A Copywriter’s Checklist for Effective Web Content


A few weeks ago, we took a look at some of the reasons why websites have a poor conversion rate. As web content plays such a pivotal role in the success or failure of a website, this week we’ve compiled a checklist of the essentials that should guide the content on any page. If yours is lacking in any of these areas, it could be time to update or even replace your content.

1. Keywords

Although the emphasis has changed dramatically over the years, with algorithm updates putting an end to keyword stuffing and the rise of mobile putting new priorities on Google ranking, SEO is still a crucial consideration. Ignore keywords at your peril – select a mixture of short and long-tail keywords and try to subtly weave them into the text.

There are a range of tools available to help you conduct keyword research, however if you choose to have your content written by a copywriter, they will usually take care of this process for you to create SEO-friendly content.

2. Length

We touched on word count in our last blog, but the length of your copy really is important. Ideally, the web content on each page should be under 500 words, but over 200. If your content is too thin, Google will struggle to pinpoint the message; too long – well, no one can be bothered to read an essay.

Harness the design of your website to break content up nicely, with concise paragraphs rather than one dense block of writing.

3. Subheaders

Subheaders not only help to break text up visually, they are also great for SEO purposes. Carefully chosen subheaders, perhaps integrating keywords or phrases, can help Google to identify the content on your website. It also enables readers to quickly gauge the message of the page, to decide whether it is relevant.

4. USPs

Putting your passion into words can be a challenge. You know you have a great product or service, but you need to break down your unique selling points in order to express this to your customers effectively. Does your brand offer great value, a bespoke product, outstanding customer service or something that can’t be found on the high street? Make your USPs a focal point of the web content to wow readers and make your brand stand out.

5. Benefit-led content

However, customers will soon switch off if your content purely centres around how amazing your brand, product or service is. Ultimately, the reader is asking ‘why should I care’, and ‘what’s in it for me?’ With this in mind, try to make the content benefit-led, relating every point to how it can help your customers.

 6. Proofread

Finally, web content should be thoroughly checked for any typos and mistakes before it goes live. Proofreading can be the difference between a smart and professional business, and one that looks incompetent. A copywriter should take care of this for you, but if you’ve written it yourself make sure you enlist the help of a friend or family member – it’s surprisingly difficult to proofread your own writing!

Don’t underestimate the importance of perfecting your web content. Communicating well with both visitors to your website and Google is essential, so make sure that it’s the right length, hits the right keywords, and really engages the reader.

At Making You Content, we understand the challenges that many businesses face when writing their own web content, which is why we provide a personal service at a competitive price. If you’re lost for words or struggling for time, we can take care of the whole process for you. Our team of top copywriters can put together effective content for your website that really ticks the boxes.

Words by Kelly


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