web content

4 Essential Steps to Writing Web Content for Your Business Site

While design and usability are two very important factors for any business website, content is the decisive, <make it or break it> aspect.

The words you use in writing web content for your site will inspire your potential customers to buy your products or services; without them, you’ll have no visitors, no sale and no traffic.

4 Key Steps to Writing Great Web Content For Your Business

This is why, when creating your website copy and writing web content, you need to consider a few rules and to follow some crucial steps.

Step 1: Establish your goals with your web content

Why have you built your website?

Do you want people to know who you are so they may physically be looking for your specific products? Do you want to sell your services online?

Some websites are simply made in the form of a business card, but they don’t have clear sales purposes. Others are made to promote a certain aspect of some business. Content will thus differ in both structure and addressability. But if you have clear goals established before you start writing, all you have to do is fill in the blanks.

Step 2: Consider your audience

A clearly defined audience will always help you to target and better promote your products and services. Without your online users, your business would not exist and Google has acknowledged that, by new ranking algorithms that favor user experience. If you know exactly who your audience is, writing content will naturally be created to meet their expectations. But there should be a balance in that. You are not writing only for a particular niche, your goal is to reach a higher audience, so, as much as you want your site to be a hit with a certain group of people, make sure your content is not exclusively aimed at them while making others feel excluded.

Step 3: Structure information in an efficient manner

The most recommended course of action is to write down an outline in the form of a site map. Try to draw it on a piece of paper, visualizing will help. Organize your business specifics with categories: a home page will have to include the essential things people need to know about your organization, and then allow specific pages for your most important products or services. Include a page that presents your business team in depth and maybe even include a portfolio. Each page can be dropped down in several sub- categories, reflecting various aspects you consider relevant. Don’t forget to leave room for some more interactive parts on the website, such as events or contact us, these are usually parts sought after by online users.

Step 4: Start writing your web content

There are many things to keep in mind when creating your business website content. However, there are three basic rules that you should never overlook.

  • Write optimized content: Write effective text that will be indexed by search engines but remember: don’t write your copy for Google. Users will easily get annoyed if your content is too obviously stuffed with keywords. Choose your keywords carefully and don’t overdo it: the new search engine algorithms don’t favor excessive optimization and links.
  • Keep it professional: Your web copy can make you relevant in the eyes of your online readers. While keeping a conversational, friendly approach, try to stay on the professional side. Offer detailed and succinct information about your organization, include facts and figures and don’t forget to mention any awards. Don’t brag, but show you are proud about your business’ values and success.
  • Keep it succinct: Try to make things as easy and as accessible as possible for your users. Use short, relevant phrases; break the text into paragraphs, bolded subheadings and bullet points.

It isn’t difficult to create effective business content that can motivate visitors to buy from you, but it does require a talent. Just make sure to stay true to your business values and respect a few of the essential copywriting rules, the rest will come naturally.

8 replies
  1. Brina
    Brina says:

    To recoin a popular phrase, content is queen :-).

    I love websites that allow one’s eyes to breathe, so as well as using paragraphs, short phrases etc. as you’ve stated (which I totally agree with you on), I feel the use of images can also help. And, of course, a good balance of professionalism and approachability in language can work wonders. Both build trust.

    I think some of the tips you’ve shared can also be useful for non-business sites (i.e., establishing goals and who your audience is).

    • Molly
      Molly says:

      Great tips in this article, and I agree Brina. Sites that are just a solid block of writing are often too overwhelming, and will cause many to just skip over it. The use of images.. headings.. variety, as with anything, really make a site much more appealing to the eye, therefore keeping visitors browsing around longer.

  2. rockstarasst
    rockstarasst says:

    Thanks for this article! I just started writing copy for a project for a tech/business site. I started using outlining for the site and I find that it was able to keep my thoughts in order and more organized (it also makes me more efficient, too). I agree with Brina – these are great tips to take with you for non-business sites, too. Thanks again!

  3. Eva
    Eva says:

    Keep it succinct! Quality over quantity! Most websites that I skip over look like textbooks for history class in 8th grade. So.Boring! Catching peoples eyes and keeping the site looking neat (which also in turn, makes it look professional) are big rules of the game. Also, many sites that doing have amazing content look like they are from the late nineties. Its hard to read the size 10 font, and theres generally nothing but text, and if its really bad, some ads strewn around haphazardly. If my eyes don’t like it, I’m probably not going to stick around to read it. Aesthetic is huge, and when there are so many clean and free templates for sites, why not take the extra effort? I know I’m not talking so much about the writing aspect, but the content needs to first *look* good for someone to even stick around to read it. 🙂 Thanks for another great article guys!


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