What is website content writing

What is website content writing? The ultimate guide

Website content writing is an invaluable skill in today’s digital economy. If you don’t learn how to write great content, you won’t be able to rank your websites, and you’ll make less money.

In one sense, it’s that simple!

Of course, content writing is a bit more complex than that, which is why we’re going to go through everything you need to know about it right here.

What is website content writing?

If you’re new to website content writing, the best way to think about it is as an online magazine marketed towards your website’s demographic.

Your aim is to do everything traditional magazines did: to inform, to entertain and to add value to the lives of your readers through your writing.

So what’s the POINT of website content writing?

In the end, the point of website content writing is still to raise awareness of your brand or organisation and to make money.

However, unlike magazines – which relied solely on advertising revenue – content writing can make money in a number of different ways:

  • Good content will improve your search engine rankings, and increase your web traffic. More customers mean more money.
  • Good content can act as a form of lead generation: customers visit your site to find content, and then click through and buy something. (Or enquire about your services.)
  • Good content will increase your traffic, and as a result, give you the opportunity to make additional money through affiliate marketing or via selling ad space.

What is website content writing

Which approach you choose to go down will largely depend on the nature of your business, but the beauty of marketing online is you don’t have to be limited to just one.

There’s no reason an online store can’t also do some affiliate marketing on the side, assuming there’s no direct competition on products.

There’s also no reason a consultancy service can’t also sell web space if their traffic is appealing enough.

The keys to great website content writing

There are several things you’ll need to bear in mind if you’re new to the world of online content marketing:

Keep your language simple

The vast majority of people that read your content won’t be scholars. As a result, you want to use the simplest language possible.

Never use a long word where a short one will do! Don’t try to sound clever, or write like you’re putting together an academic essay.

Could the average eleven-year-old read your work easily? If so, you’re on the right path.

Make sure your writing can be scanned

A general rule to abide by is that people online don’t read, they scan. They skip the bits they find boring and hone in on the bits they want.

As a result, you want to ensure your writing is as easy to scan as What is website content writing possible. There are a number of different ways to do this:

  • Write short sentences (Don’t fear a one-line paragraph)
  • Use bullet points
  • Use a lot of sub-headers
  • Use images on your page

And so on. Again, you should keep in mind that you’re writing for someone with a lower than average attention span. (Which is more or less all of us, when we’re online!)

Draw attention to the most important parts

When people are scanning through your content, make sure you draw attention to the bits that really matter.

Though readers might think they’re deciding which bits catch their eye – and they are, in a sense – you actually have a lot more control than you think.

How can you ensure readers stop at the bits that really matter to you? There are a few options:

  • Underlining
  • Headings and sub-headings
  • Italics
  • Bold

Whether it’s a particular word or a particular sentence, the above techniques will always make the reader stop and read the key bits more carefully.

Shorten your paragraphs, and then shorten them again

When you’re writing a book, it’s acceptable to have long, drawn-out paragraphs.

Online, anyone confronted with large blocks of text will leave. It’s that simple. Even if you naturally write in longer paragraphs, go back through them and separate them afterwards.

How long is too long? When it comes to writing for the web, you don’t want paragraphs going much over three lines.

How do I choose what to write about?

Fortunately, there’s a wonderful way of finding out exactly what your readers what to see on your blog: it’s called keyword research.

By going through a particular process, you can find out exactly which topics will get people coming back to your website again and again. This is integral if you want to know how to write SEO content.

Fortunately, research isn’t too difficult, and Brian Dean at Backlinko – who’s a genius when it comes to content writing – has written a brilliant guide to keyword research.

How often should I write website content?

Opinion is a bit divided on this. Some people try to write every day, others once a week, some websites once a month.

However, in our opinion, the best thing to do is focus on quality, rather than quantity.

Once you’ve got into the swing of writing for the web, you’ll start to get a better idea of how long it’s going to take you to write something really good: something that makes the lives of your readers better.

What is website content writing If that’s once a month, then leave it at once a month. If it’s once a week, fine.

(You probably can’t create something brilliant every day, unless it’s a full-time job for you!)

How can you tell what’s good? Well, by our reckoning you need to put together at least 750 words, at the minimum.

If you can’t talk for 750 words about something, the chances are it’s probably not in-depth enough to warrant writing about!

(There are exceptions for this. Step-by-step ‘How to’ guides, which are usually a set of short instructions, can be very valuable without being very long, especially if they also use a lot of images.)

Where can I learn more about website content writing?

There are a few brilliant resources out there dedicated to website content writing. We’d definitely recommend checking some of them out:

The Nine Ingredients That Make Great Content

9 Simple Tips for Writing Persuasive Web Content

(Even More!) Web Content Writing Tips



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What is an SEO copywriter

What is an SEO copywriter?

Most businesses know that SEO stands for Search Engine Optimisation, and Search Engine Land defines it as “…the process of getting traffic from the ‘free,’ ‘organic,’ ‘editorial’ or ‘natural’ search results on search engines.”

Taking that a little further, SEO copywriting is a specific form of content writing that works to rank online content higher in the search engines, and drives targeted traffic from the search engines to your website. SEO copywritten content contains keywords and phrases to allow the search engines to classify content and decide how relevant it is, in order to serve up the best results to their users.

Put simply, SEO copywriting is the ability to write excellent content that suits both the search engine bots and human readers. It shouldn’t sound like it’s been written around keywords, even though it has. Great SEO content should sound entirely natural, while still targeting the required keywords and phrases.

According to HubSpot, “61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority”, so SEO copywriting is a skill that’s worth developing.

You can read about SEO copywriting in more detail on our blog.

What is an SEO copywriter?

Someone with the skill to manage the finely balanced art of keeping both audience and search engines happy. Someone who can produce educational, entertaining, authentic and authoritative content for their readers, while seamlessly blending the right keywords and phrases into the copy that will get that content rocketing up the search engine results.

what is an SEO copywriter

SEO copywriters are both experts in writing content and experts in search engine optimisation.

Some people still think that not caring about quality and stuffing a bunch of keywords into a blog post will fool Google and get their website found. While that might work for a little while, the second Google finds that sloppy, keyword-stuffed content is the second that business’s website disappears to the bottom depths of whatever passes for website hell, never to be seen again.

What does an SEO copywriter do all day?

Much like any other copywriter, they’ll have a variety of things to do that are nothing to do with writing: admin, sending out invoices and doing accounts, marketing their business, networking, taking client meetings, checking emails and project planning.

SEO copywriters often work with other professionals as part of a team to bring a project to a successful conclusion. They might work with web designers, content strategists, programmers, app builders and social media marketers.

And when they do get to the writing, just like any other writer, they could be creating anything from ebooks, blogs, sales copy, articles and web copy to social media posts.

The difference between an SEO copywriter and any other writer is that every brief is carefully researched to understand what keywords and phrases should be included to boost the content in the search engines (if the client hasn’t already supplied these). And an SEO copywriter knows how to smoothly and invisibly weave those keywords and phrases throughout the copy in a way that sounds completely natural and unforced.

What is an SEO copywriter That’s not to say that other writers ignore SEO and keywords, because they don’t, but SEO copywriters are specialists in this area.

It is the SEO copywriter who writes the type of content that will drive traffic, increase search engine rankings, grab the attention of the client’s audience and improve conversion rates.

Here’s an idea of the process an SEO copywriter goes through with a piece of content:

  1. Select keywords and phrases that people are actually searching for on your topic.
  2. Plan out the page or blog post to provide the best value for the audience, and to engage and entertain.
  3. Write, while weaving the keywords and phrases throughout the content so that the copy is completely seamless and natural sounding.
  4. The SEO copywriter will write a captivating meta description, which is what will appear in the search results and draw the eye to read the copy.
  5. The writer will also create title tags, select categories for the article, add the keyword to the alt text of any images and more, to get your article found.
  6. Add in internal and external links with converting anchor text.

Note that none of that has anything to do with keyword stuffing. It’s not forcing or attempting to cheat their way to a better ranking. It’s simply writing the copy correctly for both the human audience and for the search engines.

“72% of marketers say relevant content creation was the most effective SEO tactic.” – Ascend2 via HubSpot. Given that statistic, it’s highly unlikely that the job of SEO copywriter is going to disappear anytime soon.

If you’d like to learn how to make SEO copywriting your career, check out this helpful article from Heather Lloyd-Martin of SuccessWorks.

The benefits of hiring an SEO copywriter for your business

  • Higher ranking in the search resultsWhat is an SEO copywriter
  • More organic, targeted traffic
  • Lower bounce rates on your site, with people sticking around longer to read your brilliant content
  • Increase in social sharing
  • Better conversion rates, whether that’s reading another page, asking for a quote, signing up to your newsletter or buying something
  • More people contacting you via emails or phone calls – basically more leads!
  • Building your mailing list quicker
  • Having someone around who can catch any SEO problems on your site and fix them
  • Working with someone who can help you improve your site and your user experience
  • Less stress because you have someone you can rely on to do your copywriting so you can focus on other things
  • More income due to… all of the above!

SEO copywriting, like any other copywriting, isn’t just about being found in the search engines. It’s about providing brilliant content that grabs your readers, builds trust, and engages them by being authentic and passionate about your topic.

“When trust sells, what’s the real message the consumer is trying to convey to marketers? Make it real, and we’ll stick around.” – Marketing Insider Group

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writing about us for a website

Writing an About Us page for a website that converts

Many companies make the mistake of talking all about themselves on their About Us page. It’s an easy mistake to make given the title of the page, but it’s not about you. It’s about what benefits your business can bring to your customers.

So, if your About Us page shouldn’t just be a long history of the company, your staff and your experience, what should you do instead?

Create your best first impression!

Until they land on your website, it’s entirely possible that your prospects haven’t heard of you before, so there’s a lot of work to do with your website in general, and your About Us and Home pages, in particular, to take them from ‘never heard of you’ to know, like and trust.

Here’s a handy list if you’re struggling when writing About Us for a website:

1. Answer ‘WIIFM?’

You need to answer that age-old question, “What’s in it for me?”.

writing about us for a website

If ever there was a place for your value proposition, this is it. Your value proposition is your statement on why your visitor should buy your product or your service over any other, and choose your company over any other, too, and it’s vital that your About Us page answers that question.

Given how many websites there are on the internet right now, your prospect has a dizzying array of distraction at their fingertips, along with the knowledge that you’re not the only company on the internet that does what you do.

You’re basically qualifying your prospects with this page, and your Home page. Your potential customers are trying to find out if you are for them, i.e., can you really help, and will they get the results they need?

If you don’t answer those questions to your potential customer’s satisfaction, they’ll likely disappear onto the next website along, and you’ll have lost a lead.

2. Who are you?

While your entire About page shouldn’t be an essay on you and your company, you’ll still need to tell them something about you.

People buy from people after all.

Visitors are reading your About Us page to find out who runs the company and if they like you. They want a sense of who you are, and your personality, to find out if they will like working with you.

People also buy because of their emotional response to a brand, so make a connection, be you!

Even here, however, it’s still about your customers. Yes, you formed your company in 1947. What that means for your customers is that you have 70 years’ experience and the knowledge to provide the service they need and get the results they want. Otherwise, why should they care?

Frame your company story in terms that show what the advantage is to your clients.

3. A strong hook

Attention spans are very short these days, and you have seconds to writing about us for a website grab someone, engage them, and keep them reading.

What’s special about your company that will make people want to read on? Start your page with that.

  • Is it a huge, ‘can’t argue with that’ benefit that they can’t get anywhere else?
  • Do you have massive numbers to show off – number of people you’ve helped, blogs you’ve written, sites you’ve built, traffic you’ve attracted?
  • Have you got celebrity endorsements or a huge award?
  • Do you have a strong stance that sets you apart, that’s different from what everyone else in your industry thinks?

Whatever it is, make it stand out at the top of the page to grab your audience.

4. Social proof

What can you provide to show that other clients have used your services, or bought your products, and loved the results?

  • Do you have industry awards you can show off?
  • Add some testimonials from satisfied customers. Even better if they are very specific about how you helped them and have statistics on the difference you made. ‘They increased our traffic by 200% in one week’ is far more convincing than ‘We got more traffic.’
  • Show off your own statistics if you have them. If you’re a sales guru and you’ve just hit over a million sales for a company in the space of 3 months, you can bet your potential clients want to know about it.
  • Do you have online reviews? If you do, get them on your site! “88% have been influenced by an online customer service review when making a buying decision.” – Zendesk.

The more actual facts and figures you can use to prove your value, the better, but again, don’t go overboard. Always keep in mind that this is about the customer when you write your website copy.

5. Use visuals

A wall of text is extremely off putting, and will more than likely cause your visitors to click away, but if you can add some of your statistics as an infographic, that’s much more likely to grab their attention.

Break up your text with enticing images and graphics that reflect your company personality and your brand, or try adding a couple of short videos to introduce yourself and how you can help.

Don’t forget – however much you dislike having your photograph taken – that people want to see you! They want real images of you and your team, not stock photos that might as well be cardboard cutouts.

6. Add a Call to Action (CTA)

You’ve caught their attention and managed to get them to read your About Us page, so the final thing you need to do is give them a Call to Action, or it’s all been for nothing.

writing about us for a website

What do you want them to do? Sign up for your newsletter? Look at your Services page? Ask for a quote?

Pick ONE. Only one. If you put all of your possible CTAs on your site, people will be overwhelmed and won’t know what to do. And people who can’t decide tend to do… well, nothing.

After all that work, you don’t want to send that juicy lead off to your competitors because you have too many CTAs.

Final checklist:

• Is there a strong hook to draw your prospect in to read on?

• Have you clearly described the benefits for your customer?

• Have you answered, ‘What’s in it for me?’

• Have you put across your personality and shown your likeability?

• Are you talking directly to your customer, using mostly ‘you’ and ‘your’, not ‘we’, ‘our’ and ‘I’?

• Have you qualified your prospect and show that your company is for them?

• Have you provided social proof – testimonials, awards, or statistics?

• Is your content visual, and have you included staff photographs that are full of personality?

• Do you have a clear, strong, single Call to Action at least once on the page?

If you’ve been putting off writing your About Us page because of that whole “Oh, but I hate writing about myself, and I don’t know what to say” thing, the good news is that writing an About Us for a website isn’t like that at all.


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Image credits: SandCrestSEOSteven LilleyStacie DaPonte

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The top 10 copywriting experts you need to follow

Anyone can write something great, given they have enough time. However, the ranks of people who can create something exceptional, and quickly, are a little thinner. Copywriters who can wake up each morning and produce copy over and over every single day are the elites.

The people who can pull this off are some of the best, and we’ve found a handful of them on Twitter. Whether you’re new to copywriting or you are looking to perfect your skills, following copywriting experts on social media can be a valuable resource.

Why should you follow copywriting experts?

Reading work by copywriters who are really great at what they do can benefit your own writing immensely. For example, if you’re struggling for inspiration or you would like to learn how to inject more personality into your copywriting, take look at how the professionals do it. While they’re all experts in the field, these copywriters have created their own unique styles by simply perfecting their craft.top 10 copywriting experts to follow

Take a look at our list of the top 10 copywriting experts you should be following right now:

Demian Farnworth (@demianfarnworth)

Considered one of the best web writers, Demian is well known for his ability to write concise, clear and compelling web copy. The former Chief Content Writer at Copyblogger, Demian also founded The Copybot, and has written for many notable clients, including Treehouse, Crazy Egg and Hubspot. Today, Demian is the Senior Writer for the Lutheran Church Extension Fund (LCEF), writing content that compels people into action and demands attention.

Joanna Wiebe (@copyhackers)

Joanna Wiebe simply ‘fell into copywriting’ and she believes copywriters are the best kept secret in the marketing and sales world. Having worked at Intuit and Conversion Rate Experts, Joanna is also the co-creator of Copy Hackers alongside Lance Jones. She’s been copywriting since 2004, and set up Copy Hackers to help people write more believable, persuasive and usable copy. She has a strong following on social media, and is particularly active on Twitter.

Brian Clark (@brianclark)

The mastermind behind Copyblogger, we couldn’t leave Brian Clark off this list. A writer, traveller, CEO and entrepreneur, Brian’s achievements are impressive. Brian began publishing online in 1998, and founded Copyblogger as a one-man blog back in 2006. Nowadays, Copyblogger is considered to be one of the most influential and powerful blogs in the world, and it made it to 8 figures in annual revenue through the power of its audience alone. Brian launched the site as a platform to share his thoughts and expertise on how to write more compelling content. Since then, Copyblogger has expanded to create services and software for content creators.

Amy Harrison (@HarrisonAmy)

Based in Brighton in the UK, Amy Harrison has been writing copy since 2008, utilising her screenwriting skills and transferring them to business marketing and storytelling. She coaches, consults, speaks and writes, and has a pretty impressive résumé. Amy believes content should sell the best story about a product or business, and her clients include Metro, SIPU, Creatubbles and LifesureGroup Specialist Insurance.10 copywriting experts to follow


A UK copywriting expert, Joe Coleman has over 15 years of experience. Going freelance in 2010, Joe says he can tackle most things from brand books to ad campaigns. His work has won over 30 creative awards, and his portfolio includes campaigns for Morrisons, the British Heart Foundation, The British Council and Yorkshire Water. His website is pretty clever too.

Henneke Duistermaat (@HennekeD)

Named as one of “50 Incredible Women in Marketing to Follow” by Search Engine Journal, as well as one of “11 Digital Marketers Who Are Innovating The Email Game” by AWeber, Henneke is well worth a follow. You won’t find another copywriter like Henneke – she’s engaging and has a rich writing style. She created Enchanting Marketing to provide both beginners and experienced business writers with courses, books, and free writing tips to help them find their voice and infuse their content with personality. Just check out her work on Forbes, Huff Post, HubSpot, Entrepreneur, unbounce and Shopify to see examples of her incredible writing.

Aaron Orendorff (@iconiContent)

‘Saving the world from bad content’, Aaron Orendorff is the founder of IconiContent, and a regular contributor at Lifehacker, Mashable, Entrepreneur, Business Insider, Fast Company and more. Forbes named Aaron as one of the “Top 25 Marketing Influencers” to watch, and he has proven time and time again he’s at the top of his game.

Jen Havice (@jenhavice)

A Twin Cities conversion copywriter, Jen specialises in creating content with personality. She also runs Make Mention, where she helps entrepreneurs and businesses craft better copy to improve the performance of their websites. Named as one of Search Engine Journal’s “100 Amazing Women Marketers to Follow on Twitter”, Jen’s portfolio includes PaperTrail, Calcworkshop, Examine Research Digest and All Clients.10 copywriting experts to follow

Laurence Blume (@freelancecopywr)

Considered to be one of the UK’s most experienced copywriters, Laurence Blume primarily writes for SMEs and entrepreneurs, but his large clients include Panasonic, Marks and Spencer, Unilever, Microsoft and Addison Lee. Laurence has been a professional copywriter since 1981, and over the last 16 years (the lifespan of freelancecopywriter.co.uk) he has written for over 700 clients. If you want to follow a copywriter with a wealth of experience and knowledge, Laurence is a great choice.

Gari Cruze (@garicruze)

Gari loves copywriting, and his portfolio reflects his skills and abilities. Able to write for different audiences, and incredibly creative when it comes to thinking up new ideas, Gari is certainly a copywriter to watch. You can follow him on Twitter or keep up to date with his latest adventures over on his blog and website.

Interested in becoming a copywriting expert?

If you’re a copywriter and you hope to one day join the ranks of the elites, make sure you’re gaining as much experience as possible. As author Stephen King states: “You become a writer simply by reading and writing. You learn best by reading a lot and writing a lot.” Sign up to Copify today to access a range of copywriting jobs.


Main image credit: Vinoth Chandar
Image credits: John Santerre, Twitter/Amy Harison, Twitter/Jen Havice

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