The three levels of content


This is part two of the article looking at the different levels of content needed for a successful website.

Level Style Purpose
1: Main web pages Conversational, customer focused, Plain English, concentrating on the benefits SEO – engage – convince – convert


2: Case studies and testimonials Conversational, Plain English, focus on service, problem-solving and results Engage – show expertise, service and problem-solving ability – convert
3: Articles, blogs, white papers, etc. Conversational, Plain English, journalistic Educate – thought leadership – demonstrate expertise – SEO


The first post dealt with the level one content, namely that which is found on your main website pages. This is used to engage your audience, convince them you’re the right company for them and convert them into buying customers.

So what about level two?

Well, this type of content deals with proof.

Show your abilities rather than tell

You’re always reading about how it’s better to show rather than tell, so how does that work in content?

Simply telling your readers that you’re ‘a market leader’, ‘customer focused’, ‘professional’, and ‘no one does it better’ doesn’t show them what you can do for them. They are just empty fillers that mean nothing because everyone says it.

Your reader wants to see just how good you are and the best way to do that is through case studies and testimonials.

Although the latter is a great way of showing your customers’ satisfaction, case studies give you the opportunity to illustrate what you do with real life stories about how you helped someone.

Let me tell you a story

I won’t go into detail about constructing a case study here because you can read more about creating effective case studies and how to write them on my blog.

However, what I will say is it’s vital you write them for the reader.

Give them some background on the client you worked with and the issues they were facing. It’s important to include case studies that tackle common problems, so they are instantly relatable.

Then you can talk, in plain language, about the solution you came up with to solve the problem and the results. It’s always best to use a study that gives quantifiable results – after all, facts and figures carry weight in the proof stakes.

All of this can be wrapped up with a show-stopping quote from your client.

As with your main website copy, it’s important you use plain English and avoid jargon at all costs. Just stick to the facts.

Your case studies are there to convince and convert

Case studies aren’t just ‘nice to have’, or padding for your website; they are valuable pieces of marketing that back up your website copy, and that can be used as standalone pieces in sales packs, etc.

They offer the proof your prospects need to convince them to buy from you.

By reading about the experience others have had when working with you, they can gauge whether you are the right company to solve their problem.

They get to see how you work, the skills your team has, and how they are used to deliver the outcome your customers want. In other words, they allow you to show rather than tell.

You might think that those two layers of content are all that’s needed, but you’d be wrong. The third level addresses the question of your expertise and knowledge.


Sally Ormond, Briar Copywriting, is an international copywriter that helps brands build reputations, market share and loyalty.