How to write website content for SEO - Copify

How to write website content for SEO: everything you need to know

When you are building a website, the large, blank spaces can look intimidating if you are not used to producing online content. The quality of the content depends on the way in which you are able to convey the aims of your company. The website copy is your constant spokesperson, and often the first impression someone sees of your organisation.

This is the primary function of your website content, but you can make your copy work twice as hard for you if you ensure that it is search engine optimised. This essentially means that it is as easy for search engine algorithms to read as it is for your human readers. Writing SEO content is a real skill. It takes time and practice to write copy which is search engine optimised without this being obvious to the untrained eye. The steps below will show you how to write website content which works in both ways.

How to write website content

If you are new to writing website copy, it’s important to sit down and form a plan before you start. Have a careful think about all of the information which your content needs to get across, breaking the points down into different sections and categories if possible. Try to put yourself in the position of somebody who knows nothing about your website, and think about all of the questions that you might ask if you were them. This should give you a good idea of the answers you should be providing before anyone has even had time to ask the question.

Knowing how to structure the page is just as important as knowing how to write website content, so once you know what you want to say, try to set out your points in the following structure.

1. Break up the page

There is nothing more likely to cause a reader to click off your page How to write website content for SEOthan being faced with a huge amount of small text in long, unbroken paragraphs.

Break up the page with section headings and bullet points so that readers are able to find their answer quickly if they are looking for something specific. Short paragraphs and good transitions between the two will keep hold of their attention and make them more likely to read on. It is visually much less intimidating to look at a list of bullet points or short paragraphs than it is to see a whole page of dense, black text.

2. Write longer articles

Although the individual chunks of text should be shorter, the overall article length should be at least 300 words, and ideally much longer. Anything less than this will not allow you to reach an effective keyword density without sounding forced and there is a likelihood that you will be missing out information which is essential to your readers. Longer articles also tend to gain more traction and are more trusted online.

3. Get the headings right

Make your headings informative and descriptive. Think of them as signposts for your text, letting the reader know where they should look for each piece of information. Don’t forget that you can use keywords in headings too where natural!

4. Choose your font well How to write website content for SEO

The general rule of thumb is to use serif fonts for headings and sans serif fonts for the body.

Make sure you use a font which is readable and professional, but feel free to choose something with a bit of character if you think it suits the tone of your website.

How to write website content for SEO

Once you have content which you are happy with, then you can start to ensure that it works just as well for the computer as it does for the human readers. The key to this is making sure that the text is rich with relevant keywords. Understanding how to write website content which is search engine friendly is all about knowing how to make the most of what people are already searching for online.

Research your keywords

Once you’ve selected the keywords you think you want to use for optimising your articles, ensure that they are:

  • Relevant to the topic you are writing about
  • The most commonly searched spelling
  • The most often searched phrasing of that topic
  • A combination of specific keywords and more general ones

Doing your research will ensure that you are using the most effective keywords to boost your performance in search engines.

Get your meta description right

The meta description is the short piece of text which appears below the How to write website content for SEOwebsite link in the search engine results. This is your chance to prove to people making a snapshot decision that your website is the one they were looking for. It is not worth going to all of the trouble of successfully increasing the position of your website in search engine results if the description is going to let you down at the last hurdle.

Ensure that it is concise, clear and a good representation of what can be found on your website.

Use the tools available

WordPress has a plugin called Yoast SEO which automatically scans the text you input to assess its effectiveness in terms of SEP. You input the keywords which you have chosen for the copy and Yoast will let you know how well you are doing.

Hemingway is another similar software which will help you to clarify the readability of your content. Find the tool which works best for you and the format of your website, but make sure that you make the most of what they are saying. You should be asking a human to read the text to test its appeal to humans and a computer to read the copy and assess its performance for computers.


Main image credit: Tayloright
Image credits: Windell OskayBrett JordanSiri Hardeland

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How to write content for a website - Copify

How to write content for a website

When you’re building a website, it’s easy to spend so long trying to get the layout right that content becomes almost an afterthought. The idea of filling those long, empty pages can be daunting and off-putting. If you’ve never written website copy before it can be extremely difficult to know where to begin. Then there is the added pressure of knowing that as soon as you publish your content it will become instantly visible to the whole world, speaking for you and your business 24 hours a day.

It may be important, but it’s not impossible! If you’re stuck for how to write content for a website, you have come to the right place. We’ve written a guide for first-time content writers to put together the perfect copy for their website.

How to write content for a website: 5 steps

How to write content for a website - Copify

If this is your first time, make sure that you know what you want to achieve before you start typing. Planning your article point by point works for some people, breaking down the emptiness of the page first and then going back to fill in the detail after.

Alternatively, you could imagine yourself to be a freelancer, and write a brief as if you were instructing somebody else to do the work for you. Writing yourself a brief is a good idea when you are starting out – it will give you focus, direction and something to aim for.

However you choose to go about it, there are 5 key questions which you will need to be able to answer before you begin writing content for a website: who, what, where, when and why?

1. Who is your audience?

Always know who you are writing for. Have a target reader in mind and imagine that you are writing the article for them. Are they an expert or a novice? What age are they and what are their priorities when it comes to your company? What does your business mean to them and where will it fit into their life?

In the same way that you would tailor a sales pitch to each individual customer, it is important to write copy which is relevant to the type of person you are looking to engage with.

2. What would you like the content to achieve?

What is the call to action from the copy you are creating? If you want to make people call up and enquire about your services, make sure this is explicit in the text and ensure that your contact details are easily accessible on the page.

If you want to lay out detailed information about a product or a service, make sure that you convey everything you want your readers to know.

3. Where are you going to be posting it?

Is the content you are writing destined for a blog or is it going to form established landing pages of your website? Is it being published directly onto the company site, or via a third party?

If you are writing a blog article, then you will want something which is interesting, engaging and shareable. You can use images and links to external sources to keep the content alive. You’ll want short, easy-to-read sentences with less formal language.

If you are writing for the official company website, then you’ll need to make sure that your tone matches the ethos and culture of the company itself. The text will act as your spokesperson when somebody comes to enquire about your organisation, so make sure that it comes across the way you would expect your best employee or advocate to do.

4. When will it be posted, and how long will it stay there?

How often you are going to review your content will change the way in which you write it. How to write content for a website - CopifyWith blog posts, you can afford to write about specific events, holidays and times of year as these are usually posted with a clear publication date and are therefore seen as being snapshots in time.

Articles or pieces of content which are destined to form integral parts of the website need to refer to time more carefully. Avoid using phrases such as ‘we founded our company 12 years ago’ if you know that the content will not be refreshed regularly. Using specific dates instead, e.g. ‘we founded our company in 2017’, will make for content which is much more evergreen.

5. Why should people keep reading?

This one should be answered implicitly. Don’t actively tell readers why they should continue onto the next paragraph, but make sure each point you make is different and more interesting than the last. Withhold some of your information until the end and write as if you are gearing up for something. If you don’t give your readers a reason to keep reading, you’ll have to hope that you said everything you needed to in the first two sentences or the content will be serving for very little indeed.

Once you’ve started writing

If you’ve planned your content thoroughly, that blank page will suddenly look a lot less daunting. Once you get into the flow of writing, here are a few tips to help you stay on track and produce content which really hits the spot.

Read your content aloud

The best check for making sure that your content is natural-sounding and easy-to-read is by speaking the words aloud. Is this the way that you would speak to your target reader if they were sitting in front of you?

Reading aloud is also a great way to check that you are not overdoing it on the keywords. If you find that you are repeating yourself too often, maybe reign it back or use synonyms.

Play the agony aunt

Imagine that you really have the power to solve a problem for someone through your content. Offer solutions, advice and guidance so that readers can engage with the content you are putting out there. The content will only begin to work for you if you let it work for your readers, too.

Ask for help!

Content writing isn’t as easy as it looks! The easiest way to ensure that you end up with truly engaging and informative copy is by hiring a professional to undertake the task for you. Using a reputable and professional copywriting agency will take away all of the hassle and allow you to sit back and relax whilst someone else takes care of the content for you.


Main image credit: MadFishDigital
Image credits: Markus SpiskeDaniel Novta

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