Before writing content for your website, you need to think about the message you want to convey. Not just the overall message or theme of your website, but the message of every individual web page.
Every page on your website must have a unique, valuable and specific message. Ask yourself, what is this particular page trying to achieve, and how does the content of the page help fulfill that purpose?
For example, take your About Us page. Is this just information about your company, or is there an underlying purpose to the page that the content needs to support? Underneath all those tidbits of company info, there needs to be an underlying message that helps the reader make the decision to do business with you. It may not be overt, but it must be there in some form.
What is the message of your product category page? Is that page there just to show all your products, or do you want the visitor to click in and view the products? Does the content of these pages support that mission?
Are your product pages just there to provide the product details and stats, or do you want the visitor to buy the product? What’s the message in the content? Is it just a bunch of specifications, or does the message convince the visitor that this is the right solution for their need… and that you’re the right company to buy this particular product from?
Those are just a couple of examples, illustrating a single point: You need more than content on your website. You need a message on every page. Return policy pages are more than just details of how to return a product. They should provide a message of security in making the purchase. A sizing chart isn’t just content helping shoppers buy the right fit, but it should provide a message that you’re there to make sure they get the right product for a hassle-free–and correct–purchase.
Every page on your site needs a message more than it needs content. That message should support the purpose of the page. Don’t settle for pages of information when you can craft a message that speaks more closely to what the visitor truly desires–and needs.