Ask an Expert: Writing Content for the Web

Writing content for the web? Here are a few do’s and don’ts to make sure your website keeps your visitors coming back for more.

As website building experts, we’ve found that one of our client’s most challenging aspects of developing a website is in the creating website's content. We’ve had customers come to us with worries that their site isn’t generating much traffic or that the traffic it does generates isn’t converting into sales. If this is the case for you, the culprit may be your content.
With that in mind, let's take a look at a few do’s and don’t to consider when writing content for the web, to attract visitors (and ideally customers) to your site and business.

Don'ts
Don't go overboard with your writing

Writing content for the web can be a daunting task. You want to capture the reader's attention, but you also don't want to overwhelm them with too much information. It can be tempting to write long paragraphs, but keep in mind that most people only spend about 15 seconds on a website. That means you have less than 10 seconds to make an impression.
So how do you strike the balance? The key is to focus on writing concise, impactful content that will capture the reader's attention and encourage them to stick around. By keeping your writing focused and to the point, you'll be more likely to engage and retain your audience.

Be mindful of the tone and manner of your content

In the world of online content, your tone and manner are just as important as the quality of your writing. A website that is full of clichés and bad grammar is unlikely to inspire confidence in potential customers. Likewise, a website that is too pushy or sales-oriented is likely to turn people away.
When creating content for your website, it is important to strike the right balance. Your goal should be to create content that is both informative and engaging, without being overly promotional. By taking the time to create quality content, you will help to ensure that your website is a success.

Don't allow grammatical or spelling mistakes on your site

A lack of professionalism may do more damage to a company's reputation than anything else. It's unprofessional to tolerate grammatical errors. Most clients assume that if you can't spell a word correctly (or find an editor to fix it), you won't be able to conduct business properly either.
That’s why it's important to take the time to proofread your website before making it live. Check for typos and run a spell checker. If you're not confident in your own ability to catch mistakes, hire someone to proofread the site for you. It's worth the investment to ensure that your company comes across as competent and professional.

Don't write content that isn't interesting

Writing content for the web is not always easy. You must find ways to make your writing interesting, or else no one will want to read it. There are some tricks that you can use to make your writing more interesting. First, try to use catchy headlines. Second, use lists and bullet points to break up your text and make it easier to read. Finally, don't be afraid to be controversial - sometimes a little controversy can be just what your writing needs to get noticed.

Do’s
Write content that matters to your audience

There is no one-size-fits-all answer to the question of how to write website content that will engage and hold the attention of your readers. However, there are some general principles that you can follow to ensure that your content is both relevant and interesting to your target audience.
When writing, ask yourself:

• Is this relevant and interesting to your target audience?
•  is this new information for the reader?
•  Does this content have value to the reader?
•  Can they find this information elsewhere?
• The goal is to keep your readers on the page as long as possible.

Break up your content into digestible bits

The attention span of your average internet reader is very short. That’s why, once you have some content you’re happy with, go back and format it in such a way that it stands out visually as much as possible. To do this, include:

•  Bullet points
•  Subtitles
•  Call outs (important parts of the text, quoted in large font)
•  Images
•  Relevant statistics or benchmarks

Include a call to action

One of the key things to keep in mind is that your web copy should always encourage some kind of action. Whether you want visitors to make a purchase, subscribe to your blog, or join your mailing list, it's important to include a clear call to action. Words like "Join," "Sign Up," "Get a Call," "Subscribe," "Watch," and "Learn More" are all great ways to initiate the desired activity.

Following these few dos and don'ts while producing website content will guarantee that your site seems professional, retains visitors for as long as possible and aids in the growth of your business.

Following these few dos and don'ts while producing website content will guarantee that your site seems professional, retains visitors for as long as possible and aids in the growth of your business.

No matter what your company’s goals are, consider the benefits of good website content writing to you’re your business to the next level. Contact us with all of your marketing, website, or content writing questions.

Carl Messenger-Lehmann

Carl could be considered the nucleus from which everything happens. He has 25 years of knowledge stuck inside his head just waiting to come out.