Critical Components of Web Content Writing
Writing for a website is different than writing for a blog or for the latest social media posts. There are a lot of “best practices” out there, from using subheading, catching attention in just a few seconds, and crafting effective calls to action. But is that really enough?
Here are a few tips that go beyond the nuts and bolts of standard web content writing and try to focus more on purpose of the content and what you really want to achieve.1. Don’t ask questions
Never start your content by asking: “Are you looking for the best blue widgets available at a great price?” Of course they want the best blue widgets at a great price. They wouldn’t be on your site otherwise. You’re not here to ask questions. You’re here to provide answers. So start with one.2. Give the meta description some real thought
No, this is not a ranking factor. It’s a conversion factor. Control what the search engines display in the search results and use these few characters to give your potential visitors a reason to click your listing instead of the one just above or below.3. Don’t target keywords – Answer questions
We’ve left the notion of keyword density far behind (or at least you should have left it far behind), but they still have their place in web content. In fact, they have a few places, including: in the page title, the headline, body text, and URL. However, you should be thinking about how you can address the questions these keywords imply, not how you can squeeze them in throughout the page.4. Be clear and transparent
they have a great saying: “Clarity trumps persuasion.” Don’t try to be tricky with your wording. Don’t be overly cute. Don’t use flashy language that doesn’t actually say anything. Words like “Best available [whatever]” and “All our customers say [great things]” or “Your satisfaction is important to us” mean nothing to the average internet user. Be clear and direct and make quantifiable statements.5. Don’t use exclamation marks!!!
The only time you’re allowed to use exclamation marks in web copy is if you are a car salesman or talking about over-excited puppies. The day Apple.com, Nike.com, or any other major national brand uses one on their website, you are allowed to use one on yours. This isn’t just about using punctuation properly – it’s about presenting yourself as a professional.
Do not expect the exclamation mark to do the work for you. Let your clear, quantifiable statements show customers why they should work with you.
Web content writing is a critical part of the conversion process. Your rankings or ads have brought people to your website, now your words need to take them to the next step. Take the time to craft a professional image and message and you can turn a simple web page into a powerful marketing tool.
What do you feel are the most critical components of web content writing?