In this era of digital marketing, having a proper marketing strategy to enhance your online presence through content writing is very essential.
Do you know what should you consider when developing your website content?
According to a survey the average human attention span on a webpage is around 8.5 seconds.
Yes, that is the amount of time you get to hook a reader to your webpage.
The question which might be arising in your mind now is how to do so? The answer to that is well-written website content that can engage and excite your audience.
Did you know about 50% of people are going to increase their content marketing budget in 2023?
This article can help you in knowing what should you consider when developing your website content.
Things to Keep in Mind Before Developing Your Website Content
To make it easier for you, we have created a three-step strategy that will help you understand the process in an easy way. Read along to know all about it.
Step 1: Prewriting Tactics
Before you start the writing process, go through these few points to optimise your content better:
- Comprehend the purpose of your content
Before writing anything or starting your content marketing it is important to understand:
- What is the purpose of writing the content?
- Do you want to generate revenue through leads?
- Are you looking to boost the traffic to your website?
- Do you want to sell a product or service?
By asking yourself these questions you will be able to understand what is the main goal behind it and choose your words and incorporate the ideal CTA (Call To Action).
The purpose of the content will be different for different pages of a website, so comprehend the purpose accordingly.
- Know your target audience
This is the most important step in the process. If you do not know which customer group to target then it is similar to shooting an arrow in the dark.
For example, you know that the purpose of you writing the content is to generate leads.
It will be easy to identify and understand your target market and create a marketing strategy accordingly.
Now, through some basic SEO techniques, you can get to know:
- What query is your audience searching for on Google?
- What percent of your target group is visiting your website?
- What is the kind of problem they want to solve?
If you can readily provide the solution to the problem of your audience they are more likely to convert into your customers or subscribers.
- Research about your competitors thoroughly
It is psychological for your customers to consider your competitors before purchasing any product or availing any service.
You can spot the recent trends in the market through this and get ahead in the game.
By conducting this research you will understand:
- What products or services is the competitor selling
- What type of content they are writing for a product similar to yours?
- Who is their target audience?
The easiest way to identify your competitors is by searching for the service you are selling on Google and seeing what results are coming up.
Step 2: Writing Techniques
Along with good writing skills, writing content requires in-depth knowledge about the topic and adaptability.
You can use these few techniques to make the writing process easier.
- Divide your content
The structure plays an important part while marketing your content.
Try to divide your content into headings and subheadings so as to categorize it better.
In today’s fast-paced world, people may not have time to read through your entire article. If your content will be preferred over others if the audience can skim through it.
Not only this it also makes your webpage content easier to understand and digest.
Below the picture shows the different types of headings you can use:
- H1 – The main title or heading of your blog or service page
- H2 – This is a subheading used to categorize your H1
- H3 – This is also a type of subheading that is used to subcategorize H2.
- Do not make your content difficult to understand
Not everyone is a pro in understanding the language you are writing in.
To retain maximum consumer attention, follow these points:
- Use words that are easy to read and remember.
- Do not write lengthy paragraphs, instead opt for bullets or short sentences.
- Limit your use of adverbs and adjectives to keep your sentences crisp.
- Provide the reader’s statistics and examples wherever possible.
- Try to hook the readers from the first line
As mentioned earlier in this article, the attention span of your audience is very less.
If you cannot hook your readers from the first line of your content it is very likely that they will leave your website and look somewhere else.
Even after you manage to gain the attention of the reader in the beginning it is important to make them stay and navigate your website.
How? Write your content in such a way that the reader gets hungry for information. Make your sentences so enticing that they cannot leave without reading the second, the third and in the end the entire content.
When writing a service page explain the service properly and include what benefits the user will get from availing it.
When writing a blog you can give statistics and figures to grab the attention of the reader.
- Try to use a conversational tone wherever possible
Talk to your reader through your content as if you are talking to someone known.
Avoid using passive voice as much as possible as it sounds more formal. Use active voice instead which feels more personal.
For example, Instead of using “Content writing service is been offered by us” use “We offer content writing services”.
Always use conversational tones while writing a service page, this will give it a personal touch. You may or may not include this tonality while writing a blog or article.
- Avoid any spelling, grammatical and punctuation mistake
It goes without saying that any content you post should be free of any grammatical, spelling or punctuation mistakes. If you a very silly mistake like this, the readers might not want to refer to your content for information.
Before posting any content for your website online, ensure that you cross-check it for any errors you might have made during the writing process. It will prevent you from losing your potential readers and customers in the future.
You can also use premium tools like Grammarly for checking any grammatical mistakes you might have made. This will make the process a lot easier.
- Make your content visually appealing
Remember when you were in school, you used to like science textbooks over history ones?
Why? Because it had a lot of pictures and colours.
According to Forbes, 91% of consumers prefer visually appealing content over traditional forms of content.
Visually appealing content is not only good to look at but is also quite easy to remember and recall. It grabs the attention of your customer which might otherwise get lost.
- Encourage the readers to take an action
Your ultimate goal of writing content for your website is to generate some sort of ROI(Return on Investment) by selling your products or increasing your followers.
Do you agree?
Well then, make sure that you add the right call to action (CTA) in the correct places. The majority of the time a person will only do an action when he/she is asked to do that.
For example, a lot of readers people will click on the action buttons like, ‘click here’, ‘learn more’, ‘buy now’, ‘subscribe’ etc.
So ensure to add these accordingly in your blog or service page accordingly in your content to get the desired result.
Step 3: Post-Writing Analysis
Yes, there are steps that you should consider when developing your website content even after finishing writing your content. These steps will ensure proper optimisation and longevity.
- Make your content SEO friendly
But if I am writing for humans, then why should I consider to optimise content for search engines? And how to do so?
Are these questions arising in your mind?
Do not worry, we have got you covered. Below mentioned are some tips and tricks that you can use to make your content SEO friendly:
- Add your keywords in the headings and subheadings: make sure to add your primary keyword in the H1 and secondary keywords in the subheadings.
This can help google categorize your content better against competitive keywords and push your content higher.
- Add relevant links: add links inside your content that will redirect the readers to other pages on your website.
This will make them stay longer on your page and increase your session time which in turn will increase your SERP ranking.
- Add meta titles and descriptions: these are the first things that a consumer sees related to your content on the search engine.
Try to add power words related to your industry and incorporate the primary keywords in the title and description.
- Keep your website updated
Information keeps changing on a day-to-day basis, so you should update your web pages accordingly.
If you are not doing so then the readers can find certain parts of the content like statistics and figures outdated.
Update and optimise your CTAs and internal links for a better experience for the readers and make them stay on your website for a longer duration.
When reviewing what should you consider when developing your website content, it is essential that you follow the above strategies to make it easier for you.
Content marketing has become an integral part while marketing a company and you should definitely not miss out on it.
A lot of people do not know how to write an immaculate copy of content and others may not have the time to do so.
If you also fall under these categories, worry not. There are a lot of content writing service-providing companies that will do the work for you according to your requirements.
Whatever the situation is, do not miss out on the opportunity to rank your company higher than your competitors on the search engine.