Effective Website Content Writing – Tips & Tricks For Writing Website Content That Sells

By        Last updated November 07, 2018   Copywriting    Advertising Disclosure

Content writing for your website is actually really simple.

 

It’s too easy.

 

In fact, anybody could do it.

 

But if you’re looking to write content that’s actually engaging and makes your reader stick around, you need to write web copy in an engaging way that solves their problems, and that’s a whole different ball game right there.

 

 

People that browse the net are looking for something specific.

 

If your copy fails to capture their attention in the first 2 seconds, all the blood, sweat and tears you’re poured into your piece is just not gonna get any attention.

 

Since we’re a generous group people that genuinely wants to help our readers, we’ve come up with the definitive, the one and only guide you’ll ever need to improve your web content writing game.

 

But first, let’s define what website content actually is, and why it’s important that you actually write content that is effective and engaging.

 

How Does One Define Good Website Content Writing?

 

Tips & Tricks For Writing Website Content That Sells

 

So, good website content writing is actually very straightforward.

 

  • It needs to sell.
  • It needs to be engaging.
  • It needs to have a purpose.

 

The whole point of good website content writing is to write in a way that’ll rank better in Google searches, yet appeals to the eye of your readers.

 

This should make them stay on your page a little longer, which will hopefully lead to a sale.

 

I’m sure you’ve heard this before somewhere, but content is king, and it’s even more apparent when it comes to website content.

 

When people visit your webpage, they are looking for information on something specific, a unique point of view or an unbiased opinion.

 

If you can present them with what they want, you’ll provide value to them, and that, ladies and gents, is what we call quality content.

 

 

Why Quality Website Content Is Important

 

Effective Content Writing

 

You see, quality content isn’t just a one and done thing. Quality content, lives. It gets shared. It sells.

 

Regular content will stay relevant for maybe a year or two, but people see value in a well-researched quality article, and it will stay relevant for years

 

Heck it might even go viral.

 

People will visit your site for years to come, just because of that one piece of precious content.

 

This is what quality website content can potentially achieve for you:

 

  • It engages your audience, keeping them on your page longer
  • It sells
  • People will want to share them
  • If it’s informative and accurately written, your article will become a point of reference in the internet, which means people will link to you, which directly translates into stronger Google rank power
  • With better rankings, more people will read your article, which compounds into more sharing, more incoming links – the effect snowballs.
  • You’ll end up selling more as your article goes viral.

 

This is the power of content marketing, and if you can master it, you’ll literally be able to turn your words into gold.

 

Let’s have a look at what you need to do to write quality content.

 

 

Tip #1: Understanding The Buyer’s Journey

 

If you want to create content that actually catches the attention of your targeted customers, you’re going to need to understand the buyer’s journey. Don’t worry, it’s actually not that difficult.

 

Let’s assume you’re an online guitar shop owner, and you want to create content to push your readers/customers into a point of sale.

 

What articles can we write?

 

How can we use the buyer’s journey to our advantage?

 

We can break it down into into 3 simple steps:

 

  1. Awareness & Interest
    (When the customer becomes aware of a point of ‘pain’.)Let’s take for example, the customer develops an interest in the guitar, but he knows next to nothing regarding them.
  2. Consideration
    (Customers start researching on products, solutions and brands.)Now our customer is interested enough to do some research. He doesn’t know what brands of guitar to look at, he doesn’t even know what type of guitar is best suited for him. So he goes online and does his research.
  3. Purchase
    (Customer reaches a decision.) The customer has decided that he WILL get a guitar. He has narrowed down his choices, he has decided how much money he’s willing to part to get the quality he wants. He’s seeking reassurance that he’s making the right choice.

 

Every article you write needs to make sense according to the buyer’s journey, and each one must push the customer further down the buyer’s journey until he/she completes a transaction.

 

Simple enough right?

 

Right.

 

Well now you know what the buyer’s journey is, let’s move on to…

 

 

Tip #2: Which Part Of The Buyer’s Journey You Should Target

 

Obviously, it would be nice to cover the ENTIRE buyer’s journey in one article but that’s not gonna be possible, seeing as the people who read your content are going to be at different parts of their own buyer’s journey.

 

What we CAN do is come up with smaller articles targeting different parts of the buyer’s journey, so readers in their own personal journey will have something relevant to them as they stumble upon your site.

 

In a way, this means that ALL of your articles combined will cover the entire buyer’s journey (so you’ve got something for everyone) but they should be able to stand alone as individual stories for a more targeted audience.

 

 

Tip #3: Topics To Cover For The Buyer’s Journey

 

Okay, so you know what the buyer’s journey is, and you know that you’ve got to cover the entire buyer’s journey with broken down individual pieces, but what kind of topics are you gonna write?

 

Let’s use the guitar again as an example.

 

Stage 1: Awareness

 

At this stage, we know that the people searching for your site are just starting to show interest in guitars. You’ll want to write something generic yet relevant enough to catch the readers’ eye. What can you write so that they’ll stumble across your article and stay for the content?

 

  • 10 best beginner guitars
  • Guitars famous rockstars use
  • Play any song with these 4 chords
  • How guitar music helps with depression
  • Music & mental health
  • 10 song you should learn on the guitar
  • Master these popular songs with 3 basic chords!

 

Stage 2: Interest

 

At this point, the reader is already actively researching guitars. He’s comparing prices, features, tone, sound. He’s hungry for data and he’s looking for more in-depth information.

 

What can you do to catch their attention?

 

  • Content that contains reviews
  • Comparisons with other similar guitar brands
  • String comparisons
  • Write about price vs value
  • Document your own experience playing the guitar.
  • Write articles on which guitars are better for rock vs jazz music

 

Stage 3: Consideration

 

By now, your readers are ready to buy. They know roughly how much they’re willing to spend, they just don’t know exactly which guitar brand to spend it on. They most likely have an idea in mind, but they’re looking for reassurance.

 

Your article needs to be more transaction focused. Your readers need something to push them over the edge, data that reassures them that they are about to make the right choice.

 

So give them what they want to read!

 

  • The best value for money guitar
  • 5 cheaper alternatives to the Les Paul Gibson
  • Top 10 pedals to get that classic rock ‘n’ roll tone
  • Best accessories for your new guitar
  • Best guitars for under 1,000USD

 

 

Tip #4: Keyword Research and picking your keywords

 

If you didn’t know by now, the keywords you use in your website content will determine the relevancy of your article in eyes of the almighty Google.

 

This means you need to pick your keywords, use them correctly, and watch as your site comes out in the first page of Google’s search results.

 

It’s actually not too difficult to do.

 

Step 1: Confirm the search demand

 

You just need to start by confirming if there’s a demand for the topics that you’ve decided on. You can use tools like SEMRush, Google trends or KeywordTool.io

 

There are plenty of other free keywording tools out there. You might have to pay to use some of them, but they’re well worth the money.

 

A quick search reveals that there are free tools too, so you’ve got no excuse to do everything you can research keywords.

 

Step 2: Identify your keyword

 

Once you’ve confirmed your research, you need to narrow down your keyword selection to 1 or 2 main keywords for each article. This will help you in your writing.

 

Step 3: Tweaking

 

If you find that there’s a lack of demand for your topic, all you have to do is tweak the topic a little to cater to what people are searching for.

 

For more in-depth info on keyword researching, hop on over to here for a very well-written article by our friend, Tim Soulo.

 

 

Tip #5: Article Length

 

This part is a little tricky.

 

In one study done on Wikipedia articles, it says increasing the word count of an article will result in higher trust. But based on our experience, readers will quickly lose interest (and might not even bother reading) if the article is wayyyy too long.

 

But again, if the content interests and manages to engage the reader, that reader will most likely stay on and continue reading your article.

 

Actually, only 16% of the people that stumble across your piece will stay on and finish reading everything, but those are the people that are actually looking for useful data, so make sure your content appeals to them!

 

What you’ll need to do is to research your topics thoroughly so that what you write becomes useful to your readers. When you do that, your website content piece should naturally fall between the 1,500 – 2,000 word range , and that’s the sweet spot.

 

When your readers find your articles useful, they’ll naturally spend more time on your site trying to understand and digest the information you’ve shared with them.

 

This keeps them engaged, and also helps your website content piece appear more authoritative in Google, which makes for better search rankings!

 

 

Tip #6: Best Practices for Website Content Writing

 

Okay, go grab yourself a cup of coffee, we’ve got a whole lot to cover in this portion.

 

Web content writing is actually very tricky. You need to write long form content so that Google recognises it as something worthwhile, yet you’ve got to chop it up and keep it punchy so that your human readers remain engaged.

 

It’s going to take a little bit of getting used to especially if you’ve been writing for other mediums, but remember, you are not writing literature.

 

In the world wide web, readers are impatient, and they’ve got the attention span of a 12 year old on a sugar high.

 

Here’s a list of good habits to adhere to when writing for the web.

 

  1. Write Simple, Impactful Copy that Sells!We’ve got this article and also this one, which takes a more in depth look about writing effective copy!
  2. Learn how to write fast!Writing isn’t easy, we all know that. Check out this article my friend Ben Brown wrote to see how he does it!
  3. Don’t write for yourself!The internet crowd is a very impatient crowd. Get to the point. Remember, you need to communicate, not impress.
  4. Emotions Open up the walletGood content sells because it made the reader feel something.
     

    Take this for example.

     

    This fried chicken tastes really good.
     
    VS
     
    You know what makes this fried chicken taste really good?
    The crunch of the skin. The aroma of all its herbs and spices. The juiciness of its flesh as you bite into it.

     

    See the difference?

  5. Make your headlines count!If you want to learn more about writing headlines that work, check out what we came up with previously over here.
  6. Come up with a Big Idea!If you have trouble coming up with content, use what we wrote about over here to discover how to come up with a Big Idea!
  7. Understand that internet reading habits are different!People don’t read your copy, they scan through it, looking for keywords. Pepper your articles with useful data and keywords to keep your audiences engaged! More on this over here.
  8. Don’t overdo keywords!Keywords are meant to help Google understand your article, but when you overdo it, your article might be shadowbanned from Google searches and you won’t even know it.

     

    In depth article over here.

  9. Practise SEO researching!Start with you seed keywords, then do your research and discover what works for you! With proper keyword research, you’ll find the best topics for article topics.

     

    Leverage on that. Write sh*t that people actually want to read. Learn more about it over here.

     

    While you’re researching, check out this out this article for ways to create content that drives traffic!

     

    Pro tip – use tools like SEMRush to see what keywords your competitors use!

  10. Hyperlink everything!Got your information from somewhere?

     

    Link it!

     

    It’s just good internet ethics. It also helps your article appear more solid and authoritative, which means better ranking!

  11. Use the Skyscraper techniqueThe skyscraper technique is simple, but it’s not easy. The purpose of it is to create an article that’s the most informative, most accurate, most epic resource out there, something that will give your readers no reason to search for information elsewhere (like the one that you’re reading now!).

     

    We’ve covered what you need to do to utilize the skyscraper technique over here, so make sure to check it out!

 

 

Wrap Up

 

There are so many things to cover when it comes to website content writing, and it’s nigh impossible to talk about them all in 1 article. We’ve tried our best to cover the most important tips and habits for web content writing.

 

Remember, research is key to successful articles!

 

  • Research your keywords and take the time to learn and understand the buyer’s journey. It’s so helpful in the long run. Understand what goals your readers are trying to achieve, then come up with articles that helps your readers.
  •  

  • Put yourself in your readers’ shoes. They log on to your site because they need a solution to a problem. Sincerely write articles that’ll help them, and make sure to proofread your piece or get someone to proofread it for you!
  •  

  • Last but not least, learn basic copywriting skills. Copywriting and website content writing are very different than writing for traditional media. You need to write to communicate, not to impress, and that will lead to sales.

 

For more web content and writing tips, make sure to go through the links in our website. We’ve got a whole bunch of content that’ll help you out!

 

Well, we’ve come to the end of this piece and we hope that this article has managed to help you out. Let us know what you think!

 

Better yet, if you have your own little tips for writing website content, feel free to share them with us!!

 

 

About The Author

Elliot has been writing copy for the past 15 years, working with various Art Directors to create successful advertising campaigns for many local and international brands. He has also worked in the financial services industry, gaining valuable experience and insights in the art of selling. While he mostly does creative copy for retail clients, he also writes for small businesses in his free time, helping them achieve the reach they need.

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