Your website is an extension of your business and apart from functionality (online shop, signup or contact forms, booking capabilities) it should also be written well. Did you know that on average a user spends only 45 seconds on a website? This is why it’s so important to hook your visitors as soon as they land on your site – and you do this with your content.
What you want to achieve is content that holds the reader’s attention, while being easily scannable and which incorporates SEO techniques for better search engine results. Sounds like a lot? Well, we’ve compiled some tips to help you get your website the engagement it deserves!
(And don’t worry – you don’t need to know how to code to create high quality content!)
This is such a simple principle, but you’d be surprised how many businesses still get this wrong! Ask yourself the following questions to ensure that your website content is interesting and relevant for your audience:
For example, if you’re looking for a law firm you’ll likely choose the website that’s written in a professional, friendly and reassuring tone of voice and not one that uses slang and cheesy catchphrases.
Write the most important information at the top of the page, so that people who are scanning can immediately find what they are looking for. As you move down the web page, you can start including supporting details and information. Right at the bottom of the page would be the best place to add links to related information to guide the reader to other pages on your website.
End off each page with a “call-to-action” – these are buttons or links that the reader can click to interact with your website, be it signing up for a newsletter, contacting you or downloading a document.
When writing content for your website, you should consider how people read content online. Browsing the internet or searching for specific information is very different from reading a novel. Keep in mind that when someone is searching for specific information, they are actively scanning through irrelevant content to find what they need. Most importantly, they want to do this with the least amount of effort.
Consider doing the following to ensure that your copy is easy to scan:
Unless your website is about poetry, there’s no reason to go all “Paradise Lost” on your content! According to Yoast, the popular SEO plugin for WordPress, sentences should not exceed 20 words.
Also, please leave the technical acronyms at the office! Even if you are in a very technical industry, your website content should be understandable to non-experts. Remember, you’re writing for your potential customers, not your colleagues.
Unsure of whether your content is readable enough? Use Readable to check the readability of your content.
Writing for search engines is not as difficult or confusing as it seems! It’s definitely worth spending some extra time to make sure that your website content is optimised for search engines. Your website will end up higher in search engine results, which leads to more people seeing your site, more clicks, shares, likes and engagement!
Get started by doing the following:
This post was aimed to help you get started with writing content for your website and is not exhaustive in the least. However, if you follow these tips you’re bound to have content that leads to more engagement. Even if you are using a copywriter, you can use this list to check whether your content is up to scratch!
We’re passionate about high-quality website content, so if you feel that you’re struggling with your business website, give us a call! From website design to development and integration with social media marketing channels, we’ve got you covered.