Okay, as I'm sure you suspected, that deliberately-provocative headline isn't quite true. What your website doesn't need is boring, repetitive, same-old-same-old content. Interesting, useful content — content that helps drive sales? That, of course, you do need.

The problem (for me, at least — and I suspect for others as well) is coming up with fresh ideas. I mean, let's say I have a site that sells red lederhosen. Made from the finest, most supple suede, hand-crafted to my exacting standards by authentic Alpine lederhosen makers, these are by far the most comfortable and durable lederhosen available today. And did I mention they're red? Talk about unique.

But what can I write about these lederhosen? My first temptation is to simply regurgitate the same “history of lederhosen” article that every other lederhosen site has. The problem is, that topic is tired and overdone... and it doesn't do a darned thing to promote sales of MY lederhosen.

What to do, what to do?

One thing I've found that works well for me when I need to come up with fresh, original article ideas is to observe every day life and see how I can relate my experiences to my product or service.

So let's say I'm standing in line for a long time at the bank (or the grocery store or the “fast” food restaurant or where ever). I start to think how how stylish and comfortable I'd feel if I were wearing a custom-fitted pair of lederhosen made from my company's signature extra-soft suede.

How about an article on how to properly take your own measurements so as to insure the most flattering and comfortable fit for your lederhosen? (Along with a call to action linking to my lederhosen order page.)

Or I'm riding in a car for a while, and when I get out at my destination, I notice some creases in the legs of my lederhosen and, uhmmm, a flattening of the “nap” of the suede on the backside. I decide to write an article about how to properly care for your lederhosen if you wear them when traveling (which, by the way, would be a very timely thing to post a month or two before the summer vacation season).

Of course, I'd also mention how comfortable and breatheable genuine suede lederhosen are on long trips, and include a call to action linked to my lederhosen order page.

Or I'm eating my favorite schnitzel and sauerkraut for supper, and I spill some on my lederhosen. I realize my customers would likely appreciate an article with tips on how to remove schnitzel stains and sauerkraut odor from suede without destroying the suppleness of the leather.

And, naturally I'd mention how my lederhosen are pre-treated for stain and odor resistance with (you knew this was coming) a call to action and a link to the lederhosen order page.

Do you see what each of these articles have in common? They all:

  • Are relevant to experiences my customers could commonly run into, because they're based on real life situations.
  • Demonstrate how my lederhosen are designed to address these issues.
  • Are, therefore, useful, original and fresh content.
  • Include a call to action linking to the appropriate product order page, thereby making it super-easy for visitors to buy the fabulous products they've just learned about in the article. (This is the step site owners most often overlook, in my observation.)

Now that's the kind of content I think every sales-oriented website could use.

June 22, 2008

Learn more about the ways Diane can help improve the performance and profitability of your business web site, or request a no-obligation personal consultation, by visiting www.NineYards.com.


As people work themselves into a frenzy over link building it's amazing how many don't put some energy into creating something link worthy. Good content and useful widgets attract links, sometimes good ones, occasionally great ones!

if I need a copwriter for my website I will definitely call you. Your advice is spot on

@Dave Robinson - you're exactly right. What good is it running around begging for links if you don't have something link-worthy to start with? Excellent point.

@David Rankin - thanks! :-)

Your article reminds me of a Seinfeld episode in which Elaine is struggling to come up with some original content about "Himalayan walking shoes" for the J. Petermann catalog. Lo and behold, a harrowing experience sparks the idea for that perfect narrative to describe the product in a creative, informative manner. Honestly, it hits on your first three bullet points if you watch it.

Silly reference perhaps, but it actually illustrates your point quite beautifully. :)

You have it right! The meat of every copy should not be taken for granted. It should be clear and to the point. Hence, it should serve its purpose. What good is the copy if nobody gets it? There should also be a "call-to-action" link that is convenient for your visitors and sales is on the way!

Many thanks for your article. Really insight me. Keep great job

I love how genuinely USEFUL your articles are. You always offer a truly fresh perspective. Thank you!

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Search Engine Guide > Diane Aull > Your Website Doesn't Need Content