Writing website content is more than just stringing words together. Our team is focused on telling your brand’s story, building trust, and guiding your audience to take action. But before we can do that effectively, we need certain building blocks in place. Think of them as the raw materials we’ll shape into compelling copy.
The more prepared a client is at the start, the stronger and more efficient the writing process becomes in capturing what makes your brand unique and helping it stand out. That’s why at Armada Digital we always ask our clients to gather a few key items before we begin. Having these essentials ready not only saves time, but also ensures your content is accurate, authentic, and aligned with your business goals.
Here are the 10 things we need before we can write your website content.
1. Your Brand Voice and Tone Guidelines
We need to know how you want to sound. Are you professional and authoritative? Friendly and conversational? Bold and disruptive? A clear understanding of your brand’s tone makes your content consistent across every page and helps us write in a way that resonates with your audience.
If you’ve never defined your brand voice, don’t worry. Even sharing examples of other companies’ content that you admire can point us in the right direction. The better we understand your voice, the more authentic and “you” the content will feel.
2. Accreditations, Certifications, and Trust Signals
Logos, memberships, awards, or industry certifications are all signals of credibility. These build trust with your audience and they’re the kind of details we can weave naturally into your copy to show that you walk the talk.
Trust signals are especially important in industries where expertise and compliance matter, especially in finance, healthcare, or legal services. Without them, your site risks sounding like just another business. With them, you stand out as a reliable authority.
3. Past Press and Media Features
If your brand has been mentioned in the media, interviewed on podcasts, or featured in industry blogs, we want to know. Press coverage not only boosts your authority but also gives us powerful proof points to incorporate.
These mentions serve as a third-party endorsement of your work, and they go a long way in convincing potential clients. Even smaller features, like guest blogs or local newspaper articles, can make your brand feel established and trusted.
4. Existing Marketing Materials
From brochures to pitch decks to previous blog posts, any content you already have helps us align with your messaging and avoid reinventing the wheel. These materials often reveal phrases or positioning that we can adapt and refine for the web.
Consistency is key here. If your marketing materials already use certain language to describe your products or services, we want to mirror that so your brand feels seamless across every touchpoint. This also helps your customers recognize and remember your message.
5. Target Audience Profiles
Who are we writing for? Understanding your ideal clients or customers—their challenges, goals, and motivations—is essential. Whether you have detailed personas or just a rough idea, this insight helps us shape messaging that speaks directly to them.
We don’t just want to know demographics like age or location. We want to understand the deeper picture: what keeps your audience up at night, what solutions they’re searching for, and how they prefer to engage with brands. The more we know, the more persuasive the content becomes.
6. Competitive Landscape Insights
We don’t write in a vacuum. Knowing who your competitors are and what they’re saying helps us differentiate your brand. It allows us to position your offering in a way that stands out while still addressing what your audience expects.
Sometimes clients hesitate to share competitor info, but it’s one of the best tools we have. It prevents us from repeating generic industry phrases and allows us to highlight the unique strengths of your business.
7. Website Goals and Priorities
What do you want your website to do? Generate leads? Educate? Drive e-commerce sales? Your content needs to be written with these goals in mind, so we’ll need clarity upfront to map calls-to-action and user journeys accordingly.
Different goals mean different writing styles. A website focused on sales may use punchy headlines and urgency-driven calls-to-action, while an educational site may rely on longer, informative copy. Without clear goals, content risks sounding unfocused or missing the mark.
8. SEO Keywords and Strategy
Even the most beautifully written copy won’t help if your audience can’t find it. If you’ve done keyword research or have an SEO strategy in place, we’ll integrate it seamlessly. If not, we can collaborate to identify the right terms that drive traffic.
We treat keywords as a guide, not a script. They should enhance content naturally without overpowering the message. That way, your website is optimized for both search engines and real people—because ranking high is great, but conversions are what really count.
9. Visual Assets and Brand Design
Content and visuals work hand in hand. We’ll need access to your logo files, photography, icons, or brand style guide so we can write with the design in mind. Words can pop more effectively when paired with the right visuals.
Even knowing what kinds of visuals you don’t want can be helpful. If stock photography feels too impersonal for your brand, for example, we’ll write with original imagery in mind. Alignment here keeps the user experience cohesive and professional.
10. Clear Approval Process
To keep projects moving, it’s important to know who on your team will review and approve content. This avoids bottlenecks and ensures that revisions stay focused and efficient.
A defined approval process also reduces frustration. Instead of getting conflicting feedback from multiple team members, we’ll know exactly who has the final say. This clarity makes the whole project smoother for everyone involved.
Wrapping It Up
Great website content is the the product of collaboration, clarity, and strategy. By providing these elements upfront, you’ll help us craft copy that not only captures your brand but also connects with your audience and drives results.
The more detail you share with us, the more your content will reflect your brand’s true personality and goals. Think of it as giving us the complete toolkit we need to build something that lasts.
Ready to work with a team that is ready to help your brand stand out? Get in touch!