How to Write Website Content Successfully

Website copy is one of the most underrated elements of any website. It’s often because the first thing a website visitor will see is the aesthetics, the design and the pictures that adorn each page. Only if they’re interested in what you have to offer, whether it be goods or services, will someone take the time to read the content on a website page, but no one will come across your website if the content on there is either non-existent or low in quality. 

So how can you write content for a website which will make you stand out from the crowd and ensure that you’re appearing high up in the search engine results pages (SERPs)? In this article, we’ll be telling you how you can successfully write content for websites, whether it be your own site or one that you’re writing for a client. Let’s take a closer look at how to master the art of writing website content.

Understand the audience you’re writing for

There’s no point writing content for a website if no one is going to read it or if it’s not engaging enough for the audience you’re targeting. One way to make sure that you’re grabbing the attention of website visitors is to know who it is you’re marketing the content towards. Take a look at the analytical side of marketing. Look into the data of the website and its performance. 

This should show you the demographics of those who are looking at the site. You should also use common sense to work out who might be reading the website pages. For example, a website for a family law firm won’t be visited by university students, but then a website for a student union won’t be visited by those in their 50’s. When writing content for a website, in order to make sure it’s written for the right audience, you should take a more detailed look at the following things:

• Age group
• Gender
• Where they’re based in the country
• Their hobbies and interests 

Analyse the content on your competitors’ websites

This is an especially useful thing to do if you’re writing website copy for an industry you aren’t sure about or aren’t knowledgeable in. While you should never copy the content that you find on a competitor’s website, you can take inspiration from it and gain some expert knowledge and understanding about the topic you’re having to detail within the pages of a website. This is the case whether you’re writing the content from scratch or are repurposing old content that needs a refresh.  

Write the content page-by-page

When you have an entirely new website to write the content for, with many pages needed, it can seem like an overwhelming task. But instead of looking at it as a whole job that needs doing, break it down into bite-sized chunks. 

Do one page at a time and make sure you’re using the time you’ve been given wisely to get the job done. This includes doing your research, writing the content, proofreading what you have written and optimising it properly to ensure it ranks well in the SERPs. 

Use relevant keywords 

Carrying on from the previous point about ranking in the SERPs, this is made all the more easy with the addition of relevant keywords and phrases. In order to find out what those keywords are, you need to do the research, but how? Use tools like Keyword Planner and Google Search Console as a starting point. 

Look at the words and phrases and check them against search volumes and competition. Don’t go for words with a high search volume and a high level of competition, because you’ll find it very difficult to compete with huge, household names on the net, with a very well-established online presence. 

Instead, choose words and terms that are relevant, but that have a fair competition level and a reasonable search volume. Keep checking those keyword analytics to make sure that they’re still relevant when you come to write and publish the content, because the data can change. 

Consider the word count carefully

The word count might not seem like something that is important, but it is if you want to rank well in the SERPs. This is because the Google algorithm looks favourably on content that is a decent length, is high-quality and that contains the right keywords. With this in mind, you need to balance the word count on a website page, making sure the copy isn’t too short, but not too long either. 

If it’s too long, you might find it starts cannibalising blog posts on the same website, or vice-a-versa, and that’s not something you want to happen. For website copy, you need to be writing text with a word count between 600-1,000 words, as a general guideline. Do keep in mind, however, that the word count might need to change, depending on the detail needed on a particular website page.

Proofread before publishing

As we’ve just touched upon, the Google algorithm looks positively on high-quality content that has been written in a way that is coherent, clear and is grammatically correct. As such, before you even think about hitting ‘publish’ on those website pages, you need to make sure that you’re reading it through at least twice, looking for spelling and grammar mistakes, as well as ensuring it reads well and contains all of the keywords you’ve found. Only when you’re happy that the copy is of a high-enough quality, should you put it live on the website.

Add a clear CTA 

One of the very last things you want to do when it comes to writing website copy is to add a ‘Call to Action’ (CTA). It does exactly what it says on the tin, so to speak. It is a chance for you to persuade the website visitor to act on their visit to your site. It is your chance to urge them to take their visit further. Some of the things a CTA can ask a website visitor to do includes: signing up to a newsletter, filling out a contact form online, giving the company a call or to leave a review, the opportunities are never-ending when it comes to CTAs, so use them to your advantage.

Kumo is a dedicated digital marketing agency with a wealth of marketing services available for our clients throughout the UK. Regardless of the industry you work in, you’ll be able to rely on Kumo to provide SEO, PPC, content writing and website design services, among many others. If you’d like to propel your business into the spotlight, then get in touch with Kumo – we’re always pleased to hear from you.