Website content is arguably the most important element you can have on your webpage. Regardless of how good your products are or how respected your brand is, website content will or will not convert leads into customers. 

For your website content to convert, you will need to write it as professionally as possible, make it legible, as well as relevant to your target audience. Let's see what you can do in terms of quality content writing for your website, as well as the pitfalls to avoid while writing.

1. Outline your Writing Before you Enter Full Production

The best way to approach website content writing is with a solid plan in hand. First off, you should outline the pages your website will contain and what each page will do for visitors.

Start by exploring exactly what kinds of topics you will cover for your readers. When it comes to individual pages and blog posts, always outline your writing with subheadings before writing anything tangible. This will give you a good sense of direction and ensure that your writing is stylistically even across different pages and content.

2. Always Write for Users First, SEO Second

It’s easy to get distracted by SEO when writing website content - this is a major mistake. While SEO can indeed help your website rank better, it can also flag your content as spam and irrelevant if you go overboard.

Research the keywords and phrases in your industry before you start writing content. Aim for a 1.0 keyword density per 100 words of content to appease Google’s SEO algorithm. Avoid keyword stuffing and plagiarism of other content online and your SEO ranking will reflect that.

3. Personalize your Writing with Active Voice

One of the ways to engage your visitors from the get-go is through active voice. Writing in an active voice is much more personable and actionable for readers.

Using words such as “you”, “us”, “we”, and “your” will add bonus points to your content in the readers’ eyes. Likewise, this will make writing calls to action much easier and ensure that more people interact with your website meaningfully (buy, subscribe, engage).

Image source Freepick

4. Write Emotional Triggers into your Content

We all act based on emotions, and so will your website visitors. Using emotional triggers to inspire certain actions with your visitors is very helpful for their engagement. Emotions such as leadership, trust, love, compassion, and happiness are all amazing choices for your content.

These emotions can be triggered through personalized calls to action, professional photographs, and video, or social proof or brand activism. Make your content more emotional and more people will identify with it than ever before.

5. Make it Easy to Skim your Website Content

Short attention spans are the result of instant information access and social media. Your content must be skim-friendly to find relevant information, buttons, or calls to action. This is especially important for mobile users with smaller screens who will have less patience for your website than desktop visitors.

Use bullet points, short paragraphs, bolded or capitalized lettering, and numbers in your content. If your content is easy to read and interact with, new users will be inclined to stick around and even vouch for your website to others.

6. Mix Internal and External Resources in your Content

Lastly, a great way to build credibility with your visitors is to use internal and external links throughout your website. While internal links are useful, it’s in the external links that your visitors will find real value.

Linking to reputable online resources will signal that you are a professional, teamwork-oriented company. Moreover, your SEO will become healthier and SERP will treat your links kindlier as a result of link-building.

Mistakes to Avoid for Quality Content Writing

While there’s plenty that you can do right when it comes to quality content writing for your website, the opposite is also true. Poorly written, formatted, or planned out content can cause people to bounce off of your website quickly. You want to avoid these mistakes to retain them as long as possible and convert them into paying leads. Here’s what you can do to improve your content further:

• Never write or publish content ad-hoc - use a content calendar to plan your content ahead of time
• Don’t use a sales-oriented tone of voice - address your audience with respect and professionalism
• Check SEO trends periodically and update your keyword groups to maintain good SERP ranking
• Only use free stock or in-house produced multimedia on your website to avoid copyright issues
• Writing style and formatting inconsistencies between different pages - iron out your tone of voice
• Always make your content writing meaningful and actionable via calls to action - direct your audience

Wrapping Up

By writing better content, you will attract more visitors, convert them into leads, and ensure that they recommend your website to others. Don’t write your content robotically or without a purpose. 

Each piece of content on your website is there for a reason. From landing page content and navigation to blog posts and product descriptions - each content piece matters just as much as others. Treat your content with the respect it deserves and your visitors will recognize that.