Web content vs print

The main difference between web content and print is how we digest the information. With print media, such as newspapers, magazines, and information guides, we tend to read every sentence or section. Reading from a screen slows us down, forcing us to scan rather than read word for word as we search for relevant information.

In essence, web content should be easier to read, and we’ll show you how to do that in a moment …

Define your goal

There are many reasons to write website content, but to write effective copy, answer this question: what is your goal?

Consider your goals and objectives, such as attracting new customers or interacting with old ones, as well as your departments.

Ecommerce websites will urgently need your content to sell. However, a start-up may want to strengthen its brand and reputation, while a training provider or professional services company may want to establish itself as an authority in its field by offering value-added content and free resources.

Things to consider

Before you start writing, use the following checklist:

Audience: define exactly who needs your services. Are you targeting a B2B or B2C audience? If you link to this page elsewhere, what questions will you need to answer?

USP: What are the unique selling points (advantages) of your business, product or service? This is what sets you apart from your competition.

Ethos: Whether you are a business, entrepreneur, charity, or blogger, you will have a leadership style. Stick with it because this is a defining aspect of your brand and it should appear in your content. When in doubt, go for a friendly but professional tone.

Call to action: What action do you want the reader to take? For example. make a reservation, inquire, download a free ebook, subscribe to their newsletter … Be sure to present it, usually at the end of your content.

Things to include

To ensure that your specific type of copy is easy to read and achieves your goals, it can help to have a checklist on hand for different types of web content. However, here are some general features that you will need:

Headline

Headlines vary from attention-grabbing to informative, but all must relate to the purpose of your content.

Although there’s mixed results on whether short or long headlines perform better, headlines using simple language of no more than six words long are a safe bet.

At most it should be 60 characters or less to display properly in Google search results.

Readable content

Many new copywriters wondering how to write great content for a website overlook a key element: readability.

Your target audience will define the kind of language you use, with niche sectors needing more industry-specific knowledge.

Try to use words of no more than two syllables where possible, sentences of around 25 words and paragraphs of 2-3 sentences. Keep capitals to a minimum – they stall the reader.

Use the language that is appropriate to your target locale. For instance, if you want to create great content UK business owners will find useful, it will require different spelling, words and phrasing compared to content targeted at US teens.

The Flesch–Kincaid readability test can show you the reading age of your content based on its complexity. Over 16% of adults in England are considered to have ‘very poor literacy skills’, and the average reading age in the UK is considered to be 9 years old. Reading age varies from target audience to target audience, but your copy should come as close to this as possible without dumbing down.

Content should be insightful and helpful (think ‘how to’ guides, advice and news), not just waffle or overt self-promotion. Stats and testimonials help reinforce your message and add credibility, and don’t forget your call to action at the end of every page to capitalise on your persuasive copywriting.

Engaging tone of voice

 

Open your copy with a question or problem the reader might need a solution to. Then build a sustained argument for your services using your biggest benefits (USPs) first. Always address the reader as ‘you’ and keep the emphasis on them as much as possible as opposed to ‘we’, ‘I’ or ‘us’.

The active voice in also more engaging than the passive voice: ‘We reached our sustainability targets in 2020’ as opposed to ‘Our sustainability targets were reached in 2020’.

TIP: Create a style guide to ensure your content is consistent across your pages as well as with offline marketing.

Use other content

The fewer senses readers engage, the quicker they lose interest. Infographics, videos (explainers, behind the scenes, tutorials), quizzes and tests, ebooks and meaningful, high-quality images all help to hook your reader.

Formatting

Bullet points help break up several ideas, services and product features for an easy-to-scan page.

Using HTML tags for <b>Bold</b>, <u>underline</u> and <i>italics</i> can all add emphasis and help draw your reader’s eye to important information such as contact details. Be careful not to overdo this or the necessary information won’t stand out.

Subheadings

Divide your content into sections with a relevant subheading. Time-poor readers will be able to scan for the information they need, resulting in less frustration and a lower bounce rate.

Links

Pepper your content with links to internal and reputable external pages to improve your search ranking. Linking to other resources on your site at the end of a page or after your customer has completed an action can make your content ‘sticky’, keeping readers on your site for longer.

Keywords

Use specific search terms your readers might enter into search engines. This will improve your ranking and help drive traffic to your landing page. These are usually a defining feature or service accompanied by a geographical indicator, for example: ‘content marketing Lancaster’.

Since there’s fierce competition for more popular search terms, it can pay to use long-tail and more focused keywords. A tool like AdWords’ Keyword Planner can help.

TIP: don’t stuff your content with keywords, at least once is fine. Otherwise, you could be punished by Google and your customers.

Writing for a new site vs an existing site

When you’re writing for a new website, you’ll need to check out competitors and see what kind of content they publish, their layout, target demographic and the language they use. This is a starting point and can be constantly revised.

The benefits of writing for an existing site mean you’ll usually have analytics about who uses the site to help you adapt your style accordingly. This can be gathered from Google Analytics – so long as it is enabled – and will tell you things like your readers’ location, age, their browsing time, the device they use and their interests.

You will also need to perform an SEO content audit to analyses which pages are performing and which aren’t, identifying areas of your copy to brush up.

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Refresh and revise

Once your content is published, don’t forget about it. Content needs to be monitored using analysis such as page views, shares and link clicks, to see how well it is performing.

If it is underperforming, tweak it, add or remove content, improve inbound links and check for broken links. You should also refresh landing page content regularly, not only to keep information current but to keep the search engines sweet!