How to Write Content for a Website: 10 Tips for Web Writing

Content is the first thing your target audience is going to interact with. Your web copy must be appealing yet satisfy your audience's intent.

How to Write Content for a Website: 10 Tips for Web Writing
Photo by Igor Miske / Unsplash

What is website content?

Website content refers to the visible element in the text, images, and videos that form an online presence for an organisation. It describes the existence and offering of a business in front of its website visitors.

Content is the first aspect your target audience is going to interact with. So your web copy must be appealing yet satisfy your audience's intent.

The 4 pillars of website content include the Home page, About Us page, Product/Service Page, and Contact us page. The home page and product pages will be the most visited page of your website.

Therefore it is vital to keep it solution-oriented and appealing enough to move the consumer towards buying your product and service or subscribing to your mail list.

What is an example of website content?

  • Informative Blogs: Creating content in the form of a blog is key to building your brand awareness. A website's blog post can be a great source of medium to create problem-solving content for potential audiences. A well-optimized blog post can also deliver organic growth to businesses through online channels. There are many types of blogs that can be created. Some blog types include listicle posts, how-to guides, step-by-step tutorials, and product reviews.
  • Landing pages: A landing page is a form of website content built to inform and convert potential prospects into customers. It appears when a user clicks on a hyperlink (a clickable anchor text) from an online ad, search engine result page, email copy, or any such element with the desired call to action.
  • Visual content: Incorporating images and other visual elements such as explainer videos and animation keep your audience engaged. Nobody likes to read a wall of text. People look for visual elements for better understanding. Therefore using relevant images and infographics is crucial for user experience.
  • Customer reviews and testimonials: Adding customer reviews and testimonials content to websites create credibility. This is very important when it comes to online presence. It helps create trust with your brand and eventually leads to more conversions and purchases.
  • User-generated content: UGC content is a form of content created by your customers who have experienced your brand's product and service. Adding UGC to your site helps in brand building and encourages customer relationships.
  • Your story: Adding about us content on your website explains your existence. It is the best way to showcase your mission and the reason behind your offering. People like to associate with people who understand their needs and requirements. And adding your story to your site communicates your resemblance with your customers.

10+ web writing tips for creating quality content


1) Know your target audience:

The first step of your website content marketing is to know the target audience. You need to understand for whom you are creating content: your perfect audience and your imperfect audience.

You need to go deep down and create a buyer persona that will help you understand your potential prospect's pain points.

  • What kind of questions do they have?
  • What are their issues and concerns?
  • What do they want to achieve?
  • Which kind of content do they like to consume?

Knowing this will help you craft content that can attract your viewers' eyes and build relationships with them.

2) Analyze your competitors:

We are often concerned about our competitors, but having them can be a good sign. First of all, by analyzing your competitors, you can find out content ideas that are already working well within your niche.

You can follow the same trend and create something much better than what's already there. Moreover, you can also take inspiration from the design and structure followed by your competitors.

Finally, discovering content gaps between your website and competitors can give you an extra edge in increasing your visibility.

3) Create a content framework

Okay, now, after understanding your targeting audience and auditing your competitors, it's time to use the content framework method to design the outline for your content.

To do so, you need to dig deep into the topic you want to create content. Find all the questions your audience is looking to answer, and you can use tools like answering the public and also ask for this.

Cover all the concepts and topics that will make your web copy complete. You can revisit your competitor and see what's working for them. Once you create a proper structure for writing, it will be easier for your to draft your content.


4) Find keywords your audience speaks

Keyword research is very important to make your content visible to your target audience.

You need to find out what terms and phrases have been used by your consumer to find your product and services. Using them in your content will help your audience to discover your content.

Keywords research will also make you aware of the intent behind the query. You can use this information to decide the type of content to produce.

Because if you create content that does not resonate with the intent of your audience, then you will see a hike in the bounce rate of your website.


5) Start with the ongoing conversation

How often have you landed on a website and couldn't find what you are looking for? Well, that's because the information you are looking for is buried down.

So it is very important to keep your content aligned with the ongoing conversation in your consumer's mind.

For example, if your consumers are looking for the best web designing tips. Then your content should straight away start with "The best web design tips are as follows."

This will help the user find what they are looking for without digging any deeper. Always remember two things:

  • Keep the need-to-know information first, usually above the fold.
  • Start with nice-to-know information at the second fold to complete your content.

This is crucial for every website section, including your home page, product page, and landing page.

6) Write as you speak:

Many people have this misconception that you need to have top-notch writing skills for content writing, especially if you target English-speaking countries.

But the reality is that an average American reads equivalent to 7th and 8th grade.

So you don't have to be an excellent writer to entice your readers. Just write as if you would be explaining the same concept to your friend.

Trust me, that works! Your prospect should feel your content is talking with them. So instead of thinking too much, start writing as you speak, and that would make an appealing web copy.

7) Structure your content with headlines

Whenever you create content for your website, be it an informative blog, landing page, or home page copy. Always structure your content with the main heading and subheadings.

You can see a live example of the blog you are reading. We have stature our heading and subheading to keep the right flow of our content.

This is important because it helps your user find the information easily they are looking for. Also, it enhances the user experience since well-structured content is easy to read and skim through.

8) Make your write-up easy to consume

Creating quality content does not only mean being informative and accurate. But it should be:

  • Readable
  • Easy to understand
  • Usage of small sentences and paragraphs
  • Using bullet points
  • Demonstrating examples
  • Jargon-free language
  • Relevant Images

The above points mentioned make your content easy to skim and consumable. Nobody likes to read everyone is just looking for answers to their questions. So make it easy for people to find what they are looking for, and you will see a huge hike in your website engagement rate.

9) Use visuals

An image indeed speaks for a thousand words as it helps us visualize the content. You don't want the whole write-up to feel like a wall of text.

So it's best to use images to support your content wherever it makes sense. These graphical elements can be a great medium to add value to your content. For example, you can use infographics to elaborate a concept, and videos can be best for product demonstrations.

On top of this, creating visuals can also be shared among the audience, leading to an increase in brand awareness and recognition.

10) Make your content unique and updated

Even if you follow the best advice for writing content and craft it with creative visuals, your content is not unique; it will not attract so many visitors. You need to add uniqueness to your website content to stand out from your competitors.

Moreover, your content should also be updated with current facts and figures.. You do not want your content to include outdated information that would seriously impact your readership and organic presence.

11) Aks for feedback

After writing the content, the one thing that we usually miss out on is asking for feedback. Asking for feedback can helps us find fresh perspectives for our writing that we might have missed in the first place. You can ask for feedback from your colleagues, friends, or anyone that can provide you genuine feedback for your write-up.

12) Make your content actionable with CTA's

When you are successfully able to attract visitors to your site. You wouldn't want to miss the chance to make them take action on your site. These actions can be related to signing up for your news later, filling out your lead form, and purchasing your product or service. This needs to be driven by a clear call to action such as:

  • Buy now
  • Sign up
  • Read more
  • Get Now

Note that you can also make your call to action different from the usual one used by other websites. You can even A/B test your CTA's to find the one giving you the max amount of conversion.

.13) Add results

Showing results helps you to prove your point. This is even more important because you are not the only one fighting for the same audience. And the best way to prove your content is better and trustworthy is to show the outcome result in front of your audience. These results can be from customer testimonials or success stories. Going a bit extra mile enhances your credibility and helps you build authority in your niche.

14) Add value to the conclusion

We all know that a conclusion is a final takeaway in the form of a summary. But if you can include that extra tip instead of just summarizing it, it will make your content more valuable. People are always looking for that extra tip and insight. And by doing so, you make your content complete and leave your audience with a bonus takeaway.

How to generate website content ideas

Now that we have given you 14 solid tips on how to write for the web. It's time to implement them in your write-up.

But before writing any word, you need to know what to write on. In short, you need content ideas (also known as topics) to write.

Below are some tactics that will help you find ideas for website content

1) Competitor's topic research: This may sound obvious, but it is one of the effective ways to find content ideas to write on. Your competitor has already done the job for you by researching many topics. Now it's your time to analyze and pick the best one keeping in mind your content marketing goals and target audience.

2) Forum sites like quora & Reddit: These forum sites are literary gold mines for finding content ideas.

This is because people usually show their concerns and queries they are looking to get answers to. You can skim through the queries relevant to your niche and answer them with well-optimized content.

3) People also ask and search related to: Whenever you type in any query on google, it will also show you questions people are asking around that query. Once you click any of the questions, you will get more related questions. In addition, there is a separate section at the end of the page for related searches. Both of these features of SERP can be a get source for generating content ideas.

4) Blog comments: Using blog comments for finding ideas is simple but effective. All you need to do is find content in your niche where you can see a high amount of user engagement. Scan through the comments and look for specific queries and phrases.

5) Content generation tools: There are tools available to automate finding content ideas. You can use these tools to find content ideas for your website, blogs, social media, and even for your next youtube video.

6) Google auto-suggests: Auto-suggest feature in the google search bar is a great source for finding long-tail low competition keywords. Once you type in your query, Google will automatically fill out long tails queries people search for. Use these queries to target the low competition hanging fruits for your website blogs.

7) Search Console query report:

If you have a website and get some organic search traffic, you can head over to your search console query report and pay attention to the queries you haven't targeted yet.

8) Youtube & interest auto-suggest: As I discussed, google auto-suggests; you can follow the same technique for youtube and Pinterest. You will often find new topics that haven't been shown by google auto-suggest.