For Part 3 of our Getting Back to Basics series, we shine a spotlight on a topic that we’ve touched upon in part 1 and part 2: how to write great web content. While writing web content can seem like a challenge, with the proper technique and a little practice you’ll be churning out fresh, relevant content in no time!
There are a few things you should do before you start writing, while you write, and after you’re finished.
Before You Start:
1) Write What You Know
If you’re not sure what aspects of your business to write about, make a list of the areas in which you are especially knowledgeable, and go from there. The best content is that in which its obvious the writer knows what they are talking about – and didn’t desperately research two minutes before they started writing. Once you have your list, ask yourself, “If I were a customer, which topics would I be most interested in learning about?” You might even find that you have topics for multiple pages.
2) Pick a Writing Style
Once you know what topic you want to address, consider how you’ll inform your readers. Maybe you’ll write a how-to, or perhaps you will present a problem and offer a solution. Whatever you decide, make sure to apply the “Rule of One,” meaning, pick a theme and stick to it.
While You Write:
1) Include a Catchy Headline
A headline should be brief, descriptive, and effective. Take a look at this graphic for an example that hits these points:
2) Format Your Content
Start by writing an introduction to your topic. Then, tell the reader the key points that you’ll be discussing – a good way to do this is with a bulleted list. The following paragraphs should elaborate on your list items, with a conclusion that supports them and ties everything together. Formatting your content like this provides several opportunities for your keyword to be naturally incorporated, which is great for search engine ranking!
After You’re Done:
1) Check for consistency
Once your article is written, read over it a couple times for grammar, punctuation, and consistency. Make sure that you stayed on topic, and if you provided your preference or opinion, make sure that you supported it throughout, and didn’t flip-flop around.
2) Consider readability
How you choose to write about a particular subject conveys certain moods and emotions to your readers. As you review your article, consider how you want your readers to feel while they read it and after. Invoking a positive feeling with your writing is something that will keep readers coming back to your site.
Putting It All Together:
The road to quality web content involves thinking critically before, during, and after you’ve written it. It’s a great way to demonstrate knowledge about a particular subject, increase your ranking with search engines, and to build a positive rapport with your customers. So be informative, creative, and don’t forget to have fun!