Your website is your shop window no matter what business you’re in … it’s there to attract customers.
That’s why website content is absolutely crucial to every business, large or small – you have to make every word count.
When it comes to writing your website content, always bear this in mind. You’re not writing it for you, you’re writing it for that customer or client you’re eager to get. It has to be all about them – what’s in it for them? What do they get by using your service? How will your product or service help them to make their lives easier, better or more efficient?
In short, think what you look for in other websites when buying something and then make sure yours ticks all those boxes too.
It may be experience, quality or price – or many other reasons. Know your target market before you write a word and get into your customers’ mindset. Research is key. When they are looking for a business like yours what will they be wanting from it and what would lift you above your rivals?
Make sure the information is all there and easy to find and navigate so you’ll need at least a home page, About Us, Products/Services, News, Testimonials, Contact.
Every time someone uses a search engine, they are trying to find, buy, solve, learn, fix or understand something. Are the words on your website really answering those basic questions? Search engines place web pages in their results that answer these questions in the best way – and the better they do that, the higher up the rankings they’ll go.
So, here goes, the complete guide to writing great website content.
Research is key
You’re not just writing content for a website, you’re writing content to try to lift that website high up the Google rankings, and the only real way to do that is through keywords and search engine optimisation. Think of the phrases your customer will use while looking for a website like yours, and make sure they are in your website content. Also, step back and think of all the questions they could ask about your product or service. Is your content answering them?
Your website content MUST be better than your rivals. Look at their websites and what they’ve written about themselves and their products. Then write something better on yours and by that we mean by using keywords more effectively. Don’t be tempted to over-write – people simply won’t wade through a mass of detail. It has to be readable.
Keywords are king
Make sure your keywords are in the page title, headline and the opening words – and by that I mean the first 100. It’s vital. The copy must also have plenty of words in it that are related to your keywords as the content as a whole has to match the search term. Ensure your keywords are in the URL for the page and are also in image captions. Never just throw keywords in for the sake of it … they have to be a genuine part of the information that people will want to read.
Keep it simple
Your content must flow naturally, and be quickly and easily read. There’s no point using 10 words when five will do – so make every word count and get straight to the point. Bear in mind that many people will skim read and they won’t want to backtrack to read something again they didn’t immediately understand. Write with energy and passion in short sentences and paragraphs and make it good to look at as well as read by including sub-heads to make the main points stand out along with photos and bullet points. Always avoid technical jargon and abbreviations.
Get the tone right
Write in exactly the right style for whatever you’re promoting. There’s a time to be straight-down-the-line and serious and there’s a time to fill the copy with cracking one-liners, quips and humour.
Grab the attention … but don’t get too carried away
Write attention-grabbing headlines that will make people want to carry on reading. Normally, only one-in-five people tend to go on and read the copy after reading the headline. Always back up claims with proof including facts and figures, testimonials or case studies.
People love to read content which has a human interest angle so it would be great to include as many case studies or testimonials as you can to show exactly how your product or service has helped someone. It will show potential customers how it could help them too. If you’re looking to buy something, would you try to find a review on the internet? Probably. Well, that’s what your potential customers will be doing too so the more positive reviews, testimonials and case studies you can get the better.
Try to keep the reader on the website
Include a ‘call to action’ on each page such as a link to more information on your website or a direct link on where to buy.
Website content is the absolute foundation for your business – so make sure every word count. At One Click Web Design, we’re experts in web design and content creation. For more advice, contact our West Yorkshire web design team by emailing [email protected], or by phoning 01422 646465. We work in close partnership with a leading content-writing firm based in Huddersfield – so get in contact to find out more!
* Blog written by copywriter, blogger and journalist Andy Hirst from Huddersfield-based AH! PR (https://ah-pr.com/)