Your website is often the first point of contact between your business and potential customers. That first impression only lasts a few seconds, so having well-written and high-quality website content is more important than ever before. Website content is much more than just words on a page — it’s your chance to connect with your visitors and guide them towards taking action, whether that’s making a purchase, signing up for a newsletter, or getting a quote.
However, crafting good website content is far from simple. Without a strong content plan, even the most visually appealing website can fail to convert visitors into customers. It’s no good having a website with all the bells and whistles, but then it fails to get results.
We have put together some practical tips that have been designed to help you achieve 3 content objectives that all websites need to achieve.
So, here are the 7 ultimate keys to writing good website content.
1. Use Keywords Strategically
Keywords are the words and phrases that people type into search engines when looking for information, products, or services. Incorporating keywords into your website content helps search engines understand what your pages are about and match them to relevant search queries.
But there’s an art to using keywords well. Simply stuffing your content with a list of keywords will backfire — it makes your content awkward to read and can lead to penalties from search engines like Google.
Here is how to use keywords correctly:
Research Relevant Keywords: Spend time researching phrases your target audience uses. This includes primary keywords and long-tail keywords (longer, more specific phrases). Tools like Google Keyword Planner, Ahrefs, or SEMrush can help you find the best options.
Natural Placement: Insert keywords naturally within your headings, page titles, meta descriptions, body text, and image alt tags. Don’t force them; aim for a smooth, readable flow.
Avoid Overuse: As a rule of thumb, keep keyword density to around 1-2%. Overusing keywords degrades user experience and can harm your ranking.
Remember, a great keyword strategy drives the right visitors to your site — those most likely to become customers.
2. Keep It Clear and Simple
Your website visitors don’t have the patience for complicated language — they want information fast. The reality is, many people skim web content, especially on mobile devices. Using clear and simple language helps them understand your message without mental effort.
Here’s how to keep your writing clear and simple:
Avoid Jargon and Technical Terms: If you need to use industry terminology, make sure it’s either well-known or explained in simple terms.
Use Short Sentences and Paragraphs: Long blocks of text are daunting. Break down your ideas into smaller chunks. This also helps with readability and reduces eye strain.
Use the Active Voice: Active sentences are generally shorter and more direct. For example, “We deliver your order” is clearer than “Your order is delivered by us.”
Write Conversationally: Imagine you’re speaking directly to your visitor. Use “you” and “we” to create a friendly tone that builds connection.
Replace Complex Words with Simpler Alternatives: Instead of “utilise,” say “use.” Instead of “facilitate,” say “help.”
Simple, straightforward writing helps your visitors digest your key messages quickly and encourages them to stay longer on your site, increasing the chances they’ll take action.
3. Write Compelling Headlines
Your website headlines matter. They help visitors scan your pages quickly and decide what to read next. Without compelling headlines, even the best content might get missed.
Some simple tips for writing headlines that work:
Be Clear and Specific: Headlines should tell readers exactly what they’ll get. Instead of “Our Services,” try “Affordable Landscaping Services for Your Home.”
Focus on Benefits: Highlight what’s in it for the reader. If your headline shows a clear benefit, visitors are more likely to engage.
Keep Headlines Concise: Ideally, keep headlines under 60 characters so they display fully in search engine results.
Headlines play a key role not just for visitors, but also for SEO. Search engines weigh headers heavily when ranking webpages, so integrating your keywords here is a smart move.
4. Focus on Benefits, Not Just Features
Most websites include lists of features in terms of what we offer. Frankly, this can be very boring to the reader.
Instead of focusing on describing what your product or service does, try explaining the benefits that matter to your customers. Benefits answer the crucial question: “How will this improve my life or solve my problem?”
Focusing on benefits helps your audience see the true value of what you bring to the table.
Some simple tips to highlight benefits effectively are:
Translate Features into Benefits: For every feature, ask yourself: what advantage does this bring? For example, a “30-minute delivery time” feature becomes “Get your order fast, right when you need it.”
Use Customer-Centred Language: Frame benefits using “you” and “your,” so the visitor feels directly addressed.
Tell Stories or Give Examples: Paint a picture of how your product or service changed a customer’s life, saved time, or reduced stress.
Address Pain Points: Show empathy by explaining how your benefits solve common frustrations your audience has.
By focusing on benefits, your content becomes more persuasive, encouraging more visitors to take action.
5. Make It Scannable
Your website visitors rarely read all the content word-for-word. It’s important that you structure your website content so visitors can quickly locate important information and understand your message at a glance.
Here are strategies for scannable content:
Use Descriptive Subheadings: Break content into clear sections labelled with informative headings.
Incorporate Bullet and Numbered Lists: Lists highlight key points and make complex information easy to digest.
Limit Paragraph Length: Aim for 2-4 sentences per paragraph to prevent overwhelming readers.
Apply Bold and Italic Text: Use these sparingly to emphasise important phrases or terms.
Include Visuals: Images, icons, and infographics naturally break up text and help illustrate points.
White Space Matters: Don’t cram your page — spacing lets your content breathe and looks inviting.
A scannable layout improves user experience, keeps visitors on your site longer, and can boost your search ranking.
6. Include Clear Calls to Action (CTAs)
Your content’s purpose isn’t just to inform — it’s to drive people toward a specific action that benefits your business. That’s where clear, compelling calls to action come into play.
Here is how to create effective CTAs:
Be Clear and Direct: Tell visitors exactly what you want them to do, such as “Download Our Free Guide,” “Book a Consultation,” or “Shop Now.”
Make CTAs Visually Stand Out: Use buttons with contrasting colours, large enough to click or tap easily.
Place CTAs Strategically: Include them at natural decision points — after key benefits, in sidebars, or at the top and bottom of pages.
Don’t be shy: Include CTAs on every page and at various stages. They have to be easy to locate so people can take the next step.
7.Proofread and Edit
Even the best websites won’t shine if your writing is riddled with errors or awkward phrasing. Proofreading and editing are essential last steps that elevate your professionalism and improve clarity.
Some simple tips for an effective editing process:
Take a Break Before Editing: Distance yourself from your draft for a few hours or a day, then review it with fresh eyes.
Read Aloud: This helps you catch clunky or run-on sentences and identify places where the flow breaks down.
Use Editing Tools: Software like Grammarly can catch typos, grammar mistakes, and readability issues.
Review Formatting: Consistent fonts, correct heading levels, and balanced white space also affect how readers perceive your content.
Creating great website content isn’t about writing more — it’s about writing better. By applying these 7 keys, your content will help your website win you more business, and that is what it’s all about.
Choose Purple are website designers based in Worksop near Doncaster. If you need help taking your online presence to the next level, get in touch.
Choose Purple are a website design agency in Worksop covering Worksop, Retford, Doncaster, Mansfield, Chesterfield and surrounding areas. We design award winning websites helping your business to stand out and win more clients.