Impact Group Marketing Blog

Do you know what is crucial to the success of your website? The one thing that will attract and keep visitors and ensure you have a high ranking on search engines? 
High-quality content. 
The design of your website helps you make a good first impression with visitors, but it’s the content that keeps them coming back for more.
When it comes to the content of a website, search engines are somewhat demanding. Your website won’t get a high search engine ranking if it doesn’t have enough quality content. While visitors appreciate your web design, all Google really cares about is your content.
And it’s important to note that web copy is not the same as print copy. Web copy is not read…it’s glanced at and scanned. Your web visitors are quickly looking for information, products or services.
So, let’s look at some tips that will get you noticed by readers and search engines!

1. Write for Your Audience

   Your primary audience is the people who are interested in your products or services. If your writing tone is down-to-earth and friendly, they’ll be more likely to connect and engage with you.
   You probably already know that you need to use keywords, links, and other SEO techniques to make your website content search engine friendly. And while this is true, you also need to write content that is interesting and useful to the actual people who visit your site. Because ultimately, your goal is to convert visitors into customers. 
   Keep these tips in mind while you’re writing:
   •    Answer the questions potential customers are asking
   •    Only discuss one key topic for each page
   •    Use words and phrases your potential customers are looking for
   •    Write with friendly authority – no one knows your products or services better than you
   •    Include links to relevant pages on your own website or other websites
   •    Most importantly, be helpful

2. Use the Inverted Pyramid Style

   Since most web users prefer to scan articles instead of reading them closely, it’s imperative that you put your most important and valuable information first. This writing style is known as the inverted pyramid.
   Some writers think they’ll keep readers on the page longer if they save the most important point until the end. However, that doesn’t work. 
   Most people only spend an average of 37 seconds on an article. And users decide in the first 10 seconds whether to leave or stay on the page. 
   So, start with the most meaningful information and entice them to continue reading. 

3. Make Your Content Readable

   It’s essential that you make your website content easy to read. Besides writing shorter sentences and smaller paragraphs, here are some other ways to create readable content:

   • Subheadings – Subheadings help break up the text on your page and keep it organized. They also make it easy for readers to scan your page and get the information they’re looking for.
   • Bulleted lists – Readers who skim are more likely to stop and read bulleted lists. They’re an easy way for your readers to grab helpful information without having to read the whole text. 
   • Listicles – A listicle is content presented in the form of a list. Numbered lists allow readers to quickly scan your article and get a summary of the content even if they don’t have time to read it all. 
   • Font style and size – Choose a font that is easy to read. Then make it large enough to be read comfortably.
   • Use "you" – Address your web readers directly by using the word you.

4. Make a Visual Impression

   Web content and web design work together because the visual appeal of your website affects the readability of your text. Together they influence and make an impression on your web visitors.
   Here are some ways to increase the visual appeal of your web content:
   • Use relevant images to complement your text
   • Try different font sizes – it’s easier for readers to scan large text first
   • Consider using bold text, italics, CAPS, or even highlights 
   • Replace paragraphs of information with bullet points
   • Add white space – it makes your page easier to read 

5. Edit Your Content

   While this seems obvious, you’d be surprised how many poorly written articles are on the web. Your website is a reflection of your company, and nothing says unprofessional like grammatical errors and spelling mistakes. 
   Once you finish writing your copy, wait a few hours, then look at it again with fresh eyes. This makes it easier for you to spot overlooked mistakes or come up with better word choices.

Bottom Line

If the thought of writing content for your business website sounds as painful as a root canal, let us help you!
Evolve Impact Group offers affordable, customized content writing solutions including blog articles. Our experienced writers can suggest topics, research industry related news, and write custom copy for your website.
For information about pricing or to see samples of articles we’ve written, contact us online or give us a call today.