7 Golden Rules of Website Content Writing

Website content writing operates on a singular rule.

It aims to let the reader take action that results in a gain for your business.

It won’t be wrong to say that your web content is a salesperson for your website. Well-written content engages the readers. It provides the necessary information to them. It evokes an emotion within them. As a result, catchy content drives successful conversion from a reader to a customer.

But such challenging KRA means that such content is extremely hard to create.

At Textuar, we have helped many clients put up compelling web content. They use this content to speak to readers. Our web content writers apply a few rules to create well-articulated web content.

Let’s see what these rules are.

 

Table of Contents

• What is Website Content Writing?
• What Rules Will Amplify the Impact of Your Website Content Writing?
• 1 – Ditch the English Grammar in Favour of Colloquialism
• 2 – Know the Reader of the Web Content
• 3 – Answer “What’s in it for Me?” for the Reader
• 4 – Show a Human Touch
• 5 – Don’t Write Like a Blog
• 6 – Focus Less on What You Can Do & More on What Readers Get
• 7 – Call to Action at the End of the Website Content Writing

 

What is website content writing?

It is the content present on a page of your website. It tells people about your products and services. Such content also shows why you should choose this particular brand over their competitors. Some of the pages include

a.       Home Page
b.       About Us
c.       Services / Products
d.       Blogs
e.       Contact Us

So what makes a good website content?

It is something that combines the two winning formulae –

a.       It is helpful enough to solve the site visitor’s search intent
b.       It is persuasive enough to let them open up their wallets to you.

What Rules Will Amplify the Impact of Your Website Content Writing?

 

1 – Ditch the English Grammar in Favour of Colloquialism

We all know the importance of checking each and every piece of content through Grammarly. But we bet you that the tool will show a poor grammar score for website content.

Take the example of captions of famous brands

• Apple – Think Different
• Nike – Just Do It
• Adidas – Impossible is Nothing

All three (or at least two) captions will throw a typo alert on Grammarly. But yet they are insanely popular the world over.

So chuck out what your English teacher taught you. With website content writing, you can add colloquial terms (or rather pepper it).

Remember that readers don’t read Internet content like a book. So stop writing a copy as if you are writing a book.

 

2 – Know the Reader of the Web Content

The three main stages of a buyer journey are:

1 – Awareness – Introduce brand through better visibility

2 – Consideration – Provide helpful information during customer research phase

3 – Purchase – Convince interested user to be a customer

Your website content writing will touch upon all three stages. But it will majorly focus on stage 2 (consideration).

So try to think what questions will the user have at this crucial juncture:

1 – after she is made aware of your brand.

2 – before she makes her mind to purchase from your site.

At this stage, they are looking for reassurance.

Even experts agree that this is vital for writing high-quality website content.

So your content should show why they should go ahead with your product or service. This can be done in a few ways

1. Adding data to reassure readers that their decision is corroborated by many others
2. Give a hint of the rates or pricing plans to compare
3. Showcase your industry authority. You can do so by telling why you are preferred over your competitors
4. Last, and most important – show them “what’s in it for them?”

 

3 – Answer “What’s in it for Me?” for the Reader

Many web content pages keep on rambling about how their product has a truckload of features. But what’s the point if they don’t show how it benefits readers?

Make the content relatable to the readers. Show them the benefits they can get when they go for your products and services.

Let’s take this example:

“We have a team of website content writers. They have 11 years of experience in this domain. They have written for different industries.”

All three sentences have the company in focus.

Rather you should take a backseat in the narrative. The website content writing should focus more on the reader.

So we can re-write this sentence as:

“Get high quality content with our website content writers. You can rely on our expertise to generate new leads and make content your revenue enabler. Now get content that aligns to your industry and target customers.”

In a nutshell – Don’t make a monologue. Create a two-way conversation. Involve the readers at a deeper level.

 

4 – Show a Human Touch

Consider these two sentences:

– “High performance, device agnostic, vendor neutral mobility application solutions”

– “Mobile apps that work everywhere!”

When readers read the first sentence, they will scratch their heads thinking of one damning question.

“What the heck are you trying to say?”

Many marketers think that by using convoluted wordings, they can impress readers. However, it is sadly the opposite that actually happens. Readers tend to walk away from such statements that they cannot understand.

So do a favour on your content goals. Stop writing difficult, jargon-heavy words.

To cut the long story short – don’t show off your expertise. Rather, say words that your reader can understand. So, make sure that the level of technicality/jargons should not insult the reader’s sensibilities.

5 – Don’t Write Like a Blog

A blog’s purpose is to educate and inform.

A website copy’s intent is to subtly prod towards a sale.

For website content writing, you need to be clear that every sentence or line works towards eliciting a sale.

You need to smartly lead the reader towards a sale. You can do this with short sentences and concise words. A few other tips are as below:

1. Don’t write paragraphs after paragraphs separated by subheadings as you do for a blog
2. Play around with one-line paragraphs. Then you can follow this line by a section of 2-3 lines.
3. Blogs tend to be more than 1200w or more. But website copy will be substantially less (around 300 words)

 

6 – Focus Less on What You Can Do & More on What Readers Get

No one. Really no one cares about what you can do with your expertise.

So what do readers look for?

It’s simple!

They look for “What you can do for them?”

So, stop talking about yourself and instead do these:

1. Use more of ‘you’ and ‘your’ instead of ‘we’ and ‘our’
2. Simplify and align the words to readers’ level of comfort rather than your level of expertise
3. Clearly outline the benefits they will get on using your product or service

 

7 – Call to Action at the End of the Website Content Writing

Make sure to let the readers clearly know what they need to do after reading the website content. You can do one of the below:

1. Invite them to check other pages
2. Send them to an ‘Enquire now’ or ‘Contact us’ page, or
3. Solicit subscriptions

As such, your CTA can be any example out of the below:

1. “Subscribe to our channel now.” (popular with YouTube views)
2. “Call us today.”
3. “Learn more about our services.”

Experts say that CTA also helps with SEO optimization.

 

To sign off

Remember that the ultimate aim of any website content writing copy is either of the three –

1. to increase leads,
2. boost sales, or
3. win new customers.

All elements of your copy need to work toward a singular goal.

With these tips, you will be able to create a killer website copy that will do its intended job.

Discover how it is done for your specific company. Contact our team at Textuar for a polished website content copy that is simply awesome!

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Five Amazing Tips to Optimize Website Content Writing for RankBrain

It all started in 2015. Google made a fascinating big reveal that changed the course of website content writing forever.

They announced that they use artificial intelligence to rank websites in search results. Google stated that RankBrain is one of its three key ranking elements. The other two were links and content.

So, the three parameters that affect ranking signals are

1 – Quality links

2 – Quality content

3 – RankBrain

If your website excels at these three parameters, you will surely rank higher.

You might not know, but 75% of users never scroll beyond the first page of search results. If you want to get significant traffic to your website, you have to appear on the front page. And how do you make that happen?

Well, optimizing your web content for RankBrain can surely help. In this blog, you will learn how RankBrain works.

You also get access to five actionable tips to optimize your website content writing for RankBrain.

How RankBrain works?

Every day, 15% of the searches received by Google are entirely new. 15% might not seem too much. But you should consider that Google gets over 3.5 billion searches in a day. So, its 15% amount to over half a billion new searches every day.

Before RankBrain, Google would scan through billions of websites to find results related to the keyword. Since the keywords were new, Google was unable to understand what the user wants. So, instead of merely guessing the results, they developed a smart AI tool called RankBrain.

RankBrain has two main jobs. The first one is to understand search queries. And secondly, it studies how users interact with search results. In simple words, it determines what the user’s query means. And then, it produces a helpful, user-satisfying result.

Below are five techniques to optimize your content for RankBrain. It can improve your website’s ranking by large.

1 – Produce content that matches user intent

RankBrain gives great attention to content. It helps when you excel at high-quality website content writing. It helps with optimizing your site for RankBrain. In contrast, if your content is unimpressive, your CTR will drop. It means readers will not re-visit your site. Thus, RankBrain would give you a lower ranking.

One of the goals of RankBrain is to improve user satisfaction. So it evaluates the user’s interaction with search results. For instance, you may open a #1 result for your search. But if you don’t find it helpful, you may go back to the search results page.

You may continue the cycle until you find what you want. When you spend a long time on a certain page, it’s a signal of satisfaction. As a result, RankBrain will boost the website’s ranking, where you stayed for long.

That’s why it’s essential to have informative and engaging content on your website. Your content should fulfill the users’ intent and make them stay longer. This way, you can get to improve your ranking.

2 – Optimize your website for medium tail keywords 

Before RankBrain, Google would display results that match with the exact keyword used. So you would get different results for ‘best SEO tool’ and ‘best tool for SEO.’

Now, RankBrain knows that both the queries mean the same thing. So it provides nearly the same search results for both. That’s why it doesn’t make sense to rank for long-tail keywords.

Instead, you should optimize your website for medium tail keywords. By doing so, RankBrain gives you a ranking for that term. And it also ranks you automatically for thousands of other similar keywords.

Thus, your focus should be creating quality web content with medium tail keywords. And then, your ranking will improve significantly.

3 – Have a good website reputation 

You should know what type of content your audience prefers. Also, you must know what kind of content they spend more time reading? By doing some research, you can identify what your audience likes and dislikes.

Once you get the hang of it, your web content writing will entice audience attention. But you need to do more than creating content to build a reputation.

You can work to get quality backlinks from established websites. You may start guest-posting on websites that are similar to your niche. When you guest-post on high authority websites, you get some reputation points from search engines. Further, it also attracts more traffic to your site.

Again, it helps when you put out engaging content on your website. You are free to include images, videos, gifs, etc. to increase engagement. When you can accomplish that, your reputation will go up. As users spend more time on your website, RankBrain considers your site as relevant.

4 – Improve your click-through rates

Organic CTR is an essential ranking signal used by RankBrain. But how do you get people to click on your search result? Follow the four smart techniques used by web content writers.

• Create an emotional title

  Such titles always get more clicks. For example, here’s an SEO optimized title ‘Weight loss tips: Best ways to lose it.’ But you can turn that title tag a bit more emotional. Here it is, ‘Burn that stubborn belly fat with these ten weight loss tips.’ Users are more likely to click on a title that tugs at their heart.

• Add brackets to end of your title

  Hubspot and Outbrain study 3 million headlines. And they found that titles with brackets outperformed non-bracketed titles. So, feel free to add brackets towards the end of your title.

• User numbers in titles

  Many studies, including one by BuzzSumo, have found that numbers boost your CTR. They help the reader’s brain to process information better. As a result, it boosts engagement

• Optimize your description tag

  Like the title tag, you should convey strong emotions through your description. Nest, you need to add some value so that users click on it. And don’t forget to include the main keyword in the description.

5 – Boost the dwell time with quality website content writing

Dwell time is another key ranking signal used by RankBrain. Google focuses on the amount of time people spend on your website.

When people spend more time on your site, it is good news. Google perceives your site as relevant and useful. So, next time a search engine will prefer your site while ranking.

But how do website content writing companies improve the site dwell time? Have a look at these three tricks below:

• Put your website content in the front and center

  When users click on your website from Google, they want the answers to their queries immediately. Users don’t want to scroll to find what they want. So, remove all the elements that push your content down.   

• Produce in-depth content

  When you post longer content, it takes more time to read it. You may be putting content around one aspect of the problem. You can rather post a comprehensive guide. When users find all their questions get answered in one place, they tend to spend more time.

• Breaking it into small chunks

  When you write in-depth content, the word count becomes higher. And users shouldn’t feel burdened by looking at your content. So the best way is to break down your content in small, readable chunks. Professional web content companies recommend separating the chunks with scannable headings/ sub-headings.

To put it shortly

Those were the five tips you can use to optimize web content writing for RankBrain. You need to optimize for medium tail keywords. Most importantly, your content should match with the user intent.

Plus, the CTR and dwell time of your website should be reasonably good too.

When you practice all these tips above, you can optimize your site for RankBrain perfectly.

It may be challenging to ticks all these boxes. Hence you need to enlist the web content development expertise of an agency like Textuar. We will help with building riveting web content. Such quality content helps boosts engagement. It eventually boosts conversion rate from your website.

 

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7 interesting IT buzzwords for website content writing

7 Buzzwords from the IT sector 2018

“Change is the only constant” is an adage as old as time. The sooner we get to terms with it, the better adapted we are to go about in a world that’s so fast-paced. Learning necessary buzzwords always comes by handy, especially when you are involved in website content writing for IT companies. It lets you slide into conversations and discussions with finesse. Out here, we are going to stud you with a bunch of buzzwords that are making all the waves in the IT and Technology arena. Stay abreast. Stay resourceful.

1. Blockchain

This IT buzzword has been making it to the list of the trendiest buzzwords for quite long now along with BitCoins, and it doesn’t look like it is far from done. A blockchain is the technology behind bitcoins. It enables the Bitcoin users to exchange currency without being virtually looted or being transacted fake or unauthorized bitcoins.
This advantage makes Blockchain a favorite for other applications like smart contracts and real estate documentation.

2. Artificial Intelligence (AI)

AI generally means the independent functioning of a software or machine and to perform with the ease and efficiency a human would. Decision-making, improvising, and learning from its mistakes, is what AI does.
Our reliance on Voice recognition searches all across the globe is an indication that AI may just end up being an integral part of our lives very soon.

3. Quantum Computing

A quantum computer is a machine that solves high order problems far more efficiently than a general computer would. It does so by using quantum bits (also known as Qubits) instead of the traditional Binary digits. Though this still is a far-fetched technology as experts are trying to figure out how machines function over qubits.
This may take a couple of years to materialize, but getting ahead of times really adds flavor to your website content writing projects and gives it a wider reach.

4. Internet of Things (IoT)

One of the most popular ideas that has been making all the waves in the IT sectors around the world, IoT is the future we are looking at. The rate at which it gaining popularity, we don’t see how this could not be a trending buzzword. With IoT, the entire globe becomes one giant network of information.
Every object that has an IP address and can receive or transfer data contributes to the IoT. This single-handedly widens the ground on which the internet functions thus yielding faster and more efficient solutions, since digital mesh would spread far and wide.

5. Digital Detox

This would sort of seem like an odd fit in an article that is all pro-IT, but it is what it is – a buzzword nonetheless, and when it comes to website content writing, you leave no stones unturned. Digital Detox is something that arose from the evils of an interconnected world. The concept behind a Digital Detox is to be entirely disconnected from technology like smartphones, tabloids, etc.
It is a session undertaken deliberately to disconnect from anything that would take you to the internet. Provisions like forest camps, retreats, meditation seminars, etc  are blooming up at places to detoxify the masses.

6. Serverless architecture

Misleading as it may sound, serverless computing is not a system that functions without servers but it just means that the person running the system does not need to buy servers. In other words, they just don’t have to bother themselves with managing servers anymore, thus making IT a smoother business function.

7. Mobile first

The world is moving forward and people realized that staying stuck to the desktop wasn’t that constructivist an idea. Come in Mobile first, which enabled people to take their business wherever they go.
There is no surprise as to why the smartphone era has been rapidly growing. With the mobile first technology, you can now get complete access to all your data anywhere you go.
Get yourself acquainted with these as a content writer, and serve your technology clients better with relevant website content writing.
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What is the difference between blog content and web content?

Many content writers face a stiff challenge when it comes to writing web content. A good content writer will know that there are various differences that set apart a blog from a website content. In fact, many customers too do not know the difference and end up requesting a blog when they actually wanted sales promotional website content.
If you too are facing this dilemma, then you are the right place. Today, we will have a look at the various subtle nuances that define blog content and how it is different from website content.

Differences between blog content and web content

1 – Intent                  

Blog – In blog content writing, the intent is to provide useful information around a central theme and then carefully introduce the reader to your service offerings at the end
Website content – Whereas the intent of website content writing is to make a sales pitch to readers about why they should go with your brand and not choose your competition over you.

2 – ‘About me’ attitude

Blog – The blog content writer will not mention ‘we’, ‘our’, ‘us’ etc., in the blog as it is not directly pitching your brand. Maybe, at the end, as a part of the call to action, you can use these words contained in a paragraph but not more than that
Website content – Here the introduction itself will use the word ‘we’, ‘our’, ‘us’ etc., as you are introducing your brand/ service/ product to the readers

3 – Coverage

Blog – The content will cover a particular topic around an issue or concern to help readers and gain loyal readership
Website content – There will be a proper explanation of each service/product (or that particular service/product page). This covers features and benefits of that service/product.
Use cases
Take the case of a digital marketing company for instance.
Their web content will have information on different services like SEO, SMM, Search Marketing, and SMO. Each piece of content will be devoted to explaining what is offered under a specific service and why customers should award business to the digital marketing company and not to their competitors.
Now, if the same digital marketing company wants to push fresh and helpful content and target SEO keywords then they would publish blog content on their blog page. It will not cover the actual service but topics around the service. For instance – “Top SEO trends of 2019” (yup, we like to be way ahead of our time!) or “Why PPC is beneficial for a small business?”

Content Strategy for blog content writing and website content writing

What’s common in blog content and web content?

Besides these differences, there are certain common themes that define how content is developed in both approaches –
1 – Language should cater to the persona of your target market
2 – SEO friendly content that ranks strives to rank well on pre-defined list of keywords
3 – There is one central idea being discussed in the content
4 – Content follows a logical structure i.e. introduce with a challenge or pain point and end with a conclusion that gives readers a hint of what to do next after reading the content (click on ‘buy now’,  ‘subscribe now’, or be directed appropriately from a landing page’ etc.)

The perils of blatantly promotional blog

Do note that today many businesses try to weave in heavy promotional undertones when developing blog content. While it may work to a certain extent, it will start to backfire if used blatantly. The readers looking for a blog are actually going as per the principles of inbound marketing – i.e. readers coming to the blog rather than you pitching your offerings to them. They need to be convinced of your credibility and industry authority before they make their mind to make a purchase from your business.
Hence, it will be wise not to overlap the basic intention behind developing the two distinct types of content – i.e. blogs for informative content and web content for sales persuasive content.
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What makes good webpage writing?

Web content writers often regard website writing to be a part of their daily tasks combining it with other writing tasks/ assigning it to a standard set of personnel without respect to the special considerations it carries. Once we shake off our mindset from such regressive thinking we come to realize that with evolving technological landscape, website content writing too has evolved from nascent stage in the early 80’s to its present day avatar.

Earlier websites were restricted to having one’s personality come alive over the Internet. Over the time, companies recognized the huge potential online business carries and sought to have the business information presented in such a way that attracts visitors and successfully converts them to highly engaged sales prospects.

One might wonder how this can be achieved. I have come up with a small but relevant list of to-do’s when designing a business website that will allow you to better target your online audience and garner more revenues:

Keep it simple: This is the golden rule of website content writing. One never knows what demographics the reader might come from. Keep your language to simple terms and easy to understand vocabulary. This facilitates the reader to easily assimilate information and details and make a decision (act, purchase, get re-directed)

Know thy audience: A cardinal sin if we don’t keep our audience in mind. Imagine talking about hierarchy, course content and e-learning taxonomy when the site actually is for teenagers’ admissions and interacts with their parents! Need I say more?

Be expressive: Keep your tone, grammar and vocabulary simple and taut. This helps prolonged engagement with reader. Trying to impress them with fancy terminologies will be a big deal-breaker as will trying to pepper the written content with technical, legal jargon that won’t find acceptance with the general public.

Heads and tails: A good written article will have a proper heading, introductions, body and conclusion. Imagine a human body without a limb, or an ear missing. Now transition the shock to written content. A good flow to content is a hallmark of a good write-up

Keep these critical pointers in mind and rest assured you will be on your way to a killer write-up.