Creating killer content is as important as the visual appeal of a website. There is no point in the aesthetics of a website where the content is mediocre. Good web design as per the latest trends and user experience is important though.
Great content on your website helps in
Branding your business
Showing your authority in your industry
Conveying your marketing message
Converting visitors to potential customers
Though writing content for each website is different, there are a few common and important things that help you craft impeccable content for your website. Here are a few tips.
Write for your audience
Do not try to appeal to everyone. Understand your audience well – demographics, behaviour, interests, everything for that matter. The more you know about them, the better you can write. This research may take some time but it is worth it.
The writing style, length of the webpage content, everything depends on your audience. I will give you a simple example; the content that you write for college students is different to what you write for senior/executive management of corporate companies.
Start the content with the end goal in the mind to drive the right outcome. You need to understand the purpose of the webpage – is it to sell your products or services, educate your visitors, establish a relationship, or is it just informative tips for your readers? A website will have multiple pages with each positioned for a particular purpose.
Write for web users
One thing you need to understand is that there is a lot of difference between web readers and regular print readers in the way they consume the content.
Web users are busy! Unlike print readers, they will not sit and read each and every sentence. They will ‘Scan’ the content on your web page. So you need to adjust your writing to their behaviour.
Below ones are VERY important. Always follow them.
Put the important information on the top
Write the content concisely
Use simple sentences
Get to the point quickly
Use bullet points, sub headings with short paragraphs
Use tables, infographics – anything that makes it easy to read
Write to engage
The main purpose of any webpage is to engage the visitors. Encourage them to navigate around the website – show them what you have. Put interesting facts, use appropriate fonts, tell them story, do everything that you can to engage them.
But remember, don’t put filler content. Ruthlessly remove every word, every sentence that you think is not necessary. William Strunk Jr, co-author of ‘The Elements of Style’, a classic guide on writing style, explains it beautifully. He says, “Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts…”
You may also add images and videos to your website to enhance user experience of your web visitors. It is not important to use the image and videos on every page. But images can be used to break the lengthy blocks of text – makes it easier for your visitors to navigate around.
Write for search engines
You cannot ignore this aspect when you are writing for your website. Ultimately, you will want your website to rank so that people can consume its content. What is the use of having a great content in your website that no one will ever get to read?
Search engines love great content. If your website has good content, it automatically gets good credit. Write content that shows your authority – share your experiences, knowledge, expertise. Research and write – take inspiration from other sites, if required.
Some basic but important points:
Write unique content – don’t copy from other websites
Make sure there are no spelling or grammar errors
Use the keywords, your audiences use to search for your services or products, in the content
Optimize page titles and sub headings with keywords
Give proper internal linking
Here, we are talking about using the keywords in the content. They should be used wisely. Optimizing keywords is not about stuffing them in the content. The content with keywords should sound natural and grammatically correct.
Writing content for a website is not a onetime thing. Update the website with fresh content regularly. Keep adding informative blog articles. There are many benefits of having a blog on your website.
Keep tweaking the content in the important pages. Try to make it better with each edit you do. Even quality writers may not come up with the best content in first shot. Update with new numbers, new points, etc.
Creating killer content is not an easy task. It requires a special skill honed over years to smith the words. Our seasoned copy writers here at GrayCyan, a professional web design company in Toronto, can help you craft impeccable content for your website. Let us know if you need any help.