In today’s digital economy, almost every business needs a strong online presence.
After all, your website is your shop window and is often the first thing people see when they’re looking for the products and services you offer, seeking answers to their questions, or just after some general information about your business.
Every website has a purpose, and for yours to be successful, it must have good web content that’s both useful and engaging.
Good web content is the key to attracting customers, generating leads, and increasing brand awareness. It’s what draws people in, keeps them coming back, and contributes to your website’s overall reach and effectiveness.
It builds trust. People are likely to trust and engage with brands that produce quality content. It can also help your site rank higher in search engine results pages (SERPs).
Many businesses today rely heavily on their online content to attract customers and grow their business. Whether you’re a small start-up or a more established enterprise, creating high-quality content is essential for success.
However, when it comes to creating good web content, many small businesses don’t know where to start. Here, our Head of Creative Content, Jon, shares his top tips for creating better web content.
Web content writing tips
No matter what industry you are in, it is essential to have good web content. It’s what people see when they visit your website or read an article on the internet, so it needs to be well-written, informative and engaging. When done correctly, good web content can help you attract new customers, increase traffic to your website, and even boost your SEO score.
So, if you’re struggling to create effective content for your website, here are some of the things you should focus on:
Tip one - define your audience
When you sit down to write web content, it’s important to start by defining your audience. Who are you writing for, and what do they want?
Once you know that, you can focus your content on meeting those needs.
Your audience is the most important factor to consider when creating web content, and you’ll know your customers better than anyone else. So, start by understanding your target market.
Who is your product or service aimed at?
Where do they hang out online?
What sort of messaging do they expect or respond to?
Once you know that, you can begin to understand what interests these people and what kind of information they’re looking for.
Tip two – keep it relevant
This one may seem obvious but creating content that’s relevant to both your business and your audience is essential. It’s no good writing about topics that have nothing to do with your business or writing about things that may not be of interest to your customers.
So, the key here is to pick subjects that are relevant. For example, are there any breaking news stories or industry issues that you have a strong opinion on?
Are there any particular problems your customers have that your business can solve?
Do you have a different perspective on what’s going on in your marketplace that can add to the conversation?
These are all things you can write about to attract more customers.
Tip three – think about structure
A solid structure is key to writing content that engages and sells.
This means that it should be easy to read and understand. You should use short sentences and paragraphs, and make sure your points are clear and concise.
Use interesting facts, stories and quotes to capture the readers’ attention.
And don’t forget to use visual elements such as images, infographics and charts.
Tip four – write in a conversational tone
When writing web content, it’s important to use a conversational tone and communicate in the way your audience expects.
For example, if you’re writing a blog post, don’t write in the first person, as your audience will be able to tell that you’re not speaking to them personally and may not be interested in reading what you have to say.
So, be conversational and write in the way you would talk to your customers face to face.
Language and tone of voice is important here. If your business is corporate and professional, your style of writing should reflect this. And if your brand is a bit more relaxed, fun and informal, then lightening up your writing and being a bit more quirky is the way to go.
Tip five – optimise your text
The web is a content-driven medium. Whether you’re blogging, writing articles or creating website pages, putting together strong and compelling content is essential to engaging your audience and generating traffic. But how do you make sure your content is effective? By optimising it for the search engines!
To rank well in the search engines, your content must include the right keywords. But simply stuffing your text with keywords isn’t enough – you also need to use them in the right places and in the right way.
The most important place to include keywords is in the title, subheadings and metadata of your content.
By using keyword phrases, you can be sure that your search engine will find all the occurrences of the keyword in your article. And using synonyms of your keywords is a great way to increase the amount of search traffic your content may attract.
Tip six – don’t overwhelm your readers
When it comes to crafting quality web content, keeping it simple is a good rule to follow.
Sometimes, less is more. Remember, your readers may be scanning your content on their phone or just flicking around the internet on their lunch break, so keeping it concise and to the point is vital.
Don’t overwhelm your readers or waste time. Get straight to the point, and if you’re selling something or want them to perform a certain action (such as fill out a form or leave their contact details), then make it clear what you want them to do by including calls to action, forms or links.
Good web design and clever use of technology can make this even easier, but remember, content is king and it’s what will drive people to do what you want them to.
How can QBD help?
Good web content is all about connecting with your customers on a deeper level, using a narrative that stirs emotion and inspires loyalty and trust.
Customers want to buy from – and work with – businesses they trust.
We can create effective web content, in the right tone of voice, to reflect your brand personality, communicate your offer and reach and attract more customers.
Get in touch today to find out more.