You are an expert in your industry, and optimize each piece of content for search engines, but readers are still failing to be converted. Web content writing is far more complex than it may first appear, and there are plenty of places to slip up. Before you embark on your next piece of content, bear in mind these frequently-made mistakes to avoid doing the same.
1. Aiming Your Content at Everyone
As much as you may like to believe that your products and services can benefit everyone, the likelihood is you can divide your target audience into just a few buyer personas. When web content writing targets these ideal customers alone, you can address specific needs, issues, and wants to create content that satisfies your readers’ expectations.
2. Keyword Stuffing
You should already be aware that it is essential to optimize your content to gain the top spots in search results and reach the widest possible audience. However, keyword stuffing is a poor way to achieve this. Firstly, it makes your content jarring and difficult to read, which increases the risk that users will close the page without converting. Secondly, Google now considers keyword stuffing to be a black hat technique and may penalize your entire site for low quality content, which will actually result in far fewer visitors.
3. Neglecting Format
A study by the Nielsen Norman Group found that reducing text by half the words improved usability by 58 percent and using a scannable layout improved usability by 47 percent.
Blocks of text are hard on the eyes and off-putting to read. Making simple format changes, such as increasing white space and using bullet points, subheadings, and numbers encourages readers to consume more content in each post and to return to your blog for more.
4. Rehashing Old Ideas
Every post you write needs to have value for your readers. Even if you’re struggling to find inspiration, it is important to avoid returning to a previous idea. Every piece of content should offer something that your readers are unable to find elsewhere; for instance, you could offer novel information, provide a new solution to an old problem, or challenge preconceptions — anything your audience will find interesting and useful.
5. Making Factual Errors
To establish your brand as an industry leader and a great source of information, it is essential that you do thorough research for every piece of content. This will enable you to build trust with your readers and improve conversions. In addition to ensuring that content is error-free, you can give visitors a reason to believe facts and statistics by quoting reputable sources and including links in your content.
Any one of the above mistakes can be devastating to your web content writing, impacting the number of people who view your content, repeat visitors to your blog, and conversions. In the planning stages of your next blog post, consider all five in turn and determine how you will be able to overcome each to create great content.