Tips for Writing Web Content


Tips for Writing Web Content
Web Content

Creating great web content can be intimidating at first, considering the amount of content flooding the internet. Navigating these spaces can often feel like navigating the wild west, where lawlessness runs rampant, but creating web content does not have to be that way.


Effective web content can utilize the internet’s limitations – overcrowding and short attention spans – to establish lasting emotional connections with its audience, resulting in desired returns. Below is a list of tips and tricks that can help you along the way.


1. Don’t shy away from keyword research


Like the tree that fell in the woods, if web content isn’t seen, did it ever really exist at all? While the philosophical questions are for another day, the point is: web content needs to appear on your audience’s radar; otherwise, who is it for?


A keyword could be a single word or a phrase used in your web content to signal to search engines the intent of your content. It is how Google will know to suggest your page in response to a relevant search query.


However, keywords do more than that. Search Engine Journal writes that keywords clue us in on what people are looking for and indicate where marketers should direct their content. This is why keyword research is so important to web content generation. They help steer the ship.


Keyword research begins with gathering “seed keywords” – general keywords related to your brand, business, or website – based on what you understand about your target audience. You can also use a keyword ranking tool to see what drives traffic to your site.


Use this information to generate related keywords or phrases, synonyms, and modifiers. There are SEO keyword tools available to help gather the data. Incorporating keywords in the body and H2s will help drive traffic to your web content, but beware of over-stuffing. Too many keywords become obvious to readers and can lead to distrust.


2. White space is web content’s best friend


With a limitless wealth of information a few keyboard strokes away, more elements compete for your attention on the web than in print. A 2011 Nielson Norman Group study found that, on average, users will spend 10 to 20 seconds on a page before they decide to leave. It should be your goal to convince them to stay.


You can do that by optimizing the page’s white space. Keep paragraphs around 3 to 5 sentences, and don’t be afraid of jumping into another paragraph before you finish your point. You’re writing web content, not a dissertation or the next great literary masterpiece.