A-Z of Copywriting: W – Web Content, Word Count, and Writer’s Block

Working on your website

Photo by Sigmund on Unsplash

W is an auspicious letter when it comes to copywriting. Or perhaps I should say ‘content writing’. Because W is for … drumroll please … Web Content! Yay!

All (well, most) businesses need a website. A well-designed and written website is arguably the most important aspect of digital marketing. Your website stores most of your marketing information, from product information to blogs, news, special offers, events, and lots more.

Your website is your virtual shop front; literally, if you have tangible products to sell online! It’s where you point your prospective customers to from your social media channels, newsletters, and other marketing activity.

How well is your website performing? Are you getting enough hits and sales from it? Here are some ways to improve it.

How to Write Your Web Content

As well as being visually appealing, websites need compelling web content to keep your customers on the page and wanting to find out more. Your web content needs to stand head and shoulders above your competition. So, read on to find out how to write web content that converts.

There are several key elements to keep in mind:

• Keywords and phrases – these are essential for SEO (Search Engine Optimisation) purposes. To put it in plain English, keywords help your customers find you when they’re searching for help. Research what the best keywords are for your business, make a list, and use them wisely. Don’t cram them in, though! I’ve talked about SEO and keywords before here.

• Eye-catching headline – include your primary keywords in your main H1 headline, using the key phrase that your customers are searching for so that they find you more easily. That headline is what hooks them, persuading them to stay on the page and read more.

• Tone of voice – write using your organisation’s brand tone of voice. If you’ve not developed one yet, it should reflect your business values and ethics. Ideally, use a note of authority, too, to generate trust and confidence in you.

• Length and depth – write as succinctly and clearly as possible. People tend to scan 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. And highlight key information to make it easy for readers to grasp your value proposition quickly.

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 into needing to know more information. Create a burning desire

with your CTA (Call to Action) so that they absolutely must contact you.

• Call to Action – this is where you turn your web visitor into a lead, who then becomes a customer, and eventually a promoter.

My post ‘Writing Web Content that Converts’ covers all the above in more detail to really help. You can read it here.

Word Count – How Many Words?!

For web content length, remember: Less is More! The bare minimum word count for SEO purposes is 300 words but I always recommend at least 400-500, with 800-1,200 words being ideal, possibly more depending on your product.

So, get your main benefits in at the beginning of your web content. It’s tempting to write fun, fluffy, or descriptive preambles, but they take up precious space. Write them if you wish, but then edit heavily!

Different types of content need different word counts. For instance, social media posts usually work best when they’re brief and to the point, mainly because of limited attention spans and scrolling habits. From none at all if you’re posting an image, Gif, or Infographic, etc., to 300 words (although I’m noticing many longer LinkedIn posts).

Long-form articles and blog posts allow you to delve into comprehensive explanations or narratives. Blogs could be anything from 500-1500 words. And articles from 1,200-3,000 or more, depending on the topic and where it’s being published.

Adapting your word count to suit the purpose of your marketing element ensures that your content is effective and engaging, and answers the needs and expectations of your audience in that context.

Here’s a Brucie Bonus for you … I learnt recently that having a 10,000-word ‘how to’ type document on your website can really boost your SEO ranking!

What? 10,000 words?!

Yep! I was staggered, too.

I was on a call with an SEO specialist organisation going through best practice SEO principles. It was them who told me how valuable a massive 10,000-word ‘Ultimate Guide’ of your product can be on your website. Apparently, it’s to do with how Google bots crawl across the written words; writing a comprehensive guide provides quality information from a seemingly authoritative source – you!

Get in touch if you’d like to know more about writing an ‘Ultimate Guide’.

Writer’s Block Stopped You in Your Tracks?

Writer's block can be frustrating. Luckily, there are several strategies to reignite your creativity:

• Freewriting: I often tell people that the best way to overcome writer's block is simply to keep writing. Set a timer for, say, 10 minutes. Then write continuously without worrying about grammar, structure, or coherence. Let your thoughts flow freely, allowing ideas to emerge naturally. Write anything, even nonsense, simply to get words down. This can unlock your creativity, bypass the self-critical voice, and lead to breakthroughs.

• Change your environment: Work in a different location – a coffee shop, park, or library. A change of scenery often provides fresh inspiration.

• Set realistic goals: Break your writing task into smaller, manageable goals. Aim to write a paragraph or section. Achieving smaller goals provides a sense of accomplishment, motivating you to continue.

• Take breaks: Stop writing and do something relaxing. Go for a walk, practise mindfulness, listen to music, or pursue a hobby. Regular breaks help to clear your mind, rejuvenate your creativity and alleviate pressures.

• Research for inspiration: Diving deeper into your topic through research helps you gain new insights and perspectives, sparking different ideas and fresh angles for your writing.

• Change your writing method: If you usually type, try handwriting using a favourite pen, or vice versa. Changing the physical act of writing can stimulate different parts of your brain to help overcome writer's block.

• Ask for feedback: Share your work with a trusted friend, colleague, or writing group. Their perspective may offer valuable insights and suggestions, or at least encouragement.

Writer's block is common, so be patient with yourself. Experiment with different strategies to find what works best for you. With persistence, you’ll get there!

Need any help with your web content and other digital marketing elements? Fed up with writer’s block and would rather just not write?! Then I’m your woman. Get in touch today and let’s have a chat about what needs doing.