Web content writing guide

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Content writing, or web copywriting, is a huge part of SEO and digital marketing. It has 2 functions; to provide useful information online and to draw attention to your online assets from search engines. Search engines like real and useful online content, with relevant links. This is how you will rank better and generate leads which will ideally lead to conversions on your site. If it is not easy to read, not useful and takes a while to load then it will not rank highly and less time will be spent on the page. You must keep people engaged in your web content by answering their search engine query and providing a solution and by making it easy to read and simple. To push the chance of conversion more on your site, have a call to action that states you can help the enquirer with their problem.

  1. Put the reader first

Content is all about informing the reader. Use language that tells them that you can help improve their life or business with what you are providing. Use this content as if you were pitching your service or product in a meeting, with lots of inclusive words such as, ‘we can help you achieve this…’, or ‘you can really make a difference with this…’ You will know what information your audience wants, so tell them all about it in your content.

  1. Use bullet points and subheadings in content

Not only do search engines like this format, but also readers. Everyone is short on time, and doesn’t want to feel like they are reading a long essay. The subheadings will allow readers to skim and skip to parts relevant to them. Subheadings are great for optimising too in H2 tags, and further emphasises keywords to search engines.

  1. Be clear and concise

Use language that is easy to understand and conversational. Don’t write too much, and keep sentences simple and to the point. This ensures that what you are writing really is of use to your readers, rather than excessive talking.

  1. Adapt your content to your niche

Your writing style will depend on your audience and niche. You should use a more professional tone for more serious niches such as law and medicine copywriting, using correct terminology from those industries. A fashion blog can use language that is more colloquial and trendy, to reflect the creative fashion industry. Similarly consider the age of your audience too, to influence your writing.

  1. Research other content in your niche

There’s no harm in taking inspiration from other high ranking content in your niche. Look at what they are doing, and adapt it to your work. Look at how they present their content, and how they talk to the reader.

  1. Make your content look good

Use colour schemes and logos relevant to your product/ service. Colour, font and size are important for engaging your reader. Again make this relevant for your niche and audience. Also incorporate your branding colours and themes into the design of your content, so it is distinctively yours. To compliment your content, add images and optimise these with relevant keywords. This serves a purpose by enabling your content be more visible to search engines but is also visually engaging for the reader.

  1. Link to authority sites

Search engines also like content with strong relevant links, as they add more information for the reader. Links also provide another great way for content optimisation. Any words or phrases that are hyperlinked become more visible to search engines; these are called anchor text. Linking to authority sites also suggests to search engines that your content should be taken seriously and is not spam.

  1. Have a call to action

Your call to action (CTR) needs to be at the end of your content, to help your reader know what to do next. After telling them you can solve their problem, make it easy to convert the interest into a direct action. This action can be anything that leads to business, from making an account, buying from your e-commerce store to making a call to you.

  1. Use persuasive language

Words like ‘must’, ‘should’, ‘need’ amongst others, should be incorporated in your content. This tells the reader they need what you are providing if they are going to solve their problem. This language creates a sense of urgency as well as projecting your confidence in what you are saying.

  1. Update with new content regularly

You need to update regularly with fresh, relevant content. This adds to your online portfolio, and this is noticed by search engines. More content means more links and a bigger web presence. If you are a blogger, staying relevant is important for attracting a loyal following and new readers. Consistent updates are favoured. For a business, plenty of fresh useful content on your blogs and social media linked to your website, will help your ranking and visibility on SERPs.

Here at ClickDo, we know that content writing is a major part of SEO, and enables much of optimisation to take place. Get in touch to experience how we can use our expertise to fine tune your online content.

Author Profile

Stephanie Brown
I'm a digitally inspired, e-Business professional. I write about digital marketing, social media and how psychology impacts modern day online buying behaviours and how people do business on the web.
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