Most people lump all copy under the heading “website content writing.” But while blog posts and articles are meant to offer readers in-depth information, website content writing is different in one important way: it’s made up of the briefest, most exact information that will hold their attention.
Gone are the days when you had almost a minute to convince someone to stay on your site. Today, you have less than 10 seconds to grab their attention. While some of the appeal comes from the website’s design, it is elements like the logo, slogan, and homepage copy that catch the eye and build curiosity and interest.
Website Content Writing
Web audiences can be a tough sell. If they don’t immediately get the information they come looking for, they quickly move on in search of it elsewhere. To ensure the audience connects with your website, here are some ways to write high-quality, engaging website content that will engage, delight, and convert.
1. Write to Tell
Even if it’s the ultimate goal, writing to sell is not what will necessarily make the sale. Website content should be informative, answer the question, and offer the solution to the reader’s problem. Yes, it should answer the who, what, where, when and how of a product or service, but it should also highlight the brand’s expertise and experience.
2. Short and Sweet
It’s estimated that nearly 80% of web users scan a page of content rather than reading it word-for-word. This is especially true when reading on mobile devices. Web skimmers love information, but they want to learn it fast. Keep content short and to the point; remove anything that over explains or deep dives into the nitty gritty details. Make the reader the focal point of your website content and remember to use short paragraphs and bullet points.
3. Proper SEO Optimization
Google and other search engines are constantly changing their algorithms to validate and reward reader engagement and well-researched, well-written content. An ideally optimized website doesn’t necessarily contain tons of keywords, but instead focuses on its readers needs. Worry less about keyword density and more about quality-focused factors.
4. Know How to Address a Problem
Website content has one role: to show readers that you can and will solve their problem. The audience isn’t coming for the pretty pictures, though they may appreciate them. They want to know if you can help them. Do the research and learn what people are searching for. Then be sure to address that immediately when they land on a website’s home or landing page.
5. Engage with Sub-headers
This ties in with Tip #2. Sub-headers are one of the best way to engage with readers. They break up a page’s monotony, give quick, scannable information, and encourage people to reader further. Think of how you read websites yourself. Do you quickly scroll through the page to see if the headings match up with you came to learn? Guess what – other people do that, too!
6. Readability is Key
While some suggest you write at a fifth-grade level, it’s advice that often misses the point. In fact, if you’re writing website content for an industry that uses highly technical terms, it will be impossible to do so. What does matter is that the content is written in terms that most of your readers will understand. Readers who have a hard time understanding what you’re trying to relay – and can’t figure out if you can solve their problem – won’t hang around very long.
7. Write Like an Expert
Quality content with good authority adds up to reader value. Use statistics and other data to establish expertise and write in an authoritative voice. Project confidence in the product or service and don’t hesitate to let readers know why it’s the best solution to their problem.
Follow these seven steps for high-quality, engaging website content writing that informs and delights. Use it to connect with what your audience is searching for – it’s the only “selling” you should have to do. To learn more, check out our white paper, "What is Content Marketing? And Why It's So Important."