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



Main image credit: home thods
Image credits: Tax CreditsShawn Collinsfreestocks.org

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the best copywriting diploma courses

Which are the best copywriting diploma courses?

You may have asked yourself: what does it take to develop killer copywriting skills?

Put simply, it takes a lot of hard work and study! Becoming a brilliant copywriter is like learning any trade: put the work in, and you’ll reap the rewards.

What are the rewards of being a brilliant copywriter?

• Copywriters are well rewarded financially, and often earn six figures or more
• Freelance copywriters can enjoy flexible schedules and freedom
• It’s possible to use your skills to generate additional income streams on the side
• It’s a skill that can be used in any market
• You can work from anywhere

So, how can you learn to be a copywriter?

As with any skill, the best way to learn copywriting is to take instruction from a mentor. Someone who already knows the ins and outs of copywriting, and can teach you everything they know.

Fortunately, the web has made it easy to do this all from the comfort of your own home: with a copywriting diploma course, you’ll be able to study at your own pace, using the materials provided.

Here, we’re going to go through some of the best copywriting courses available online. We’d recommend studying any of them.

The IDM Award in Digital Copywriting

The Institute of Direct and Digital Marketing are a well-respected and prestigious marketing body, and their stamp of approval will be recognised by almost all employers and clients.

As a result, their Award in Digital Copywriting is well worth a look. Though it’s more expensive than other qualifications on this list, the course is well worth looking at.

The certificate will require two days of face-to-face study in London, after which you’ll be given three weeks to complete an assessment.

The IDM Award is less remote, but if you’re able to get to London it’s worth the effort.

The Blackford Centre Diploma in Copywriting

The Blackford Centre are fully accredited by ABC, and their qualifications are the equivalent of a level 4 National Qualification Framework (NQF).

As such, a copywriting certificate from the Blackford Centre is highly respected.

Their course can be studied and completed at home, but isn’t just digital: you can also get a print version. It covers everything you need to know, from writing great copy to finding new clients and making more money.

All the assignments are marked by tutors and feedback supplied in order to help you improve, and the Blackford Centre has a lot of positive feedback from previous students. Well worth a look.

The Writers Bureau

Another UK-focused course, the Writers Bureau Complete Copywriter Course gives you everything you could need to make a go of being a copywriter.

Writers Bureau copywriting diploma

The value of this course is in the expert, personal tuition that comes straight from some of the UK’s best. You’ll be required to do multiple assignments as part of the course, and you’ll also be given guidance on how to sell your services.

One particular positive on this course is the five star ‘excellent’ review it’s received from TrustPilot, the independent review body. Trust Pilot reviews are legitimate, so you can be sure you’re starting a course that’s been enthusiastically reviewed by a huge number of previous students.

Reed.co.uk/College of Media and Publishing

Reed.co.uk are about as well known as job websites go, and they teamed up with the College of Media and Publishing to offer an excellent-value ABC Level 4 Diploma in copywriting.

In terms of level of qualification, this is the same as the Blackford Centre, but some people prefer it simply because of the prestigious businesses that have asked staff to take the course.

Previous clients include Disney, Intel, BT, Sony, Oxfam and even Arsenal Football Club, so you can be sure you’ll be in good company if you choose to enlist.

There are fourteen lessons within the course, with every area of copywriting covered from in-depth research right the way through to the codes of practice within the industry.

The AWAI Accelerated Program for Six-Future Copywriting

Though this isn’t a full ‘qualification’ as such, it’s hard to look past when it comes to learning copywriting.

The American Writers and Authors Institute (AWAI) have been providing training to copywriters for years, and have worked with some of the world’s most renowned copywriters, including:

• Dan Kennedy
• Bob Bly
• Clayton Makepeace

And a whole host of others. Some of their successful students now earn hundreds of thousands of dollars from their work.

(You’ll notice we said dollars, there. The AWAI are – obviously – American. However, you can do the course remotely from the UK, and the lessons you’ll learn will apply almost anywhere.)

Andy Maslen’s Breakthrough Copywriting

In terms of copywriting in the UK, Andy Maslen is about as knowledgeable as it gets. If you want to learn more about the great craft of copy, his Breakthrough Copywriting course is an absolute bargain at just over £100.

If the idea of learning from an American company puts you off, Andy’s definitely your man. His course will take you from knowing nothing about copy to having everything you need to succeed.

His lessons are all done through high-quality video, which a lot of people will find more engaging than simply reading.Andy Maslen - copywriting diploma

Andy’s also very good at being concise and teaching things quickly: you won’t need to spend hours and hours on the course to learn what you need to learn. As long as you take notes and focus, half an hour a night for a week or two will be enough to seriously increase your copywriting knowledge.

Remember, the key factor when learning is to ensure your copywriter is the real deal, and Andy certainly is.

He also throws in some useful extra bonuses as well as a full 300-page course manual, ideal for anyone who wants to further read up when they’re away from their computer.

Extra reading

As well as the courses and diplomas we’ve mentioned above, there is a host of great books out there that’ll teach you a lot about becoming a copywriter.

If you just want to dip your toe in the water, we’d definitely recommend picking up any of the following books:

The Adweek Copywriting Handbook by Joseph Sugarman
The Copywriter’s Handbook by Robert (Bob) W. Bly
Scientific Advertising by Claude C. Hopkins
The Ultimate Sales Letter by Dan Kennedy
Web Copy That Sells by Maria Veloso
The Boron Letters by Gary C. Halpert


Main credit image: gadgetdude
Image credits: Writer’s BureauAndy Maslen’s Copywriting Academy

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