If content is king, compelling website content writing is what keeps him on the throne. But, writing the right way isn’t easy. If you want to produce truly great content, these six core principles will help you build a solid foundation.
Be Clear
Successful content writers convey their message with clarity. Since a muddied message quickly loses a reader’s attention, writers do best by focusing on simplicity. While writing website content, abandon jargon, like industry terms, which are not easily understood by everyone.
Another trick for creating clear messaging is to have a single focus. As you flesh out that theme, follow an inverted pyramid style that prioritizes the most important information first.
Be Compelling
The competition for readers on the Internet is thick. Content writers have a brief opportunity to hook their audience’s attention. As a result, your copy must be compelling.
While analogies and metaphors are important for telling your story, great website content writing is all about the use of powerful verbs. They can add a level of excitement your narrative may have been missing.
Be Concise
Since everyone’s time is stretched thin, effective content marketing uses short but powerful messages. Brevity helps readers consume content on the run.
Try including these four tips for concise writing in your next project:
- Use shorter words
- Don’t write long sentences
- Use fewer words
- Write short paragraphs
Less is more. If a word is unnecessary, you can cut it. If you don’t need a sentence, feel free to remove it.
Be Direct
The active voice is preferred in web writing, because it is more direct than the passive voice.
As a content writer, you should make your intentions clear to the reader. Whether you want them to click a call-to-action or do something else, tell the customer exactly what action to take in as direct a way as possible. For example, wording, such as “download our guide now,” is proven to increase conversions.
Displaying a sense of urgency is essential, too. By choosing words like “now,” “last chance” or “final offer,” you let readers know they must act and act quick. Otherwise, your visitors may choose to wait and forget to come back.
Be Personal in Your Website Content Writing
You have a better chance of connecting to a customer if you address them directly. A conversational tone is preferred by readers. Try writing the way you talk instead of the more traditional third person.
Be Persuasive
In order to be persuasive, you need to write assertively. It helps to draw attention to what you would like your readers to do, even if you are writing an educational blog.
Since readers ultimately want to know what your product or service will do for them, focus on benefits rather than features. This is a strategy that increases conversions by moving them through the buyers’ journey.
After you incorporate these tips into your website content writing, remember to edit and proofread all your work.
