How to Write Effective Web Content

One of the most important part of your website project (besides design and clean programming) is to fill up the site with relevant, related web content which (if everything is as it should be) will drive new potential clients towards your business. We collected some useful do’s and dont’s to help you to create your web content in case you don’t have a professional copywriter at hand.

Easy-to-read web content

The text on your website should be easy to read – at all times. If you have more copy than the designed area would accommodate you should consider optimize your website design for the quantity of the copy . To accomplish an easy-to-read content there are some basic rules so consider:

  • Use short headings – your headline shouldn’t be longer than 8 words
  • Avoid extra-long sentences – try to keep it under 20 words. Overcomplicated sentences might confuse or mislead your readers or simply be boring.
  • Break your content into paragraphs – built up your content logically and make sure it’s broken into paragraphs not more than 80 words.
  • Optimize the length of your pages – don’t try to stuff all the content into one subpage,  don’t make your visitors to scroll for hours to get to the good part. Unless your are publishing your memoir, try to keep the length around 250 words per page.
  • Additional formatting options – optimal use of white space, readable font type and font size.

Keep the content simple and friendly

Keep it simple – unless it’s relevant to your business you shouldn’t show off how extensive your vocabulary is or how many slang you speak – your future clients might not be on your level and simply won’t understand it.
Make it personal – if you know your target audience, their age, education, interest etc. you have a clear vision who you are writing for. While creating your content, consider to write in. After all a huge component of any purchase decision is emotional, not rational.

Writing for the Search Engines

Alright, I guess we all have seen websites stuffed full of keywords an in many cases the sentences don’t even make much sense… Try to find the balance between a keyword driven content and a perfect description of your products services. To include relevant keywords on your pages are truly important, but if that means that you have to sacrifice the meaning of your copy you will definitely will drive more clients off then you catch. Select your keywords wisely, build it into your content logically without overusing them and without getting an impression that you targeted the search engines instead of the human beings.

The rule is simple: include your selected keywords into without sacrificing the quality.

Guide your audience

Besides breaking the copy into parts (headlines / lists / paragraphs) and using the formatting options a website has to offer ( bold / italic / underline etc.) you could think about what happens if your reader finished the page. Give some options to them where to go next – you could include related articles, call-to-action buttons, links, galleries or anything you think it will fit.

Use SpellCheck

Built in spelling check, your own head or professional help – up to you -just make sure your website doesn’t have spelling mistakes, grammatical errors. Mistyping happens to all of us and I’m not saying it’s unforgivable, but you should put some effort if you wish to convey a professional image.

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