Write a Clear Page Purpose
Why: Keeps you Focused on the Page Goal
Setting clear goals for your page is a great editorial trick and has significant benefits. It will remind you of what needs to be accomplished and will help reign you in if you go off-topic. Later, adding content will also be easier if you have a written purpose to which you can refer.
A written purpose helps you focus on what is important for that page. It will make your writing easier because you will have clarity along the way. For each decision you have to make, you can simply ask “will this sentence support or detract from the main purpose of this page?”
If you are working on a multi-functional team (web designer, SEO specialist, business owner, editor, etc.) agreeing on a common goal will help the team work cohesively in supporting that goal. It will be easier for each specialist to bring their expertise in support of the common purpose. If you are a one-person team, a written purpose or goal will keep you on track as you switch from one role to another.
How: Identify What the Page Visitor Should Feel/Think/Do
Ask yourself “what do I want the reader to take away from this page?” What type of thoughts or feelings do you want them to have? What type of action or initiative you would like the page to prompt?
Professional copywriters may identify the purpose for each paragraph they write before they write it. So they may map out the structure of ideas on the page, in editorial notes or in outline form, before they write the actual copy. Maybe you will not go that far but I strongly recommend that, at least for every page, you write down the main idea, the main purpose for that page.
Here is the purpose identified for the page you are now reading:
Here is another example purpose for a small business services page:
Please comment below if you have questions or relevant experiences to share…