For many, sitting in front of a computer to write something can be a little daunting. Maybe you get flashbacks to the all-nighters you spent writing term papers in college. Or maybe writing has always been a task outside of your comfort zone. Regardless, developing or updating website content is a necessary evil in ensuring the success of your business’ marketing strategy.
To get you started, we’ve compiled a list of tips to help you get the best web content in front of current and prospective clients:
- Put thought into the headlines. – The headline is what will draw readers into specific areas of content and blogs. A good rule of thumb is that no block of copy should be more than 300 words without a subheader explaining its value to the reader.
- Use the ‘Inverted Pyramid’ method of writing. – Incorporate your most important information first, followed by the less important details. Visitors to your website are likely looking for specific information. If they aren’t able to find that information quickly, they will leave. By organizing your content with the most important information at the top of a page, you’ll have a much better chance of converting the lead into a customer.
- Write clearly, concisely, and correctly. – Have you ever received a confusing, cringe-worthy text from a friend or relative using shorthand messaging and/or improper grammar? The words and sentence structures we use to communicate are important—especially in the realm of business. Your website’s content should instigate confidence in your company’s expertise and abilities; if your content sounds like it was written by a 16-year-old excited for homecoming, it won’t be very effective. Confusing you’re for your, being lazy about punctuation, or using run-on sentences can have serious consequences. Potential customers will likely click to a competitor’s website that has a more professional appearance.
- Don’t get too technical! – Use an engaging and friendly voice in your web content writing. Prospective customers may be confused by industry jargon or technical language. Try to communicate in terms anyone could understand.
- Make it ‘easy on the eyes.’ – Web content needs room to breathe. The layout of web or blog content is very different from that of print. When you’re excited about your industry and the services or products you’re providing, it’s easy to get carried away writing long paragraphs. Unfortunately, readers on the web don’t have the attention span for writing structured like this. They want to find the info they’re looking for with as little effort as possible. Bold headings, numbered lists, bullet points, graphics, and images will help your readers better digest and retain your information.
Use these tips to serve as a guide in creating reader-friendly web copy. However, also know they aren’t rules set in stone. Speaking to your audience is essential, and the better you get to know them through research and analytics, the easier it will be to mold your content around their needs.
For example, if you find you have loyal readers who are trafficking your site on a regular basis, they will at some point want more detailed information. In that scenario, lengthier paragraphs and more complex language might be warranted.
The key to effective web content is to always put your reader first!