Writing content for your website can be one of the most challenging parts of getting a new site. Whether it’s sales related content for the main areas of the site, or articles for your blog to inform and educate visitors, or improve your search engine optimisation, it’s important to get it right.
With that in mind, here are a few tips to help you ensure your content is effective.
Know Your Audience
It’s important to keep in mind who your target audience is. Writing dense, technical content is no good if you’re reaching out to the average consumer, but if your target market is a niche or highly specialised one, then they may be expecting things like technical specs etc.
Think about who is buying your product or service. What interests will they have? What will their job titles be? How old are they?
All these things should inform the tone, style and content of your writing.
Write Good Headlines
A headline is the first part of your content that the reader will see. They’ll often see it in the search engine results even before they arrive on the page, so making sure that you have a compelling and attention-grabbing headline is essential.
The headline should be relevant, creative, and action-promoting.
Research Your Topic
In-depth content is not only good for your visitors, it’s good for your search engine optimisation as well. Remember that your visitors are frequently arriving at your site in order to find information, or answers to their questions about the type of product or service you offer.
The more effectively you answer those questions, the better your user experience will be, and the more Google will like it.
Images can be effective at catching the eye of your visitors, and according to Hubspot, can increase somebodies likelihood of reading an article by up to 80%. Make sure the image is relevant to the content though, otherwise you can achieve the opposite effect.
Reading on a monitor or device isn’t the same as reading a book, so it’s important to keep the ease of reading in mind when you format your content. Keep paragraphs short, (3 or 4 lines at most) and break up the text with regular sub-headings, every 2 or 3 paragraphs.
You can also use bullet points to make the text easy to scan, or bold important words to make them stand out to readers.
Although you’re writing for people to read and get information from your content, that doesn’t mean you should ignore the basic search engine optimisation guidelines either.
Include relevant keywords in your content, but don’t overdo it. If an article is about a specific topic, it will largely self-optimise if you’re writing relevant, in-depth and well-researched (or authoritative) content.
Use Your Content
If you’re going to all the effort of creating unique, relevant and in-depth content, then don’t just confine it to your website. Make sure you share your articles on social media as well, to improve your reach.