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Writing Web Content

‘Content’ is the reason someone comes to your site. It means different things to different businesses and the bottom line is that what constitutes "good content" depends on the goal of your site.


Good content should be worded in such a way that is clear, simple and eye catching. Your information should be accurate, up-to-date and worth reading.  Importantly, content should be what the visitor wants to read far more than what you want to tell them. So, use words such as “you” and “your” as much as possible, not “us”, “we”, “our”.


Try to structure your content by using the following standard best practices:

Page Headlines that indicate clearly what the page is all about. Ideally you will use the Keyword the page is focused on in this headline

Sub-headings for most Paragraphs incorporating Keywords

Short Sentences and Paragraphs

Bullet Points or Numbered Paragraphs


Ideally, your written website content should be: Useful, Interesting, Audience-friendly, & Inviting:

Qualify your target audience - by providing informative and relevant information focused on their needs

Clearly outline your unique selling proposition - what makes your product or service stand out

Generate qualified leads and eliminate time wasters

Provide clear “call to actions” – encourage customers to ring, send an enquiry or complete an order.

Check for spelling and grammar – ideally get someone else to read it through as they’ll often spot mistakes that would otherwise slip through. Nothing ruins a website’s credibility quicker than spelling and grammatical errors.


Remember – Your potential customers have arrived at your website to find out about your product or service, so it is vital that you provide them with the information they need to make an informed decision about your business.




See also

 Search Engine Optimisation (SEO)