writing web content

Writing Web Content

Virginia Marketing Tips

Content marketing is essential to digital success. I am a firm believer of content marketing. Try to adopt this approach when you are writing web content.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action… Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.” Content Marketing Institute

Here are some tips for writing web content:

  • Do keyword research before writing your content. Understand the terms people are using to find similar products/services.
  • Create original content. When you copy someone else’s copy, not only can search engine’s track that, but you are penalized for duplicating content.
  • Focus on creating strong headlines (H1-H6). Using headlines not only improves the look of a web page, it breaks up what can look like long text. It also improves your search engine optimization ranking. Kissmetrics states that 80% of viewers reach your headlines, but only 20% read the rest of your content.
  • Always create call to action! What do you want the reader to do? Make sure you say it.
  • Add valuable links, both internal and external links. Links improve your search engine optimization as long as they are credible.
  • Show your value or unique proposition. Try to express yourself differently than your competitors
  • Be personable – add humor, antidotes or personal experience to express your personality. Web page content should be interesting, informative and entertaining.
  • Be succinct. Make sure your content is focused without needless information. The general consensus is that a web page should have at least 250 words. Don’t force words in just to achieve that goal.
  • Readability is very important. Stick with short sentences. Complex sentences works against you. If you are trying to reach the average person, use language that the average person knows.
  • Avoid jargon. If you are going to use a word or phrase that may not be commonly known, I recommend defining it. Just because you know what it means, don’t assume everyone else does.
  • Do not force keywords. This is referred to as keyword stuffing, which will work against you. Using keywords should naturally flow in content. It needs to feel organic.
  • Avoid the passive voice. The passive voice can be misunderstood. Be clear and confident in your writing.
  • Address your audience. Don’t be afraid to use “you” in your web content.
  • When writing about yourself or your company, write in the third person. If you are a one man show or if you are the brand, than the “I” may be appropriate.
  • Capitalization should only be used with proper nouns or the first letter of a sentence. Using capitalization to bring emphasis is wrong. Read the rules of capitalization.
  • Incorporate bullets when possible.
  • Proof, proof, and then proof. Try to get someone else to proof read your content. If you are like me, by the third or fourth time I have reach my content, I begin to lose my attention to detail. If you don’t have someone who can review it, step away for at least a day so you can edit it with fresh eyes.

Here is a standard outline I recommend for writing web content:

  • 1st paragraph should be the most important items of the page. A summary of what is to come, so to speak.
  • 2-4 paragraphs should be details. This is where you can develop ideas. Each paragraph should have one focus.
  • End the page with a recap and call to action.

Here are some other resources you can consider before writing web content:

If you need more help, contact us and we’d be happy to help or guide you through the process. Mystical Marketing offers copywriting, editing and content curation.