Lesson 1: Understanding Your Reader
Overview
Before you write a single word, it helps to know exactly who you are writing for.Your website should speak directly to the people you want to reach. When you understand their goals, challenges, and motivations, your content becomes much easier to plan and far more effective.
Why It Matters
Your reader is not just anyone who lands on your site. They are someone with a need, question, or problem that you can solve. When you write with that person in mind, your message feels personal and relevant.
What to Consider About Your Reader
- Who are they? (Think in terms of goals or situations, not age or demographics.)
- What problem do they need solved?
- What might be stopping them from taking the next step?
- How do they want to feel after visiting your site?
Example
If you are a jewellery maker:
Your reader may be looking for a meaningful gift that feels unique. They might be anxious about getting it right.
If you are a coach:
Your reader might feel stuck or unsure about what to do next. They are looking for someone who understands and can guide them forward.
Writing with that mindset helps you choose words that connect rather than simply describe.
Key Takeaway
The more clearly you picture your reader, the easier it becomes to write as if you are speaking to them directly.
Practical Task
Write a short description of your ideal reader in 50 words or fewer.
Include what they need help with and what they hope to find on your site.
Keep it handy as you move through this course. It will guide every page you write.
Lesson 2: Every Page Has a Purpose
Overview
Every page on your website has a job to do. Some pages inform, some build trust, and some encourage action.
If you know the purpose of each page before you start writing, your content will naturally be more focused and effective.
Common Page Purposes
- Home Page: Welcome and orient visitors. Explain who you are and what you do.
- About Page: Build trust and show credibility.
- Services or Products Page: Help readers understand what you offer and why it helps them.
- Testimonials Page: Provide social proof and reassurance.
- Contact Page: Make it easy for people to take the next step.
Example
A Home page might encourage curiosity and exploration.
A Contact page should remove hesitation and make the next step clear.
When each page does its own job, the whole website flows naturally.
How to Identify Page Goals
Ask yourself:
- What should someone know or feel after reading this page?
- What do I want them to do next?
- Is that action clear and easy to take?
Key Takeaway
A website without purpose is just decoration. When every page has a clear job, your site starts working for you.
Practical Task
List your main website pages and write one sentence describing the goal of each.
Example:
- Home: Help visitors understand what my business offers and encourage them to explore further.
- About: Build trust by sharing my story and experience.
- Contact: Encourage enquiries by making it easy to get in touch.
Lesson 3: Organising Content and Calls to Action
Overview
Once you know what each page needs to achieve, the next step is to organise your content so readers can move easily through your site.
This is where calls to action (CTAs) come in. A CTA is simply a prompt that helps people take the next step.
What a Good CTA Does
- Guides visitors towards something helpful.
- Keeps your website interactive and purposeful.
- Gives readers confidence about what will happen next.
Examples of Calls to Action
- “Book your free consultation.”
- “Shop the collection.”
- “Read the full story.”
- “Join the mailing list.”
They can also appear as gentle prompts within text, such as:
“Find out more about how I work.”
Organising Your Page Flow
- Place one clear CTA per page, near the top and again at the end.
- Make it specific so readers know exactly what to expect.
- Avoid vague links such as “Click here” or “Learn more” without context.
Example
If your page explains a service, the CTA might read:
“Book a discovery call to see if this is right for you.”
This feels personal, relevant, and easy to act on.
Key Takeaway
A clear, well-placed call to action removes friction. It helps visitors move from curiosity to actually taking action, and progressing through your site.
Practical Task
Choose one key page of your website.
- Identify what you want readers to do after reading it.
- Write one clear call to action that makes this next step simple.
- Place it in two places on the page: near the start and at the end.
End of Module Encouragement
You now have a clear plan for your website content.
You know who you are writing for, what each page needs to achieve, and how to guide readers through your site with simple, purposeful calls to action.
Most websites skip this planning stage, which is why they feel confusing or disjointed.
Taking the time to plan now will make every future writing step easier.
Support+
Bring your page list and purpose notes to the next Support+ live session.
You can share your draft goals and get feedback on whether they make sense for your audience.
If you are unsure how to phrase your calls to action, this is a great time to get ideas and test them in real conversation.