Do you need a website that tells your customers exactly what you do, where you are, and how to buy your awesome products and services? Yes? Then you need a website content writing service. Here’s what I do.
- Company descriptions (if your website needs more text).
- Blogs and articles (if you’ve run out of blogging ideas or don’t have time to write).
- Product descriptions (if you really need to sell more stuff).
- Website Audits (if something is broken or slow)
Writing for websites
Writing online content for websites and blogs is different to other types of writing. It’s harder to concentrate when reading text from a computer screen or cellphone, and we tend to read faster and understand less (because we miss stuff) than if reading from paper.
“When we are reading from a screen, only one section can be seen at a time and the available reading surface area is limited. If you read a printed medium such as a book, several text areas are available simultaneously and it feels easier to form an overview and make notes in the margins.” University of Stavanger
Research has proven that website visitors expect a personal and upbeat tone, and tend not to bother reading long-winded copy that requires endless scrolling. At the same time there are more than 1.94 billion other websites competing for your reader’s attention. If you are going to keep them interested write your website content in a conversational style — so it can be read quickly — while maximising :
- Useful headings (make that text easy to scan)
- Short, punchy sentences (quick quick double-quick)
- Photos or pictures (because you’re not boring)
- Lists and bullets (to kill those mega-long paragraphs)
And remember — I know I’m repeating myself here — today’s online readers are savvy and if you write your content like a textbook they’ll bounce off your site and won’t come back.
Writing for readers
Keeping readers on the page is the #1 goal of every content writer (including me). First I build engagement by writing your text like a story, that way it’s much easier to understand. I make sure it’s straightforward, and doesn’t weirdly jump into different ideas or end awkwardly.
I develop your story in logical sequences, linking paragraphs with sub-headings, quotes, or infographics. Sub-headings etc are easier on the reader if they miss their spot after scrolling away, or have clicked on a hyperlink and want to come back to your article.
My second engagement technique is to use a conversational tone that feels like you’re speaking directly to the reader, then requesting them to take some action. This ‘call to action‘ asks your reader to go beyond just scanning through your blog or webpage and actually do something. It could be signing a petition, watching a video, or getting a pair of Nike runners — sometimes a reader only needs to be asked to share a blog post with their friends.
Writing for search engines
“Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content.” Google.
Great website content can be understood by both humans and the Googlebots. A Googlebot (also known as a ‘spider‘) scans the text on new and updated webpages to add the information to the Google index. Once a website has been ‘crawled’ it will start appearing in Google search results.
Any content writer worth their weight in Google clicks has a working knowledge of SEO (Search Engine Optimisation) and knows how to create great copy that incorporates the keywords and phrases that best describe your business. Web copy that is easily read by humans, yet able to be understood by Googlebots.
Many inexperienced writers think that SEO content writing is about stuffing a set of ‘keywords’ or a phrase into the text; then repeating those keywords over and over. This type of copy sounds mechanical and usually just confuses or annoys your reader. Google will ultimately ignore it.
Another mistake many ‘writers‘ make is to copy and paste text from books or competitor websites, then publish it was their own blogs and webpages. Copying text from any source is actaully plagiarism, and will put you in direct violation of copyright laws all over the world. The Google algorithm ignores duplicate text and in some cases will block your website completely from future search results.
Google wants your website to contain concise text that accurately explains what you do. In fact their number #1 piece of advice for optimising website content is to make your site interesting and useful.
“Creating compelling and useful content will likely influence your website more than any other factors. Users know good content when they see it and will likely want to direct other users to it. This could be through blog posts, social media services, email, forums, or other means.” Google.
Writing for mobile
Does your text look great on a mobile site? Is the font big enough, and sits nicely on a small screen with proper spacing? Since mid-2018 the Google algorithm has been giving ranking priority to mobile-friendly sites; here’s what Google has to say about it:
“Mobile-first indexing means Google will predominantly use the mobile version of the content for indexing and ranking. Historically, the index primarily used the desktop version of a page’s content when evaluating the relevance of a page to a user’s query. Since the majority of users now access Google via a mobile device, the index will primarily use the mobile version of a page’s content going forward.”
Ask me about optimising your key website content (headings, summaries, bullet points, image captions) for mobile during the project briefing.
Writing for sales
Websites are sales tools, so you’ll want your content to delight, excite, captivate and motivate your readers to buy. Here’s a couple of things to remember:
Great sales writing speaks directly to the reader …
Pros love iMac. So we created one just for you. (Apple)
… and highlights the key features and benefits of the product.
Unlimited movies, TV shows, and more. Watch anywhere. Cancel anytime. (Netflix)
Oh! And it’s fun too …
The shoe works if you do. Get yourself a pair. (Nike)
To write great sales copy I need to know as much as possible about your products and services — how they make the world a better place, and why they’re amazing. Working together I take the time to learn about your business, and why your so passionate about it. It’s about getting the details right, and building a long term relationship so I can write the copy that sells for you — again and again.
PS: did you notice how the Nike slogan [above] told the reader exactly what to do? (hint: get yourself a pair).
Writing for you
Ultimately my job as a web content writer is to find your unique story and write it into a compelling narrative. Something that will delight, excite, captivate, and motivate your website visitors to buy something — or get in touch with you.
If you’d like to know more about how I can transform the content on your website into something you feel incredibly proud of, why not contact me today? Let’s get your message (and your website) exactly where it needs to be.