So, you started a business, and, what’s more, you’ve kept that business running.
It’s all great. You’re working on your own terms. You have customers, and more keep trickling in…
But could you do more? Could you increase your lead generation so you don’t have to keep greasing that squeaky wheel?
Yes, you could. You CAN.
How do you start bringing in more leads in the background so you don’t have to market so hard?
You need content baked into your marketing. 🥧
Content does it all:
- Builds trust with customers
- Solidifies your authority in your niche
- Gets you found via Google Search
- Nurtures your audience
And, once you know how to write great web content, you can rinse and repeat so your business website will be full to the brim with helpful, useful, targeted content that nurtures prospects and converts them to loyal readers, subscribers, and even buyers.
In this guide, we’ll get into the “how” of writing web content, including 4 simple steps.
But first, let’s touch on the “why” – why does content marketing work now more than ever? 🤔
Why Web Content Works Now More Than Ever
Getting content on your business website is more important than ever before.
Because publishing content helps your business marketing align with the way consumers shop.
Consumers these days are savvy:
- They research their purchases because they want to know if their choices are “worth it.”
- They read reviews and follow recommendations from friends and influencers.
- They buy from brands they trust. (According to a Raydiant survey on consumer shopping habits, customers are more likely to leave behind physical businesses with no online presence in favor of an online substitute IF they feel no loyalty to the physical business. 48.7% said they replaced products they previously purchased at physical stores with online alternatives.)
- They go looking for information on just about anything that pops up during their day. (Do you have a Google trigger finger? Do you look up questions online on just about any topic? So do your customers. Since the onset of the pandemic in 2020, Google searches have topped 6 billion/day.)
Content works because it builds your online presence, positions you in Google search, and draws in today’s conscious, research-geared consumers.How do you start bringing in more leads in the background so you don’t have to market so hard? Easy. You need content baked into your marketing. 🥧 More on content's power + 4 steps to writing web content: Click To Tweet
4 Key Steps to Writing Great Web Content for Your Business
Now that you know why you should create web content, it’s time to think about how.
How do you write web content that accomplishes the goals we mentioned earlier (lead generating, audience nurturing, authority building, Google ranking)?
Start with these 4 key steps. Think of them as the necessary prep work you need to do before you start putting down sentences and paragraphs. Rinse and repeat for every piece of content you write.
(And here’s the great part about doing the prep: the actual writing part will come much, much easier. ✨)
Step 1: Establish Goals for Writing Your Web Content
First up: What do you hope to get out of writing and publishing web content?
For those of you fresh to content marketing, this step, figuring out your content goals, is content strategy 101. (Need to get wise about content strategy quickly? Take my 6-week, information-packed Content Strategy & Marketing Course.)
What do you hope to gain? Do you want…
- More web traffic?
- Greater brand awareness?
- More leads?
- More customer engagement?
- Higher loyalty to your brand?
You can achieve any or all of these goals with your content. Choose the ones most important to you, and focus on them. They’ll guide you forward, especially when you start planning content topics to write about.
Step 2: Consider Your Audience
Over and over and over again, a question you should be asking yourself before writing web content is who are you writing for?
You’re NOT writing content for yourself. You’re not writing for your brand or clients.
You’re writing for the people who need the solutions your brand or clients offer.
“Who are you writing for?” is vital to know, but once you figure it out, don’t get too comfortable. Your audience isn’t a static entity, but rather a living, breathing, ever-changing organism.
They’re people, and people’s needs and desires grow and change right along with them.
If you keep asking “Who am I writing for?” regularly, and research to get the answer, you’ll have a good grasp on what they need from your content:
- What questions do they have about your subject/topics?
- What are their unique problems?
- What solutions can you provide?
This laser focus on your audience is essential. It’s what differentiates successful content that gets read from the stuff that gets lost in the online content trash heap.
No time to research or write your web content? We can do every step for you. Hire our team today.
Step 3: Search Engine Optimize (for Readers, Then Google)
So, you know your audience. (If you don’t, go back to step #2 and get clear on this. You can’t move forward without that knowledge.)
Now it’s time to leverage your audience insight and use it to pinpoint your content topics and keywords.
Why? When we talk about digital content, SEO is major.
It outperforms paid advertising – in terms of web traffic, trust and authority, and lead generation.
It appeals to our Google-happy age where everyone is typing questions into the search box.
If you’re out there answering those questions in the form of quality content, you’ll see the benefits in multiple forms of ROI.
Do Keyword, Topic, & Competitor Research
Don’t just guess what your readers want to read. Do the research.
Get data to back up your assumptions, and get data that helps you make new ones.
- Research the keywords you’ll target in your content.
- Find topics around those keywords. (Need help? Check out our guide on How to Find SEO Keywords.)
- Do competitor research to see what’s resonating with their audiences. Find content you could improve on, and write your own, better versions.
Step 4: Structure & Format Your Content for the Web
The final piece to writing web content is all about how you structure and format it.
This is all about optimizing for usability – for your audience and search engines.
Web content must look different from say, physical content like books, essays, and academic writing.
You have to structure your content for screens and the low attention spans of the people behind them.
- Structure your content with headers and subheaders. Split up each content piece into manageable chunks of information, so a scanning reader can find what they’re looking for on the page.
- Use bulleted and numbered lists, bold text, and other types of formatting to call out important information and break up walls of text.
- Use keywords strategically. Where you place them inside your content matters. (Here’s a guide to writing SEO content.)
- Embrace white space. When writing web content, paragraphs should be SHORT for ultimate readability. 📏 Aim for three sentences or less per paragraph.
- Optimize your content – all of it. This encompasses how you include images, links, CTAs, meta information, and more. Here’s an ultimate guide on how to optimize blog posts in WordPress.
We get it – there’s a huge learning curve for writing great online content. Luckily, we can do it all for you. Check out our services & pricing here.4️⃣ key steps to writing web content: 1) Establish goals. 🥇 2) Consider your audience. 🤸♀️ 3) Search engine optimize. ✅ 4) Structure & format your content for the web. 💻 More on the Write Blog: Click To Tweet
Last Step: Write Great Web Content
Once you’ve completed the above 4 steps, you’re ready to write.
As you’ll see, doing the necessary prep work for writing web content makes the actual writing bit way, way easier. ✅
Don’t have the time to DIY?
Let us handle the heavy lifting. 💪
Our team is well-versed in writing great web content. Outsource your content creation to us.