Everything you need to know when it comes to web content writing

Web content writing has developed significantly over recent years as the digital world continues to grow. Web content writing can be overwhelming if you’re new to the industry and want to find out more. To help make sense of it all, we’ve created this blog. 

What is web content writing?

Writing content specifically for websites requires certain elements and skills. Every website has a specific target audience they must tailor their content towards. Content should contain keywords aimed towards improving the website’s Search Engine Optimisation (SEO).

Depending on the strategy, web content writing could take the form of:

• Blog posts
• Ebooks
• Reports
• Product descriptions
• Email newsletters and more.

15 tips to help you write awesome web content 

1. Know your audience 

Before you can start web content writing you need to think about who your target audience will be. What age group/type of people are you trying to promote your product or services to? If your content doesn’t reach your intended audience there’s something wrong with your content. Think about what keywords you can use in your headlines to grab your audience’s attention. Do your keyword research instead of guessing.

2. Write short, simple sentences

Long sentences will immediately put your audience off. Website content should be accessible and easy to read. Keeping sentences short rules out the ability to overcomplicate things and confuse or disengage your audience. Think about the vocabulary you use. Keep the words simple so your content is easy to follow no matter your audience’s understanding of the topic. Keep your copy clear and concise.

3. Make text scannable

Web content writing should be easy to skim. Bulks of heavy text will put people off reading. You should break up large chunks of text with bullet points or numerical lists. Include white space around paragraphs and images as it makes the content easier and more enjoyable to read. Divide content into sections with descriptive sub-headers. If a reader is looking for something in particular, they can easily find it with the use of the sub-headings. Keep paragraphs short.

4. Make the reader feel something

Web content writing is a powerful way to connect to your audience. Your content should make them feel something. They could feel empowered, it could make them laugh or leave them with something to think about. If your content doesn’t have an impact on them, it hasn’t been effective. Always think about how your content can trigger something in your audience.

5. Write compelling headlines

Your headline is the first thing your audience is going to see, so it needs to be good.   Your headline is the invitation to your visitors to read your content. If the headline doesn’t appeal to them, they’ll reject that invitation to read the content. Your headlines should be short, snappy and engaging. Starting with a compelling headline can lead to great content. Revisit your headline once you have finished your copy. Make sure it is relevant to the copy and is engaging. You may need to write your headline several times before you create the right one.

6. Call to action

The most effective content will end with a call to action to encourage people to do something. This a powerful tool to connect with your audience and tell them exactly what to do. If you want your audience to make a purchase, subscribe or get in touch with you, try the following call-to-actions:

• Buy now
• Subscribe to our newsletter
• Contact us.

Call-to-actions should be clear and obvious to the reader.

7. Add visuals

Web content writing isn’t all about words. Sometimes an image can speak louder than words on its own. People only remember a small percentage of what they read but retain more of what they see and do. Adding infographics, pictures, graphs and videos to your content will help people process information and grab their attention. If you can convey a message better through visuals, use them. Visuals are also a great way to break up heavy chunks of text. This makes it easier for the reader to scan through the text.

8. Keep your content up to date

No one wants to read content that is old and irrelevant. Your content should be fresh and up to date. Posting regular content that is relevant to your audience will help them engage better. Make sure your copy is performing well and is reaching your intended audience.

9. Use keywords

Don’t forget to use keywords in your content as much as possible. Be careful not to overuse the keywords as it will sound unnatural or repetitive. Space out the keywords so it flows better. You don’t want to squeeze in keywords where it doesn’t make sense.

10. Try the inverted pyramid

The inverted pyramid method is traditionally used in journalism to help construct a well-structured article. However, this method can also be adopted when it comes to web content writing. The strategy will help you organise your blog so that is easy to follow.

The pyramid consists of three sections which include:

• The most worthy information – Who? What? When? Where? Why? How?
• Important details
• Other general or background information.

11. Optimise every web page

We’ve created a checklist to follow before you post any content:

• Title tag – should describe the topic of your page and it will appear in the reader’s browser tab.
• Meta description – usually 160 characters or less and appears as the featured snippet about your page in search engines.
• Target keywords – include your keywords as much as you can throughout the content, in headlines and subtitles.
• Similar phrases -just like your keywords incorporate phrases that people might search.
• H1 heading – the title of your web page or blog post.
• Links – an optimised post should include links to internal and external content.
• Calls to action – encourage the reader to take the next step by proving a button or link. This makes it easy for the reader to take action.

12. Plan your content

Before you step into web content writing, you need to make a plan. You should plan how the content will fit together on your website. Your blog posts should be planned accordingly so you know what you are writing and when. Having a detailed plan can help you produce better and more engaging content. Be prepared and the rest will follow.

13. Don’t plagiarise

As tempting and easy as it is to copy and paste content from elsewhere, don’t do it. Keep your content original. Your company is original, right? So don’t copy and paste when you can come up with your own ideas. Copy and pasting will result in your website getting penalised and you could even see reduced rankings. People want to read new and exciting content, not regurgitated, generic copy.

14. Relevance

Each piece of content should be written with a specific audience in mind. Your content should be relevant to your headline otherwise you’re giving out mixed messages. If your content isn’t relevant to your audience, they won’t engage with it. It’s always good to connect with your audience. Let them share their thoughts and get to know them. This will give you an insight into what kind of content they’d be interested in reading. It shows you care about your audience too.

15. Proofread 

It’s easy to make spelling mistakes or grammatical errors. It is important to check your content and check again before publishing it. It’s worth taking a break and coming back to the piece later when you have a different mindset. You could also ask someone else to take a look. A second pair of eyes may pick up on mistakes you missed. You want your content to be perfect, so it is worth spending plenty of time checking it through.

7 reasons why businesses hire someone to do their web content writing 

1. Experience – you need a writer that brings with them an extensive range of experience to help write engaging content.
2. Reliability – you need someone who is reliable and can work to tight deadlines.
3. Creativity – stand out from the crowd and create engaging copy.
4. Research – content writers have great research skills and take their time to learn new things.
5. Understand the business strategy and structure – if they understand the strategy and structure, they can produce effective content.
6. Natural talent – This is not a skill that can be taught but something that comes naturally to a writer.
7. Good communication – the ability to communicate effectively with others and convey the desired message.

Get in touch with our team

At Vocal, we’re a loud bunch of creatives that will help deliver results for your business. Our services will improve your client reach and take your company further.

Get in touch for a chat about your company’s aims and see how we can help you reach your goals.