How to Write Web Content that Converts
Updated: Mar 23, 2021
How many businesses out there offer the same service as yours? As many as there are fish in the sea? Scary thought! Why? Because your web content needs to stand out head and shoulders above your competition. So it needs to work really hard for you.
Web content writing needs a specific approach. It’s different from writing a blog like this, or a newsletter. Or any other kind of marketing material for that matter. It needs to act as your best salesperson, grabbing your target audience's attention, creating sales leads, eventually converting into paying customers.
When writing your web content, there are several key elements to keep in mind:
Keywords and phrases – essential for SEO purposes. Or, to put it in plain English, to help your customers find you. Research what the best keywords are for your organisation, make a list and use them wisely. Don’t cram them in. Make sure they’re in your H1 title, your first and/or second paragraphs, and naturally scattered throughout. I’ve talked about SEO and keywords before here.
Eye catching headline – your main H1 headline must include your primary keywords and say what your target audience will most likely react to, persuading them to click through to your website. That’s not always easy! However creative and fun you want your headline to be, it’s more important that it has the words that your target audience will search for. It's your first big selling opportunity. Read more about headline writing here.
Web pages and structured content – how many pages will your website have? Your content needs to be structured carefully according to your products or service offering. For a new website, the following pages are recommended:
o Home – this is your brief introduction to your business, how you help your customers and
what your products are
o About – tell people about how the business started, its background and its people. Have short
two to three sentence bios of the directors and teams alongside a picture
o Product pages – wax lyrical (not too much!) about your products, focussing on the benefits
and how they help your customers
o Blogs – keep this page updated with news and info. Share regularly in social media and
other places, attracting your target audience to your website
o Contact – as well as branch addresses, phone numbers and email addresses, include links to
your LinkedIn and other social media platforms
pages. You may need legal and technical advice on them.
Tone of voice – write using your organisation’s brand tone of voice. If you don’t yet have one, it should be based on your business values and ethics. A good marketing copywriter can help you develop your voice.
Length and depth – write as succinctly and clearly as possible. People don’t have time to read thousands of words on a page. They tend to scan read web content, sometimes missing out entire sentences, jumping to the next subhead. I’m guilty of doing that myself when pushed for time. So, break up your content with subheads and bullet points to keep your prospective clients reading.
Write in plain English. Don’t use jargon unless your target audience are specialists in your field – if
that’s the case, they are likely to be searching using those same keywords. Write in a way
that flows well and is easy to read, even if it's technical. For more guidance on writing content, read
In terms of length, remember – Less is More! The bare minimum for SEO purposes is 300 words. I
recommend 500-1,200 words, the closer to 500 the better. So, get the main benefits in at the
beginning. No fluffy preambles that take up precious space.
Put yourself in the mind of your target audience. How does your product help them? What will they
gain from it? Depending on the product, don’t include every detail about it. Think about your
content as teasing your reader to need to know more information. Create a burning desire in them
so that they need to contact you and create a strong CTA (see below).
Be prepared to write a few drafts before it sounds right. Ensure you've included those crucial
keywords and phrases to start the process of converting your visitors into paying customers.
Call to Action – this is the essential bit. Your web visitor needs to do something to turn into a lead, who then becomes a customer and eventually a promoter. Often, the most obvious CTA is to ask them to contact you for more information, so make sure your contact details are prominently on the page in a button. Maybe you want them to ask about a special offer. Or download some additional information, like a 'how-to' guide, by providing their email address to create a lead. Invite them to sign up to your newsletter. There are many types of CTAs you can use that will help your website work hard for you. This HubSpot blog has some great advice.
Images and design – discuss these with your web designer. Words alone are unlikely to work – you need good design and illustrations to catch your target audience's attention. Have you got a library of product images? If not, hire a good photographer or use stock images from an online library like pexels.com. Usually, the design fits around the content, but it can work the other way around.
Proofread – finally, proofread the entire website. Ask other people to read it, too, both to sense check it and to check for mistakes. Ideally, ask a professional proofreader to give it the final go-over.
Now you’re ready to publish – how exciting!
Share it everywhere. Publicise your new website in all your social media platforms, in your email marketing and anywhere else possible. Update it regularly with new information to help improve your search rankings.
Regularly check the analytics to measure how well it’s working. Your web host can help you with that.
I have a briefing document that I send to clients prior to starting work with them – it may help to give you some further ideas on writing your web content. If you would like a copy, do drop me a line and I'll email it straight back.
If all this feels like too much when you’re busy running your business, I can help. Get in touch by emailing me on firstname.lastname@example.org or ringing 07799 648321. Let me help you create some fresh new web content that converts your visitors into paying customers!