Website Content Writing 101

Website Content Writing 101

For all those in the know – and especially those who aren’t, there is one strong commandment that you should live your online life by. What is this you ask?


Content must be part of any Search Engine Optimisation (SEO) strategy – and there must be sufficient, unique text on each page of your website. There should also be a strategy in place so that you can continually increase the page count of your website and a content management system is the easiest way to do this.

However, the benefits of great content extend beyond the realm of SEO and can be the primary way to build your brand awareness as well as conveying your key messages to your target audience.

There is also much debate in relation to how this content should be written – for the user or the search engine?

Well, content should always be written with the user in mind – however are there certain steps you can take to ensure that this content is also beneficial from an SEO perspective.

Writing keyword-rich content is an integral part of ensuring your website ranks well on search engines.

Now, there is a fine line in terms of what constitutes “keyword rich” the key is to think of the key phrase you want your page to rank for and centre content around that.

No need to get a calculator out to ensure your key phrase appears X times – but keep this phrase in mind as you generate your content and what you will find is that it appears naturally within the body of that content anyway!

Any reputable SEO firm will be able to guide you in terms of what content should appear on the website and will do the grunt work in terms of ensuring that the key phrases appears in all the areas that search engine’s look for. These key area’s tend to be your website’s navigation labels, page titles, header tags, alt descriptions (for images), image titles, anchor links and file names.

Traffic first – conversions next!

As your organic rankings increase, so too should the organic traffic numbers to your website. However – the important aspect to remember now is that you must lead this traffic to perform the action intended by your website.

Your calls-to-action should offer compelling benefits. Write them using action verbs and commands that convey a sense of urgency, such as ‘Discover’, ‘Sign up’ and ‘Buy now’.

Short and simple wins the customer

Most visitors to websites quickly seek out words and images of interest to them! It is important that your website caters to this style of reading so that you do not lose your potential customers interest

1. Write short, hard-hitting sentences

2. Keep your paragraphs concise and to the point.

3. Use sub-headings highlight and draw your reader’s attention to the main messages within your text

4. Use bullet points to help make your copy easier to readand to break up the text on your page

I’d love to hear any feedback or stories of success you have been able to achieve for your website with the addition of content.

E-Web Marketing
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E-Web Marketing

We’ve been in the digital marketing field for over 18 years and worked with hundreds of Australian (and international) businesses to grow their web presence. Specialising in SEO, search ads (PPC), social media, content marketing, email marketing and conversion rate optimisation.

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