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How to Write Content for your Website

As you're probably aware, a website is a vital tool for any business. More and more people are now searching online for businesses and reviews, which means if your business isn't online, you could miss a vital shop window for your potential customers.

You could have the best looking website in the world with the best prices, but without the right techniques, your website may never be found. Content can play an important part in how a search engine such as Google sees your site, especially with original content. We're not suggesting that these tips will make your website sit at the top rank of Google, but it should hopefully push your site in the right direction. For that matter, it should be original content too.

Why Strong Headlines Lead to Results

Ensure each of your pages has a visible title. A title is the first thing that anyone sees and notices, so it needs to captivate your audience and draw them in. Consider this:

  • Does the title create interest and make you want to read more?
  • Is the title a bit over the top, or just right (e.g. 'how to boost your profit' compared to 'make £1mill a day with these tips')
  • Does the title deliver? If you're promising how to boost the readers profit, will the page content potentially lead to that?

With the right title, you can gauge the interest from your audience and suck them into the rest of the content. This mainly applies to sections such as blog posts, but every page should have a strong title.

The key thing to avoid with titles is over exaggerating. For example, if your page (or blog post) is all about cost saving and boosting profits, don't claim to help businesses make masses of money. You want your website visitor to read your content and feel that they've understood the purpose of the page. Using titles such as the example above could be misleading and could put them off reading more content.

If you have a strong and honest title, the visitor will feel more confident, and it's this confidence which can in turn lead to results, whether that be a phone call, email or even a sale.

How to Ensure Your Body Looks Great

Don't get too excited - we mean the body of content for your page.

This is where the interesting part lives. The content is not only what makes up your page, but it's also an important SEO factor. Many believe that content is king, and they're not far wrong.

Traditionally, content would be written to suit a search engine first and the user last, which can lead to a poor user experience. But as technology has moved on, so has a search engine's understanding of content. Google, Bing and others can read and understand the content, and aims to rank pages on their user experience. Google says:

Webmasters who spend their energies upholding the spirit of the basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit.

There's no real secret to writing great content, but you should consider:

  • Engaging content - give your website visitor a reason for reading on. Ask yourself - why would they find it interesting?
  • Easy to read content - as Google says, don't look for loopholes, make it work for the user and the search engines will appreciate it too
  • All your visitors - if you use images, use alternative text tags ('alt' tags) for those using screen readers for example. Most content management systems come with the ability to add this to images, but it may be worth speaking to your web design agency to see how you can incorporate this into your pages
  • The tone of the page - If you're a laid back business, write as such, your visitors should feel they are in the same room as you, hearing your tone of voice. This way there's no surprises if they call you and hear the same tone as they did on the website.
  • Humour - we all love a good joke - it makes things seem a bit more human. As long as it's within your company's branding, then inject a bit of humour and keep your reader engaged (remember: don't write in a different tone to what your business aims to be)
  • Realistic content - If you're talking about improving your work/life balance, can everything you've listed be achieved realistically?


Next time you write content for your website, re-read it (you should proof read it anyway, just to be safe) - does it make sense? Does it flow correctly? Does it fit in with what your business believes? Is the content engaging? Can your reader learn something from it?

Plus, there's the added bonus of good content. If it works well, then users will share it and boost your visibility too.

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