Want to know how to write good content for a website? Well, it only takes 15 seconds to capture the reader’s attention when they visit your website. If your content doesn’t engage them in that brief window, you risk losing them. But don’t worry—crafting engaging and high-quality content is absolutely achievable!
In this article, I’ll share my own insights and experiences from working in content creation and marketing. We’ll explore techniques for writing impactful content, the importance of maintaining high-quality standards, and the key strategies I’ve used to elevate content for clients over the years.
After reading this article, you’ll be well on your way to becoming a content guru. Ready? Let’s dive in!
1. Create Original and Unique Content
In today’s competitive online environment, originality is key. Plagiarised content is a red flag for all search engines, and if your content gets flagged, you could see a significant drop in rankings. This makes it harder for your website to show up in search results, which directly impacts your business visibility.
When I first started creating content, I made the mistake of repurposing existing blog posts with minor tweaks, thinking it would save time. But as my content strategy evolved, I learned that creating truly original content is not only better for SEO but also establishes your authority in the industry.
Pro Tip: Invest time in creating unique content that adds value to your audience. I’ve found that spending extra time on research and offering a fresh perspective leads to much higher engagement rates. According to HubSpot, companies that blog regularly receive 67% more leads than those who don’t (HubSpot Blog).
Example:
- Instead of summarising existing trends in the tech industry, I started sharing personal experiences and predictions based on hands-on work with new software. This approach significantly increased engagement and attracted a more loyal audience.
2. Be Concise and Focus on Clarity
In the digital age, people have shorter attention spans, so your website content must be concise and straight to the point. Avoid overly complex words or jargon that may alienate your audience. A few years ago, I worked on a client project where the content was rich in industry jargon but lacked clear, concise language. As a result, readers quickly bounced off the page.
I learned that the key to keeping readers engaged is making every word count. According to a study by Nielsen Norman Group, users typically only read about 20% of the text on a page, which highlights the importance of making your content scannable and digestible (Nielsen Norman Group).
Tip: Use the inverted pyramid approach, where you start with the most important information and gradually dive into the details. This allows your readers to grasp the key points immediately.
Example:
- Before: “Our company is committed to creating high-end, user-friendly products that combine the latest technologies with cutting-edge design, all while maintaining an uncompromising focus on quality and sustainability.”
- After: “We create high-quality, sustainable products that blend the latest technology with modern design.”
Short paragraphs (two to three sentences) also enhance readability. If you have nothing valuable to add, skip it!
3. Avoid Grammatical Errors at All Costs
Grammatical mistakes can severely damage the credibility of your business. A website filled with errors makes the content appear unprofessional and untrustworthy. When I worked with a client in the legal industry, they were hesitant to invest in content creation because their previous site had frequent grammar issues that made them seem less credible.
After we fixed these errors and implemented tools like Grammarly, the results were immediate. Grammarly reports that 59% of people said they would not buy from a website with spelling or grammatical errors (Grammarly Blog).
Actionable Tip: Use tools like Grammarly, Hemingway, or ProWritingAid to ensure your writing is clear, polished, and error-free. I found these tools to be indispensable when improving content quality and reducing bounce rates.
Grammatical precision isn’t just about looking good—it’s crucial for SEO. Search engines like Google prioritise clear, well-written content that is easy for both humans and bots to interpret.
4. Write Like a Human: Be Conversational
Your content should feel natural and conversational, rather than stiff and formal. When you write in a friendly tone, you connect with your readers on a personal level. I’ve found that when we use a conversational tone in our blog posts, engagement significantly increases. According to Neil Patel, writing in a conversational tone makes content more engaging and easier to digest (Neil Patel Blog).
Tip: Use the second person (“you”) to make readers feel personally addressed. Avoid sounding like a textbook. Instead of focusing on your products or services, focus on solving your readers’ problems.
Example:
- Instead of saying, “Our software is designed to optimise workflow,” say, “You can use our software to streamline your workflow and get more done in less time.”
Actionable Tip: You can also humanise your content by sharing relatable stories or anecdotes. People connect with stories, and this builds trust and rapport.
5. Be Accurate and Reliable
Accuracy in your content cannot be overstated. Incorrect or misleading information can severely harm your business’s reputation. A few months ago, we worked on a piece of content that had a misleading statistic. Once we realised it, we corrected the error, but not before some readers had shared it, potentially damaging our client’s credibility.
Research by Content Marketing Institute shows that 70% of people say they trust content more when it’s from a credible source (Content Marketing Institute).
Tip: Always ensure that the information you provide is factually correct, well-researched, and sourced from reliable places. Linking to authoritative sources adds credibility to your content.
Example:
- Instead of just saying “Many people use our service,” back it up with concrete data: “Over 10,000 customers trust our service to improve their daily workflow, according to recent industry surveys.”
Actionable Tip: Credit your sources properly, and don’t be afraid to reference industry studies, white papers, or recognised experts to add credibility to your content.
6. Avoid Hard Selling: Focus on Soft Selling
Nobody likes to be hard-sold to. People visit websites looking for solutions, not a sales pitch. Hard selling can turn off potential customers, so it’s best to adopt a more subtle, “soft-sell” approach. In my experience, we’ve seen greater long-term success when we focus on providing value through content rather than pushing for an immediate sale. According to HubSpot, 75% of buyers prefer a business that educates them, rather than just trying to sell them something (HubSpot Blog).
Tip: Focus on how your product or service can help the reader achieve their goals, solve a problem, or enhance their life. Avoid pressuring them to make a purchase immediately.
Example:
- Instead of “Buy our service now to see results!” try, “Discover how our service can help you streamline your operations and save time.”
Actionable Tip: Use customer testimonials, case studies, and success stories to demonstrate the benefits of your product or service. This builds trust without hard selling.
7. Create Engaging Content That Evokes Emotion
Engagement is crucial in content marketing. Engaging content motivates readers to take action, share, and even return to your site. The best way to keep your audience interested is to create content that resonates emotionally with them. Nielsen found that emotionally driven content is more likely to be shared and remembered, with emotionally engaging ads generating 23% more sales than non-emotional ads (Nielsen).
Pro Tip: Start with a compelling introduction that promises value. Your content should inform, entertain, or inspire, and always encourage your readers to continue reading.
Example:
- Instead of just listing the features of a product, describe how it improves the lives of your customers. “Imagine having more free time because our tool helps you manage your daily tasks faster.”
Actionable Tip: Add visual elements like infographics, videos, or images to enhance the appeal of your content. People are more likely to engage with multimedia content.
8. Focus on a Strong Landing Page
The landing page is your first impression. It’s essential to make it as effective as possible, focusing on driving conversions. Your landing page should clearly present the value of your offerings, and provide easy navigation to your products or services. I once helped a client redesign their landing page to focus more on their unique value proposition and customer testimonials. This simple change resulted in a 40% increase in conversions.
Tip: Include key elements like:
- A clear headline
- A compelling CTA (Call-to-Action)
- Social proof, such as testimonials or case studies
- A brief summary of what you offer
Example: “Ready to take your business to the next level? Join over 1,000 satisfied clients who trust us to improve their workflows. Let’s get started!”
9. Know Your Audience
Understanding your audience is fundamental. Without knowing your target demographic—age, interests, pain points, and behaviours—it’s impossible to craft content that speaks to their needs. Research by Content Marketing Institute found that 70% of the best-performing content is audience-focused (Content Marketing Institute).
Tip: Conduct market research to identify the preferences, challenges, and questions of your audience. The more specific you can get, the better your content will resonate.
Actionable Tip: Use audience feedback, surveys, or tools like Google Analytics to gather insights into what your audience is looking for.
10. Be Consistent with Your Content Creation
Consistency is key in content marketing. Regular updates signal to search engines that your website is active and relevant. But consistency is not just about frequency; it’s also about maintaining the quality and voice of your content. HubSpot found that businesses that blog consistently (at least once a week) see 3.5 times more traffic than those who don’t (HubSpot Blog).
Tip: If you’re running a blog, make sure to publish regularly. Consistent blog posts can keep your audience engaged, improve SEO rankings, and allow you to build a stronger relationship with your readers.
Actionable Tip: Update older blog posts to keep them relevant and fresh, and engage with your audience through comments or social media.
Additional Resources (content checklist)
At Perth Digital Edge we run every piece of content through these checks
for your convinces we have create a PDF version of this that you can use yourself for all your content needs. CLICK HERE to download it
Final Thoughts
Writing content for a website isn’t just about filling space with words. It’s a strategic, deliberate process that involves understanding your audience, being clear and concise, and providing value. Whether you’re trying to boost engagement, improve your SEO, or convert visitors into leads, high-quality content is the foundation of any successful website.
If you’re looking to elevate your content marketing efforts and truly connect with your audience, Perth Digital Edge can help. Our team of experts is ready to help you craft content that resonates with your target market and drives measurable results. Contact us today to find your digital edge.
