Web Content Writing for Businesses: Do’s and Don’ts

Irrespective of your industry or sector, an online presence is essential for your business to succeed. Especially in today’s digital age, brands that establish trust and foster customer relationships thrive better. A recent survey revealed that 96% of website visitors are not ready to buy but could be eager to give you their contact information in exchange for helpful content/resources. This is where web content writing comes in handy. 

When optimising your website for traffic, it’s not the design or the interface that plays a significant role; it’s content. 92% of people visit and skim through the website when they first hear about a brand. Though they may not purchase initially, the first impression impacts their future buying decisions.

That said, your web content is the medium to convey your message and value appropriately. It can improve your SERP rankings, draw in more organic traffic, keep it coming back, and increase conversions. However, that’s where most brands make or break.

If your company currently has a website, there are many things you can do to improve your web content writing and ensure it’s drawing in and keeping in potential customers. Let’s dive into it in this blog post.

Do’s of Web Content Writing

Most visitors don’t require—or desire—to view your entire story. Often, they’re interested in how you can help them. So, highlight the best parts of your brand, and they’ll be far more inclined to read it. Here’s a list of web content writing do’s for you to ace your website content:

1. Write Clearly

Writing content for your website requires that you be precise and succinct. Researching your topic extensively before you start writing content for your website is important. Doing this ensures that your content is factual, current, and pertinent to your audience. Remember this – confused prospects rarely convert.

So, always ensure that you sound clear and straightforward. Avoid employing extremely technical terms or jargon that could confuse potential customers. Instead, use short sentences and straightforward language to communicate your point successfully. Easy-to-read and absorb information is what your readers are searching for.

Avoid using passive voice, condense lengthy phrases or paragraphs, and use transition words to improve the post’s flow and readability. Also, ensure that your website content is scannable. By scannable, we imply that your content should be well formatted and arranged in a way that readers can easily spot the meat of the matter.

This can be done using apt headlines, incorporating bullet points, bolding important topics, and dividing your information into smaller pieces with titles. Most web content writing services use this strategy to help readers rapidly locate the information they need by skimming your article.

Let’s have a look at Digital Cover’s website. The homepage is minimally designed with a simple and clear message. It speaks to the target audience and is 100% clear.

Digital Cover’s web content

Source: Digital Cover

2. Have a Defined Audience when Writing Web Content

Providing web content that speaks directly to your intended audience is crucial.  Determine your target audience: who is it that you want to visit your website? What kind of material appeals to that particular audience? It’s crucial to stick to your main theme and refrain from straying when indulging in web content writing. 

Content that isn’t relevant to your audience can be confusing and can devalue your brand’s message. So, always start by addressing your target audience’s unique wants and concerns in your content clearly.

3. Add Media (Visuals and Videos)

Your web content will be more enticing and engaging to readers if it contains pictures and videos. Adding visuals to your material can help break monotony and ensure longer attention spans. They can also provide additional context and clarify complex ideas more clearly than text alone can. 

A video of a case study or customer success story can provide valuable information about the challenges other businesses face and how your company stands out. Just remember to use web-performance-optimised images and videos pertinent to your content.

Let’s consider Spotify’s website as an example. It’s one of the best visually appealing web pages you will find on the internet.

Spotify’s appealing web content

Source: The Spotify Community

Don’ts of Web Content Writing

While it’s critical to comprehend and adhere to best practices in content writing, it’s also critical to be wary of the errors that can compromise the efficacy of your work. Here’s a list of strict don’ts if you want to ace web content writing: 

1. Don’t Write too Much

While web content is often long-form, keeping it shorter and to the point is ideal. The attention span of online users has dropped significantly- 55% of the visitors spend only 15 seconds on a website. So, avoiding too much content and cutting down fluff does help your web content look readable and effective. Get straight to the point!

Consider Hugo Basin’s personal website for an example. The homepage is clear, with just four lines depicting what Hugo does and how he can help you. 

Hugo Basin’s concise web content

Source: Hugo Basin

2. Don’t Write Repetitive Content

This is where most web content writers go wrong. Overusing terms in your articles or sentences is not a good idea. Often, writers get swayed by the suggested word count and compromise on their content’s conciseness. However, this is rather detrimental to your content’s relevance and appropriateness. Even if it’s done in an SEO-complaint manner, repetitive content is often flagged by Google’s (and other search engines) advanced algorithms; so you might lose it there.

Instead of catching up with the word count by stuffing content that doesn’t provide value, keep it concise and straightforward – it will save you and your readers time. 

BONUS: Spelling mistakes can damage your credibility and give the impression that your web content writing is amateurish. Make sure to carefully proofread your writing before posting it. You can use spell-check tools to spot any spelling errors you may have overlooked. 

3. Don’t Confuse Them

A significant segment of your web content readers may be your prospects. So, always you ensure you don’t confuse them. Once you’ve given them value, don’t let them wander or get lost in the sea of content. Instead, show them how you help and what they can expect to drive them to a clear CTA. So, start by answering these:

  • When readers come, what do you want them to do?
  • In what way do you want them to communicate with you? 
  • What’s the next thing you want from them?

When you don’t tell the reader what to do next, there’s a chance they might leave your website without converting. That’s why it’s essential to add a clear CTA. CTAs instruct visitors on what to do next, particularly when they are used in a way that aligns with the needs and values of the client. Calls to action like “Learn More,” “Subscribe,” and “Try for Free” are some examples of effective ones. 

Always prefer direct and clear CTA’s; however, it is okay to go creative sometimes. 

Let’s consider the CTA on The Budgetnista’s website. It doesn’t say, “Sign up here”. It instead says, “Sign up for free goodies”. Now, that’s clarity shining through while enticing the reader to explore more, specifically the free goodies. Show them what they get if they sign up. 

Budgetnista’s appealing CTA

Source: Budgetnista

4. Don’t Use Complex Jargon when Writing Web Content

Most people use the internet to decompress and unwind after a demanding workday. They will not want to read a lot of bulky content that might require them to think hard or introspect deeply.

The best web content is invariably simple to read and comprehend. Consequently, remembering that your viewers are from different backgrounds is crucial. Excessive use of jargon and terminologies might turn off readers and cause them to stop reading your content. Complex words also deter search engines, impacting your SEO performance. 

So, reduce complexity. Stick to brief paragraphs, straightforward language, and visuals. To make people relate to you, write informally (or neutrally), add a personality, and provide real-life examples. These elements appeal to and entice visitors to stay on the website. 

5. Don’t Plagiarise

This is an OG web content writing tip: don’t plagiarise. Posting copied web content may get you in trouble and cause search engines to flag your website. This extends beyond text and includes visuals (images, videos, etc.) as well. When you write, incorporate ideas from your brand’s core message to create original content.

Note: Avoiding plagiarised content is not enough; you also need to stay away from stuff that has been spun. Content spinning is a deceitful practice that takes existing content and spins it in a way to create something that looks original. Always prefer original content that aligns with your brand’s value and message.

Conclusion

With the above-mentioned do’s and don’ts of web content writing, you can produce excellent, captivating content that connects with your audience and produces results. Just keep in mind that you must write with clarity, keep your target audience in mind, and always strive for uniqueness and originality. 

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