Writing for the web might seem easy – after all, it’s just words on a screen, right? But if you’ve ever found yourself staring at a blank page, unsure of how to begin or what to say, you’ll know it’s actually not that simple!
Web writing is a whole new ball game, very different to academic writing, or creating content for a print publication. Not only do you need to make the content appealing to potential customers – you also need to please the Google gods, so they send a steady stream of traffic your way!
What is Good Web Writing?
A great piece of web content grabs your attention and keeps you engaged. It offers valuable information, and usually will persuade the reader to take an action. It should be easy to look at and read, using formatting features such as headings and bullet points to break up big chunks of text.
These days however it needs to balance creativity with SEO (including relevant keywords), ensuring both people AND search engines find it useful and engaging.
Creating content that people find compelling and useful will likely influence your website’s presence in search results more than any of the other suggestions …
Yep, Google themselves say that their ranking algorithm prioritises helpful, reliable information that’s primarily created to benefit people, not to gain search engine rankings. So, if you want to rank above your competitors, write for people first. This will help drive traffic to your website, build trust, and convert visitors into customers.
Our Top 5 Tips for Creating Great Web Content
1 – Hook the reader from the very first sentence. For example, you could:
State a surprising fact: “4 out of 5 small businesses fail within the first five years.”
Use a quote: “Failure is only the end if you decide to stop,” says Richard Branson.
Share an anecdote: “My first business ‘failed’—but in reality, I rebranded, and it thrived.”
Make a bold or surprising statement: “Just because I closed my business doesn’t mean it failed.”
2 – Make it easy to understand.
Eye-tracking studies have found people read web pages in an “F” pattern, scanning across the top and down the left side. What does this mean exactly? You have mere seconds to hook your reader before they scroll away!
To make sure your content isn’t passed over:
Keep paragraphs and sentences short so readers don’t get lost. Keep them succinct and varied.
Break text up with headings and bullet points (like this!).
Use images, charts, or other visuals to break up the monotony.
3 – Inform, entertain, or engage (or all three, if possible).
Some ideas you can try to make your writing stand out:
Tell stories. People love narratives, and storytelling can bring even the driest topics to life.
Use humour when appropriate. A well-placed joke or playful tone can make your brand feel more human.
Offer valuable, unique information. Make sure your audience leaves knowing something new.
4 – Keep it clear and concise.
Who’s got time for fluff? Not us! As William Zinsser, author of On Writing Well, says: “Examine every word on paper—you’ll find a surprising number that don’t serve any purpose.” This is where the KISS (Keep It Simple, Sweetie) principle comes in handy.
Your writing should be lean, but full of substance. Some tips:
Use plain language. Forget “accompanying” – just say “with.”
Keep sentences under 20 words and mix up the lengths.
Write in an active voice for energy and engagement.
5 – Persuade the reader to take action.
Ultimately, the goal of web content is to persuade – whether it’s to make the reader stop and think; sign up for a newsletter; purchase something; or book an appointment. Your writing should always guide the reader toward action.
In Conclusion!
Your conclusion is your final chance to make an impact, so use it wisely.
Circle back to your main point, summarise, and consider ending with a call to action (CTA) that goes beyond the generic “Buy Now”. You might suggest readers “comment below”, “sign up for more great tips”, or even “talk to your family about this topic.”
Experts in Writing for the Web
If you’re feeling overwhelmed or just don’t have the time, consider outsourcing the writing of your web content.
At Front Page SEO, our expert copywriters have been writing for the web for as long as the internet has been around! Contact our team today for a no-obligation chat about your web content needs.
