When it comes to marketing your company online, content is king. Writing for the web is not easy to do, even if it seems effortless. It’s a skill that requires you to make content that can be picked up by search engines while also providing engaging, valuable information to readers.
Writing for the web, you need to choose a good keyword, write engaging content and format it using meta descriptions, headings and white space. Using an active voice, short sentences, calls to action, white space, and formatting choices such as bulleted lists can also be helpful.
The question is, how do you write content for the web that gets peoples’ attention? It involves using principles of SEO, focusing on keywords, and writing for people. While it’s always best to hire a copywriter with a background in SEO, there are some tips you can use.
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Writing for website content purposes means that you are trying to accomplish several things with your work. It means that you want your content to:
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When you’re writing for a commercial website, you aren’t just writing for people. You also have to keep in mind the algorithms and tech portions of writing. In other words, you have to write in a way that search engines can pick your site up.
Most people can, with help, write for other people. Website writing is part of content marketing and it often plays a pivotal role in your SEO. Since it can be a complex issue, we encourage you to consider contacting Mediaboom for help.
Now that we’ve discussed website optimized content, it’s important to actually talk about how to make it happen.
Writing for the web always starts with the right keyword and topic. Your keyword will have to be something related to your website. Ideally, you’ll pick keywords that people search for but don’t have much competition for other sites. These keywords aren’t always just words. Sometimes, they can be phrases, too.
Did you ever see a news article that just grabbed your attention with a catchy title? Moz noted that a title can change the amount of traffic a site gets by as much as 500 percent. The same set of statistics also revealed that 80 percent of readers never make it past the title.
Your goal is to create an interesting title that gives people a genuine idea of what the words inside will contain.
It’s often best to think of a meta description as a “mini title.” It’s the description that people see in search results. For example when we worked with Runway Growth Capital, we made sure to create meta descriptions that spelled out the site contents clearly.
Headers do two very important things to your writing. First, it breaks up the writing into bite-sized sections. That makes it visually appealing and easy to
The Inverted Pyramid Structure is writing style that places the most important information at the top of the article, followed up by smaller details. At the end of the article, you should have the least important nuances to the topic.
Believe it or not, search engines don’t like passive voice. Search engines view passive voice as unprofessional and overly wordy. Try to keep your passive voice sentences down to under 10 percent of your article. It may sound clunky at first, but that’s because you’re not writing for fiction. You’re writing for the web.
Whitespace is a term for the blank part of a blog post or website. It’s the spacing and page breaks you see. People greatly dislike seeing the dreaded “wall of text.” If you want them to keep reading, you’ll use space to give their eyes a break.
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Sentences that are increasingly wordy can make people lose focus. Short, simple, and direct sentences work better. They’re faster to read and are also less likely to confuse people.
You wrote all that great verbiage, but what do you want the reader to do? In most cases, readers want to be told what to do.
Whether it’s telling them to buy something or just share your content doesn’t matter. Just include a call to action! It’s content marketing at its simplest.
When it comes to writing for the web, structure matters. It doesn’t just help guide readers or make things easier for them to take in.
It’s also a matter of getting better search engine rankings. Bulleted lists are great for SEO, especially if they are done in headers.
Did you ever notice how awkward it is to hear someone start a sentence with the same word over and over again? It makes writing boring, monotonous, and a little unnatural. Unsurprisingly, this can also cause your writing to get dinged by Google.
Transition words are words like “first,” “then,” “while,” or “finally.” While you can have a paragraph without them, the truth is that they help your writing flow smoothly. People love transition words.
Your first focal point should always be the reader. Algorithms and SEO preferences can come and go, but readers always stay steady. If you aren’t writing engaging and valuable to people who read it, it’s not worth posting.
People are visual creatures. If you check out Mediaboom’s work with Aspen Concierge, you’ll notice that the SEO writing is also peppered with breathtaking photographs. That’s by design. Some people need visuals in order to resonate with a concept.
Content creation is not just about writing good stuff. You need to be able to link back to important, relevant sites that bolster your authority and improve your rank. It’s a cornerstone of SEO content writing.
Now that we’ve gone over the basics, it’s important to look into the other details that make content website-friendly.
If you are looking to edit content or just want to see how well-written your site content is, never fear. Companies are well aware of how tricky it can be to start writing for the web, especially with all those rules. There are tools and processes that you can use to ensure every piece of content works well for your site. Here’s how:
Remember, SEO is a must for website writing. Mediaboom has an excellent SEO checklist and a guide for mastering technical SEO for those who want to give it a shot on their own.
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Are you ready to take your writing to the next level? Writing for the web is a complex yet necessary part of any major marketing campaign. If you’re ready to take that next step, ask Mediaboom for help.
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