enough to get people to find your company. In search marketing, you actually have to convince them to choose your company over the dozens of other people in your area. I think we can go ahead and end there. Thank you guys, again, and thank you Shabs for coming in (and your time). I love the flavor that you add to this stuff.

Shabnam: Thank you!

Madison: As always, we are here to help with your SEO and your content writing needs. If you have any questions, you can put them down in the comments below. Or you can just give us a call at Roofing Webmasters. We’ll see you next time!

Helpful Resources From Roofing Webmasters

Related Articles and Podcasts:
9 Qualities of the Perfect Roofing Landing Page (Article)
How Do I Beat Other Roofers Online With SEO? (Podcast)
How to Write Roofing Company Marketing Letters (Article)

Related Services:
Keyword Placement for Roofers
Image Optimization for Roofers
Content Marketing Strategies

Posted: | Updated: Feb 17, 2020 | Categories: Podcast |
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