5 Website Content Writing Tips

Kelsey Whytock

If you’re in the midst of designing – or redesigning – your website, writing thoughtful, compelling, and SEO friendly website content should be at the top of your design strategy.  Below are my top 5 tips for creating great website content: 

Know your Audience

person driving in winter conditionsBefore hitting your first keystroke, spend some time thinking about who you are writing web content for. It sounds so simple, but taking this one step will save you a lot of time and energy. What are your content readers’ pain points? Why are they reading this content to begin with? What problem are they trying to solve? Maybe you are writing content for a tire shop.  Your reader may be someone interested in purchasing snow tires for an upcoming road trip north. They may be interested in travel tips for driving in winter weather and how to choose snow tires. They may be interested in general auto care. They may be interested in general road trip safety. Knowing your content reader’s interests will make it easier to write. Consider topics you yourself may want to read about in whatever subject area you are writing about. Focusing on the reader’s reason for being there will keep your piece focused and relevant.

Provide value to the reader

person typing on laptop

It may be tempting to focus web content writing efforts strictly on what fabulous products and services you offer. Your products or services may be fabulous! But readers often read content because they are attempting to solve a problem. No one wants to be sold to. Instead, in helping these readers solve a problem, you, as the business owner have provided value to this reader. And, without selling to them. This reader now associates your name and brand with solving that problem. They may even follow your content on social media or other platforms based on your great content. Providing value rather than selling means that you are more likely to gain their trust and people typically buy from brands they trust. Valuable content also connects your brand name with industry expertise. The next time a reader thinks about buying tires or anything else, they will likely think of your business first. 

Less is More in Writing

woman writing articleAttention spans are short and especially in this digital age. Readers are bombarded with information almost constantly in their daily lives. Acknowledging that your reader’s time is valuable is important to remember in writing content for the web. Articles or content that is meandering and unfocused will eventually lose your reader. And maybe even to your competition. The more you can boil your writing down to the bare essentials, the more effective it will be. Less is more in writing web content. Short and succinct wins every time.

Grammar matters (more than you think)

Check all web content for correct grammar. Utilize spell check tools in review of every piece. Keep a dictionary and thesaurus handy at all times. If you have access to an editor, ask him or her to review your work. A second set of eyes can pick up things you may have missed. Nothing says scam more than misspelled words or poor grammar online. Readers are not going to patronize a business that looks untrustworthy or illegitimate. 

Integrate Keywords for SEO

Before sitting down to write web content, it’s wise to think about what keywords your reader may be entering in a search bar to pull up your article. A search engine’s purpose is to produce content that matches the searcher’s inquiry. The more your piece reflects the topic you are writing about, the more likely it will be indexed in the search engine and the more valuable it will ultimately be. The exact algorithms used by search engines are highly secret and may change over time. But, if you are writing quality content that solves a searcher’s problem or provides valuable information focused on your subject matter, you are on the right track in writing content for SEO. 

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