Website content writing is the most integral part of your content marketing.
The process of writing website content is not the same as wring the Blogs. After all, blogs can be inspired or rewritten from other sources, but your web content has to be clear enough to represent your Brand uniquely.
Similarly to any content type, the web content process also requires content writing and marketing insights to idealize the potential impact from first. Plus you also need to create the content that is optimized for the search engine and qualitative enough to answer your target audience and lead them to take some action afterward.
Whether you are looking for some guidance to write your new website content or have a website already, But want to rewrite its content. Then this article is for you. Here discussing the Website content writing process for your business site.
Process: How to write the website content?
1 Define Purpose of your website
Every website on the internet has a defined purpose. A specified goal is the primary requirements of writing any content along with web copy. Your website goals can be anything from selling products to promoting your business or to improve your brand visibility or any content benefits.
Be clear about your website idea, that supports you in preparing the content structure for your website’s every single page. Not every website created equally. Of course, you need an active business blog and landing page on-site, But your website goal has to be clear and concise.
2 Audience Targeting
Once you have a clear idea of why to write the website content, the next stage decides for whom your website will be. Here you define your target audience, who will engage and take action on your website. If you are hiring a content creation agency or have a content marketing team to handle the web content writing, make sure to inform them about your target audience.
Same as you target the customers in the marketing research, here at website writing you have to be clear for whom you are writing. Create a buyers persona, a profile of your target audience, so that you can write content in a way that performs better.
3 Research for creative inspiration
Your competitors are your best inspiration. No matter what your business size is, it’s always better to identify who are your competitors and what they are doing. Analyze your competitors’ website and get the inspiration from. Have a look at what your competitors are doing and do something different, something unique to your website.
Make sure that you have your own brand approach, and not copy from your competitors. Because your goal is to look creative and unique in the market. If possible perform the competitor’s Content marketing and SEO analysis, to make a plan. Look for the content they have created and get some idea of the keyword they are targeting. Have your own website content structure, but don’t forget to get more ideas from other similar websites.
4 Internal analysis & Site Structure
Competitors analysis helps to know what others in the market are doing? Now it’s time to analyze your internal strength and business plan. Prepare a service list and any offerings that you about to make. Internal analysis is supported by the competitors’ data and your business goals, which ultimately helps in define your website navigation and page structure.
Considering your service offering and target market, prepare the site structure showing how each page will be placed. That includes transactional pages such as service and product pages, testimonials, case studies along with the default site pages like home, about, contact and Blog page.
Your site navigation page involves:
- About us
- Contact us
- Services page: (And subcategories/sub-services pages)
- Product pages: (Product category pages)
- Testimonials, Casestudies
- Resource pages (Blog, Infographics, Projects)
- Landing pages, other Gated contents
At this stage, you need to define what pages will be on your site. Here you cover every service and product page you have for your audience. Make a site structure covering each page and service information you want to show. Each page has its own content structure defining what information will be on a single page. Set the framework of the service page, that is applicable to each page and also present your brand well.
5 Keyword Research and Targeting
Performing the industry research and competitors’ research is not enough, you have to identify the target keyword for every single page on your website including service and default pages. The process of keyword research involves targeting the keyword for every page from SEO and marketing’s perspective.
There are many paid and free keyword research tools you can benefit from. Aim to find the keyword with seed keyword and look for the keyword that is in log form and close to your services. Make a list of the base keyword, target every single page including service pages and all. Look for what your audience is searching for to find your services in the market and add that into your target keyword. The process helps you in writing seo friendly content.
5 Website content writing
Here comes the stage where you write the content for your website pages. Like every page having a different page structure and intent, write the website content accordingly. Be clear about what every page content will reflect and maintain the Brand theme throughout.
Home page needs to be persuasive plus informative enough that your potential visitors can figure out what your business is about and How you can help them. Whereas your services page needs writing persuasively, to grab their attention.
Try to highlight your services USPs the most, showcase what you have for them and the solutions they are looking for. Home, about and company overview page must be clear enough for the audience to engage with your business and creating your brand awareness.
Have a clear call-to-action(CTA) for potential audiences to make an instant action. Also, you need to showcase your features and services offerings. Case studies and testimonial impact your conversion ratio, so makes sure you present them optimally.
6 Content Optimization
Once you have created content ready it’s’ better to proofread the entire site content, as quality testings. Get your content edit by the content marketing consultant and expert contents strategist you have. Such suggestions and recommendations add value to your content and make it more effective.
Apart from testing for marketing and writing means, you also want to add the graphical elements that present your message well. Here you need web designers and graphic designers to prepare the structure that combines the prepared content and visual presentations.
7 SEO Optimization
Considering your page intent and targeted keyword, the next step is to optimize your every single page on-site for better seo. Here you optimize your website contents, considering the keyword targeted and other on-page elements. Performing an on-page seo for your website content, inform search engine over what your specific page is about.
It’s been found that quality information plus SEO friendly content minimize the manual link bulidng efforts. As you have optimized website content, it’s easy for the search engines to understand your page intent and allocate the ranks.
Use your primary keyword throughout the site content that looks natural, you don’t need to stuff that everywhere. Make sure your keyword usage is in limit and sound well. Add seo title and meta description to your every single page with consider the keyword you target for.
8 Schedule website content and Updation
Google prefers a fresh website with regular content postings. Of course, you don’t need to change your main service pages every now and then, but make sure that they are already updated with the current stats. All you need to do is to have an active blog page on site.
Targeting your service pages, you can have your blog categories and have a content marketing plan for regular blog sharing. Be consistent and aim to provide the right answer through your website blogs. Again interlinking from your blog posts to relevant transactional page pass authority and improves page ranks.
Website content writing is quite different than regular blog posts. Indeed you have to identify the keyword and intent in both content types. There’s some difference in both writing patterns.
Blogs are written by the content writer from their own mindsets and subject knowledge, while website content writing concerns the potential audience the most. Blog writing reflects information that educates your readers. In website writing, you write for your audience first. Here, you aim to make it compelling enough to direct some action, such as service inquiry.
Website writing process is quite challenging yet crucial content form. As here you have to look for both SEO and content marketing goals. If you are struggling to come up with the perfect web content ideas for your new website, feel free to contact us. As a website content writer, we at wordzyx aim to write the content that is persuasive enough for your audience that drives profitable results. Need us for web content writing, inquire now!!
Ketan Parmar, a content strategist and founder of Wordzyx, a content strategy agency from Ahmedabad. Currently working with small businesses and startups, Ketan contributing their Business growth via content strategies plus website optimization, through own proven marketing experiences. He’s on a mission to promote content marketing as an Investment for a business, rather just advertising costs.
Read something more about, Ketan parmar.