Writing Website Content – Where Do I Start?

Creating content for your website is a serious task. Writing website content is not the same as writing printed content, that’s because we read website content differently. Be honest, when was the last time you read a whole online article top to bottom? Yup.

Website content is scanned

It’s usually a quick glance to see if the information you’re seeking is there. If not, fear the wrath of the back button! Needless to say, you don’t have long to make an impression. If you want your visitors to stick around, it’s got be compelling stuff.

Website content should be concise and to the point

Basically, you have two options:

  • Learn a little about writing website content and get to work
  • Hire a professional website copywriter

Either way, here is a plan to help you get started.

Website Content Creation Plan

The Promise

The introduction to your content should outline the promise that you intend to deliver. Why should somebody read, watch or listen to your content? How will they be transformed as a result?

E.g. In this article you will learn how to increase the conversion rate on your website
in three simple steps.

The Problem

The next section of your content needs to outline the problem that they are facing. Confirm they are in the right place and give them a reason to keep reading.

E.g. The problem is you are spending good money getting traffic to your website but
it is not converting into sales.

For your home page – what’s your Unique Selling Point (USP)? Is it really unique and does it solve your visitors problem?

E.g. Dropbox: “Get to all your files from anywhere, on any device, and share them with anyone.”

The Solution

How can you help? Expand on why you’re the answer to your visitors problems.

Next Steps

Always round up with a call to action or an action step. Where do you want them to go next? What do you want them to do?

General Tips for Website Content Creation

  • Use familiar words – Think about the language that your visitors use and make sure that’s the tone you’re writing in
  • Use short sentences in short paragraphs
  • Answer the questions your visitors are asking
  • Include links to other parts of your website or relevant content on other websites
  • Don’t leave the best to last, get to the point quickly
  • Make sure your images are relevant and good quality
  • Don’t make them think!

Website Content Check list:

  • Does your headline communicate what you’re about?
  • Do your sub-headings summarize your key points?
  • Did you use bullet points to reduce unnecessary reams of text?
  • Are your paragraphs and sentences succinct?
  • Do you answer your visitors questions?
  • Do your pages start with the important stuff?
  • Did you use a spell-check?

Want to know more? Writing for web and usability.
And don’t forget about writing for SEO! Read the SEO Content Beginners Guide.


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