10 Tips to Write Great Website Content

There are approximately 1.8 billion websites available for browsing on the internet. How do you get yours to stand out from the masses with so many options to choose from?

Your website content is one of the first things a visitor sees when they click on your site. Writing great website content is crucial if you’re looking to attract and convert more leads and achieve your marketing goals. 

What Is website content? 

Website content is all the creative elements published on a website and encountered during the user experience. Website content often includes images, videos, animations, sounds, and written text. Website content writing is any website content that contains writing. If this sounds broad, it’s because it is! Generally, websites have a mix of the following:

  • Blogs
  • Website copy
  • Infographics
  • Ebooks and white papers
  • Case studies

Why is website content Important? 

While all elements of your website are important and work closely to provide an exceptional user experience, great website content is vital in several ways:

  • It informs, convinces, and educates website visitors and customers of who you are, what you do, and how to help them.
  • It helps you showcase your knowledge and expertise.
  • It helps you rank higher in search engine results, especially if you have relevant keywords and phrases related to your industry. 

Tips for writing great web content

1. Create a content calendar

If you’re producing a large amount of website content at once, it’s helpful to keep track of all the projects and campaigns with a content calendar. Planning ahead gives you plenty of time to plan, draft, write, and edit your content. It’s hard to write great content when you constantly feel overwhelmed with upcoming deadlines, so organizing it all in one place is a great way to track your progress and know what content needs to be prioritized.

2. Incorporate your brand voice and use emotive words

Incorporate your unique brand personality & language into all website content. Uniqueness is a strong competitive advantage, as offering something different from the rest allows your business to become the go-to specialist, improve your reputation, and fill a specific niche. 

People crave connection. Help visitors connect with you on a deeper level and feel emotionally linked to your brand and what it stands for. Don’t be afraid to demonstrate just how far you have come and any unique elements of your business that aren’t as “polished” as other competitor websites. A great website doesn’t have to be perfectly tailored. Don’t be afraid to get personal and utilize emotion-rich words in some of the content you create.

3. Identify your unique value proposition

Your unique value proposition can give your website a considerable advantage over your competitors. State the most compelling reasons why a prospective customer should check out more of your business and any features or benefits that set you apart from the rest. A strong, unique value proposition is concise, engaging, and user-centric.

A clear and compelling value proposition will attract high-quality leads. When users understand what you have to offer, they are more likely to become (and stay!) engaged. This is often the last push a prospect needs to choose your business and become a customer. 

4. Educate, rather than sell

If all the content you publish on your website is promotional and aims to pitch your business, prospects are more likely to tune out and not convert. This doesn’t mean you can’t drive traffic to your website and increase your sales with your content, but tactfully showcasing your products and services is essential. A few powerful CTAs are great, but when your entire site is a giant ad for your business, it might be time to rethink how you communicate to your audience. 

By highlighting your expertise and experience, you give the user a glimpse into what you have to offer. Continually producing high-quality content will nurture the relationship with your visitors and build trust.

5. Utilize great copywriters

If you find that you’re spending too much time writing website content instead of growing your website and your business, it might be worth utilizing great online writers to produce content for you. Online copywriters are experienced and understand how to write informative content that engages. This will increase the amount of time visitors spend on your site, resulting in increased sales and better search engine rankings.

If you’re looking to hire online writers, choose Writing Studio’s content creation services. You’ll have access to a team of expert writers who are experienced in writing engaging and powerful content.

6. Understand customer pain points and goals

Customer research is vital for understanding your target market. Identify their primary pain points and goals. Sometimes a lead might not be aware of how exactly you can solve their problem or that they even have that problem, to begin with. 

Therefore it is crucial to structure your website content around their needs and wants to highlight why they should be buying from you and how it will benefit them. When this is done successfully, visitors are more likely to become paying customers and refer others to your website. 

7. Target different buyer personas

How much do you know about your business’s buyer personas? Drive customer acquisition and retention by attracting high-quality leads to your website. Engage with them in a unique way by targeting different buyer personas. 

First, research your customers using analytics and data tools. Understand how your ideal customers interact online and how they’re connecting with other businesses. This can help you adjust your copy style and tone. Step into their shoes and figure out answers to common questions they might have. What barriers are they facing which stop them from reaching their goals? What problem are they trying to solve? What’s holding them back from your business?

8. Utilize different content types

Utilizing a mix of different content types creates a more engaging experience for your customers. Depending on what social platforms you’re posting on or what topics you are covering, specific content types will be more suitable than others. Written articles, blogs, and guides generally do well on websites, and if you’re resharing them to Facebook or LinkedIn. Website content writing demonstrates your company’s expertise and provides high-value content that answers common questions from your audience. 

Images and videos are easy to digest and can be incredibly effective and impactful. Great visuals create a solid first impression to your website visitors and help showcase your products and services in a fun and engaging way. Sharing visual content on social media platforms like Instagram or Youtube can also drive more traffic to your website and increase your sales.

9. Be mindful of white space

If the first thing visitors see in your website copy is vast blocks of text, they’re likely to become overwhelmed and click off from your page. While blank spaces might seem boring and don’t add much to a website, they can add emphasis and structure and make your website content easy to read.

The white space between paragraphs and around blocks of text and images also helps people understand what they’re reading and overall gives them a better user experience. The goal is to make people want to keep reading by laying out your text in a design format that’s easy on the eyes. White space also draws eyes to the most critical elements on the page. This can help speed up conversions.

10. Track and measure content performance

Get the answers to the essential questions by tracking your leads and conversions. Understanding how and why your customer discovered you and why they purchased allows you to create specific content that fulfills their needs. If you’re repurposing or linking your website content as social media ads or within email campaigns, you can also track where the customer came from. 

Understand what works and what doesn’t with the help of analytics tools. Google Analytics is great for all-rounder website insights and to understand where exactly your website traffic comes from. You can also get valuable insights from your CRM software and social media platforms. Although it might seem daunting, understanding data is fundamental. It helps you adjust your website, marketing strategies, and content to improve customer experience. 

The bottom line

Having great website content can help you increase website traffic, attract more leads, and improve your brand reputation. In this digital age, incorporating techniques to enhance your written content can help you stand out from the crowd,

By including these writing tips across your website content, you’ll be able to streamline your content to inform, engage, and eventually convert.

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