While content has many applications, ranging from social media to marketing and beyond, website content is by far one of the most common things that people want to learn how to write.
Designed to attract reader attention, provide value, and offer information, website content is the foundation of all content around the web, and it’s essential to know how to write content for a website in a fast, effective, and compelling way.
To be as useful and impactful as possible, website content can’t be rushed, sloppy, or completed with only a half-hearted effort. Instead, it needs to shine with relevance and value.
Here’s everything you need to do to learn how to write content for a website, and distinguish yourself from the crowd, in a nutshell guide in my #howtowrite series.
Focus on Value First – Always
Think, for a moment, about why people interact with website content.
They’re coming to a website to find out something about a company, a product, or a service. Maybe they’re a new customer looking to learn more about what a company provides. Maybe they heard about a cool new product and wanted to learn more for themselves.
Maybe they’re looking for a specific product and they want to do their research before they commit to buying. No matter what the case may be, website content is an essential vehicle for value and relevance, and it’s critical to provide this accordingly to customers.
With this in mind, website content must feature a few elements that are different and more pronounced than other types of content.
For example, it’s got to be more in-depth than social content, more professional than some blog content, and more personal than most marketing material out there.
To put it another way, people want to learn about your company, your brand and your mission through your written material, and it’s the job of website content job to do just that.
Want more on the topic of “how to write?” I wrote a best-selling book all about it!
How to Write Content for a Website: 7 Steps to Compelling Material
If you’re setting out to write website content, but you’re not sure where to begin, start with these tips:
1. Be original.
When we say “original,” here, we mean it in both senses of the word.
On one hand, the content you publish on your website should be original in that it doesn’t appear anywhere else on the web.
While this may sound like a simple concept, 29% of sites currently feature duplicate meta content, so it’s wise to pay special attention to the fact that everything on your site is original, and that you’re not lifting pieces from yourself or from anyone else.
Secondly, the content on your site should be original in that contains your unique brand voice, outlook, and mission. Again, people come to your site looking for relevance and information and the best way to provide them with this is to be as relevant as possible.
2. Create strong headlines.
If you didn’t know it by now, strong headlines are the center of all things content, even (and especially) on your website. While the purpose of headlines is indeed to drive interest, headlines are also a good place to think about how best to provide relevance and information.
Ideally, people should be able to visit your site, look at your headline, and understand what the purpose of a page is and what types of information they can expect to find there.
With this in mind, creating your best headlines will go a long way toward making your content more informative, and can help boost the engagement and conversion rates of your pages.
Blog topics require extra thought and care. For example, check out this list of strong headlines on SEJ – their most popular post section:
Using powerful adjectives – “Ridiculously Effective” – is a great way to garner interest in your headlines. We have a list of top power words here.
Looking at your competitors and using BuzzSumo to search most shared content topics in your industry is a great way to be inspired and start a list of fantastic topics.
3. Provide relevant links, prices, and information.
The more information on a website, the better. If you’re writing a pricing page, for example, input links to related services and provide your users with all of the information they may need to make smart decisions.
While some people believe that including things like pricing on websites isn’t a good idea, customers are often grateful to have as much information as possible, and this small step can go a long way toward boosting the functionality and relevance of your site.
We have a Transparent Pricing page on our website, which clients have always said they appreciate:
4. Seek to provide answers in your website content.
When you write social media or blog content, a part of the process is knowing your audience well enough to address their fears, concerns and priorities. With website content, knowing your target audience is equally important, only you have to know them well enough to anticipate their questions and answer them before the customers have a chance to ask themselves.
When you do this, it helps show your readers that you understand their issues and that you’re willing to take a step into their shoes. It’s also a great way to make your pages more engaging, actionable, and targeted.
5. Be accurate.
Everything featured on your website should be accurate and current. Pricing information, for example, should always be up-to-date. You shouldn’t feature outdated services or bygone facts on your website, and it’s absolutely essential to ensure that the information you do provide is as accurate and interesting as possible.
In addition to helping your readers connect on a deeper level with your material, this will also provide a better user experience and a more exciting website for them.
6. Add images and video to your website pages.
A picture is worth a thousand words, and visual enhancement can work wonders for your website. With this in mind, consider recording a short product video and placing it on your product page or enhancing your “bio” or “about us” sections with images of your team, your workspace, your products, and your past successes.
These things provide a personal touch to a website, and can go a long way toward making the process more exciting and relatable for your users.
7. Keep it current.
Google loves fresh content, and this is especially essential for your website. Be sure that you’re not incurring google penalties by keeping all of your name, address, and phone number information up-to-date. This will help you provide the best experience to your readers, and can go a long way toward helping you rank well, also.
Learn How to Write Content for a Website Today
Website content is the cornerstone of all online material.
To ensure that you’re off on a great start with your website content, simply follow the tips in our blog today. In addition to providing you with new approaches to crafting compelling website content, these approaches will also allow you to put your own spin on the writing process.