Originally published August 20, 2021 , updated on August 30, 2024

Writing for the web and online platforms is very different to writing for print. A good print writer does not necessarily equate to a good copywriter. Writing digital copy, marketing material and articles for print are vastly different.

There’s a whole new set of rules that apply when you’re crafting content for your website or when using website content writing services. Good writing is still good writing no matter where it lives. However, there are a number of things to consider when writing for the web. 

It is not best practice to use a piece written for a print magazine and post it online. It needs to be repurposed in a way that fits your website. There are some golden rules to keep in mind when doing this. 

Here are the top rules to follow to produce killer copy when using web content writing services. Apply these tips to your writing to increase unique visitors and generate more business leads. 

Make It Scannable

There are many studies that speak to the attention span of the average internet user. And while the numbers differ depending on where you get your information, the end result is the same. Internet users don’t spend a lot of time on one website page. They scan copy and then jump off if the topic doesn’t interest them. 

And yes, we know that people can read longer pieces because they read books and newspapers. But people read online and print content completely differently. You can’t drop longer articles onto a website and expect it to have an impact. Online articles need to be bite-sized and scannable. 

Format your pieces in a way that allows readers to easily scroll and scan the copy. Adding headings and subheadings helps to quickly scan the article and it’s great for SEO. Break up longer pieces into smaller bits of information that’s easier to read. This way, visitors can quickly scan through the article and learn the most relevant information.

Use Visual Media Where Applicable

People take in visual media a lot easier than text. As mentioned above, we have a short attention span. With visual media, you can communicate more complex things in an easier and more enjoyable way. And the information sticks a lot easier than if it were all presented in words. 

Visual media can include images, infographics and video. Whichever format you choose, try to incorporate it into your website content as much as possible. It’s a fun and interesting way to get your message across. 

Add in a Call-to-Action Where You Can 

After spending time and money creating content for your site, you want visitors to actually read the information and then act on it. That’s why it is important to add a call-to-action.

If you’re writing about how added security measures can protect your customers while browsing the web, consider adding a line at the end to find out more. This could be as simple as “Click here to find out more” or “Call our sales team today”. Either way, don’t leave out that important call-to-action. 

Remember Your SEO Techniques

SEO is vital when writing for the web as it helps you rank higher in the search engine results pages. Every piece of written copy on your website should be optimised for search engines or you won’t be found. This includes adding inbound and outbound links, metadata and keywords, among other things.

For example, let’s imagine that you are a content writing service based in the USA. Research keywords associated with your industry. Also, consider long tail keyword phrases like “website content writing services USA” to get discovered by your ideal audience. Make a list of your top keywords and add it to your copy. That said, avoid keyword stuffing. Your copy should read as naturally as possible. 

If you’re not too clued up on SEO tricks, you can use an SEO writing service to assist you. They will be able to tell you more about common keywords and how to best optimise other parts of your website for search. 

Add Hyperlinks to Other Parts of Your Website

Be sure to link to other parts of your website when writing stories that will live online. This keeps your visitors on your site longer and signals to search engines that your copy is important and valuable. 

Be sure to link to other parts of your site that are relevant. Don’t add random links for the sake of it. People will notice this and leave. This could result in a high bounce rate for your business. It can also discredit your site. 

Providing valuable information across your site shows that your business is an authority in your sector. This will help position your brand as a leader in your industry. This helps improve rankings and drive more traffic.

Make Your Content Beneficial and Informative

No one is going to read content that doesn’t add value. Don’t write content for the sake of it. Ensure that everything you load to your website is valuable and informative. 

If you are creating blogs, make sure that your blog topics focus on the benefits of your business and services. Don’t do a hard sell and focus on the features of your products. If your business is a podcast hosting platform, discuss how podcasts grow organically when hosted through third-party websites and platforms. Don’t push your product too hard. 

Use Professional Website Content Writing Services 

If you don’t have the time, capacity or knowledge to write killer website content, consider outsourcing this task to an agency. Writing services know all these golden rules, and they know how to use online pieces to generate leads for your business. Leave it in their hands. This way, you don’t need to stay on top of yet another task. 

It’s not easy to create online copy, but with the right tools, some rules to guide you and the help of website content writing services, you can be on the right path and pushing ahead of your competitors. 

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