Are you in the process of launching a website? What is the topmost priority for you while creating a website? The topmost priority has to be writing compelling and attractive content for your website.
Like sand on the beach, stars in the sky and atoms in a cell, content is everywhere. Be it blog posts, sales copy, podcasts, e-books, taglines for movies or text for graphics. Content writing is a dream for everyone. They try to become a successful author by writing like a Jeffrey Archer.
If you see the stats also the internet is flooded with 1.9 million websites and daily 3.5 billion Google searches. Roughly 350,000 tweets shared every minute.
In this competitive world, alluring readers interest can be acutely challenging. According to the study, 55% of visitors spend less than 15 seconds on a specific webpage.
For internet savvy good writing is the key to open the lock and beat statistics. Content can make or break your page. Well-written content optimizes your web page and makes you stand on the top of the search engine. Detection of plagiarised content decreases the chances of readability and costs you thousands.
Hence, while diving into the sea of writing, remember everyone can’t be a Jane Austen or Sally Thorne. But following these 10 tips can grab the attention you deserve.
1.Understand your audience
Many writers pen-down their ideas or put a finger on a keyboard without even thinking about their potential audience or who they are trying to reach. While planning to write ask these questions for yourself
- Who is your primary audience
- What about the secondary consumers who can inform and influence your primary audience
- How will they search and find your website online
For example, say you are launching a website regarding the legal firm. Your existing clients will be your primary audience. Your secondary audience is of much wider reach they can include law reporters, attorneys, judges from other states and anyone who need your advice in future. Ensure your content is relevant and accessible to all these people. Frame a questionnaire about
- What type of questions these groups pose
- Are they interested in any particular topic
- In which social media platform are they active
- What kind of data or information they are seeking help
This checklist is especially important while writing web content. Every second while penning down your thoughts think of your audience again and again.
- Write short and simple sentences
Long sentences are not meant for today’s users, they are for Charles Dickens. In today’s busy world the reader demands only 20 words or fewer sentences. The reading attention span is very less. According to the stats, An average adult reads at a 7th-9th-grade level. So website which focuses on simplers sentences reaches a wider audience. Use more of nouns and verbs. Sparingly using adverbs and adjectives will suffice. Don’t use difficult words like flummox or halcyon when words like confuse and calm will do. If not sure about the writing level then take help of readability tools and check the score. Most of the tools are based on using short sentences and the length of words. Your content’s readability is scored based on education level. The below tools help in scanning text and scoring your readability level
- The readability test tool
- The readability calculator
- Microsoft Word
Check whether your content is easily understood by a 7/9th-grade student and write accordingly.
- Show them don’t tell
The Pill for excellent writing is relevancy. Don’t limit yourself to generalities or high-level statements. Your audience is more attracted to real-world examples. People are listening to the Gutenberg era called Youtube. Hence lure them by visualizing your information.
For example, consider Subway the tagline content for this is Eat Fresh. Subway has clearly laid its strapline by saying fast food is bad for you and you required to shift to more healthy food. This tagline makes your audience visualize that their fillings and sandwiches are always freshly cooked and prepared. This is the way which really makes a smart move.
As an added advantage, more descriptive and specific product information ranks your website’s SEO and lets customers know they need to make purchases.
- Keyword research
Before hitting the ground, it is necessary to know what you are writing and to whom. Like a Mockingbird, you can kill two birds with a single stone. Combine SEO strategies with calendar planning and then write. In this digital marketing world, how you keep yourself grounded for good reasons is very essential.
SEO keyword research tells you what topics Google ranks and finds relevant to your target consumers. For example, if your targeted audience is searching for a Job in content writing the relevant keywords would be
- Content writing job description
- Content writing salary
- Content writing from home
- Freelance content writing jobs and more.
Write the blog or messages relevant to it. It illuminates your partners and competitors content strategies and highlights your businesses strengths and weaknesses. It even optimizes your articles and brings in more traffic.
- Write the most vital information first
While writing the web content, don’t write it as an essay. It is completely different. While writing the web content, write first what you want to convey your targeted audience. That means what is that they need to get while reading the article.
For example, if your targeted audience is looking for a white leather three-seater sofa. When they arrive at your website, they want you to sell that specific sofa. Immediately they go for the find box to see what are the white leather sofas are like and purchase it. If they find it relevant they will stick to it.
In today’s age of digitalization, information is the most imperative for your visitors. It is always a simple statement of what you do. Once they know the background of your business they search for other details. This is mostly referred to as the inverted pyramid.
If you ever observed the newspaper, the most remarkable news comes first before any other less worthy news. Even the headlines or the first page lets you know what the other piece of news is all about. Similarly with the website. Your audience wants to know the big picture initially.
- Focus on scanners
You wrote content and expected to gain traffic. Isn’t it. Now, how many of your targeted audience read your content. Hardly anybody! How sad.
What to do?
Why are visitors not staying for a longer time and reading your message? According to research visitors first, glance at every new page. They scan some of the text and click on the link which allures them.
You know what! they are only 16% of people who read the whole content word-by-word. Mostly they are scanners around the world. So, the next question is How to write for scanners. Here is the quick checklist
- Draft the headline which communicates and different from others
- What’s your image caption saying about your brand
- Summarize your subheadlines based on key information
- Use bullet points that are easy to scan and reduce wordiness
Your visitors are hunters. They search for the information on your products. Ensure they understand your message by just overviewing your webpage.
- People may arrive anywhere on the website
Web content is not like a book reading. People usually read a book chapter-wise. Imagine if they read a book randomly, they go crazy. But web pages aren’t like that. Most visitors will not start reading from the landing page. They may arrive at any of your pages.
To know where your audiences are arriving learn Google Analytics and Visit it
through Google Analytics>> Site content>> Landing page
You will probably know exactly how many visitors viewed each of your pages.
Hence every page of your website needs to be easy to scan and clarify people’s doubts.
Each page should be telling what your site is all about.
There should be a CTA’s and direct people where to go next.
Either to read another blog post or to fill the sign-up form and entitled for receiving your emails.
Request a quote or add a product to the shopping cart.
Include a button or link to know your potential audience what the next step is.
- Don’t use copyrighted images or write plagiarized content
They are some strange laws attached while writing content or using images in it. Searching random images on the search console-Google and attaching them to the content without permission can lead to severe complications. Then how do you get out of this grave problem? Use generic images from different sites.
Use your own creativity and write on your own. Don’t look into the website tank as it doesn’t allow you to be original. Using tools like Plagramme can make your content be original.
- Don’t repeat
“Music is the poetry of the Air by Jean-Paul Richer”
Hey, wait! You might be wondering, as to where did you read that line. This is not what your audience wants to say. Be unique in whatever line you write and don’t copy. This type of redundancy always leads to poor writing.
Did you use the same nouns or verbs or words within the same sentence or paragraphs? Yes! Oh, don’t do that. It distracts readers and stops them to further dwelling it. If you are repeating constantly, you’re not expanding your creative wings yet.
To avoid such mistakes, re-read your content aloud several times. Concentrate not on the meaning it conveys but on the words.
The second trick is to ask someone to proofread your work. While reading, listen to those repeats. Make sure to place your copy in front of you and mark the repeated word. Edit it later.
The third trick which works best is using the software tools. This tool highlights any repeated words and phrases.
10.Apply SEO strategies
The best content can go waste if it is not ranked by Google. But what is the bonus you get if this search engine ranks high? Your SEO optimized content get astonishing exposure. For this, you need to understand that people come first than algorithms. This is the biggest challenge every blogger and content marketer is facing today. Using best practices of SEO increases ROI. Ahh!! but how to do it. Follow these simple guidelines below and more.
- Focus on title tags which are of 50- 55 characters in length
- Write 150-160 characters captivating meta descriptions
Content writing is not just writing for blogs. It is all about marketing your product and brand. Writing offline and online content and luring the customers is the biggest challenge every content marketing is facing nowadays. It is all about how conversational the write-up by using all the keywords and SEO strategies. This makes your product comes up. Every time you write content, you write it for a potential audience who is the king for your product. Following a few guidelines above can help you climb the ladder.