May 10, 2021
7 Tips for Writing Good Website Content
Your website’s content can determine your online business’s success. If the copy doesn’t resonate with the site’s visitors, they won’t convert to customers. This results in no revenue, no steady traffic, and, in the end, no business.
That’s why good quality website content is a must. If you’re planning to write it yourself, there are a few things everyone should understand and keep in mind.
Before we begin, remember that research and planning are crucial.
Begin by narrowing down the audience and identifying potential customers – specify your target demographics, such as gender, age, and location.
Analyze why they would be interested in what you have to offer. What kind of pain points does the product or service try to solve?
Once you have some ideas for the target market, it’s time to research the competition. See what kind of web design they use, what type of content they produce, and how they attract their customers. Take notes of what was learned as you will apply these strategies to the website as well.
Clear goals will act as guidelines for the content production process. By knowing exactly what you want to achieve with the website content, you will be able to produce excellent copy right away.
1. Plan Each Content Page Individually
First and foremost, decide how many pages the website will have and begin planning each one individually.
There are three main purposes a landing page usually has:
- Click-throughs. Leads visitors to another page.
- Lead generation. Gathers visitor information for marketing purposes.
- Sales. Convinces visitors to make a purchase.
Choose a page to write content for, determine its purpose, and use it as a backbone for the structure and layout of the content.
Doing so will ensure you stay on track and produce quality content that will serve its purpose.
2. Use the Best SEO Practices
Include metadata for each page and optimize the URLs. If you’re using some form of visuals, optimize the file sizes and include alt descriptions. Don’t forget to include social media icons to encourage visitors to share the website.
All of these practices will work on increasing the website‘s ranking on search engines. Meaning, the site will appear at the top of search engine result pages (SERPs) when a relevant keyword will be searched.
The result of this is an increase in organic traffic and conversions. In other words, people that will come to the website will automatically trust the business because the search engine suggested it as a reliable source.
3. Keep the Copy Clear and Concise
While you may have a friendly and relaxed tone, don’t fluff up your copy. People don’t usually have the time and patience to filter the information. Therefore, only include the necessary information that’s important to your visitors.
Stay true to your branding but keep in mind that people want to find information quickly. Clearly state what it is that your business offers and why the visitors need it. Keep sentences short, and use an active voice.
4. Benefits Over Features
You don’t need to name every feature a product has to offer. No one is interested in or has time to read every piece of information. Instead, tell potential customers about its benefits.
The best way to narrow down the benefits of a product or service is to look at a feature and ask the question “So what?” on behalf of a customer.
For example, say you sell umbrellas. They come with a feature of reinforced structure.
So what? So your customers don’t have to worry about the umbrella breaking easily.
So what? So they can go into the wildest storms without the fear of getting drenched.
Go through each feature the product or service has, and identify the real benefits. Then, simply present them to your target market and see the sales go up.
5. Structure the Copy Well
Even if you name the most prominent benefits and write the most compelling copy, people won’t stay on the website if the content is difficult to read.
First of all, break the content down into sections. Use headings and subheadings to let the readers scan the page with ease.
Don’t be afraid to use lots of white spaces between text, as they are a lot more effective than blocks of text.
If you want to list something specific, use bullet points. They’re much easier to understand and require less time to read.
Lastly, aim to include the most crucial information at the top. Not everyone makes it to the end of the page, so conversion probability is higher if you start with the most important information right away.
6. Use Visual Content
Another great way to break up the text is to use visuals – these include images, videos, or even relevant infographics.
A study shows that people are 80% more likely to read the content if it includes colorful images. Use this information to your advantage and fill the website with visual content that complements the text.
However, don’t forget to optimize your images.
7. Ask Someone to Proofread
When the content is finished, uploaded to your website, and any design issues are fixed, it’s time to show it to someone else. As much as you may want to proofread your own work, a different set of eyes might see different issues.
Share it with friends, peers, or family members. Ask for feedback and apply the necessary changes. Doing so will ensure you don’t leave any typos or grammatical mistakes. It will also make your content’s intention and purpose are clear.
Writing your own website content is difficult, especially if you don’t have much experience. It requires knowledge of good SEO practices, conducting research, and structuring your copy in the most effective way.
However, with the right guidance and information, anyone can do it. All you need to do is put in some time and effort and follow the tips outlined in this article.
Start by figuring out the target audience and study the competition to get new ideas. Then, present the most impressive benefits of the products or services in a precisely structured copy and watch your revenue grow.