Content writing best practice

Write about places you’ve never been
August 11, 2017
Build a content strategy
August 16, 2017

The most important part of your website is the content. That hasn’t changed. So, you need to know content writing best practice in order to make your website shine. The phrase ‘content is king’ is used a lot in web design. But having content for the sake of it achieves nothing at all. Your content has to achieve two aims –

  1. To get you up the search engine rankings
  2. To convert your readers into subscribers, sharers or customers

And these two elements can often be at odds. Content that is purely written with SEO in mind will often fail to entice people to read more than a few words once they do arrive on your site. Content that doesn’t consider SEO at all won’t be seen by enough people to achieve our goals. Here is our guide to content writing best practice and what it means to you –

Think about the layout

A flurry of words on a page will switch most readers off, especially if they access your content on a mobile device. Content writing best practice takes this into account. Think about breaking up your content with –

  • Headings
  • Bullet points
  • Images
  • Quotations
  • Links

Your content might be amazing to read, but if you don’t make it easy for others then they will click off the page without investigating far enough to connect with you. Content is all about the engagement once you have the attention. Don’t lose this by throwing words and nothing else at the reader.

Don’t sell to people

The days of telling your customers to buy from you are pretty much over. If all your content says ‘buy’ then your customers will say ‘bye.’ They have many options for what you sell in most cases, so think about the conversations they want to have. Solve their problems, answer their questions and assuage their fears. This will get people to connect and engage with your content.

This should all be a part of your overall content strategy. Think about this before you type a word. Your content strategy goes a long way to establishing content writing best practice because you have a framework to build on. If you know the following then you have a much better idea of what you should write –

  • Who you want to speak to
  • What you want to speak to them about
  • Why you want to speak to them
  • Why they should want to speak to you

This is the foundation of your content strategy. Once you have built the ideas around this then you can develop your content writing best practice for your website.

Content writing best practice

The way we communicate with our customers has changed with technology. The tech of business is going to make more inroads in the future. So, you need a communication strategy that meets people where they hang out. This is invariably online. Yellow Pages and their peers have bitten the dust, so most will look on Google for a recommendation. You need to make sure you are in the right places and answer the right questions to reach your target market. Content writing best practice includes keywords as well as the features above. Think about how a potential customer might search for you. Then type this term into Google. If you don’t come up then your content will need to give you a lift. Look at your competitors and build a strategy that deals with boosting your ranking. If you are unsure about this then get in touch.

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