How to create website content that sells better
You’ve got a beautifully designed, technically well-built website, and you’ve even driven visitors through ads—but no sales? Then it’s time to take a closer look at your content. Content is often one of the most overlooked parts of website development, yet it’s the most important.
In this article on website content creation, we’ll look at:
- How to create content that sells better
- Practical templates and models
For 95% of clients, content creation is a pain point—because it has to be done by you, and it’s not always easy. Why? People often say they’re too busy, content writing feels unfamiliar, or they don’t have writing skills.
But creating content for your website can be much easier than you think—if you follow proven formulas. That way, you don’t need to struggle with creativity, yet you’ll still get results.
The role of content on your website
During website development, most attention usually goes to design, user experience, speed, and SEO. But when it comes to content and we ask clients for material, the common reply is: “We’ll just take it from the old site.”
Let’s remember: you’re creating a new website because the old one wasn’t working. So why assume the old content is good enough if it didn’t bring results? Great design won’t automatically bring success. Content is the most important part of your website.
If a visitor lands on your site with real interest, and everything is easy to find—but when they reach the content, it simply says what you do and stops there… You’re not selling. The competition is too strong — others are doing it better. So how do you catch up and then surpass them?
Building website content
Proven headline formulas for web pages
Your headline is what either captures or loses the visitor’s attention. Online, there are many proven and tested headline models. Use them on your site to save time and move forward. Choose a model and plug in the value your website offers
| Headline type | Website headline formula | Example headline |
|---|---|---|
| “How to” headline | How to [achieve desired result] | How to run faster? |
| List headline | [Big number] ways to [achieve result] | 14 ways to lose weight |
| Secrets headline | [Number] secrets to [achieve desired result] | 7 secrets to becoming a great marketer |
| Proven methods headline | [Number] proven [actions] to [achieve result] | 18 proven techniques to build muscle mass |
| Mistakes headline | [Number] mistakes most people make in [common activity] | 11 mistakes most people make when washing their hair |
| Case study/opinion headline | How [company] achieved [result] in [timeframe] | How a Shopify store made €163,000 in 30 days |
| Cause-effect headline | How [harmless action] can lead to [undesired outcome] | How drinking soda can lead to diabetes |
| Celebrity headline | How to [desired result] like [celebrity] | How to become a great actor like Tom Hanks |
| Explainer headline | Why [thing] leads to [result] | Why morning workouts make you healthier |
| Step-by-step headline | [Number] steps to [achieved result] | 5 simple steps to create a newsletter from scratch |
| “Reasons why” headline | [Number] reasons why you [result] | 16 reasons why you argue with your spouse |
| Problem–solution headline | Why [problem] (and how to fix it) | Why your website isn’t getting traffic and how to fix it |
| Expert insight headline | [Number] [experts] share how to [topic] | 14 nutritionists share how to lose weight |
| Promise headline | We help you [promise] [amount/how] | We help you increase your website traffic by 20% |
| Result headline | How we achieved [result] in [timeframe] | How we increased revenue by 75% in one month |
Copywriting models
Content creation is about structuring text with purpose. On a website, the goal of content is often to guide the visitor toward a desired action.
The idea behind content structure is simple:
the headline should make the reader want to read the first paragraph,
the first paragraph should make them want to read the second,
and so on—until the call-to-action (CTA).
The CTA is crucial—always end with a button, like “Get a quote”, “Read more”, etc.
There are many content creation models online. Below are practical, effective models you can use right away.
Structuring website content
“What is the visitor looking for?” Write clear, specific answers to the visitor’s questions.
For example, if someone is searching for a haircut, they probably want to know why you’re the best—not random background info. Be direct and list your key advantages.
Lead with relevance and benefits Start with a strong hook and immediately highlight what the visitor will gain. This helps draw them into the page and signals you understand their need.
Use proof—especially on landing and service pages Testimonials, reviews, stats, client logos, and achievements build trust. Most people rely on these when making decisions. Use proof not just on landing pages, but also on internal content pages—these often perform better in search results than homepages.
Persuasion elements Highlight major achievements visibly. Awards, project outcomes, client counts—these help convince readers you’re capable.
Content and SEO: Key considerations
How long do people read?
Time-on-page matters for SEO. Content should be long enough to keep users engaged. But don’t overdo it—a super long block of text is less likely to be read than a well-structured, medium-length piece. Make your content interesting and easy to follow.
Keyword placement
Put important SEO keywords earlier in the text—Google values positioning. The further back they appear, the less weight they carry.
Match the content to search intent
Create content that matches what people actually search for. Ask: What is someone looking for when they type this keyword into Google?
Link-worthy content
If your content provides real value, it’s more likely to be linked to by others. Use relevant terms and keep the language on-topic so Google can understand and rank it.
Content should adapt to your search engine ranking
If your page is ranking low, the strategy needs to change. When a visitor lands on your site after visiting four competitors, they don’t want to read what roof installation is. They want to know what makes you better, what sets you apart, or if your price is lower.
A generic service description won’t catch their interest anymore. You need a different content approach to hold their attention.
Don’t copy competitors
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