When it comes to writing the text for your own website, it can be difficult knowing where to start, what to include, and how to best say it. Content is a huge part of what makes up a successful online presence as it often serves as the gateway for online users get to know you and your products/services. If you’re struggling to fill in the blank space on your web pages, or if you’re looking to improve what you already have written, here are some points to keep in mind to help make a solid impression on prospective clientele.
Never Keyword Stuff for SEO Benefits
Of course you want to rank highly in search engines for keywords related to your market, but flooding your content with those terms is not the ideal way to go about it. For one, search engine algorithms have been updated to detect specific phrases being overused, and doing so can result in a penalty to your domain. Secondly, it will sound awkward and unnatural to your readers, and in turn, they may overlook any value your writing offers. Keywords should be used organically in order to flow smoothly in the text, and if you’re writing content that’s relevant to your brand, you should have no problem fitting in a decent amount of keywords without having to try too hard to “sneak” them in.
Answer Your Readers’ Questions
In order for your web content to be truly useful to your readers, it helps to think about what they are expecting and hoping to find by visiting your site. What qualifications do you have? What prices do you charge? What do your services involve? What’s your return policy on products? What about references or testimonials? FAQ? These are the kinds of questions customers like to clarify before they are really sold on a specific brand, so before you start drafting, think about what you would want someone to know who has no idea who you are or why you’re the best choice. In other words, your site should be just as informational as it is promotional.
Proofread, Proofread, Proofread
This tip should go without saying, but it’s surprising how many websites are abundant with typos and spelling/grammar errors. While you probably aren’t going to deter a customer if you misplace a period or comma here and there, too many oversights can make you appear unprofessional and apathetic when it comes to your work. If you have someone on your team who is willing to give your content a final proofread, be adamant about taking advantage of that. It’s never easy editing your own writing, but if this is your only option, take a lengthy break from your work before you hit “publish” so that you can read through it again with a fresher set of eyes.
Allow Your Content to Reflect Your Brand
Your writing style and voice should clearly reflect the overall image of your brand. For example, if you’re involved in a corporate field, your content will most likely be better off sounding clean and professional, whereas if you’re operating in a more casual niche, it might resonate more with your target audience if you use looser language and incorporate a sense of humor or personality; the point is to harmonize your writing style with the kind of public perception you hope to create with your online presence.
When It Comes to Length, Find a Happy Middle Ground
The online world moves fast, and because of this, it’s important to write your web page content in way that is clear and concise enough to hold your reader’s attention while, at the same time, offering adequate details and information. Also, because of new algorithm updates, search engines are now penalizing domains whose text is skimpy and sparse, and while there is no golden number, try to keep your landing pages around 400-600 words. To make your content easily understandable at a glance, break up your wording with sub headings, bullet points, italics, etc. as nothing scares a reader away from a page quite like a long chunk of straight text.
Considering Hiring a Professional?
While it is rewarding to write your own web page content, sometimes time just isn’t on your side. If you need a helping hand, our content development department can help you come up with the right words to represent your company through your site. If you’d like to learn more about what we can do, please get in touch today for more information!