Six Tips For Improving The Writing On Your Website
What is good content writing on a website? There are lots of valid answers to that question. For example, good content has to be well written, and it has to portray the right image for the business. But there is one overriding measure of whether the content on a website is good or not – does it get results? The result you want to achieve from your website will vary depending on your objectives, but the content writing has to motivate your visitors to take action so that you get that result. Despite its importance, many people place content writing low down on their list of priorities. They spend money on designers to make their website look as good as possible, and they spend money on marketing to get as much traffic as possible. All of that effort is wasted, though, if the traffic doesn’t convert into people who buy, make a phone call, or fill out a form.
This covers the basics of making sure the spelling and grammar is correct. To do this you should use a spell checker in a word processing application like Microsoft Word, but you can’t rely on this alone. You also have to proof read the content to pick up errors that Word misses.
Being accurate also includes making sure your contact details are first of all correct, and secondly consistent. For example, don’t use the abbreviation Rd on one page of your site that has your address, and then use the full word Road on another page.
- Keep It Simple And Get The Tone Right
It is always best to use simple writing. This means using normal words and straightforward sentence structures. If you don’t use the word in every day conversations, change it to one that you do use. And read your content out loud – if it doesn’t make sense, or you stumble over a sentence, change it.
It is also important to get the tone right. For example, the tone on a nightclub’s website will be very different to the tone on an accountant’s website.
- Provide Solutions
You should not write about your business or your products on your website. That sounds a bit strange, but you should think about it this way – are people visiting your website to find out about your business or products? Or are they visiting your website to get the answer to a problem? Their problem could be that they need a new kitchen, or they need information on the best exercise routine to get six-pack abs.
Whatever their problem you can be confident that they are thinking about it and not about you. So, write your content in a way that shows that you can solve their problem.
- Be Persuasive
You want your visitors to take an action when they visit your website, so your content has to be persuasive. Explain the benefits of your products or services, but also explain why this is important to the reader – how it will make them feel, why it will make them better, how it will take away a pain-point.
Customer testimonials are a good tool to use when thinking about persuasion as they add authority to what you are saying. Your content needs to demonstrate that you are consistent, have experience, and are authentic. You should back this up with things that give what you are saying credibility, like testimonials, or social proof.
You should also make the content as creative as possible. This will make the writing more interesting, and will make it more likely that the visitor will read to the bottom of the page, stay on your website for longer, and take a positive action.
- SEO Optimised
Finally, you should make sure that your website content is SEO optimised. This means ensuring that keywords are used in the paragraphs of your page, and the headings. They have to be used naturally, however, and they should not be used too often.
Following these five tips will make your website more relevant and engaging, which will help you get better result