If you're fairly new to the world of content writing, you may be wondering how different is business web content writing from any other form of writing. We generally begin writing from school, and the form of writing taught & encouraged there is more creative. Creative writing is typically read for enjoyment & is often considered more artistic, opinionated and well, creative. It's found in novels, poetry, stories or even a movie script! There are no rules as such, and the end result is expected to be either recreational or thought provoking.
Content writing follows a clearly defined structure and set of requirements. It is ALWAYS for a particular purpose and a set goal. It is targeted at an audience and has the purpose of being easy, persuasive and attractive to the reader. Content writing is used in marketing materials and brand campaigns, and many companies have a specific style or tone of content that writers are required to comply with.
So, it is imperative to understand the purpose of your writing because that defines the writing style you would need to adopt - creative or content.
How important is the quality of the content you put out?
According to Forbes Publish Or Perish Report , 96% of the executives surveyed agreed that the quality and structure of their web marketing content is essential to achieving their growth goals.
We know that the internet offers millions of choices to users and usually people tend to scan through web content very quickly so you really have a small window of opportunity to make an impact. If they don't find what they are looking for, they will quickly bounce from your site.
Recent studies by the Nielsen & Norman Group found that the average viewer will linger ten to twenty seconds on a site before leaving.
So it is really important to offer content that is interesting enough to make your potential customer stay on your site long enough to see what you have to offer.
Here are some easy breezy tips for writing great website content:
If it's relevant, it's valuable. Search engines come up with results that are relevant to the specific keywords users enter, and users obviously expect the search engine results to provide information relevant to their search. If they click on your site and find irrelevant or outdated information, they will bounce from your site to the next result to find what they need.
Keep Your Content Crisp & Clear. Most website visitors quickly scan through your content to find what they are looking for. You can use spacing smartly to make your content 'scan friendly'. Repetition is to be avoided. Writing to the point is to be befriended.
Avoid digressing from the point. While you may feel you are offering extra value to your readers by adding additional information, visitors usually search very specifically and become frustrated if they have to skim through a lot of information to find what they are looking for. Stick to the point. And if you have a rich topic, segment your content into neat headers and paragraphs, even bullet points. Remember to write short sentences, that are easy to understand making your website more user-friendly.
Spelling & Grammatical errors are deal breakers. You know what immediately puts someone off your content? Spelling errors and grammatical goof ups! Poor grammar really affects the quality and over all impression of your content - and not in a good way! So read through thoroughly before you publish. I stick to a simple rule - read once done and then sip a glass of water or something. Check again after a few minutes to review your work from a fresh perspective. Works like a charm!
Include references & blog links. This is is a great way to back up your information and gives the impression that your writing is well researched. It also saves the user the trouble of having to source your information (especially in case of research articles, studies or expert references) and can also be used as a way to promote your other blogs on a topic that comes up but is not the core subject of that particular write up.
Talk to your readers. You are not writing a journal or a research paper, but addressing an audience. Your writing style should reflect that. Use 'You' and 'I' to connect with readers. Keep it conversational, friendly and preferably without marketing jargon.
Visual Aid goes a long way. Use high quality, relevant images to compliment your content make your site look appealing.
Writing relevant, engaging content that drives traffic can be a daunting task, but these tips can make the beginning of a writing journey easier for you.
And if you still need help with writing the perfect draft for your website, consider us! We can take the stress out of website content writing for you and even maintain your blog or website to keep it fresh and interesting.