The “rules” for website content writing vary depending on who you ask. Some people think good grammar and proper spelling are all you need to portray a professional image. You likely want more from website visitors than acknowledgment that you can use spell check.
Some will say that you have to follow rules for keyword density to garner interest from spiders and robots crawling through the web. Supposedly, using three keywords per 100 words of text to achieve a 3% keyword density is “good practice.” There are also rules about limiting page content to 350 words and keeping sentence length under 25 words.
It’s great to know the rules. You may even want to follow them when it makes sense. But, the key to successful website copy is relevant content. You aren’t selling your product to bots or spiders; you’re selling to people. Be interesting, solve a problem and offer a solution. Remember, you only have a few seconds to capture someone’s attention and sell your idea…no matter how many rules and formulas you follow. That being said, here are a few best practices to follow:
4 Tips for Successful Website Content Writing
- Incorporate Headlines. Readers like to scan information on the web. Make sure your website content includes attention grabbing headlines to keep them moving through the page.
- Use Bulleted Lists. Whenever possible, bullet out a list of ideas or tips rather than delivering the information in a long paragraph. Bulleted lists are easier to read and come across as more action oriented.
- Keep Your Voice Consistent. It's easy to lose focus of your brand's tone and voice as you move around and work on different website pages. Have your content style guide handy as you create website content.
- Add Calls-to-Action. The goal of most websites is to inform and get visitors to take action. Make sure to include calls to action on all of your website pages. Here are ideas to consider: link to contact form, free download, sign up for e-newsletter, request for social media follows.
Have you heard of other rules to consider when writing website content? Let us know. We're also available to help with your content if its becoming a challenge.