10 must-do tips for writing website content
Every webpage should have its own message to tell. Here’s how to write good copy for every webpage on your website.
- Write the headline (title of page) that says what the page is about. Don’t get cute or fancy or try to write ‘newspaper smart’ headlines. Heading 1 is very important so get the information right here.
- Put the most important information at the top of the page and/or in sub-headings that signpost important aspects of the subject. This is a publishing standard when writing chapters and headings of chapters. The structure is important for readability so write an outline of your structure first
- Stay on message for each webpage – this helps improve your search engine optimisation and it also helps real people find what they are looking for. If you go off message and stray onto topics not related to the webpage title, chances are your web visitor will stray off your website too.
- Write in plain English. Write to your audience. How do they talk, think, listen? What do they want to know? How will they best understand what you are saying? Use informal active language. Don’t use jargon or complicated three-syllable words.
- Use effective images on your webpage. The Internet is visual so let’s not forget that. Make use of images that can tell the story more effectively than words. When using images, make sure that images are named properly. See how to use images on your (WordPress) website.
- Be concise when writing sentences and paragraphs. Short and sweet. I’ll say no more about this.
Don’t jam your writing with key words to get ‘more’ out of your search optimisation. You won’t. However, stay on message with keywords. If this article is about how to write good content on webpages, you might use variations of keywords such as writing webpages, webpage content writing, good writing for webpages in each paragraph. Do not overdo key word placement. The writing must scan well for your human readers, make sense and be interesting. Overdoing keywords can be extremely off-putting.
- Add links to every webpage to other relevant webpages on your website. Linking pages that could be of interest helps your readers find other information that they may also want to read – and it’s very good for search engine optimisation. Read about link structure of your website.
- Get your writing edited and proofread. Not always easy (and hand up, I’m guilty for not doing this for all my web writing for personal blogs). However, it is so important not to have errors.
Susie Stevens from Bold Type is a professional editor and proofreader and can help with editing and proofreading your print documents and web content.
- Before you post your webpage, go through the text once more and cut any superfluous words, sentences or even paragraphs.
Bonus tip for writing website content
You can see that some text in this article related to writing website content is bold. Google sees these words as important in the copy so use bold for keywords on a page. This helps to check if you are staying on message too.