• Content Production

Content Writing 101

Brian Dean

Written by Brian Dean

What Is Content Writing?

Content writing is the process of planning, writing, and publishing written material, such as articles, blog posts, product descriptions, and marketing copy, that is intended for online consumption. The goal of content writing is to inform, educate, or persuade readers, and it can be used for a variety of purposes, including:

  • Building brand awareness
  • Increasing website traffic
  • Generating leads
  • Improving search engine rankings
  • Establishing credibility

Why Is Proper Content Writing Important?

When most people hear “content writing”, they think “writing articles”.

However, writing content isn’t just important for blog posts.

In fact, content writing is important for all types of different content formats, including:

  • Video scripts
  • Email newsletters
  • Keynote speeches
  • Social media posts
  • Podcast titles
  • White papers
  • Web page copy
  • Landing pages
  • YouTube video descriptions

Or put another way:

Writing is the foundation for pretty much any content that you publish.

Best Practices

Create an outline.

Creating an outline is a GREAT first step in the content writing process.

Outlines help your content come out better for two main reasons:

First , outlines force you to put all your thoughts down in an organized way (rather than writing everything off the top of your head). Which really speeds up the writing process.

Second , outlines usually lead to a much better structure for your content. That’s because an outline lets you see your content from a “high level” that’s impossible to see as you’re writing.

Plus, because you have an outline, your final content will hit all of the major points that you set out to before you started writing.

So: how do you actually go about creating an effective outline?

Here are three main strategies that work well:

Backlinko – Guides collage

So when we start working on a new guide, we use a lot of the structure from our existing guides as a base.

  • Use a template: Most professional content writers work off of proven templates. Here are 5 content templates you can use to create outlines .

For example, let’s say you’re about to write a guest post about the keto diet.

Well, you’d want to type “keto diet” into BuzzSumo to see what’s already done well.

BuzzSumo – "keto diet" search

Then, read some of the best posts to see exactly what you should cover in your article.

Delish low carb fruits post

Make It Easy to Consume and Share

Content that’s super easy to read and share is of the keys to great content .

You can have a post written by the world’s top copywriter. But if that post is hard for people to consume, no one will read it.

Here are a few tips to help make your content easier to consume, skim and share.

Keep it Snappy, Rich and Entertaining

Whether you’re writing about content creation or cars, your writing needs to grab (and keep) people’s attention .

Otherwise, they’ll click over to something else.

How you grab someone’s attention depends on the format you’re working with.

When I create videos, I use “Family Guy moments” throughout the video. These are little asides that add some humor to and spice to my video content.

how to do web content writing

And when I write videos, I focus a lot on formatting and layout.

Specifically, I try to keep my paragraphs short:

Backlinko video script

I also sprinkle in visuals and screenshots to mix things up.

Visuals and screenshots in video

And if you’re about to sit down and record some audio, you want your lines to be short and snappy. You also want to avoid parenthetical statements. Content in parenthesis is easy to follow when you’re reading it. But you can easily “lose the thread” if you’re listening to your audio as a podcast.

In short: your final content needs to be super engaging to work. And no matter what format you’re working with, that starts with the content writing process.

Quotable On Social Media

According to a study that we conducted, very few blog posts get shared or linked to .

And to increase the odds that your content ranks in search engines and gets shared on social media, add shareable quotes.

For text-based content, this can be a statement that you highlight in your post.

Post with highlighted statement

And if you’re making a YouTube video, you can pull out a short snippet from that video to share on LinkedIn.

LinkedIn post with video snippet

The important thing here is to have these quotes ready before you publish the post. Then, highlight them in your content.

Choose Interesting Angles

With 2.3 million blog posts going live every day , you can’t just publish something generic and expect a wave of visitors.

Instead, to get traffic to your content, it needs a compelling angle.

An angle is simply the hook that makes your content stand out from all the others on that topic.

Your angle can be a personal story. A bit of controversy. Or something that simply looks better than what’s out there.

The angle you go with depends on your target audience.

For example, when we published our guide to becoming an SEO expert , our 8-bit design helped it stand out.

Backlinko – SEO Expert Guide

Make It Actionable

For most niches, your content can’t just be entertaining.

And it’s not even enough for it to simply be informative.

For your content marketing to work, your content needs to be super useful .

Here’s how:

Our SEO audit post is a great example of this.

Backlinko – SEO site audit

It’s not a collection of random tips. This content is a step-by-step action plan that anyone can follow.

SEO site audit post – Table of content

  • Keep it up-to-date: A single outdated step or example can derail an otherwise great piece. I recommend going back and updating your old content at least once a year.

Make it Trustworthy

For people to share and link to your content, they need to trust it first.

And while design factors in to how much people trust your content , your writing plays a big role too.

Here are a few tips to make your content more trustworthy.

  • Use proper grammar: If you want to improve your writing skills, a tool like Hemingway Editor or Grammarly can be a huge help.

For example, whenever we write a guide, we add lots of stats and references.

Post with stats and references

Here’s an example from our blog.

First hand experience example on Backlinko

Give it a Magnetic Headline and Introduction

Most visitors only spend 15 seconds reading an article before leaving.

With such a short window of time, your headline and introduction are incredibly important.

Here’s how to create headlines and intros that work:

Long headlines are correlated with increased social sharing

Note how these bullet points aren’t topics . They’re benefits that someone will get out of reading and implementing what’s in the guide.

How can I become a content writer?

If you’re looking to dive into the world of content writing, you’re in for an exciting journey. Let me walk you through the steps that have worked wonders for me and many others.

1. Learn SEO Fundamentals

First off, get cozy with SEO basics . It’s the backbone of content writing.

Start with keyword research – it’s like picking the right tools before you start building. Use tools like Google’s Keyword Planner or Semrush to find what your audience is searching for.

Then, dive into on-page SEO . Think of your titles and meta descriptions as your first handshake with your readers – make it count.

2. Niche Specialization

Now, pick a niche.

This isn’t just about what you love; it’s about where you can add real value.

Ask yourself, “What unique perspective or solutions can I bring to my readers?” This focus will make your content more engaging and valuable.

3. Develop a Unique Writing Style

It’s your signature. Keep it clear, engaging, and packed with actionable tips.

I always aim to write as if I’m talking to a friend – straightforward and helpful.

Use tools like Grammarly to keep your grammar in check and Hemingway Editor to make your content crisp and readable.

4. Create a Portfolio

It’s your playground for trying out new ideas and a portfolio to showcase your skills.

Make sure it’s SEO-friendly; after all, you want to walk the talk.

5. Learn from the Best

Learning never stops. Keep an eye on the top content writers and digital marketing resources.

What are they doing right? How are they engaging their audience? How are they using new AI tools in their workflows?

Don’t just consume content; dissect it.

6. Feedback and Improvement

Lastly, the power of feedback can’t be overstressed. Use it to refine your writing.

Remember, the best content writers are those who listen, learn, and adapt.

That’s my blueprint for becoming a content writer. I

t’s about blending SEO savvy with a unique voice, continually learning, and always striving to provide value to your readers.

Stay curious, stay committed, and you’ll find your path to success in content writing.

The Definitive Guide to Writing Blog Posts : I recommend sending this to any content writer that you work with.

The Complete Guide to SEO Content : How to write quality content that’s specifically engineered to rank in Google.

Evergreen Content : How to plan and write content that continues to bring in traffic for years after you publish it.

The Definitive Guide to Copywriting : Learn how to write SUPER compelling copy for blog posts, sales letters, videos and more based on tips from the world’s top copywriters.

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(Even More!) Web Content Writing Tips

You don't have to be a professional to know what good content writing looks like. If you've ever searched for something on Google and found a page that's actually been helpful — congratulations, you've experienced good content writing!

But here's the thing: if you're here, you're not just looking to write good copy — you want to write great copy.

While great content writing certainly gets clicks (and keeps people on your page), it has the power to do so much more. Good copy answers someone's question. Great copy answers their question — and a few they didn't even know they had.

Ultimately, the best content doesn't just get people to click — it gets people to trust you. That trust inevitably leads to more shares , more backlinks , and more sales.

Why should entrepreneurs learn content writing?

Good content writing is your best employee — in fact, a Salesforce/Pardot survey found that consumers consider trust in a company's content to be 3x more important than trust in the brand's actual employees. 97% of the same survey respondents also said that bad content negatively affected their trust in a brand.

97% of consumers surveyed by @Pardot said bad #content negatively has impacted their trust in brands. #marketing Click To Tweet [/raw]

You don't want hours of researching and writing content to go to waste. You want ROI. So bookmark this list of content writing tips and keep it handy any time you create content for the web.

23 Content Writing Tips

  • 1. Always start with keyword research for SEO.

2. Keyword stuffing is never okay

  • 3. Drive toward powerful calls to action

4. Email vs. e-mail, Internet vs. internet and other style debates

5. always hyperlink to your sources, 6. make the reader feel something., 7. keep the action in your content writing, 8. when writing for the web, chop it up., 9. update your links.

  • 10. Invest in a good SEO suite 

11. Don’t forget SEO best practices

12. give your readers a reason to care from the first sentence.

  • 13.  Paint a picture

14. “Do’s and Don’t’s” vs. “Dos and Don’ts” — which is correct?

15. if you’re not sure, look it up, 16. dictionary.com is your friend — so visit the site often., 17. don’t call a banana an elongated yellow fruit, 18. revamp posts for maximum value.

  • 19. Web site vs. website vs. web site

20. Keep the reading level low

21. provide added value.

  • 22. Never self edit your work (at least, not right away)

23. Level up your skills with online content writing & SEO training

1. good content writing begins with keyword research..

Before you even start to write content, you need to know what you're writing about — and you can kill two birds with one stone if you combine search engine optimization with your editorial calendar planning.

Keyword research tells you what topics Google (and your target audience) finds relevant.

It illuminates your competitors content strategy, and highlights the strengths and weaknesses in your own. And it allows you to optimize individual articles and your content strategy as a whole to bring in more traffic.

The ROI is unbeatable . TCF's site generates over $400,000 worth of organic traffic each year (as in, we'd have to spend more than $400,000 dollars in AdWords to get the same number of site visits). And all it takes is a little extra research time, and occasional tweaks to update the content and keyword targeting.

Keywords are a means to make your content valuable, readable and search-friendly. But when you start cramming in keywords, it does the exact opposite.

A web page stuffed with keywords looks dubious and untrustworthy — to both Google and human readers. Your conversion rate and SERPs rankings go down, along with your page views. Readers start to see it as a low quality page and bounce quickly, and over time search engines slap down your domain.

Search engines are smart these days. You don't have to work in grammatically incorrect keyword phrase just because searchers use it. You don't need to work in every conceivable variation of a search term for Google to understand what your page is about.

3. Drive toward powerful calls to action (CTAs)

What do you want readers to do with the content you create? If your only answer is, "Well, read it, I guess," you need to go back to the drawing board. Before you even start writing a blog post , you need to know what your call to action will be, and you need to make it compelling enough that readers can't help but click. That's how you connect content writing to marketing goals and prove ROI.

Which calls to action should businesses use in their content?

Here are some examples of calls to action you can incorporate in just about any blog post or landing page:

  • Desired user action: download resource. Download our free guide for more expert tips about [topic].
  • Desired user action: subscribe to newsletter. Sign up for exclusive resources in your inbox each week.
  • Desired user action: get a demo. Schedule a free demo of [software/ app name] to see how many hours you can save each day.
  • Desired user action: share content on social media. Know somebody who could use these tips? Share this article and tag your colleague!
  • Desired user action: make a purchase. Click here and use offer code "CONTENT" to save 30% on the purchase of [product or service].

When writing calls to action, put yourself in the reader's shoes: what would it take for a company you've never heard of to convince you to do something, even something as simple as sharing the article with a friend? Now, connect it to your goals: how can you craft a CTA and content specific to your company's marketing and sales KPIs that actually persuades readers to take action?

Language always changes, and web writers need to be hip to the trends to appeal to modern audiences. For example, many organizations would never use the singular, gender-neutral "they" as recently as the early 2000s. Now, the only language authorities that make you write out "he or she" are middle school English teachers.

Similarly, "e-mail" was considered the correct term for a long time by major authorities like the AP and  The New York Times , but one by one they gave in. The same goes with the lowercase "internet." There are people that still treat it as a proper noun, but none of them work as editors in The Guardian , The Economist or the BBC.

The bottom line is, whatever your language pet peeves are, your online writing is for your audience, not for you.

Play it safe by following the conventions of the AP or another respected style guide, or creating your own house style guide that adheres to modern usage rules. Be consistent, and be modern.

"Grammar snobs, take note: whatever your language pet peeves are, your online #writing is for your audience, not for you. #marketing" - The Content Factory

When you reference another website's content, make sure you hyperlink back to that site. It’s good internet etiquette, and you’d want the same courtesy. Always cite your sources, even if you're afraid it'll send your web traffic to another site — and you can always choose the "open link in another window" option if you're that concerned about keeping your traffic.

Besides being the right thing to do, citations can also help you get backlinks.

Frequently, the sites you link to will see your effort and thank you for it with a reciprocal link or quote.

Read 14 Ways to Get Backlinks for more information on effective linking strategy.

There are a lot of factors that go into viral content. Promotion is a huge factor, and brand identity, timing and plain luck all play a role.

But almost all viral writing shares one thing in common: emotional impact.

In a recent article, Hubspot interviewed three different marketing experts on why content goes viral . Although each emphasized different factors, all three emphasized the importance of creating web content that evokes an emotional response in the reader. Megan Conley, Content Marketing Strategist at HubSpot, put it this way:

We all have opinions on what types of content go viral: a soundless social video, a data-backed explainer, a perfectly timed newsjack. But no matter the format, it ultimately comes down to emotion. Does the story make you feel enraged, inspired, understood? With everything you create you have to ask: If this scrolled by on my newsfeed, would I care? If the answer is no, it’s not worth it. Your online content habits are your own best judge.

So the next time you’re crafting a piece of ad copy or web writing ask yourself, “What’s good about this story? How can I give this more emotional impact?” Find it, and you might just have viral website content on your hands.

"Want to go #viral? Ask yourself: “What’s good about this story? How can I give this more emotional impact?” #marketing" - The Content Factory

Writing for the web should be powerful, direct and punchy. To do that, your sentence structure, word choice and style need to emphasize action.

For example, let's take the common writing tip, "don't use the passive voice."

The passive voice happens when you switch the subject and object in a sentence. Instead of “the lion attacked the village” you have “the village was attacked by a lion.”

Notice how the second sentence is somehow less exciting (even though it contains a killer lion?) That;s because the active voice emphasizes the action with "the lion attacked." In the passive voice, the village is the subject. The agent (the lion that performed the action) is only mentioned afterwards using the prepositional phrase "by the lion." It's almost an afterthought.

Image by AndreyPopov via Canva Pro

As a web content writer, you should also use unique and exciting verbs to impact the reader. Try swapping out “sales climbed” for “sales rocketed.” Instead of “we cut costs” try “we slashed costs.”

Finally, remember to vary your sentence style.

Try using short simple sentences get attention, then longer more complex ones to flesh out ideas. Use interesting verbs to highlight important actions, then more conventional ones for variety. Even passive voice has a place sometimes — for example, to share background information or highlight whom a particular action affected.

These small changes won’t add to your word count, but they will make your content writing more exciting and engaging.

"Content #writing PSA: ditch the passive voice. 'The passive voice should be ditched by #marketers' sounds terrible." - The Content Factory

If you’re writing the next Great American Novel, it’s okay to end paragraphs when pauses seem natural. Writing for the web, however, is a whole different world. Attention spans online are a LOT shorter than they are in Oprah’s Book Club, and your paragraphs need to reflect that.

Put simply: keep it short! A five-line paragraph is great, but a three-line paragraph is even better. Content kings like Derek Halpern even let single sentences fly solo.

Don’t worry if an idea doesn’t seem to be fully “complete” before hitting that enter key. Err on the side of short paragraphs and chop it up!

Most website content writers know the importance of internal links. Linking to other pages on your site boosts SEO, gives readers useful info, and increases page views and time on site. However, it's not enough.

You need to revisit older posts and pages to update them with new links. This boosts your search results, makes your pages more useful and relevant to users and helps your content stays fresh.

It's just one part of revamping older, evergreen content to improve SEO. (More on that later!)

10. Invest in a good SEO suite

You can do SEO keyword analysis with nothing but a Google spreadsheet  and some free tools,but there's a lot of data to crunch. And digging through all the keywords and traffic data makes it easy to get lost in the analytics.

Not all SEO suites solve the problem. Some bombard you with too much data, without providing the tools you need to sort through it and tweak your content strategy. Other SEO tools break everything down into their own proprietary system, without giving you the enough data to draw your own conclusions. And when they get it wrong, you'll have no way of knowing until your traffic starts to crash.

One SEO tool that gets the balance right is SEMrush — in fact, we're such fans, we've even become an affiliate!

With SEMrush, you’re given a lot of data, but all of that data is easy to understand (and even easier to export, if you need to analyze it in another program).

Seriously, take a look at this screenshot:

All of the important analytics are displayed in front of you: what keywords you’re ranking for, how many backlinks you have, what your competition looks like, and the total ad value of your keywords.Even if you're new to SEO content writing, it's quick and easy to learn.

Likewise, when it gets down to the nitty-gritty of keyword research, SEMrush makes it easy to parse data: you can sort keywords by common metrics like CPC or search volume, find related keywords, compare competitors or narrow in on a specific subdomain of your site.

Whether you're trying to build out a new blog for your brand, audit your whole site, or zero in on your competitors strategy, it's an invaluable tool.

If you're interested in trying SEMrush out, click here for a free 7-day trial of SEMrush Pro!

Repeating your targeted keywords a couple times isn’t enough — you need to use your keyword (and related phrases) anywhere it fits: in the url, H2 headers, meta description and even in the alt tags of your images .

If you're using WordPress, Yoast  can help you nail the SEO.

Once you’re finished inputting your content, expand the Yoast box and check out the Content Analysis portion for some helpful hints about what you should improve before you publish.

Not only does Yoast nail big problems like missing keywords in the meta description, it can also help you zoom in on granular issues like low keyword density to give your site an extra SEO boost:

Good intros are hard. It can feel unnatural to skip right to the point. You want to provide some background, warm the reader up and then work your way to the main topic when you feel ready.

But by that point, your reader is long gone.

Your website isn't literature. Site visitors aren't there for your nuanced language or slow, measured flow. They're there to get information or solve a problem (ideally by buying your product or service.)

"Content writing tip: your website isn't literature. Your readers are there to solve a problem, not gush about rhetorical devices. #marketing" - The Content Factory

And if you don't give them a reason to care about your article, they're going to get that information or solve that problem somewhere else.

Our intro is a good example. The first sentence is "your website represents your company." In five words, we've told you why this article is important. The rest of the intro expands that, talking about how website content writing can help (or hurt) your company.

Finally, we remind you why you need us: you don't want to waste time — "you want ROI." So bookmark this article and reference it when you write.

Every piece of content you write should tell your readers why they should invest their time in hearing what you have to say. How will what you’re teaching them help them? What goal will they accomplish with your help? Why should they care?

13. Paint a picture

Give this paragraph a read:

“Is it just us, or do some people talk about gay dating like it’s an elaborate magic trick? Even unexperienced gay or queer persons may approach the idea of dating with the kind of abject fear one feels when opening the instructions for a new piece of IKEA furniture. ‘Am I doing this right?’ they may ask themselves, months, years and even decades into their dating careers.”

That’s the opening paragraph for blog post we wrote for our personal product client titled 8 Ways Gay Dating Is Just Like Straight Dating and it’s the perfect example to illustrate our point (pun intended).

That point is this — creating content writing is a lot different than writing a 7th grade book report.

Your audience isn’t an overworked and underpaid teacher with no choice but to read your reworded Cliffs Notes on Lord of the Flies . Your audience is choosing to read your content (or to head elsewhere on the web). Imagery is a great way to capture their attention.

Don’t think for a second that a boring or technical topic gets you off the hook either  — IKEA assembly instructions have nothing to do with gay dating (usually) but we used a visual to help the reader make the connection. Push yourself to add a little creative fiction to your website content writing and see how much more fun it is to read (and write!)

The latter! Nothing drives us crazier than people putting apostrophes in pluralized words.

When in doubt about spelling, capitalization or grammar, Google it! Which brings us to...

There's never been a better time to learn as you go. Double checking the words/grammar/spelling/etc. you don't know about can help you catch mistakes and internalize the rules, so you can write correctly without looking it up next time.

If the finer points of grammar elude you, you can always download the Grammarly browser extension to catch issues in real time.

Don't stop with language mechanics, either. Look up content marketing strategy, read industry blogs, study successful online social media marketing campaigns. The more time you spent thinking and picking up new information, the better you'll get.

Soon, you'll be writing your own blog posts about web content writing tips!

You'd be amazed at how many words people misuse on a regular basis. For instance, peruse probably doesn't mean what you think it does (in fact, it's probably the opposite). Never use words unless you're absolutely certain of their meaning.

Bonus: follow Merriam-Webster on Twitter to level up your vocab and get the linguistic side of news.

Following a dictionary on Twitter might not seem all that exciting, but trust us: it's a quality follow .

Don't use a $3 word when a 10 cent word will suffice, unless you're going for the "most pretentious web content writer" award.

Overuse of meaningless buzzwords is a good way to show that you have an MBA, but a bad way to keep the interest of your readers (and it actually makes you look bad ).

At the same time, you've got to write for your audience.

Industry terminology is often important for SEO, and in some cases it can make your content clearer and more authoritative for your audience.

So how can you tell when to use jargon? Look at it from your audience's perspective. If you were the reader, would a certain technical term make your web writing more readable, or less? Would it clarify the article or read as meaningless ornamentation? Would plain language work just as well or better?

Good web content gains value over time. Social media accounts share it, blogs link to it, and Google boosts its ranking as the traffic comes in. At the same time, that content also ages. Information goes out of date, the market changes and user interests change.

That means there is no such thing as a “set it and forget it” content strategy (well, not if you’re good at what you do).

To get the most value out of your content, you need to watch how it performs, prioritize the blogs that do well, and revamp them to bring in new visitors.

In addition to constantly analyzing social shares, pingbacks and web traffic, you should monitor your web shares for the keywords it’s currently ranking for.

Often, you'll get great results with the longer, more informative piece, but a shorter piece of content might surprise you and go viral, and start ranking for keywords you weren’t even targeting!

Revamp your most valuable posts with added content, updated info and a strengthened keyword strategy and you’ll be amazed at how quickly your page climbs in the search engine rankings.

Not sure where to start? Check out our complete step by step guide to revamping your old blog posts .

19. Web site vs. website vs. web site

Which one is it? For the love of all things awesome, it's website (at least, so says the AP Stylebook which is sort of like a web content writer's bible). Not Web site, not web site — and not any other variation you can think of.

Although "Web site" was once acceptable, it's sort of like referring to your Blackberry as a "cellular phone" — it makes you look just as out of touch with technology.

In general, the easier your article is to read, the better. Sophisticated content doesn't Do you know the Flesch Kincaid Reading Ease score for your piece of content? There are plenty of free tools to help you find it. These tools crawl through your content, analyze your vocabulary level, and rate your readability by grade level.

Unless your topic is extremely niche and technical, you should aim for a middle school reading level or lower.

If your score is too high, it doesn’t mean you need to dumb things down for your readers — it just means you might need to make simpler word choices or cut down your complex sentences. This ensures that visitors of varying education levels can get value from your content, and that readers who may speak English as a second language will understand it too. It also just helps keep your tone clear and relatable which should always be a goal when you’re creating web content.

Your content writing should always offer value to the reader in terms of insightful ideas and actionable tips. But if you really want your content to earn repeat traffic and rise in search engine rankings, give your readers a parting gift.

It doesn’t have to cost you anything. It can be a link to a free webinar (like our webinar on earning free media coverage ), a Google Drive Template, or even a worksheet. Give your readers a valuable takeaway and they won’t just view your site as a great resource — they’ll refer their friends too!

22. Never self edit your work (at least, not right away)

Ideally, you'll have somebody to edit your writing. If you're responsible for writing and editing your web content, don't do both in the same day. When the writing is still fresh, your mind will automatically make up the gaps in your copy and your editing will be subpar. Instead, put it away and come back to it another day — or at least several hours later.

That's only if you, for whatever reason, don't have another person to edit your work. Even with a great spell check, there will be things you miss. Make sure there's somebody in your organization with great writing and editing chops who can give your work a second set of eyes. Remember that behind every good writer — whether it's a best-selling author, a  Washington Post journalist or a copywriter for a viral marketing campaign — is a great editor.

If Stephen King needs an editor, so do we lowly mortals!

Image by hidesy , edited by Savcy via Canva Pro

To understand how difficult and necessary editing can be, try taking The New York Times "Copy Edit This" quiz !

The quiz takes grammar and style errors that made it to print and challenges readers to identify the errors. It sounds much easier than it actually is. I'll give you an answer I got right on the first try to show you how nuanced it gets — this is one of the easier questions, a simple dangling modifier issue.

With enough discipline, solid web content writing skills are within anyone's reach. Having excellent copy on your website is one of the easiest ways to grab the attention of new visitors (and keep them coming back for more — or better yet, sharing your links). Want more content creation tips and tricks? Shoot us an email with your questions and we'll get back to you.

The Content Factory also offers online SEO and content writing training. If you want to go from novice to pro in just eight hours of self-paced digital learning, sign up for our comprehensive SEO course . You can check out our free webinar on common SEO mistakes to see what it's like!

Does website content seem too complicated to tackle on your own? Outsource your content writing to us. Click here to get in touch with us today.

Header Image by drobotdean on Freepik 

By   Kari DePhillips

Really nice post! Your article is very helpful for newbie content writers….I got to know about SEONerds, which offers the most unique, professional and SEO-friendly content writing services for businesses of all sizes and niches, feel free to visit them…Thanks for the share!!

Very well articulated post. Helpful for content writes to keep a checklist. Thanks!!

Great content writing tips! I will try to use them. A hard-hitting post.

Great post! Very interesting, and some great tips. I wrote a similar post at http://www.textworkers.com that might interest you. Hope you enjoy as I did yours, have a great day.

This is one of the best article on content writing.It is very useful and informative especially for beginners. You have explained it amazingly.

Thanks for sharing this great post with us !!!

With Regards

Naveen Kumar

Hello there! This article was so great and has a lots of useful advice and tips, I am not really good in web design but i'm willing to learn so that i'm researching for some information that i can take a note to enhance my skills in writing content. Thank you so much for sharing this to us.

I blog frequently and I seriously appreciate your information. This great article has truly piqued my interest. I am going to take a note of your blog and keep checking for new information about once per week.

I subscribed to your RSS feed as well.

Really great tips, rare ones too.

Great article, really helpful especially for new bloggers like me. Thank you so much for sharing 🙂 Keep it up.

Thanks for this article, really helpful and very well written! You have a new follower 🙂

Your blog provided us valuable information to work on. You have done a marvelous job.

Glad you found our web content writing tips helpful!

Great article!

I am beginner in content writing. This article helped me a lot.

Great Post Indeed!

These days, with so such of competition around, writing epic content is crucial. But it is sad to see, that most of the people are still not focusing on this most important factor.

As far as I know, catchy headline with problem solving content, can reach huge audience very quickly and can attract good quality backlinks.

So, we really should focus on content.

In regards to #8 Update your links: People should make sure their inner-linking strategy is natural. Don’t hammer your landing page / money page with inbound links. Diversify across all of your pages and make sure your anchor keywords are relevant to the page you’re linking to.

I usually edit my own writing and publish them as soon as I can. Thanks for the great tips. They really help a lot for a budding writer like me.

really awesome thank you for sharing

Went through the whole article and I appreciated that you actually used your recommendations within the article itself. Thank you for the advice. One additional idea for this site could be making use of the width of the page (I need to zoom out or scroll like crazy to scan the article).

Thank You so much .These tips are really useful for us and hopefully it may help us in future.

content is most important if you want to create brand and want to increase traffic. If you have content writing skill then its added advantage. But, if you don’t have then no worries just learn some basic tips to write attractive content.

What a great website, (or is it web site?) you have here! I’m new to the world of SEO and I’m working hard to becoming a copy king, so I appreciate your site!

Regardless of the fact that this post is pretty old. The methodologies and techniques mentioned here are still followed by mostly honest SEOnerds of 2017. I loved the way author have guided it in a step-by-step method.

Thanks, Emma! We keep this post updated (we update it with any best practice changes at least once per year).

Cool tips! Web content writing is a completely different thing and requires much more effort on your part. Being a content writer at YourSEOPick ( http://www.yourseopick.com/ ), this post proved pretty helpful for me. Thank you.

Wow! Amazing!

A “full package at one place” content. Very helpful article for me. I didn’t knew that search engines take page loading time also into consideration for better ranking.

Please post more SEO related articles.

Thank you. Gold.

Fantastic tips are shred with us about web content writing.

Content is king! It can help build a brand awareness and increase sales and profit for a business. A good web copy plays a major role in selling a business and increasing the click-through rate of a website.

Excellent Writeup.

“If you don’t know where to get started, we’ve created a killer Keyword Research Starter Kit – including everything you to know from which tools we use to get the job done to how to use them to achieve your own results.”

You need “…you need…” in there…

Thanks for the heads up, we’ve fixed it!

Content writers are high in demand. Content writing means creating content that markets well of the brand. When you know the person who writes content for projects, It does not matter what kind of content you need to be written, as an experienced writer can do it all for you. Thanks for sharing writing tips.

Great tips! I think the headings and bolding them makes a big difference, as it catches the eye. Also breaking up the paraghraphs, as noone wants to read 1000 words in one huge block, all squished together (at least I don’t!)

Another nice article on content writing which I have came across. Thanks and keep us updated with such kind of great contents.

Hi there, It’s really very useful me and I always remember that, when I write my blog post. Thanks again.

One of the biggest struggles content marketers have is producing enough content and simultaneously keeping the quality high.

Hey, Thanks for sharing useful knowledge about content writing. I love to read articles form your site. By taking an inspiration from you i had also published a Free content Marketing course. to know more or give a feedback you can visit my site.

Regards, Bhavya

Amazing Article it helped me a lot. After reading this article I completely understand how to write great content. Thanks for sharing.

This article was awesome and has lots of useful advice and tips, I am not really good at web design but after reading, I’m willing to learn and enhance my skills in writing content.

Thank you so much for sharing this great piece of content with us.

This is very helpful for me. I have a question is it better to buy content from outsourcing or not?

Glad you found it helpful! For more on whether you should hire an SEO agency or keep your content in-house, check out this post .

Thanks Kari for this sharing. Yes, content writing skill is very much on demand especially when comes to generate traffics and SEO. You pointed out the importance of keywords research, and i totally agree with you that we need to keep the paragraph short and easy to read, last but not the least, i love it when you mentioned that content writing should always offer value to the reader 🙂

Great article. A very informative and well-detailed blog about. Thanks for sharing!

Keyword research seem to be the root of everything to grow my business. I will look into it in depth. Is there any alternate tool for semrush, it seem to be expensive for me.

You get a month for free ($99 value!) if you click the link in the banner. Give it a shot for a month so you can get all the data you need, and then cancel if you can’t afford it on an ongoing basis.

A very informative article, content writing is in demand at the same time a very responsible job as the content has to be crisp, and also help to generate traffic and be of SEO quality. It is important to incorporate the right amount of keywords as it determines the ranking in the SEO. The content also has to be interesting as well as informative.

Great list on content writing. I don’t know how many times I have seen websites with content that has clearly not been proofread. Silly mistakes that either make it look like it was written by someone with English as their second or third language, or they have just published their rough draft of ideas. A bit of care goes a long way to keep readers on the page ensuring they actually make it to the final call to action.

Thank you for this informative article. Keep up the good work!

Interesting tips! Thanks for sharing it.

For example, in case your keyword phrase was “web design for beginners” compared to the ideal reputation for your internet site will be – . Another tip Google offers is to follow the design guidelines indexed by the Google webmaster central blog. Most businesses usually are not sure where to begin when planning an Internet marketing program.

Great Post! Content is still king in a digital landscape.

Or queen, as the case may be 😉

Thanks for the kind words – glad your found the web content writing tips helpful!

This article has been clearly defined how to succeed in content writing. Great work

Thanks! Glad you found it helpful 🙂

Excellent post. I would add that the best SEO writing is not about writing for the search engines, it’s about writing for the readers. I learned that from Nick Usborne when training to be a web copywriter for my business. I hope that I reflect that philosophy on my website for The Spirited Copywriter.

Hi Kari, You are right with most you have said in this article. Content has a vital importance in online marketing, and these tips are pretty good. I will use them, because I’m always looking for ways to improve what I already do. Thanks!

I could pick up 3 unique tips from your list which I had not come across in my past content writing career. It is really helpful to increase the quality of my blogs! Thank you ?

So glad to hear that! Which three web content writing tips were unique?

You have given a very detailed information. Thanks for that in the first place. Secondly, on implementing them I could clearly observe that post clicks have increased and I have learnt to develop an attractive content.

Content is definitely the game changer of a business. Right from building an identity to marketing, it plays a major role. I am glad to be a part of such a big industry!

Content is the king of SEO and without that you can’t bring visitors to your website. The right way to attract your target audience is by means of writing a well versed content in the right category and it should be a perfect fir for your website.

Hello Kari. Your post is very helpful and of great importance for professional and beginner content writers both. The 22 tips you have given will be always kept in mind and followed by me.

Great article. I especially appreciate that your blog follows the advice you supply. Gotta love folk who spread the good word about effective content design. Thanks

Thanks – we definitely practice what we preach around here!

Great article, some really useful tips and pointers. Writing is a skill in itself. Good stuff!

Thanks for the feedback, glad you found it helpful!

Hello kari, such a nice article, very informational and very useful tips, thanks for sharing with us…love to read

So glad to hear you found the post helpful! Follow these guidelines, and you’ll level up the results of your web content writing.

I stumbled upon this wonderful article while researching on web content writing.

Actually, there are more than 21 pro-tips in it! Before you rush to check the numbering, what I meant was that the article by itself demonstrates numerous nuances of excellent writing practices. For instance, the use of humor or wit wherever required, keeping the flow intuitive, easy on the eye format and so on.

Really informative article for readers like me, who are contemplating to take up content writing as a career.

Thanks for sharing this.

– Sangam

Great information. This is a great blog and I always enjoy it reading your articles. Thanks.

Great article, some really useful tips and pointers. Writing is a skill in itself. Good stuff! love to read it ! thanks for shearing with us!!!

This article is so good that I ended up reading the whole thing! Really helpful content writing tips especially for an amateur like me.

Thanks so much for your kind words!

I am a new blogger, I have been watching videos on YouTube, but I understand exactly how to write content well, but reading this article has clear doubts in my mind.thanks for this this article.

Great Article! Content is always king. These is amazing tips for writing great web content. It is really very useful tips for me. I will surely apply in my content writing tasks. Thanks for sharing.

Hey, I love your Web Content Writing Tips. Very good & useful.. Thanku so kuch for sharing it.

I really appreciate this article. I’m a technical writer who has been tasked with creating web content and these principles are a big help.

(I’m afraid I’m also a language snob, and am incapable of not pointing out that “none” is singular, as in “none of them works as an editor”. Sorry

I appreciate you web page it was very helpful. Soon I will start a new job and will be writing the Content Writer of the company.

Comments are closed.

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When writing for the web, using plain language allows users to find what they need, understand what they have found, and then use it to meet their needs. It should also be actionable, findable, and shareable.

It’s important to understand how what you are writing fits into the overall content strategy , what the content lifecycle entails, and who is involved in the process. 

Why it Matters

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Identify Your Users’ Top Tasks

People come to your website with a specific task in mind. When developing your site’s content, keep your users’ tasks in mind and write to ensure you are helping them accomplish those tasks.  If your website doesn’t help them complete that task, they’ll leave. Conduct market research, perform a task analysis and other types of user research, and analyze metrics to better understand what users are looking to accomplish.

Knowing your users’ top tasks can help you identify:

  • Content to feature on your homepage or landing pages
  • Page headers and sub headers
  • A logical structure to each page’s content

How to Write User-Friendly Content

It’s important to target your audience when writing for the web . By knowing who you are writing for, you can write at a level that will be meaningful for them. Use the personas you created while designing the site to help you visualize who you are writing for.

  • Use the words your users use.  By using keywords that your users use, you will help them understand the copy and will help optimize it for search engines.
  • Chunk your content.   Chunking makes your content more scannable by breaking it into manageable sections.
  • Front-load the important information . Use the journalism model of the “inverted pyramid.” Start with the content that is most important to your audience, and then provide additional details.
  • Use pronouns . The user is “you.” The organization or government agency is “we.” This creates cleaner sentence structure and more approachable content.
  • Use active voice . “The board proposed the legislation” not “The regulation was proposed by the board.”
  • Use short sentences and paragraphs . The ideal standard is no more than 20 words per sentence, five sentences per paragraph. Use dashes instead of semi-colons or, better yet, break the sentence into two. It is ok to start a sentence with “and,” “but,” or “or” if it makes things clear and brief.
  • Use bullets and numbered lists . Don’t limit yourself to using this for long lists—one sentence and two bullets is easier to read than three sentences.
  • Use clear headlines and subheads . Questions, especially those with pronouns, are particularly effective.
  • Use images, diagrams, or multimedia to visually represent ideas in the content. Videos and images should reinforce the text on your page.
  • Use white space.  Using white space allows you to reduce noise by visually separate information.

It’s also important to create an editorial calendar. You can encourage visitors to return to your site by keeping your content fresh and up-to-date, especially when working with blogs, social media, or dynamic content websites.

Remember that developing web copy in plain language in the federal government is the law. Learn more about the government’s plain language standard and find a checklist   to help you in your projects.

Testing Your Document’s Readability

Use Microsoft Word’s Readability Statistics feature—part of the Spelling & Grammar check—to measure your progress as you write and edit copy. Try to make your reading ease number go up and your grade level go down. You can improve your readability by using active voice and short words, sentences, and paragraphs.

  • Document Checklist for Plain Language on the Web

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how to do web content writing

How to Write Impactful Website Content: 8 Proven Techniques

Effective website content writing is vital for building a strong online presence. It's more than just conveying information—it's about connecting with your audience and delivering value.

In this blog, we'll explore eight essential guidelines to help you create compelling website content. From understanding your target audience and setting clear objectives to writing engaging headlines and optimizing for search engines, we'll cover the key components that can enhance your website content.

What is website content writing?

Website content writing refers to the creation and development of written content specifically for websites. It includes the planning, editing, and optimization of textual content that appears on web pages. Website content can take various forms, including articles, blog posts, product descriptions, About Us pages, and more.

Website content writing is also a fundamental element of digital marketing and online communication. It plays a crucial role in engaging, and retaining visitors, ultimately driving the success of websites and businesses.

FYI: StoryChief eliminates the need for various tools such as social media, automation, AI tools, SEO, and analytics. Start publishing for free today . 🙌

how to do web content writing

Why is website content writing important?

Website content writing is crucial for several key reasons, playing a fundamental role in the success and effectiveness of a website. Here's why it is important:

  • Informing and educating : Website content provides valuable information and insights to visitors, educating them about products, services, or relevant topics.
  • Establishing credibility and trust : High-quality content helps build credibility and trust with your audience. When visitors find valuable and accurate information on your website, they are more likely to perceive your brand as trustworthy.
  • Encouraging conversions and sales : Persuasive and strategically placed calls to action (CTAs) within your content can drive visitors to take desired actions, such as making a purchase, subscribing to a newsletter, or filling out a contact form.
  • Enhancing search engine visibility : Well-optimized content improves your website's visibility in search engine results. By incorporating relevant keywords, meta descriptions, and other SEO strategies , you increase the chances of your website ranking higher in search engine queries, leading to more organic traffic.
  • Feedback and improvement : Through comments, reviews, analytics, and customer feedback tools , website content provides valuable insights into your audience's needs and preferences.

Guidelines for writing effective website content

1. understanding your audience.

Understanding your audience is a critical step in effective website content writing. It involves gaining insight into the individuals who will be visiting your website, their characteristics, and what motivates them to engage with your content. This knowledge helps tailor your content to meet their specific needs and preferences.

Additionally, mapping a buyer's personas can better help in identifying your target audience.

For instance, if you run a fitness website, you might create a persona named "Annie," who is a 30-year-old yoga enthusiast with a busy schedule. She values health and relaxation and prefers content that fits into her active lifestyle. Creating such personas helps you understand what "Annie" would be interested in and how to create content that appeals to her.

how to do web content writing

2. Setting clear goals & purpose

Setting clear goals for your website content is a crucial aspect of content strategy . It helps you stay focused, measure success, and ensure that your content aligns with your overall business objectives.

Similarly, the purpose of your website content gives you the reason why you are creating and publishing content on your website. This purpose can vary depending on your business and industry. Common purposes include:

  • Inform : Provide valuable information to educate your audience about your products, services, or industry.
  • Entertain : Creating engaging and entertaining content to keep your audience interested and coming back for more.
  • Inspire : Motivating and inspiring your audience, perhaps by showcasing success stories, achievements, or innovative ideas.
  • Convert : Encouraging visitors to take a specific action, such as making a purchase, signing up for a newsletter, or filling out a contact form.

It's important to clearly define the purpose of your content to ensure that it serves a specific role in your content strategy and aligns with your broader business goals.

3. Planning your content strategy and content types

A well-structured content strategy is essential for creating a consistent and engaging website. It involves defining the types of content you will create, organizing your content hierarchy, and implementing a schedule for content creation and publication.

Different types of website content can be created such as:

  • Homepage : The homepage is the first page visitors typically see when they arrive at your website. It should provide an overview of what your website offers and guide users to other relevant sections.
  • About us : The "About us" page is where you can tell your story, introduce your team, and explain your company's mission and values. It's an opportunity to build trust and connect with your audience.
  • Services/Products pages : These pages offer detailed information about the products or services you provide. They should highlight the features, benefits, pricing, and any other relevant information that helps visitors make informed decisions.
  • Blog : The blog section is where you can regularly publish informative and engaging articles. It helps drive traffic to your website, establish thought leadership, and engage with your audience on a more personal level.
  • Contact us: The "Contact us" page should provide clear contact information, including a contact form, email address, phone number, and physical address if applicable. It should make it easy for visitors to reach out to you.

Tip: Collaborate with your team to create, optimize, approve, and publish landing page content. Analyze results and identify top-performing channels from one platform.

how to do web content writing

4. Writing compelling headlines

how to do web content writing

Headlines are critical elements of website content writing as they serve as the first point of contact with your audience. They are the first things readers see, and they play a significant role in whether a reader decides to engage with your content or move on. You can use the following effective techniques for crafting compelling headlines:

  • Use action words : Incorporate action verbs that encourage readers to take action or engage with your content. For example, "Discover," "Learn," "Master," or "Unlock."
  • Pose questions : Questions in headlines can Evoke curiosity and prompt readers to seek answers. For example, "How to Boost Your Productivity?" or "Are You Making These Common Mistakes?"
  • Create intrigue : Use curiosity to intrigue readers. For example, "The Secret to Success They Never Told You" or "Unbelievable Facts About..."
  • Numbers and lists : Include numbers in your headlines to indicate a clear and structured approach. For example, "10 Ways to Save Money" or "5 Essential Tips for..."

Tip: StoryChief’s AI writes compelling headlines for you. Start creating your headlines today - it’s free !

5. Crafting engaging introductions

Crafting engaging introductions is crucial to capture your audience's attention and encourage them to continue reading your content. The purpose of introductions is to draw readers into your content and provide them with an initial understanding of what they can expect. Creating compelling intros involves using various techniques to hook your audience and keep them engaged.

Some effective techniques include:

  • Storytelling : Share a relatable story close to your topic. Stories can create an emotional connection with readers and make the content more relatable and engaging.
  • Quoting statistics or facts : Use relevant statistics, data, or compelling facts to highlight the importance or urgency of the topic. This can help establish credibility and create a sense of relevance for the reader.
  • Offering a solution or benefit : Clearly outline the potential benefits or solutions that your content will provide. This helps readers understand the value of engaging with your content and motivates them to continue reading to learn more.

6. Make your content scannable

Creating scannable content is a vital aspect of website content writing. Scannability refers to the ease with which readers can quickly skim and find the information they're looking for in your content.

Employing various techniques such as bullet points, subheadings, and short paragraphs can significantly enhance the readability and overall user experience. Utilizing bullet points allows you to present information in a concise and easily easy-to-understand manner, making key points stand out.

Similarly, subheadings can break up the text into separate sections, making it easier for readers to scan the content and find the information they are looking for. Short paragraphs help prevent overwhelming the reader with large blocks of text, making the content more approachable.

7. Encouraging user engagement

Encouraging user engagement is a critical component of web content writing. Engaged users are more likely to interact with your content, stay on your website longer, and take desired actions.

User engagement can include a wide range of activities, depending on your website's goals, but it typically includes actions such as leaving comments, sharing content, signing up for newsletters, making purchases, or contacting your business.

Here are some key components and strategies for encouraging user engagement:

  • Clear calls to action (CTAs): Include prominent and persuasive calls to action throughout your content and website. CTAs prompt visitors to take specific actions, such as "Sign Up Now," "Learn More," or "Contact Us."

how to do web content writing

  • Interactive content: Incorporate interactive elements like quizzes, polls, surveys, and calculators to engage visitors and provide a more personalized experience.
  • Comments and discussion : Encourage users to leave comments on your blog posts and articles. Engaging with user comments and developing discussions can build a sense of community and keep users returning for more.
  • Live chat and support : Offer live chat or support options for users who have questions or need assistance. Providing immediate help can lead to higher user satisfaction.

8. Mobile-friendly content

With the increasing use of mobile devices for internet browsing, having mobile-friendly content is essential. It involves making your website and content easily accessible on smartphones and tablets.

The following practices can be used to ensure mobile-friendly content:

  • Utilize responsive design techniques to ensure that your website adapts to various screen sizes, and provides an optimal viewing experience.
  • Use font sizes that are easy to read on smaller screens without requiring users to zoom in. Ensure that the text remains readable even when the screen is resized.
  • Optimize images and videos for mobile viewing to minimize load times. Compress images to enhance loading speed.
  • Optimize your website's loading speed to ensure quick access to your content, reducing bounce rates and enhancing the user experience.

Understanding and implementing these guidelines for effective website content writing can significantly enhance the quality, engagement, and performance of your content, leading to a more successful online presence and improved user experience.

Streamline your website content writing

To sum up, effective website content writing is integral to building a strong online presence and engaging with your target audience. It involves creating and optimizing content that informs, engages, and converts visitors into customers.

By following the guidelines outlined in this blog, including understanding your audience, setting clear goals, and creating a well-structured content strategy, you can significantly enhance the quality and performance of your website content.

Tired of juggling multiple tools for content marketing? Join 5,000 marketers who manage website content, social posts, videos, webinars, podcasts, and whitepapers - all from one central content marketing calendar .

how to do web content writing

Frequently asked questions

Q1) what are web writing skills.

Ans: Web writing skills refer to the abilities and techniques to create effective and engaging written content for websites and online platforms. These skills are crucial for creating content that informs and persuades online audiences, whether on blogs, websites, or various digital platforms.

Q2) What is good web content?

Ans: Good web content is engaging, informative, and easy to understand. It effectively communicates a message, provides value to the reader, and encourages interaction.

Q3) Can you use ChatGPT to write content for the Website?

Ans: Yes, you can use ChatGPT to assist in generating content for your website. ChatGPT, and similar AI-powered tools, can be valuable for various content-related tasks such as generating Ideas, drafting content and grammar, and proofreading.

Stacy Goh

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MARKETING INSIGHTS

What is content writing? (An explainer with tips and examples)

  • Jenna Romano
  • Aug 23, 2022

content writing example with screenshot of ecommerce website homepage messaging

Content writing plays an integral role in a brand’s success. When you create a website , for instance, you choose your words for everything from the home page to the individual blog posts you publish.

Your copy can affect how well your website ranks on search engine results pages, as well as how valuable visitors find your site’s content. Without high-quality writing, your marketing efforts may flounder and, with them, your website.

In this post, we’ll define content writing, explore the benefits of good content writing and share tips for success as well as unique examples.

What is content writing?

Content writing refers to creating digital content for a brand’s marketing strategy . This includes content for:

Sales landing pages

Social media posts

Newsletters

White papers

Press releases

Content writing is just one content marketing tool in a brand’s arsenal. Pair it with robust research, diligent planning and high-quality visuals to optimize your strategy.

Your content marketing strategy will depend on your product, services and audience. For example, a restaurant’s clientele might not want to follow a blog, but they will likely want to see tantalizing food photos and reels on Instagram.

A recent Semrush survey of content marketers found certain content types are more effective and successful than others:

Video (37%)

Blog posts (36%)

Success stories (22%)

Case studies (16%)

Webinars (16%)

Every piece of content in your marketing strategy likely has a written component to it. Take marketing videos, for example. Someone needs to write the video script as well as the title, description and show notes to help with SEO and accessibility.

The benefits of good content writing

97% of the content marketers in the 2021 Semrush study said that content was a critical part of their overall marketing strategy. There’s a reason for that—well-written content provides brands with many benefits:

By creating content for different channels, a brand can attract a much larger audience.

You can tailor content to different segments of a brand’s audience, making it easier to connect.

Writing great content will help strengthen a brand. This will make it easier to recognize and more relatable.

Content offers value to customers and non-customers alike and asks for nothing in return—just their time and attention.

Google rewards websites that consistently create quality content with better rankings.

Content writing helps existing customers get more from their purchases, which can increase loyalty.

Get your ethos, pathos and logos right and you'll be well on your way to building a loyal customer base from your content.

5 examples of great content writing

Before we check out how you can optimize your content writing strategy, let’s first look at these content writing examples:

In early 2022, social media users saw posts and ads from a brand called Perpetual Pup . Users noticed the social media and video script writing before the branding. “It’s a good ad,” said Twitter user @GideonNeptune .“It made me look and find out about the show it’s promoting.”

The content campaign promoted “Bad Vegan,” a Netflix documentary . People discussed this content marketing strategy on many social media platforms, including on Reddit .

Perpetual Pup tweet in support of Netflix documentary

McCormick's YouTube channel is entirely devoted to cooking with the company’s spices. A lengthy description accompanies each video—like this one on how to marinate and grill pork chops —and includes:

A simple yet descriptive title

A quick summary of what the viewer will learn

A list of ingredients needed to reproduce the recipe

Information on prep and cooking time

A link to the recipe on the McCormick website

These YouTube descriptions give the viewer more context and value from the video, while also helping optimize the video for search.

YouTube description how to marinate and grill pork chops from McCormick

An email newsletter gives brands a regular chance to re-engage with website visitors and blog readers. The Wix Blog newsletter, for instance, goes out once a week and provides readers with short and easy-to-read summaries of recent posts. Subscribers can skim the newsletter’s concise, conversational writing and get just enough details for each post that they’re eager to read more.

Wix Blog newsletter example

Instacart ’s grocery delivery service provides a great value to its customers. However, the Ideas & Guides section of the brand’s website offers an opportunity to maximize the brand’s service. It covers DIY topics like cooking tips, holiday and event planning and recipes.

This content is useful to Instacart’s marketing strategy for several reasons. For one, it adds values for existing customers using the service. Instacart can use customers’ shopping histories to send them relevant guides. It also can bring in new leads as visitors discover timely and trending topics.

Customer testimonials work great for people to sign up for a service. The only problem with testimonials, though, is the short length and faceless nature. Therefore, success stories can be a more effective form of content marketing. You’ll see why on SCORE’s Success Story page. Real people share actual stories about their businesses and how SCORE’s mentors have helped them. The Success Story pages aren’t long—maybe only 400 to 600 words—and yet they pack enough of a punch to touch visitors’ emotions.

SCORE's success story page

Tips for content writing success

Here are 10 best practices to help you write high-quality content for your marketing campaigns:

01. Reference your content style guide

Just as you’d document your visual branding with a style guide, do the same for your content writing. It should include information related to:

Business objectives

Brand voice and personality

User personas

Guidelines on key company terms and industry jargon

Other preferences or rules relating to your brand’s written style

Not only will this help you consistently handle your writing, but you’ll get better quality results from contributors, too.

02. Create a content marketing strategy

According to Semrush’s survey, 78% of those who’ve been very successful in their content marketing had a documented strategy. You can create an effective strategy for copywriting by choosing 5 to 10 top-level topics you want your brand to be associated with. Then center all of your content around those major hubs, ensuring that you tackle each subtopic one by one.

03. Keep your eyes and ears open for inspiration

There are many places to find content ideas:

Subscribe to your competitors’ blogs and newsletters and follow them on social media

Follow the top publications in your industry

Listen to podcasts and subscribe to YouTube channels that tackle similar subjects

You never know when inspiration might strike with content writing. Staying tuned to what others talk about can help you avoid feeling uninspired or stuck.

04. Come up with an interesting angle

It’s common to take inspiration from other people’s content, but be careful about rewriting what others have already said on a topic. Tune into a variety of sources such as blogs, vlogs, newsletters, social media platforms, podcasts and even print journalism to help fuel your creativity.

05. Write as concisely as possible

You want to unpack the topic fully when you write a white paper or blog post. However, that doesn’t mean you need to hit some magical word count to make it a worthwhile read. Cover the topic fully, without being too wordy.

06. Focus on the user foremost

Although content writing is a marketing tactic, it usually takes a less product-forward tone than advertising.

Joe Stolte of The Tractionology Group suggests the following to Forbes :

“Make the content about the customer. Specifically, make it about what your customer wants and how they can get it. What works really well is to use your marketing to educate your target customer and help them solve real problems in advance of trying to sell to them. This naturally generates goodwill and trust in your marketplace and makes selling much easier.”

07. Format your content for readability

Content design is an important part of content writing. With consumers’ attention spans growing shorter with each passing year, ensure that the content you’ve written first gets noticed, then read. Hopefully, it’ll convert a good portion of users, too.

Even short social media posts can get more views with line breaks, attached images and strategic hashtags. Just make sure that the post’s design doesn’t distract from its overall readability.

08. Give readers a reason to engage

You can add certain assets to your content writing that encourage engagement:

More people will open a post if the headline has powerful words

Supportive imagery can help people understand the content

Actionable how-to steps can make the piece more useful

Statistics, quotes from thought leaders and real-world examples can make content more convincing

09. Proofread your work

A piece of content with an error is like a broken link on a website. While it might just seem like a minor inconvenience, frequent errors can reflect poorly on your brand. Tools like Grammarly can help you proofread your writing before publishing.

10. Use keywords organically

The point of writing website content is to create high-quality, valuable content for your audience. While you should optimize your website’s content with best practices for search engines like light keyword research, alt text for images and internal linking, you should prioritize comprehensively covering the topic.

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What is Content Writing? (Beginners Guide)

Content writing is an excellent career opportunity with plenty of opportunities to be creative, work with new people, and earn a good salary.

Alex Chris

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What Is Content Writing?

Content writing is the process of planning, writing, and publishing web content to satisfy the needs of a specific audience. The aim is to share valuable information to earn customer trust, improve engagement, and establish credibility in your niche.

What Does a Content Writer Do?

A content writer creates written material for websites, blogs, and other digital media. They engage and inform audiences through well-researched and compelling content.

The fundamental role of a content writer starts with understanding the target audience of the company they’re writing for. The best content writers know how to adjust their tone of voice and marketing efforts to suit the expectations of their target audience.

Some of the tasks a content writer may be responsible for include:

Keyword research: While some companies have separate SEO experts responsible for keyword research, good content writers should have the skills to perform keyword research and identify terms and phrases to use in the content.

Content strategy: Content writers can work solo or with content marketing specialists and assist in developing an end-to-end content strategy. This could involve determining what kind of content to create for each channel.

Content writing: Perhaps the most important role of a content writer is actually creating content. Content writers create everything from blog posts to web pages on behalf of a client.

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Proofreading and editing: Some content writers do all of their proofreading and editing themselves.

Publishing: Content writers will usually be able to upload their content to various platforms. This could mean adding posts to a WordPress site and scheduling them.

How To Become a Content Writer

The key to successfully starting a job in content writing is developing your skills and gaining as much experience as possible. Here are some steps for beginners to start with content writing with no experience:

  • Enroll in a course
  • Practice your writing skills
  • Develop complementary skills
  • Find your niche
  • Build your experience

1. Enroll in a course

While you don’t need a specific content writing degree to get into this industry, a content marketing certification or a digital marketing certification can be useful.

Enrolling in an online course is an excellent way to develop some of the necessary skills you’ll need to impress and attract potential clients. You can even get a copywriting certificate to add to your resume.

When looking for suitable courses, focus on the aspects of content writing you’re most interested in. For instance, if you want to get involved with content writing from an SEO perspective, look at courses covering digital marketing , SEO Courses , and writing.

You may decide to take a selection of different courses to build out the appropriate skillset.

2. Practice your writing skills

Many people aspire to be writers, particularly when they have a creative mind and a talent for language. However, only a handful of hobbyists turn their skills into a profession.

The only way to actively pursue your career in content writing is to begin practicing. It takes many hours to become the kind of writer a professional team or business would want to hire.

Begin by writing blogs for your own website, where you can advertise your skill, collect testimonials, and build a portfolio over time.

You can also get involved with online writing forums and groups to gain inspiration. You could even volunteer your writing services to publications you like. This will help to build your skills while getting your name out there.

Our Content Marketing Course will teach you everything you need to know about content writing.

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3. Develop complementary skills

Writing is the most important talent you’ll need to become a professional content writer.

However, there are other skills that can come in handy and improve your chances of getting the attention of potential clients. For instance, you’ll need fantastic communication skills to interact with clients and companies you work with.

Learning how to convey your ideas effectively to a wide audience will be essential as a content writer.

You’ll also need good research skills. Ensure you know how to track down credible sources of information when developing your career as a content writer.

Other complementary skills may include:

  • SEO : Most companies want their content writers to have some basic search engine optimization .
  • Problem-solving : Problem-solving skills will help you to come up with unique ways of using content to address the needs of your clients.
  • Adaptability : The ability to adapt, constantly grow, and develop new skills is essential to a content writer. The tools you use to convert customers for your audience will likely change over time, so be ready to evolve frequently in your career.

4. Find your niche

While some content writers and copywriters will work on a broad range of topics across a wide variety of companies and industries, a general approach can make it difficult to stand out.

You may find you can reach a wider audience and spend more time on work you actually enjoy with a niche.

Focusing on a specific area of specialization could mean you work best for companies in the healthcare or technology industry. The more you focus on this space, the more you develop your reputation and attract potential future clients.

Alternatively, your niche could involve looking at a specific aspect of content writing. You might be particularly good at writing engaging blog posts, creating social media content, or producing whitepapers for technical companies.

5. Build your experience

Finally, the most important thing that matters to people planning on hiring a content writer is usually experience. Your future employers want to see evidence you have skills in your space.

The best way to begin building experience as a content writer is to create a portfolio of work you can share with your employers. These are basically examples of your content in the form of ad mock-ups, blog posts, and social media campaign ideas.

Once you have your portfolio and you’re posting regularly on your own website blog, look for opportunities to branch out and gain more experience.

Contributing to reputable sites, even if you don’t get paid for it, will help to demonstrate your writing skills. You can also consider offering clients a discount price in exchange for a review when you finish their project.

Content Writing Tips

Follow these tips to become better a content writing.

1. Write content for all the stages of the marketing funnel

Content marketers use content to direct prospects through the different stages of the digital marketing sales funnel . Each stage of the customer journey requires a different approach to content.

Digital Marketing Funnel

For example, during the awareness stage ( top of the funnel ), your content would aim to inform and attract customers.

During the consideration stage, you highlight the benefits of your products or services against competitors.

At the bottom of the funnel, you write content to convince customers to purchase a product or perform a desired action.

2. Always do your research

Research is vital for content for a variety of reasons. First, you need to conduct research to determine who you’re writing for.

The best content writers cultivate a specific voice to speak to a certain audience. The more you understand your customer, the more you can connect with that person on an emotional level – generating conversions.

It’s also important to research any information you will be writing about. Factual, credible information is key in content production, even if your writing is primarily for entertainment purposes.

Studies show if a brand generates fake content about products or services, around 59% of customers will stop buying from this company immediately.

To make your content as compelling as possible, research:

  • Your subject matter: Learn as much as possible about the topic and use references to reputable sources to give your work credibility.
  • Customers: Know your audience. Building buyer personas and understanding how customers respond to different content at various stages in the consumer journey will improve conversions on a significant scale.
  • Competitors: Understanding what your competitors produce in terms of content will give you some valuable inspiration. It also helps when you’re trying to make your content unique from what’s already available on the market.

3. Master the critical components of content

Every piece of content is constructed with a series of different elements. For written content, specific components are more important to capturing and converting customers than others. For instance, you’ll need:

Head-turning headlines: Headlines determine whether your audience will bother reading the rest of the article, eBook, or any other content you produce.

If your headline isn’t engaging, readers will just hit the back button. Engaging headlines are thought-provoking and interesting.

How to Write Great Headlines

Try techniques like using numbers to demonstrate authority, such as “98% of marketers say…” or asking questions: “Do you know these email marketing tricks?”

A compelling hook: You only have a matter of seconds to keep readers engaged after they’ve read your headline. The first sentence or two is crucial in keeping your audience’s attention. Make sure you get this first section right.

Stay clear and focused: Don’t confuse your audience with a hundred different ideas in one piece of content. Focus on a specific topic and concentrate on giving your customers plenty of actionable advice to walk away with.

Remember, use a tone of voice specific to your target audience and the persona you’re writing for. This will help to make your content more compelling to the right people.

4. Edit and optimize everything you write

Finally, great content takes work. Most content writers don’t publish the first version of the piece they write. Taking the time to read through the content is crucial.

Remember, any grammatical error or unusual sentence can confuse your audience and send them running in the opposite direction.

Often, it’s helpful to have a separate proofreader on hand when creating content because they can examine your work objectively and spot things you’ve missed. Other ways to enhance your work include:

Checking for content SEO : Have you used keywords naturally and organically throughout the post? Are there internal links for page connections on your site and external links for credibility? Have you optimized your H1 tag , meta tags, headlines, and title tags?

Content SEO

Examining readability: Is your content divided into logical segments? Have you got subheadings to guide your reader, short paragraphs, and plenty of bullet points? Keep everything as clean as possible to improve readability.

Looking at relevancy: Is every part of your content as relevant as it should be? Can you remove anything that isn’t useful to your audience?

Content Writing Examples

The most common forms of content a content writer may be asked to create are:

Blogging: Blogs are a central part of building a strong content strategy . They can convey ideas about products and your brand while highlighting your thought leadership. Blogs can also be useful for SEO purposes, building organic traffic , and raising brand awareness.

Email: Writing content for emails can help to convert customers, as well as generate better engagement for your business. Email marketing also helps to build loyalty and strengthen your opportunities for repeat purchases.

Social media: Social channels require content writers to communicate various ideas and campaigns as effectively as possible.

Product content: Selling products and services requires a unique set of writing skills. You’ll have to balance sales copy with storytelling and SEO strategies.

Brand journalism: PR news releases, customer and brand stories, and internal communications can all require the support and guidance of a content writer.

Whitepapers and eBooks: Content writers can help to produce highly technical and professional content that requires a focus on a specific subject. This helps to strengthen the authority of the brand.

Video scripts: If scripts are required to create videos or even podcasts for a company’s branding purposes, a content writer can assist with this.

Content Types

How Much Do Content Writers Get Paid?

The average salary for a content writer (1-4 years of experience) is around $52,000 per year in the US. Experienced content writers (10-19 years of experience) may earn around $60,000 annually.

Content Writer Annual Salary

Indeed.com says content writers earn around $20.76 per hour. Your exact earnings will depend on your area of specialization and the kind of companies you work with regularly.

Should You Become a Content Writer?

Content writing can be a highly engaging and satisfying job role for many people. It’s an exciting career with plenty of opportunities to be creative, work with new people, and develop your skills. However, it also requires significant dedication and hard work.

If you have a way with words and you know how to produce content that speaks to people, a content writing position could be ideal for you.

Alex Chris

Alex Chris is a digital marketing consultant, author, and instructor. He has more than 18 years of practical experience with SEO and digital marketing. Alex holds an MSc Degree in eCommerce and has consulted with Fortune 500 companies in different industries. He blogs regularly about SEO and Digital marketing, and his work has been referenced by leading marketing websites. Connect with Alex on Twitter and LinkedIn .

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November 25, 2023 at 8:21 pm

I learned a lot more about Content writing in this short article than I have learned about it in the past four years after completing my Digital Marketing Certificate course in 2019. The article is rich, lucid, and engaging to the last sentence. Wonderful work and honest help to people who need to get started on content writing as a career.

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How to Start Content Writing (For Beginners)

By: Author Paul Jenkins

Posted on Published: September 26, 2021  - Last updated: December 6, 2021

Categories Writing

Are you ready to make content writing your full-time job? To become a professional writer? If so, there are a few steps that will help you succeed. Whether it’s your first time writing content or you want to take your skills to the next level. This article is an insider guide on how to start content writing and become a successful content writer.

What Is Content Writing

Content writing is a profession that requires certain skills. Not just writing skill!

Content writers must be able to research various topics and perhaps even interview several people on a topic to find out the most important points.

Even before they start outlining, drafting, and writing.

If you’re running your own website, you may also need to learn SEO (search engine optimization), topic research, and on-page optimization. Plus some WordPress skills!

Content writing is a fundamental part of digital marketing, therefore acquiring the skill can help foster a career in marketing.

You don’t learn these things overnight! Becoming a web content writer is hard work, but very rewarding!

Types of Content Writing

There are many different types of content writing, such as:

  • writing content for websites
  • writing content for newspapers and magazines
  • writing content for online marketing
  • writing content for public relations (PR)
  • SEO writing

There are many different subjects that a good content writer could write about.

For example, it could be recipes or travel guides. Or spirituality and philosophy.

Often, though, content writers tend to specialize in areas in which either they have prior experience or ones in which they develop expertise over time.

Writing SEO articles is a special type of content writing because SEO content writers need to know how keywords work so that the articles can be optimized for the search engines.

Examples of Good Content

It’s a good idea to look at excellent examples of website content online first.

For example, you could search Google for successful content writers and then find their work on various websites. That way, you can look at some of the different types of content writing and content marketing, as well as examples of the best content that’s been written.

The Working Time of a Content Writer

Content writers spend their time in different ways.

They may spend time researching a particular topic, interviewing different people to gather information, and then writing the content when they feel they’ve enough information.

Online research plays a huge role.

The content writer can then spend time editing and rewriting the material to make sure it’s as good as it can be.

Creativity and Content Writing

Although content writing is largely about formulating a topic, researching, and creating outlines to structure the content, there’s also a considerable creative component to this work.

While it’s possible to dig into the more technical aspects of content writing, such as research and editing, the content writer must also develop creative ideas and present them clearly and concisely.

A content writer can even be tasked with presenting a new perspective on a topic, showing how it works and how it can be better understood and used.

You also need to be able to write creatively to develop a story or something that’s compelling.

In content writing, you need to be able to look at a topic from a different perspective. The job of a content writer is to put themselves in the reader’s perspective and ask, “What if it were such and such?” This can be a difficult skill to learn, but a content writer must’ve some creative ability to be successful.

Content writing is a profession that depends on putting one’s thoughts and ideas into words in a way that the reader can understand. In this way, content writing can’t only be a lot of fun, but also a good income for those who do it well.

Content Strategy vs Content Writing

Content strategy is the art and craft of planning, organizing and publishing content. Thus, it encompasses both content creation and content marketing.

Content strategies are developed for different purposes. Some content strategies are created to help websites rank better in search engines. This is to attract more customers. Other content strategies aim to attract customers by engaging with them through content. This type of content strategy aims more to involve customers in the content creation process so that they’re engaged with the company.

It’s not limited to websites or social media marketing but is also an important part of advertising.

Content strategy is about understanding what you want your content to achieve and how you can use it to achieve it.

Content writing is part of content strategy.

Effective Content Writing

It’s important to write content in a way that’s effective.

This means that your copy needs to be written in a way that serves the purpose of the content.

For example, if you’re writing an article on your website to help readers in the kitchen, you need to make sure that you focus on teaching them how to make and use things in the kitchen!

When you’re writing about kitchens, you don’t want to write about something that the reader may not have wanted to know about. If you focus, your readers will be more likely to stay on your website to read more articles.

You need to learn to write clearly so that your readers understand what you’re writing about.

You also need to make sure that you use the right writing style for your audience so that they understand what you’re trying to say, and resonate with the content.

If you don’t make your content focused and clear, your audience won’t enjoy reading it and won’t learn anything.

Freelance Writing Niches

As a rule, it’s a good idea to specialize in niches as a freelance content writer. This means that you specialize in areas where you know your stuff or have a lot of experience to share.

By sharing this knowledge, you help others learn more about the things that interest them.

When you have clear niches, it’s usually easy to get more work. People see that you’re an expert in your field and hire you because they assume you know what you’re talking about.

They also find you more easily online, where they can consult your resume, work samples, and other information.

Having niches also makes writing articles much easier and faster!

Remember that certain niches pay more money for content writers than others. For example, writing SEO articles, medical newsletters, or articles for the legal industry, provided you have the necessary qualifications and expertise.

Writing Mindset

It’s a good idea to cultivate a consistent and helpful mindset as a writer.

This is important because it allows you to approach writing assignments with a certain amount of composure.

Writing daily is a helpful way to approach things. This allows the writer to write something every day, even if it’s just a few sentences, and then edit and rewrite it. It helps the writer develop his/her content writing skill.

A good attitude is also important.

No matter what your experience as a writer, it’s important to remember that no one is perfect and that you can always learn.

If you don’t have any experience as a writer, don’t worry. No one knows everything about writing when they start out. Most experienced writers will tell you that they’re still learning something new every day.

If you want to write for a living, you need to realize that writing is a business, and it’s important to approach the work with the right attitude. That doesn’t mean all work and no play!

If you’re working, you’ll probably be sitting at the computer for hours, but that doesn’t mean you can’t have fun.

Learning to write can be an exciting adventure. It’s fun to see your first articles published, whether it’s on a blog or in an online magazine.

Even if you’ve been writing for a while, it’s fun to see your earnings grow. It’s not easy to get money and work. So when you’re successful, you’ve to appreciate it. That’s part of the business of being a writer.

The benefits of writing every day include the following:

  • You can work on a regular schedule, so you can plan your life around your writing.
  • You can write a specific workload every day.
  • You’ll have a regular number of articles with which to build a portfolio.
  • You’ll have a regular number of articles that you can submit to online magazines and other publications. This will help you build a good reputation.

Know What to Write

When you set out to write a text, it’s important that you know what you want to write. In this respect, content writing is very different from writing fiction, for example.

When you’re writing content, you need to know what your message is and how you want to present it.

So before you start writing, you need to do some research and ask yourself some questions.

  • What’s the topic?
  • How will you approach the topic?
  • How will you structure the article?
  • Where will you publish the article?
  • How exactly do you want to be in the article?
  • How will you format the article?

These questions and the decisions you make will help you write high-quality content.

Stick to the Point

You may be tempted to write about something other than the subject of a particular article or content job, but you need to learn to focus on your message and stay on point.

This is a crucial part of being a content writer. You need to find a way to stay focused on the topic you’ve been assigned, and you also need to keep your audience engaged.

You need to keep your content clear and concise. Only talk about what’s relevant to the article!

The best way to do this is to figure out the main topic of the article and use it as a guide throughout the writing process.

  • Focus on the main topic of the article.
  • What do you want to achieve with the article?
  • What’s the main argument of the article?
  • What’s the main reason someone wants to read the article (the “search intent”)?

This is easier if you have a clear topic and audience.

If you know what you want to say and who you’re addressing, you can approach the topic from different angles, but you’ll still be able to get to the heart of your text.

Provide Value

Writing valuable content means that

a) the text is valuable to the audience, and b) it’s useful to the company for whom you are writing (which might be your own).

Content writing is a valuable business, and if you learn how to create valuable content, you’ll be able to make a good income from it.

When you think about what you’re sharing with your audience, make sure you’re giving them the information they can use.

For example, if you’re writing about how to bake the perfect apple pie, make sure you provide information about what ingredients are needed, how to mix them together, how to bake the pie, etc.

You need to make sure that your readers can use the information you give them. You’re not doing anyone a favor by giving them the information they can’t use!

Don’t Choose Random Topics

You might think that a website content writer will sit down and pick a topic out of a hat. Nothing could be further from the truth!

Each topic is chosen with a clear goal in mind.

Whether it’s to get more organic search traffic to a website, with SEO writing to get backlinks that improve SEO rankings, to generate leads for a company’s products or services, to promote a company’s products or services, or to drive traffic to a company’s landing page.

It can also be about increasing leads for a business, establishing a new brand name, making people aware of the brand, or selling a product.

It can also be about getting people to sign up for a mailing list or download a free eBook.

You get the point. Each topic is chosen with a specific goal in mind.

It’s important to be aware of this because it’ll help you write more effectively.

Pay Attention to Keywords

Even if as a writer you get an assignment where the keyword research is already done for you, it’s still important to think about the keywords when writing a content piece.

If you don’t include the keywords in the article, the article isn’t technically optimized for the keyword and someone searching for that keyword may not find the article even if your article is the best answer to their question.

Keywords help you structure your article and focus on the main topic.

For example, if you’re writing an article about how to make a perfect organic smoothie, you will need to know what’re the most important keywords for this article.

Don’t Keyword Stuff

You need to avoid the so-called ‘keyword stuffing’ in your work.

Keyword stuffing is when you don’t focus on the topic of the content piece, but try to pack in as many keywords as possible.

Content writing is all about creating the best content possible. If you try to cram keywords into an article without structuring it thematically, you’re doing yourself (and your client and readers) a disservice.

You should only use keywords when they naturally fit the topic. For example, if you’re writing about organic smoothies, make sure you use words like “organic” and “smoothie.”

Match Search Intent

The best way to meet search intent is to really understand what the person searching for the keyword is trying to find. Think about how and why they searched for the keyword.

In other words:

  • Why are they searching for the keyword?
  • What do they want to accomplish with the information?
  • What’ll they do with the information after they read it?

Your goal as a content creator should be to provide the most comprehensive and helpful answer to the search query.

Get to the Point

As a rule, it’s a good idea to avoid long, wordy introductions.

Get straight to the point.

The same advice applies to paragraphs. Keep them short and to the point.

Because your main goal is to give your audience the information they’re looking for, and you don’t want to tell them over much. Whether they match a buyer persona or are simply looking for information.

Your job is to get right to the heart of the matter.

Write only the words that are necessary to get your message across!

Sometimes it can be a really good idea to tell a story in an article.

However, if you do this, you should make sure that you tell the story in a way that serves the purpose you want to achieve.

For example, if you’re writing about the organic smoothie mentioned above, you could also tell a story about how you learned about the health benefits of smoothies.

Efficient Research

Efficient research is at the heart of any good writing. You need to find a way to research in such a way that you don’t get bogged down in details.

Avoid rabbit holes!

Remember, you only have a limited amount of time to write your content, so you need to be able to research quickly and effectively.

The best way to do this is to use a combination of online and offline tools.

  • Start with free sources like Wikipedia. Find the best sources of information on the topic.
  • Use crowdsourcing websites like Quora to ask experts about the topic.
  • Use Google to refine your search for information.
  • Use tools like Answer the Public to find out what questions people are really asking.
  • Tools like SEMRush can help you find out what keywords people are searching for.

Don’t ignore personal experience and experiments.

Let’s say you’re writing about boomerangs and you want to know how to throw them most effectively and efficiently.

The best way to do your research might be to start throwing boomerangs yourself!

In other words, go out and buy a boomerang and use it for several weeks.

This way you’ll get a good understanding of how the boomerang moves through the air and what’s an effective and what’s an ineffective boomerang throw.

You can develop a much better understanding of what you want to write about, and some fun stories, that will make it much easier to write a quality article.

Avoid Plagiarism

It’s critical to be clear about what plagiarism is.

Plagiarism is when you copy another person’s work and pass it off as your own.

When writing content for clients, you need to make sure that you never plagiarize someone else’s work or ideas.

Back up your work with your own research and opinion.

If you take the example above – the boomerang – you could simply copy and paste the information you find on the Internet about boomerangs into your content.

That would be plagiarism.

It’s important that you build on your research, expand it, and improve it. Never simply copy and paste information from other sources.

Cite your sources properly. Either with direct links in the body text or with a list of sources.

If you use a quote from a book or article, put it in quotation marks.

Understand Fair Use

Fair use means that you use copyrighted material without the author’s permission, but only for a limited and “reasonable” purpose, and that you use only as much of the copyrighted material as is necessary for your purpose, and that you credit the source of the material.

You use a copyrighted work for a limited and “transformative” purpose.

The copyright owner can still sue you if you use content without permission, but if you use it according to the rules of fair use, you aren’t technically in violation of copyright.

Mastering Opening Lines

Opening lines are very important when writing content. Whether it’s the beginning of a text or the beginning of a story, the opening is what draws your audience in.

It’s your way of grabbing the reader’s attention and enticing them to read the whole story.

Opening lines can pique the curiosity and interest of your readers and/or customers.

You make them wonder, “What’s going on here? I want to find out.”

That’s why you should avoid clunky, boring, and tedious opening sentences.

Remember that you want your text to grab the attention of your target audience and captivate them.

For example, if you’re writing a testimonial, you could start with a bold statement like “This product has changed my life”.

You can start with a question or a statistic or fact.

The most important thing is that you grab the reader’s attention. The first words – together with its headline – are the most important part of your article.

You can write captivating content, but if you don’t manage to grab the reader’s attention with the first line, they won’t read to the end of the first paragraph.

Imagine writing an article about how to throw a boomerang.

You could write:

“The best way to throw a boomerang isn’t to throw the boomerang.”

This is a snappy, creative, and interesting opening line. You can use it to grab the reader’s attention and get them excited about the article.

Get Great at Outlining

The more content you write, the better you’ll get at creating an outline quickly.

You’ll reach a point where you’re able to write a full article in a few minutes.

That doesn’t mean you’ll be able to write a great article in a few minutes, but you’ll be able to formulate the outline of an article in a few minutes.

It means that you’ll know all the important points of the article and you’ll be able to write those points down quickly.

The reason why you should write your outline quickly is that you want to make sure that you get to the heart of your ideas and concepts quickly.

In my opinion, there’s nothing better than mind mapping to quickly and easily outline your ideas and concepts and then flesh them out into a full text.

The advantage of a mind map is that you can easily see how all the ideas and concepts relate to each other.

This way you can make sure you cover all the areas and provide the most benefit to your readers.

You should always write the title in the middle of the mind map. Then you should write down the most important points and arrange them around the title.

Once I’ve outlined and restructured the article in the mind map, I export it as markdown and take it into my favorite text editor. With markdown, all the branches and sub-branches of the mind map appear as headings in the text.

Write…a LOT

When you start writing content, guess what? You actually have to write!

A lot of it.

I’d recommend at least a thousand words a day, but that’s only for beginners. If you’re a veteran, I’d recommend at least two thousand words a day.

Part of that’s making a schedule for yourself and committing to putting in the hours.

Personally, I write at least 4,000 words a day. It’s a discipline.

The more you write, the better you get.

It’s not always easy. It’s not always fun.

But it’s necessary.

You’ll get better.

You’ll become faster.

You’ll get better at developing ideas.

You’ll get better at organizing your ideas.

You’ll get better at writing.

You’ll get better at writing complete content.

Over time, your skills will improve.

So don’t give up after one, two, or three posts.

Keep writing.

And keep improving.

Have a Writing Den

Having your own place to write will help you get ready to write. If you get up, go to a specific area, and start writing, it’ll be much more effective than if you write in the same area where you do all your other tasks.

When you get up and go to a specific area, you can concentrate better. It makes you more productive.

It makes you a better professional content writer.

You can create your own space in different ways. You could set up a home office. You could set aside a room in your house for that purpose. You could set up a special room in one part of your house.

The most important thing is that you create a space specifically for writing.

This will help you start writing, get in the writing mood, and get the most done.

Time Management and Tracking

Since I use a Mac, the wonderful Session app is very useful for keeping track of time and remembering to take breaks.

However, there are many ways to track how much time you spend writing and how much time you spend on each article or piece of content.

If you get your time management right, you can become more efficient.

I recommend the Pomodoro Technique, where you work for 25 minutes and then take a 5-minute break.

First, try to write for 25 minutes at a time and then take a break.

Then increase the time you write.

Then extend the break time.

Remember that writing is only part of the job. You usually need to allow time for other tasks as well, such as research, editing, and formatting.

Master a Variety of Writing Styles

If you’re freelancing, it’s helpful to develop different writing styles that fit the tone and style of the publication you’re working for.

This will also help you build an impressive writing portfolio.

For example, if you’re writing a business-related blog post, you’ll need to develop a slightly different writing style than if you’re writing an article for a lifestyle magazine.

Each of these publications has a different target market.

Therefore, the tone of the article will be different, as will the way the article is structured.

Freelance writers who work with a variety of publications and learn to develop a unique writing style for each publication are more valuable to a variety of clients.

In my blog, I use a light, modern, and sometimes humorous tone.

In some of my assignments, I use a formal, academic style.

On some other assignments, I use a playful style.

You shouldn’t use the same writing style for all your projects.

You should make sure you use the style that best suits your audience.

Compelling Content Using the Right Words

As you progress with content writing, you’ll start to acquire knowledge about copywriting.

Although content writing is different than copywriting, it can be helpful to incorporate a little copywriting into your content. This way, you’ll create more compelling writing.

For example, you could use a headline that’s identical to the headline of a direct response ad. Or you could use a call to action that would appear in a direct response ad. Or you could create a list that’s in the style of a direct response ad.

You don’t have to do any of that, but you can.

Don’t try to copy a direct response copywriter. Instead, learn from the best and use some of the techniques to create better content.

Get Good at Editing

The ability to quickly hack into a first draft to see the forest for the trees is really valuable.

In most cases, content is better when it’s a little shorter.

Aim to cut 15 to 20 percent of your first draft.

Remember, you shouldn’t edit the first draft while you’re still in the writing flow.

You should set it aside and come back with fresh eyes.

If you’re looking for a really good first revision solution, I recommend taking a look at Instatext . With the ability to correct an entire text with one click and choose the tone and region, it’s a really cool tool. One of the benefits is that it helps keep tone and style consistent.

At a later stage of editing, I use Grammarly Premium to make fine corrections (although I find that it’s often too tedious to make all the suggested changes – I reserve that for particularly valuable content).

Format Like Your Life Depended on It

If you publish your articles in WordPress (and I recommend using the built-in Gutenberg for this), make sure the article is easy to read for users reading it on a mobile device.

The best way to do this is to reduce the size of the window you’re working in to mimic the proportions of the mobile device in portrait mode.

Be Easy to Read

People don’t want to read difficult content. They want to read great content that they can understand quickly.

If you’re writing for the web, you need to make sure you’re able to write quality content in a way that’s accessible, but at the same time educates, informs, and entertains.

Hemingway App is a great tool to make sure you’re writing in a way that’s easy to understand. There’s a readability score based on Flesch Reading Ease and Flesch-Kincaid Grade Level.

I like this app because it provides a clear, clean, and quick assessment of a text’s readability.

The tool tells you if you’re using the passive voice, how many words are in each sentence, and how hard the text is to read.

Quotes Away

A great way to spice up your written content is to use relevant quotes.

Make sure you attribute the quote, of course!

Best tools for Content Writing

For a whole article on content writing tools, check out this article I wrote recently.

Finding Work and Money as a Content Writer

Maybe you want to make money writing content as a freelancer.

In that case, I’d advise you to find online publications in your niche, read them, see what they write about, and then approach those publications about publishing content you want to write for them.

Regardless of your level, you can always approach companies in your niche and offer your services.

You might find employment in a content writing company (or set up a content writing business yourself!), Watch out that it is not a content mill, that might wear you down and degrade your skills.

As a freelancer, start small, take on jobs you’re confident you can do, and build a client base.

There are certain marketplaces that have a good reputation, including WriterAccess, ProBlogger, and some of the gigs on Upwork.

The problem with some of these sites is that you can get lost in the crowd, and it can be difficult to get the attention of the companies you’d like to work with.

Still, you can find a freelance writing job on these sites , and they can help you earn an income.

If you can get copywriting jobs, they generally will pay more than content writing.

Have a Portfolio

One of the best ways to build a portfolio and get freelance writing jobs is to set up a blog and write regularly.

You can use your articles as writing samples. If you have a blog, people can see how well you write.

Remember that not all jobs are right for you, and not all clients are either. You have the absolute right to turn down a job if the client is too demanding or if you suspect that payment won’t be made on time or at all.

A quick Google check on potential employers can work wonders!

For your part, act like a professional. Deliver what you promise, build a reputation for quality work, and for quick revisions (within reason). Make sure you follow content guidelines and client instructions to the letter.

Have and Keep Goals

Keep SMART goals in mind when planning which assignments to accept and which to reject. SMART goals mean that the objectives are specific, measurable, achievable, realistic, and time-bound.

When writing, it can be easy to get lost in the words and lose sight of the overall context of the business. This is another good reason to measure the time it takes you to write certain types of content.

Your goal should usually be to increase the number of words per hour.

Dictation can be a great way to achieve this, as can an AI writing assistant like Sudowrite (which I’m using to write this article!).

Keep reviewing your goals throughout your freelance writing career.

How do I get started writing content from home?

The best way to start writing content from home is to create and grow a blog and then do freelance work for online publications. You can also approach certain companies and ask if you can offer your services.

How can I start writing content with no experience?

If you don’t have experience, you can start writing content by writing for your own blog and then using that blog for assignments.

What’re the basics of content writing?

The most important thing when writing content is that the content is relevant to the target audience and that it can be found.

What’s SEO Content Writing?

SEO Content Writing is the art and craft of writing content so that it’s seen by search engines and ranks well in search engines.

What’s the format in content writing?

The format in writing content is to make it as readable, accessible, and exciting as possible. If you can do that, you’ll do well in content writing.

What are types of content writing?

Types of content writing include blog posts, web content, articles, reviews, e-books, magazines, white papers, videos, scripts, technical writing, digital content, and presentations.

What are content writing examples?

You can find good content writing examples at major publishers like Mashable, Forbes, Huffington Post, Entrepreneur, Inc, Business Insider. Pick a topic that interests you and read through some of the articles. Look at how they’re formatted, how they’re written, and what grabs your attention.

What are good Content Writing courses?

There are a number of good online courses to learn content writing. I’d be crazy not to mention my own: The Content Writing Course on Udemy.

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The Complete Beginner’s Guide to Starting Your Website Content

Pamela wilson.

How to write website content, even if you're a beginner

You have a brand-new website. Congratulations!

You may be wondering exactly how to write website content, though.

It’s a big job. Where do you start?

If you’d like tools and tips for how to make your writing faster and easier, scroll to the bottom of this post for a helpful video.

If you’re ready to write your website content, let’s get going!

First, it’s important to understand the difference between static, unchanging website pages like your: 

  • Contact page
  • Commerce-style pages like Store, Products, Services, or Work with Me

And website pages that update frequently like your:

  • Blog or podcast content

As we tackle this topic of how to write your website content, we’re going to focus on getting your static pages created first. We’ll get them done, published, and working for you, and then we’ll work on how to write a blog post and other frequently published content.

First, a reality check, my friend. If you’re feeling slightly terrified at the thought of writing all that website content, I get it.

There are few things more intimidating than looking at a big, blank website that you have fill with content. 

Never fear: This post will cover how to write a content for your website, even if it’s brand-spanking new.

How to write website content when your site is new (and blank!)

The way to tackle this job is to prioritize what you’ll focus on.

Here’s how to write website content, in order of priority:

  • Create a Home page where people can land.
  • Create an About page so visitors know who’s behind the website.
  • Create a Contact page so people have a way to reach you.

Once these three pages are complete, you’ve covered the basics.

Now you can focus on adding pages that take longer to create.

The next website content you’ll focus on writing depends on where you are in your business growth.

If you already have products or services to sell, you could create what I call a Commerce page. This is a page that offers links to your products or services. It can take a variety of forms. It might be:

  • A Store page which displays all of your available products with links to purchase them
  • A Services page which explains the services you provide with links to find out more
  • A Work with Me page which details the kind of clients you help, how you work, and shares a way to take the first step toward working with you

If you don’t have anything ready to offer, no worries! You can skip directly to the next area of focus, your Content section.

By definition, this is the part of your website that will be updated frequently.

The most common content type (and the easiest kind to start with) is a blog.

If you’re wondering how to write a blog post, you have come to the right place! I’m going to cover that in detail in the next section.

What should be included in a blog post?

If you’ve never written a blog post before, the process can feel like a big mystery.

You may know a good blog post when you read one, but you may not be sure how to re-create it yourself.

I’ve written blog posts consistently since 2010. My work has appeared on some of the most high-traffic sites on the web, like Copyblogger , Duct Tape Marketing , Smart Blogger , and Problogger .

And I’ve written two much-loved books on content marketing, Master Content Marketing and Master Content Strategy .

I’ll let you in on a little secret that might surprise you …

For decades, I didn’t think I could write.

I was a graphic designer by trade.

I was naturally drawn to the visual side of marketing and became very good at creating logos, publications, brochures, annual reports, and newsletters.

But I was determined to build an online presence. To do that, I knew I had to figure out this “content marketing thing.”

That meant learning to write, even though I didn’t think I’d ever be good at it.

In order to learn from the masters, I started paying attention to the best blog content on the web. Over time, I began to see a pattern emerge.

I discovered that great blog posts — and effective content marketing — contained the same seven elements, over and over.

You can learn to master these seven essential elements of content marketing and use them in all the content you create for your website.

I’ll use a blog post as an example, but the same seven elements can be used to structure a podcast episode, a video (vlog) piece, and other frequently updated content.

Master these seven elements and you’ll know how to write website content that performs well and helps to grow your online business.

How to write a blog post: The 7 essential elements of effective content marketing

The best blog content contains all seven of the elements below.

Each section needs to be strong so it pulls its own weight and does the job it needs to do in your content.

How to write website content: Headline tips

1. Write a compelling headline

Want your blog to be clicked on and read?

Spend lots and lots of time (way more than you think) working on an engaging headline.

My favorite tools to use when I’m working on headlines are:

  • A plain text document where I can brainstorm 10-25 headline ideas
  • A site that allows me to “grade” and compare my best headline ideas. I like the Sharethrough headline analyzer .
  • Coffee! (Or tea). Seriously — writing headlines is hard work. Caffeinate as needed.

Headline resources:

  • My book Master Content Marketing has a whole chapter on writing headlines and includes 50 fill-in-the-blank formulas to help you create winning headlines. Get Master Content Marketing .
  • Read How to Write Magnetic Headlines on Copyblogger.
  • Register and download Headline Hacks from Smartblogger.

How to write website content: First sentence tips

2. Craft an inviting first sentence

The very first sentence of your blog post is a make-or-break moment.

Keep it short, snappy, and casual. Write it like you’re writing to your best friend.

It needs to be inviting. It should be intriguing.

If it’s not, readers will click away and look elsewhere for their information.

First sentence resources:

  • 10 Ways to Hook Blog Readers With Your Opening Line by my friend Amy Harrison .
  • My book Master Content Marketing has a whole chapter on writing your first sentence. Really! Get Master Content Marketing .

How to write website content: Intro section tips

3. Add an intro section

You may not have noticed that most blog posts have an intro section.

The intro section serves as a transition between your first sentence and your main content.

This is the first place on the page where you’re asking the reader to settle in and commit to reading what you’ve written.

Use it to summarize what they’re about to learn. Give them a preview of why you’ll make it worth their while to consume your content.

Intro section resources:

  • The Ultimate Guide to Writing Blog Post Introductions by Neil Patel
  • Master Content Marketing has a chapter on crafting blog post introductions. Get Master Content Marketing .
  • 7 Ways to Write Better Opening Paragraphs for Your Blog Posts by Barry Feldman on Orbit Media.

How to write website content: Subhead tips

4. Write attention-getting subheads

Subheads are one of the most important ways you can make your online content easier to consume.

They serve as “signposts” that move the reader through your blog content.

(The podcast or video equivalent to subheads is the short introduction to a new section of the information being presented.)

In written content, subheads give people who are skimming through your written content a general idea of what it contains.

Subhead resources:

  • How to Write Subheads that Hook (and Re-hook) Your Readers on Copyblogger
  • The No-Nonsense Guide to Writing Online Headlines and Subheads by Enchanting Marketing
  • My book Master Content Marketing includes a chapter on writing subheads, too. It includes information on how to format subheads and shares a compelling reason to write your headline and subheads before you write the rest of your content. Get Master Content Marketing .

How to write website content: Main copy tips

5. Fill in your main copy

What do I mean by the “main copy?” It’s everything else.

It’s all the writing outside of the sections above and the sections below.

It’s the heart of your content, where you deliver the value you’ve promised.

Main copy resources:

  • The best tip for writing your main copy from my book Master Content Marketing ? Write it fast. When you’re working on the first draft of your content, get your ideas down as fast as possible. Don’t re-read, edit, or polish. Get Master Content Marketing .
  • Day Two: How to Fill in the Details of Your Winning Piece of Content on Problogger

How to write website content: Summary tips

6. Wrap it up with a summary

Here’s another content section you may not have noticed before, but the best content features it.

Toward the end of your content, it’s smart to summarize the topic you covered and move readers to the final content element — the call to action.

Your content summary is a way to look back and say, “Here’s what we covered.”

It’s a last opportunity to reinforce the information you shared so your reader retains it.

Summary resources:

  • How to Summarize an Article on WikiHow
  • Here’s what I share about writing a summary in Master Content Marketing . First, refer back to something mentioned at the beginning. Remind your reader about what they learning. Reinforce how they’ll benefit from having consumed the content. Get Master Content Marketing .

How to write website content:Call to action tips

7. Add a call to action

Content marketing and blogging serve a business purpose.

Creating content helps your website get found on search engines. It attracts prospects to your business and it gives you a way to develop a trust-based relationship with them.

But if you don’t ask your readers to take action, you might as well skip the whole exercise!

Your call to action — placed at the very end of your content — will do this for you.

Call to action resources:

  • Powerful Calls to Action: How to Get Your Reader to Take the Next Step on Copyblogger
  • In Master Content Marketing I say “Your call to action is where business happens.” Your “CTA” doesn’t have to ask for a sale — you can request that people leave a comment or share your content on social media. Either way, make sure your call to action is convincing and direct, like this: Get Master Content Marketing .
  • Call to Action: Five resources to help improve your CTA on MainWP

How to write website content like a pro

I hope that this simple breakdown was helpful. You don’t become a content pro overnight.

Take it day-by-day and build your website content in this order:

First, create the foundational pages that won’t change often

  • Build a Home page that explains who you help and how you help them
  • Create an About page so visitors can learn more about the person or people behind the website
  • Build a Contact page so people can reach out

Have something ready to sell?

Have something to offer? Build a Commerce page next.

Use this page to offer your products or services. You can add to it over time. And if you haven’t developed any offers yet, skip this step and get started with the next one.

Finally, begin publishing regular content

Once you have the basics in place, focus on creating and publishing content on a regular basis. The seven essential elements to include in each piece of content are:

  • A compelling tagline
  • An inviting first sentence
  • An intro section
  • At least three subheads
  • Your main copy
  • A call to action

Now that you know how to write website content, do me a favor? (And yes, this is a call to action!)

Click one of the colorful social sharing buttons here and share this content on your favorite social platform.

Improve your online business writing skills — 5 favorite tools and tips

When I started my online business in 2010 I didn’t consider myself a writer.

I taught myself how to write for an online audience by learning and practicing — writing web copy and blog posts. Lots of blog posts!

Since those early days I’ve written three books and many thousands of words on my own site and sites like Copyblogger. If I can do it, so can you, my friend.

Subscribe to my YouTube channel to get all my latest videos, hot off the digital press! Here’s the list of tools I mention in the above video:

  • 750Words.com
  • Hemingway Editor
  • SendCheckIt Subject Line Tester
  • Sharethrough Headline Grader
  • Writesonic (affiliate link)

Remember, they’re only pixels

You may have always wondered how to write content for a website that’s brand new.

Staring at those blank web pages can feel incredibly daunting. But think of it like this — a blank page is an opportunity to carve out your own little corner of the web.

Remember, pixels are easy and fast to update. Don’t be afraid to create content and hit publish with the website content creation tips here.

NOTE: The illustrations in this post are taken directly from Master Content Marketing and were created by the brilliant D.J. Billings .

  • Content Marketing & Copywriting , Online Business , Website Best Practices

Return to blog homepage

Pamela Wilson coaches people in midlife to build profitable online businesses

I’m Pamela Wilson

In 2010, at the age of 45, I started this site and grew it into a business that offers freedom, flexibility — and consistent revenue.

Master Content Marketing and Master Content Strategy, Second Edition covers

The Master Content Books

4 thoughts on “the complete beginner’s guide to starting your website content”.

Oh my goodness, such a comprehensive article! Not only are your seven steps so easy to follow, but the extra resources for each provide so much content. I’m away to craft better CTAs. I know all my content needs them, but I always find it hard to find one that packs a punch. Thanks for the read!

Sounds like I need to write an article about how to craft a call to action — thanks for the idea! I appreciate your comment, Storm.

Great read Pamela! There definitely should be consistency in terms of what brands and businesses post on their website. The content they share needs to be aligned with what they’re selling, it’s a great way to generate leads and most importantly to stay relevant in their industry.

Yes! Consistency is key. We need to stay on-theme so we’re sending a clear message about who we help and how. Thanks for the comment!

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17 must-use tips to write effective website content.

Aaron Shishilla

Your website is like your office that can be visited from anywhere. It’s a place your customers and prospects can go to see who you are and find out more information. Therefore, it’s more important than ever to write awesome website content.

It’s the first thing potential customers see when they visit your site, and it can make or break their decision to do business with you. But how do you write content that people actually want to read? How do you write content that will passively earn you more revenue? In this blog post, we are going to explore content writing tips to write effectively and efficiently.

Content Writing Tips Outline

  • Define the Purpose
  • Keyword Research
  • Research Top Performers
  • Know Your Audience
  • Draft With AI
  • Keep It Simple & Nontechnical
  • Add Statistics & Data
  • Link to Internal Pages
  • Link to External Pages
  • Add A Call to Action
  • Optimize For SEO
  • Check with Grammarly
  • Peer Review
  • Create An Update Schedule
  • Monitor Performance

Pre-Writing Tips

The first step in writing great website content is to define your purpose. As with any business, generally, your end goal is to obtain more business but really think about the direct purpose your article can have. In this instance, our goal is to inform readers on how they can write effective content.

After you have your purpose, you can conduct keyword research to find search queries relating to your content. To conduct keyword research, you can look at keyword research tools or review Google autofill suggestions. Your goal would be to find keywords (search terms) where you are an expert. Moreover, you should be confident that you can write a more informative article than the leading search engine result web pages.

Next, use those leading search engine result web pages to see what they are referencing. You can use their articles to help draft and plan yours, but you should also consider what they are missing from their articles to make yours better.

Finally, before typing your keyword to write your article, you should think about your audience. Knowing your audience, their expectations, and current knowledge will help tell you a lot about how to position your article, what words to use, and what items may be more important to them. For example, your content can be drastically different if your audience is an expert in their field versus beginners.

Now, let’s get into writing our content.

Writing Tips

With the birth of Chat GPT , drafting content has never been easier. However, we should keep it as that, drafts. More often than not, AI is not going to know the ins and outs of your expert topic anyway.

Should you use AI to write content on websites? (AI response)

Thanks Chat GPT!

Be sure to add a hook at the beginning of your article while drafting. This can be through a quote, question, statistic, or even a joke. A hook helps grab the reader’s attention quickly and then gives the purpose of the writing. The hook is a critical piece to any writing as it helps give the reader a reason to read!

Next, while writing, keep your content nontechnical and simple. Follow these readability tips to keep the reader’s attention:

  • Write in active voice.
  • Avoid using large vocabulary.
  • Then, use transition words.
  • Avoid starting consecutive sentences with the same word.
  • Add subheadings.
  • Keep your sentences shorter.
  • Break up your paragraphs into smaller chunks.

Once you have a good draft in place, you can add statistics and images to your article to help showcase your points. For example, in the image below you can see the Google search trends of “content writing” over time.

content writing google trends chart

Content writing has become an increasingly searched-for topic on Google. This most likely means that more people are looking for content writing positions or are concerned about the content on their websites. It just goes to show you are doing the right thing by reading this article!

In our next-to-last tip for writing well, you should add external and internal links to your blog posts. External links are links to other websites. Internal links are links to other web pages on your own website.

For example, you can learn about the importance of internal linking through our blog post on domain authority 301 rebrandings.

On the other hand, you can learn about the importance of external links with this post from Hubspot.

Finally, the last part of your writing is to add a call to action. This is where you direct the reader to another article, submit contact information, or even make a purchase. Our call to action is generally asking the reader if they want to schedule a consultation to learn more about our services.

Post Writing Tips

So, you have finished writing your content what now? Now, you have to clean it up with some post-writing tips.

First, you should optimize the content for search engine optimization . To do this, ensure you have the following centered around your keyword:

  • Your keyword in the page title.
  • The keyword in the meta-description.
  • The keyword in the slug/URL.
  • Your article should mention the keyword throughout subheadings and body text.
  • Add images named after the keyword and have alternative text around the keyword.

A WordPress plugin such as Yoast SEO can help you accomplish this. Once you have completed the above, you can move on to the next step!

After optimizing for SEO, be sure to review the article on your own and use a tool like Grammarly to help fix errors. Then, you can pass the article off to a peer to review.

Once you and your peer have reviewed the content together, publish your content!

Lastly, create a schedule to update your content as things can change. Additionally, you may want to consider adding new information later on. You will also want to create a schedule to check the content performance to see if it has been effective for your business. Here are a few metrics to consider when reviewing content writing effectiveness:

  • Bounce Rate – the rate at which users immediately leave the web page after arriving.
  • Time on page – the average time users are on the page.
  • Traffic overtime – is the page gaining or losing traffic overtime?

How do I know what my audience wants to read?

Conduct market research, analyze customer feedback, and look at your competitors’ content to see what is resonating with their audiences. Typically if an article is ranking high on Google, users are reading that web page.

How often should I update my website content?

It depends on your industry and audience, but aim to update your content once a year to keep it fresh and relevant. Sometimes we only do minor tweaks to our content yearly. Other articles may get a total rewrite or deletion if we realize the web page got no traffic.

Can I outsource my website content writing?

Yes, you can hire a professional copywriter or content marketing agency to help you create high-quality website content. Just make sure they understand your brand, your target audience, and are able to show you the results of their work.

Writing great website content is not easy, but it’s essential if you want to attract and retain customers. By knowing your audience, keeping your content simple and engaging, using keywords strategically, and editing carefully, you can create awesome website content that people will actually want to read.

And hopefully, you can turn your readers into subscribers or customers!

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Web Content Writing 101: How To Write Better

how to do web content writing

  • What is Content? 

Helpfulness

Query relevance, optimization, copy-pasting, copywriting, repackaging, make a target audience portrait, set web content writing goals, study your competitors, decide on content format, web content writing ideas, related posts.

A website without good content is a blank page. However, content doesn’t just exist to fill the website – it serves as a functional tool. Your content can be educational, informational, or promotional – the main thing is what kind of goal you set. Creating content for a website is a precise job.

how to do web content writing

Writing content for the web is a complex process that requires a lot of preparation. You should set a goal, allocate time/budget, and provide your web page writing performer with comprehensive information. 

If the performer is you, you might wonder how to get better at writing. Your imagination and expertise play a crucial role, but you can get decent results even without them. Let’s take a look at web writing best practices and tips for writing better.

What is Content? 

Writing web content is the process of filling site pages with information. This can include blog articles, product cards, page texts, photos, video reviews – everything that carries a semantic load. Obviously, a site without content is non-existent. Writing for the web is a way to convey important information and get feedback. But there is more to it. 

Content influences behavioral factors. The more interesting and useful it is, the more time users spend on your site, improving performance numbers. If you correctly write for websites, as well as link and direct visitors to your other pages, they can spend hours roaming your site. This also gives you a boost with search engines.

Writing for web is also about text relevance. Search engines prefer sites with high-quality content and promote them to the top positions. Ranking depends on well-thought-out headings and meta tags, text uniqueness, and literacy, proper formatting, as well as text optimization by LSI and synonyms. And, of course, the content should correspond to the search query.

Some might think that web content writing is a purely informational activity that does not sell. Content directly affects conversion. First of all, any text can be written to induce a visitor to perform a target action: order a product or service, subscribe to a newsletter, or participate in a contest. Secondly, any text can be saturated with selling tricks: adding links to commercial pages and social networks or creating order forms and lead magnets.

What is Quality Content?

how to do web content writing

How do you know if your content is good enough for search engine algorithms and end users? Let’s take a look at content marketing writing key points.

What makes good content good? No impeccable literacy, cool images, or fancy formatting can replace content helpfulness. Before writing website content, ask yourself – how do I want a visitor to think, feel, or act? This is your cornerstone. If your main goal is to inform visitors – make the topic as comprehensive as possible. If it’s to teach something – make it clear and easy.

Your texts should always be unique. It’s a basic rule of writing. Otherwise, you risk hurting your reputation and losing search-ranking positions. You can check your text for uniqueness using dedicated plagiarism checkers. As a rule, 80-90% uniqueness is more than enough.

Imagine a visitor googling how to brew tea properly. They enter your site and read about the history of tea and see some neat images, but not how to brew tea. Your content doesn’t answer their specific question, so in terms of how to write content, this would be an issue. Most likely, the visitor won’t trust your site anymore.

Some might think that SEO articles imply spammy texts filled to the brim with crooked keywords. This is a pretty outdated approach: modern texts have to be optimized to reach the top results and bring in traffic. Optimized content marketing writing includes:

  • elaborate headings and subheadings H1 – H6;
  • meta tags Title, Description, Alt;
  • keywords, LSI, synonyms;
  • clear, understandable structure;
  • correct formatting.

The main danger of content writing for websites is that the texts might be adapted without proper fact-checking. The basic writing rule implies checking all the facts, theses, and sources so as not to mislead your visitors.

How to get better at writing? Improve your literacy. Content with grammar mistakes will not inspire confidence. It’s just bad form, so it’s worth finding a good proofreader or editor with proofreading skills.

The abundance of complex terms, grandiloquent style, and multi-tiered sentences make it difficult to read the text. Whatever your target audience is, keep in mind: the more digestible the text is, the more likely the visitor will make it to the end and perform the targeted action. This tip for writing is especially relevant due to the modern habit of consuming content at rapid-fire speed. 

Types of Writing for the Web

how to do web content writing

The Internet is home to billions of articles, and this number just keeps growing. Where do they come from? Well, most of them are copies of each other since the original content is a pricey pleasure. However, humanity got creative in borrowing and adapting content. Want to know the top copywriting tips and tricks? Here are the main types of writing for the web.

In this case, you don’t even have to know how to write an article. Copy-pasting is straightforward borrowing content from other sites or platforms. This concerns both texts and images. Many site owners don’t even realize that copy-pasting is a direct violation of copyright and can lead to a damaged reputation or even a lawsuit.

This is formally a unique text, but you don’t create content for the website from scratch. Rewriting is about taking relevant articles from search results and modifying them to avoid plagiarism. Such texts don’t offer anything new – they are all derivative, and so they don’t have much value to potential visitors. However, they are good SEO tools in terms of the price-quality ratio.

How does copywriting differ from rewriting? A copywriter adds their own thoughts, experience, or expertise to content. Copywriting best practices imply that an expert writes your content without looking at competitors. This expert has to master the topic and any possible nuances. They will never copy a potential mistake from the top search results like rewriters might do.

However, experts might not know how to do copywriting. The best-case scenario would be to find an expert with writing skills. Or you can get a rough outline from them and present it to your web content writing performer. That said, both options are way more expensive than the previously mentioned ones.

How to create great content out of nothing? Let’s say you have an excellent customer review in video format. You can then transcribe the recording to get a text review. You can also create pictures based on the review to make the content more visually appealing. Basically, you are only limited by your imagination. You can experiment with different types and formats to make several pieces of high-quality content from a single source.

Website Content Creation Performers

how to do web content writing

Unlike robots, we humans can’t manage all our tasks simultaneously. Sometimes, hiring an extra workforce is necessary to not lose momentum. Outsourcing web content writing is one of the greatest accelerators of any business. Sure, you risk getting a bad output from a random performer. But when you do find a good one, it lets your budget breathe a little easier. Let’s talk about the most popular options for content creation for website.

You can write web content yourself or delegate it to your staffers. This option is good because you or your employees are likely to know your stuff, which means you’ll avoid mistakes and inaccuracies.

But there is a drawback – this process is quite time-consuming. Creating content for a website implies complete dedication. In the case of making images or videos, it’s also about extra costs.

Besides, you might lack expertise in a particular topic. In this case, hiring a writer and editor or contacting an agency is preferable.

Usually, freelancers can save you a few bucks. But keep in mind that not all freelancers are equally good, or they might be in a position where they have to write web content for several projects at a time. This entails a lack of total dedication to any single project. 

Before sending TOR to a freelancer, make sure to discuss the main points of web content writing. You should give the freelancer some core information that they might need. Provide them with the necessary details about your business, products, target audience, and competitors. It ensures that the content hits your goals and reaches your target audience.

This is the safest way to go. Agencies are sure to know how to write website content and have enough experience to solve any potential tasks. A full package can include a team of professionals: text writer, SEO manager, designer, and content manager. Thus, the end result will be rich and optimized high-quality content. Naturally, such agencies work strictly on a contract basis and make sure to provide you with regular updates. 

Tips for SEO Content Writing

how to do web content writing

Worry less about how to start writing and more about how to create great content. Website content is more than just the basics of copywriting – it’s also infographics and visual accompaniment that solve specific tasks and appeal to a certain audience. Therefore, creating website content is a multi-layered process.

Selling everything to everyone is a strategy back from the Middle Ages. Nowadays, a successful business implies understanding who you sell to and why they should go with you. Consumer behavior is determined by many criteria, including:

  • Social status;
  • Marital status;
  • Children or lack thereof;
  • Field of activity;
  • Cultural nuances;

Create a portrait of your target audience or its subgroups if needed. This copywriting tip is all about accurately segmenting your target audience so your web content writing hits the right goal.

For example, if your target audience is PC gamers, you will promote your PC hardware as the best gaming solution. But what if your target audience is comprised of professional editors or designers? In that case, you should promote the same hardware as professional tools for improving workflow.

How to write better? Establish your site’s purpose. It will determine not only structure and functionality but also what kind of content it should contain. If you run a web store, your primary content is product cards and articles related to these products. For a small enterprise with few services, a landing page with a consultation order form will be enough. Also, each site page has its own mission. For example, your home page should answer questions that might arise after a first-time visit:

  • What does the company deal with?
  • How long has the company been in the business?
  • Where can I check the goods?
  • Why should I trust this company?
  • How does this company differ from the rest?
  • How can I buy the goods?
  • What do other customers think about this company?

The main web content writing goals:

  • Creating a virtual company business card. It means all the necessary information about your company that end users should know. Make sure to add feedback options.
  • Growing, retaining, and keeping the audience engaged with your representatives. Blogs, news, online chats, or chatbots might solve this task.
  • Expanding the client base. You place a lead magnet that visitors get for subscribing to an email newsletter. 
  • Increasing your reputation. A blog with high-quality feature articles doesn’t just capture attention but boosts your reputation. 
  • Optimizing the search engine. Visitors that came from search results are already interested in your offers. To make this happen, consider including keywords in your content so that your site is higher in SERP.

Also, you can make a dedicated content branch for SEO purposes. For good rankings, your content should always be updated and expanded to match web writing best practices.

You can find your main competitors via search engine result pages. Simply put, you google your niche and analyze rival offers. First of all, take into account sites whose owners pay for contextual advertising. You can also leverage dedicated analyzing tools and services like Serpstat.

Check competitors to note copywriting best practices and unique features that competitors have to offer. This data will help you learn how to write better, increase your content output, and keep your content up-to-date overall. This also lets you avoid mistakes that your competitors made. After all, not everyone knows how to make good content.

Your content format affects your site’s functionality. This means your IT staffers should know in advance whether you want to add charts and graphics, GIF tips, or video materials in addition to the text.

How to create good content? Infographics make complex data like statistics simple. Information that’s enriched with infographics is easier to remember. Short videos are good for a brief introduction to a product or person. Video reviews are usually better perceived than text ones.

Content types matter as well. Web content writing can be educational, entertainment, informational, or commercial. A diversified content presentation can untap your entire campaign’s potential. Of all the countless articles out there, you want yours to be as attractive as possible.

People can get bored with the same content format. Here are some web content writing ideas on how to make your content diversified.

  • Article-question – “How do you choose the best graphics card”
  • Test – “Do you properly use your graphics card”
  • Article-review – “There are two main graphics card manufacturers. Let’s find out which one’s the best”
  • Article-personal experience – “I’ve bought the most expensive graphics card and regret it”
  • Article-answer – “The best budget graphics card”
  • Announcement-gift – “The latest graphics card is in stock! First-time buyers get 10% off and free delivery”
  • Life hack – “How to overclock your graphics card with no struggles”
  • Case – “We were told to overclock 100 graphics cards within a day. This is how we did it”
  • Check-list – “Check if your graphics card works as intended”
  • Top – “Top 3 graphics cards for 1440p gaming”
  • Guide – “10 steps on how to overclock your graphics card properly”
  • Contest – “Photos of the most creative PC builds from our buyers. The best one gets a free 2TB SSD”
  • Video – “Unboxing the latest graphics card”
  • Interview – “Graphics card manufacturer’s representative speaks about business expansion for our region”
  • Photo report – “This is how we upgraded our test benches to ensure your ready-made PCs work as intended”

Creating website content is a multi-vectored task that requires a complex approach. To know how to write for websites, you should first ask yourself, “Who and why will consume my content?” Clear functionality is crucial for any high-quality content.

Content marketing writing is the embodiment of your digital image. Thus, it must meet all the requirements listed above. Otherwise, your content will get lost among a billion other articles.

Web writing best practices include various types of content formats and goals. Your target audience, long-term planning, and budget will guide you to help you achieve the best result.

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How to Write Content for Website in 4 Simple Steps

By: Gaurav Sharma | 2 Comments

Updated On: June 21, 2021

Category: Content Marketing

Word Count: 3123 words | Est. Reading Time: 21 mins

How to write website content is a concern for most content creators and marketers.

And why wouldn’t it be?

Websites are at the heart of digital marketing. Even with many new customer-facing channels opening up, websites remain an important touchpoint for brands. An impressive website speaks volumes about the site owner’s credibility.

And contrary to popular opinion that website design inspires credibility, it’s actually website content that fosters trust. No matter how well a site is designed, if it serves sub-standard content, it’s going to bounce visitors sooner or later.

Great content, on the other hand, keeps visitors hooked and moves them along the sales funnel seamlessly. That’s why it forms the backbone of content marketing.

Moreover, content quality is a key ranking factor for search engines, as mentioned by a senior search strategist at Google.

Good quality content keeps website visitors on-page longer, which is a good sign for search engines. When this happens on a regular basis, search engines push up your rankings, which helps drive more organic traffic. More traffic means more conversion opportunities, and eventually more revenue.

What’s more?

Great content tends to garner a lot of shares on social media platforms, which helps build your brand awareness in a big way.

But to get all of these benefits, you need to first write exemplary website content.

Is there a catch?

Content consumption habits of users keep changing, which impacts web copywriting styles as well. Copywriters need to educate themselves on how to write website content that satisfies searcher intent and abides by latest best practices.

To that end, we’ve broken down the website content writing process into four broad steps that cover everything from SEO to readability. Check them out below.

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Disclaimer: This content contains some affiliate links for which we will earn a commission (at no additional cost to you). This is to ensure that we can keep creating free content for you.

Table of Contents

How to Write Killer Website Content in 4 Simple Steps

Creating content for websites is not an easy task. You have to compete with thousands of websites, deal with ever-changing search engine algorithms, and cater to the needs of a fickle target audience. Still, it’s not impossible.

All you need to do is follow this strategy step by step:

1. Set Goals for Your Website

You must have set some goals when you first decided to start your website . It’s time to revisit them when you start creating your web content.

Only when you know your goals can you create content that helps attain them. Not only that, goal setting facilitates content testing as well. You can test your content objectively only when you know exactly what you aim to achieve with that content.

So, start the content creation process by identifying your website’s goals. Do you aim to increase your sales or attract new customers? Or, do you want to redirect traffic to your brick-and-mortar stores? Define your website’s objectives so that you know what to write and how.

2. Understand Your Audience

Now that you know your goals, it’s time to understand the goals and interests of your audience.

Because your website content should fulfill both goal sets.

While researching your audience, you need to look beyond their age, demographics, and niche. Dig deeper and unearth hidden parameters, including their:

  • Attribution path: Visitors who land on your site after clicking on ads will have different expectations than those who come from search results.
  • Expertise level: If your visitors are technically savvy, you can write sophisticated web copy for them. But the same copy might fail to engage technically-challenged people.
  • Search intent: Your visitors’ search intent (transactional, navigational, or informational) will govern the kind of content you will serve them.
  • Content-consumption habits: Do they like long-form or short-form content? What kind of content do they share on social media? By answering these questions. You can create engaging and share-worthy website content for yourself.

You can use analytics tools like Alexa’s Audience Overlap to identify platforms where your audience is spending most of their online time. It also highlights their topics of interest by comparing their engagement on different kinds of content.

Alexa

You can also conduct surveys or dig into your CRM data to find qualities common in your frequent website visitors.

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3. Analyze Your Competitors’ Content

To create standout website content, you need to keep an eye on your competitors’ content strategies as well.

Because competitive analysis:

  • Gives you a competitive advantage.
  • Reveals industry trends in content writing .
  • Helps benchmark your website performance.
  • Inspires new content ideas.
  • Discover profitable traffic sources.

In short, you understand what kind of website content you’re up against. Armed with that business intelligence, you can create a superior product. Moreover, you can exploit weaknesses in their content to outrank them on search engine results.

To gather competitive insights, you can use analytics tools like SimilarWeb and Semrush .

4. Start Writing Content for Each Page

Now that you’ve done all the legwork, you are in a better position to start creating content for your website.

So how do you get started?

Just follow these steps:

Step 1: Identify Your Key Pages and Their Goals

Though websites differ widely in design and architecture, most of them have these five or six key pages:

  • Products/Services
  • Pricing (Optional)
  • Blog/Resources (Optional)

In addition, you may also have a few landing pages (with a single, well-defined goal). They prompt your website visitors to perform a desired action, such as:

  • Submitting their contact information
  • Purchasing a product/service
  • Clicking-through to another web page

Your task during this stage is to identify your key pages and landing pages and arrange them in a rough framework. Determine the goal of each web page and plan how the webpages will be linked to each other.

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Step 2: Find and Use Target Keywords

Keyword optimization is an integral part of website content writing. It makes your content more discoverable and helps attract traffic organically. In fact, moving up by one spot on the SERPs can improve your CTR by 30.8% . That’s huge, by any standard!

To create crawler-friendly web copy, follow these steps:

To find seed keywords, think from a potential searcher’s perspective.How would they search for a site related to say digital marketing? Either they will type the keyword directly in search engines, or use Google’s auto-suggestions, or pick terms from “Related Searches” at the bottom of the search results page.

Find and Use Target Keywords

Another way to go about it is by comparing your traffic sources. Figure out which topics/content pages are driving maximum organic traffic to your website. Target these keywords and capitalize on the authority you’ve already created.

You can also take inspiration from your competitors’ SEO strategies . Simply pick the keywords they are ranking for and create better content to beat them at their game.

Narrow down your list of keywords by comparing their keyword difficulty and competition.

  • Now, we come to the most important aspect of SEO content writing: keyword placement. Where and how should you place keywords strategically so that they don’t look stuffed but still catch the attention of crawlers?

Page URL Google guidelines

  • Page titles and subheaders. Front-load your titles with keywords and try keyword-enriching one or two H2s as well.
  • Meta descriptions. Introduce keywords as early as possible in your meta descriptions. Avoid boilerplate (repetitive) descriptions for related pages.
  • Meta titles. Instead of using vague titles like “home,” craft descriptive yet concise (under 60 characters) titles. Branding your titles is also essential.
  • Body content. Incorporate main and side keywords into your content as naturally as possible. Look for semantically-similar keywords to bring variety.
  • Image alt tags. Crawlers can’t capture context behind images if not told explicitly through tags. Don’t exceed 125 characters since screen readers can’t read beyond that.

Pro Tip : If your page allows, include an FAQ section in it. FAQs are an opportunity to include long-tail keywords in question format. This way, you can capture voice search queries, which tend to be questions, longer than textual queries.

Additionally, if you pick questions with a high search potential, crawlers can feature your answers in the “People also ask” section of the SERPs as well.

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Step 3: Determine Content Length and Write Readable Content

Should your content be long-form or short? While there’s no cookie cutter answer to that question, HubSpot’s research proves that long-form content (with a median length of 2,529 words ) is the best for lead generation.

However, content length actually depends on page goals, page type, and topic complexity.

If your page is an infographic, you can’t go overboard with content length. Your content should be crisp and to-the-point. Blog posts, on the other hand, should be detailed and insightful so that they offer value to readers.

Whatever be your ideal page length, ensure that the content is high on readability. The best web content is written with humans in mind , not Google algorithms.

To write easy-to-read content, follow these best practices:

  • Break heavy content into digestible chunks by using bulleted lists and paragraphs.
  • Use proper H1s and H2s, and include a ToC in blog posts so that readers can skip to sections that interest them.
  • Catch readers’ attention by highlighting important information.
  • For actionable content, include a powerful call-to-action (CTA) at short intervals.
  • Write in an active voice and conversational tone to connect with readers on a personal level.
  • Stay away from jargon. Internal-link technical terms to informational pages.

One more thing…

Don’t forget the power of visuals in web content. They can help break the monotony, beautify your site, and engage website visitors. Moreover, people can retain and recall visuals better than plain text since the human brain is programmed so.

And here’s the cincher. Images, videos, and infographics are also known to increase conversions.

Need evidence?

53% of online shoppers say that images drive their purchase decisions .

But rich media can make your pages sluggish and slow to load. To keep them from disrupting the UX, you can try our image compression tool .

That said, let’s come to the crux of web content writing: content quality.

While visuals and white space can enhance your content’s presentation (and that matters a lot with click-happy web users), they can’t make up for content that lacks depth. Thin and duplicate content can turn off users, no matter how well it is packaged.

For online writing that delivers value at one glance, here are some things you can do:

Focus on Benefits, not Features 

When promoting products/services, highlight how they will benefit end users. It’s no use listing a million features if you aren’t going to explain how they help simplify users’ lives.

Keep Your Page Goals in Mind

Remember, the page goals we discussed earlier? Bring them back to focus and write content that drives users towards fulfilling them.

Use the Inverted Pyramid Theory

Deliver the most important information first because netizens have short attention spans. For instance, if you manufacture cameras, explain the USPs of your product first. You can always elaborate on lesser important things like how your camera works later.

Write Persuasive Copy

Using consumers as a vantage point, write content that they are looking for. What kind of concerns can they have regarding your products/services? Why should they buy from you? Then, create content that addresses their concerns. To do this, use social proofs (reviews and testimonials), refer to successful case studies, include an FAQ section, etc.

Push Your Limits

There are no hard and fast rules for web content creation. If required, you can stray from grammar rules or write titillating headlines. Even a micro-element like a call-to-action can make a huge difference to your content performance. So, experiment with all your website elements until you find standout content.

Write Action-Oriented Content

The whole exercise of writing web content will be futile, if it doesn’t prompt action from consumers. To avoid that, use plenty of action words like click here, get started, book a demo, etc. Use internal links to guide users towards your conversion goal smoothly. If nothing else, ask users to leave comments or share your content on social media.

Proofread, Proofread, Proofread

Typos and misspellings are blunders you need to avoid at all cost when writing content for your website.

To avoid them, use online editors like Grammarly to proofread your content. It not only flags wordy sentences and spelling errors, but also scores your content against global benchmarks (in premium package only). Plus, it pinpoints content’s grade level and suggests better word choices, simplifying your editing process to a great degree.

A/B Test Your Content

There’s always scope for improvement in content writing. Test your content rigorously and constantly.

Create iterations of each landing page headline and call-to-action, and test them on real users. Or, you can use a headline analyzer tool like CoSchedule to test your headlines instantly. You’ll be surprised how much difference a single word’s replacement can make to your overall content performance.

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Q1. How do I write content for my website?

A. Here is a four-step strategy to write great content for your website:

  • Identify the goals for your page.
  • Understand your audience’s search intent.
  • Analyze your competitors’ website content.
  • Find target keywords and use them strategically in titles, URLs, and meta descriptions.
  • Write catchy headlines and test them using a headline analyzer tool.
  • Use white space, numbered lists, and paragraphs to break content.
  • Deliver important information first.
  • Incorporate visuals into your content in relevant places.
  • Focus on explaining your product’s benefits to end users.
  • Use compelling CTAs.
  • Test your content rigorously.
  • Proofread again and again.

Q2. How do you write content?

A. Online writing can be simplified by using a step-by-step approach.

  • Identify a content topic with a decent search volume and low competition.
  • Check the best-performing content for your topic to analyze the competition.
  • Conduct keyword research and create keyword-rich content titles and URLs.
  • Write readable and high-quality content, with ample visuals and social proofs.
  • Proofread and test your content.

Q3. What are the basic contents of a website?

A. While website structure can vary widely, most websites contain these key pages:

  • Products/Services/Features
  • Pricing (optional)
  • Resources (optional)

Q4. Which content is best for a website?

A. Great website content has the following qualities:

  • Readable: It is scannable.
  • Keyword-optimized: It is searchable.
  • Unique: It offers new information or a new perspective.
  • Valuable: It delivers value to readers.
  • Authentic: It’s information is conceptually correct.
  • Compelling: It has sufficient social proof.
  • Action Oriented: It prompts readers to perform a desired action.

Q5. How can I write effective content for a website/blog?

A. To write effective content for your website or blog, follow these steps:

Q6. What makes good content?

Q7. How important is website content?

A. Website content is a gamechanger for digital brands. It fosters consumer trust and helps convert random website visitors into loyal customers. Not only that, great content keeps visitors engaged and enhances the UX, which helps improve search engine rankings in a big way. That’s why content quality is an important ranking factor for search engines.

Q8. Why is website content important for SEO?

A. From an SEO perspective, website content plays an important role in boosting your search performance.

One, keyword-rich content boosts on-page SEO, raising overall search rankings.

Two, quality content keeps visitors engaged and reduces bounce. Search engines perceive this as a sign of good UX, which is a key ranking factor.

Three, good content provides interlinking opportunities which helps boost weak content and stretch dwell times.

Q9. What is the most important part of a website?

A. Content is undoubtedly the most important part of a website. Authoritative, useful content has the potential to boost your search engine rankings. At the same time, the importance of content presentation can’t be undermined. Great content, if packaged unattractively, will fail to engage website visitors.

Q10. How do you write attractive content?

A. Attractive content is easy on the eye and easy to digest. To create it, implement these tips:

  • Use proper H1s and H2s.
  • Break chunky text into paragraphs and lists.
  • Use ample white space.
  • Use formatting and typography to catch attention.
  • Intersperse text with visuals.
  • 9 Quick Yet Effective Ways to Build Brand Awareness
  • How to Create a SaaS Startup Sales Strategy in 7 Easy Steps

Final Thoughts

To sum up, start the content-creation process by goal setting. Try to align your business goals with searcher intent. Next, analyze the content that already exists on the web. Then, proceed with keyword research to figure out what to write about. Last, start writing content, keeping best practices in view.

Once you practice our four-step strategy again and again, you should be a pro in writing website content. Don’t forget to share the challenges you faced, in the comments section.

how to do web content writing

About the Author

how to do web content writing

Gaurav Sharma -

CEO/Founder @ Attrock Gaurav Sharma is the Founder and CEO of Attrock , a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic | 5K keywords on page 1. He also contributes to top publications like HuffPost, Adweek, Business2Community, TechCrunch, and more.

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how to do web content writing

Javier Ayele

18 August 2021 12:11

Hi, I do think this is an excellent blog. I stumbledupon it 😉 I’m going to come back yet again since I bookmarked it. Money and freedom is the best way to change, may you be rich and continue to guide others.

how to do web content writing

Gaurav Sharma

26 August 2021 12:28

Thanks a lot for admiring my post :)

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What is SEO Content Writing? The Complete Guide to Writing For Search [Video + Infographic]

Search engine optimization is an $80 billion industry. Are you getting your money’s worth?

SEO writing requires analytics proficiency and high-quality copy skills. It’s the convergence of data science and art.

So how do you do it right? How do you please readers, search engines and your boss all in one go?

What is SEO Writing?

SEO writing is the implementation of keywords and key phrases within web content. The SEO content writer and marketers use SEO to increase their site’s organic visibility and SERP rankings. The best way to write for SEO is to pair high-quality copy with targeted search terms.

With traditional copywriting, the content writer is focused on other goals and not necessarily on having the product come up first as a search engine answer. These types of copy may reach the consumer in the form of a TV commercial or product label — but an SEO copywriter meets readers on a web page. With professional content writing, the goal may be broad enough to encompass both SEO results and traditional marketing outcomes.

Key SEO terms glossary infographic

Key SEO Terms, Defined

  • Long-tail keywords: A string of keywords or phrases, often 3-6 words long. Long-tail terms are more specific and are queried less frequently relative to high-level, generic terms. Think “basketball shoes” vs. “2019 basketball shoes for sale Colorado.”
  • SERPs : Search engine results pages. In other words, the Google page contains all the results users can click on after a query.
  • SERP position : The exact ranking in Google analytics. For instance, Position 12 would refer to page 2 of Google, since only 10 listings typically appear on Page 1.
  • Anchor text : The words or phrases that are hyperlinked, directing traffic to other web pages.
  • Meta description : A short summary of a webpage that appears in SERPs — often 160 characters — that can entice searchers to click a result.
  • Title tag: The title of a webpage that appears in Google SERPs and as the text on browser tabs.
  • Search queries : Words that users type or say into search engines.
  • Search volume : The number of times a term is queried per month.
  • Click-through rate : Percentage of clicks for a SERP result relative to how many times searchers saw that search result.
  • Conversion rate : Percentage of people who complete the desired action (a click, a purchase, etc.) divided by the total number of people who visited that page.
  • Organic traffic : The number of users who found your site via a search engine of their own free will and not through paid ads or other sites.
  • Structured data (schema) : How SEO elements like metadata, keywords and HTML are formatted on the page. Data that is structured makes it easier for search engines to crawl and index pages.
  • Ranking factors : The general components that search engine algorithms consider when deciding which pages should rank higher than others.
  • Backlink : A hyperlink that directs traffic to another page, either internally or externally.
  • Page and Domain Authority : A score that measures how “authoritative” a page or site is on a scale of 1-100.
  • Pageviews : Number of times a page is viewed.
  • Pageviews per Session : Number of pages viewed in 1 session by each user, before leaving the site entirely.
  • Organic keyword difficulty : A metric of how easy or difficult it will be to rank for a given keyword in organic search, on a scale of 1-100.

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Start With Your Goals

The foundation for any SEO content strategy is to know what you hope to achieve. Set measurable goals before you begin, so that the SEO copywriter, marketing managers and other stakeholders are all working toward the same KPIs.

Here are common metrics to measure:

  • Click-through rate: This is the number of clicks that the copy and product acquire divided by the number of times it is shown on a search engine results page (SERP).
  • Conversion rate : The number that results from dividing conversions by the number of total interactions that can be tracked to a conversion during the same time period.
  • Organic traffic : Readers and consumers who visit a web page through unpaid means.  
  • Backlinks : Links from one website to a page on another.
  • SERP position : The positions a website has in organic search.
  • Dwell time : The length of time a person spends looking at a webpage.
  • Page and Domain Authority : Search engine ranking score.
  • Organic keyword opportunity/difficulty : A score that tells you how challenging it would be for the website to rank high on a SERP for a certain keyword.
  • Pageviews per Session : The website’s total page views are divided by the number of sessions that have happened.

The SEO writer should be given the data they need to succeed so that each new page that’s created is tied back to a core business goal.

Know Your SERP Presentation

There are a growing number of ways search engines present your webpages to the public, known as featured snippets. This means not every piece of content is presented to the searchers in the same way.

Even if two companies write an SEO article about the same topic, if one of those pages ranks highly in SERPs, it could earn a featured snippet. So while company A is presented as a generic blue link, company B is presented with additional images, bolded text and more.

how to do web content writing

To stand out from competitors, understand how your quality content is going to appear in Google SERPs — then optimize for that specific format. Here are the featured snippets you’re most likely to encounter as an SEO article writer.

how to do web content writing

  • Image carousel.
  • Local 3-Pack.
  • Knowledge Graph.
  • People also ask.
  • Top stories.

Think in Terms of Ranking Factors

In line with your company’s own commercial objectives, there are also Google’s preferences to keep in mind. The search engine’s primary algorithm, RankBrain, helps process web pages and determine where they should rank in SERPs.

So content writing isn’t just pleasing your readers; it’s about pleasing Google too. That’s why it’s important to know the specific SERP rankings factors Google looks at. There are more than 200, but 10 of the most prominent are:

  • Content quality : Is your SEO article writing accurate, relevant and user-friendly?
  • Backlinks : Do other sites link to your content?
  • HTTPS : Is your site secure?
  • User experience : Is your content visually and informationally valuable and easy to engage with?
  • Mobile-first : Is your site optimized for mobile screens?
  • Page speed : Does your page load in 2 seconds or less?
  • Direct traffic : Do users come directly to your site, or do they have to Google you first?
  • Content depth : Is your content more comprehensive than similar pages on the web?
  • Behavioral signals : Do people share, comment and mention your content?
  • Schema : Is your content easily understood by search engines?

how to do web content writing

Strategic, Not Stuffy: How To Use Keywords

The SEO service has always been an evolving discipline. In the earliest iterations of the internet, the content was ranked and served to users based on repeating the same keywords as many times as possible. This was referred to as keyword density.

Write for the end user, not a magic number of keywords.

However, in the last five years, Google’s algorithms have gotten smarter, and they know that keyword stuffing is spammy and not useful to readers. So, copywriters have had to shift their approach: Write for the end-user, not a magic number of keywords.

What this means in practice is that each page should be built around a single keyword. You can use the keyword research tool to find what keyword to target based on the difficulty score and search volume metrics mentioned above. Writers should cover every angle and aspect of that topic and its associated subtopics. Think ahead: What follow-up questions might a reader have after reading your piece? Include the answers to those questions in your writing right from the start.

The intent is to be the single best resource for a topic, providing maximum value to readers. Don’t worry about using keywords in every other sentence. If you’re doing your job correctly, the keywords will naturally flow in the article.

Top SEO Copy Tips

  • You are not your reader. Don’t write for yourself — write for your target audience .
  • Mimic the language and voice of your audience , whether that’s third-person formal or second-person conversational.
  • Include keywords where they will have the most impact : metadata, header tags, page title and anchor text.
  • Use short paragraphs of only a few sentences.
  • Strategically leave white space so readers can scan content at a glance.
  • Externally link only to reputable, authoritative sites with high Domain Authority scores.
  • Internally link only where relevant — not to every single related blog post or possible CTA.
  • Include as much dat a as possible to support your claims.
  • Embed relevant imagery so visuals can complement your narrative.
  • Think of search queries as article titles.
  • Write for as long as it takes to comprehensively cover the topic (that is, don’t aim for an arbitrary word count).
  • Write with featured snippets in mind.

Optimize the Fine Print: Title Tags, Meta Descriptions and Alt Text

SEO writing is part prose, part process. There are defined steps writers should take to ensure they’re thinking about each piece of content holistically, both on and off the page.

One of the most important elements of SEO copywriting is nailing metadata.

Metadata is a cue to search engines: It helps tell the story of what your content is about and how it should be presented in SERPs.

Optimizing title tags, meta descriptions and image alt text may take only 75 words in total, but those 75 words are vastly more important than the rest of the copy that appears on the page.

Here is some guidance:

For the character limits listed below you can use a free AI-powered  character counter  to help optimize each of your metadata elements.

Optimize Title Tags

  • Use only 1 header tag per page and try to include a targeted, primary keyword.
  • Keep it to 70 characters or less.
  • Each page should have a unique title tag — no duplicates.

Optimize Meta Descriptions

  • Keep it to ~160 characters so that it doesn’t get cut off by Google.
  • Use clickworthy phrasing and don’t regurgitate copy already on the page.

Optimize Alt Text

  • Use descriptive language that closely matches the image.
  • Include keywords where relevant.
  • Keep it to 125 characters or less, with tags separated by commas.

Structure Matters: Headers, Subheaders and Sub-Subheaders

Think of header (HTML) tags as the skeleton of your content.

Structurally, headers keep your copy organized and provide readers with a general outline of what your topic entails (without them having to read every single word).

In the eyes of search engines, though, headers are also key elements of code that signal what the article is about. Proper header tags allow search crawlers to quickly analyze your page and correctly index it in SERPs.

Headers are simple because they follow a descending order:

how to do web content writing

  • H1: The title of your page (only use one).
  • H2: Core points or topics within your article (can be used as many times as needed).
  • H3: Subtopics that fit underneath H2s.
  • H4+: Anything beyond H4 is rarely used, however most text editors will go up to H7.

According to UppercutSEO , including keywords in your headers is a key SEO tactic as well, so frame your article structure around which keywords and topics are most relevant and useful to the reader.

On-Page Optimization and Re-Optimization

Technical SEO dictates that every piece of content has the chance to outperform another at any given time. While you’re writing an article, someone else could be writing the same article — just better.

It can quickly become a rat race.

Often referred to as the skyscraper technique, look for ways to continually optimize your existing pages over time. If an article is ranking in position 3, how can you leapfrog to position 1?

One of the easiest ways to drive more traffic and improve search engine rankings is to start with existing content that already performs reasonably well. You can use content writing SEO tools to spot opportunities and make minor tweaks, such as adding a few more paragraphs of in-depth copy or restructuring header tags to be more clear.

Re-optimizing content takes less time to reap greater rewards than from-scratch pages. Create a re-optimization schedule (say, every three to six months) and adjust your pages accordingly to maintain and enhance SERP share.

Tips for Incorporating SEO Writing Into Your Content Marketing Strategy

The entire process may seem a bit daunting at first, but there are some simple steps you can use to incorporate SEO writing into your content marketing strategy. While it may be helpful to completely revamp your entire work of copy, your team can start by adding important keywords to existing pieces. 

As you begin to work toward more SEO-friendly content, be sure to keep your web pages up to date. SEO is a dynamic process and reoptimization is a key component of any strategy. Start by analyzing where your current content stands and then break it down into a specific plan of action, whether that be creating new copy or adding important keywords. Use the data you collect to create a more concrete content marketing strategy , and you will be well on your way to boosting your business through SEO writing.

How Long Does It Take to Work?

Based on various industry studies and several of our own experiments, it takes about 100 days at minimum for content to mature. “Mature” in this instance refers to how long it will take Google to definitively rank your page in SERPs. Prior to those 100 days, your ranking will fluctuate a lot, sometimes appearing on Page 1, other days dropping to Page 2.

Behind the scenes, Google is testing if your content has staying power — if it’s valuable enough to keep on Page 1. If after 100 days or so your content ranks highly, it will likely stay there (until a competitor writes a better piece of content and outranks yours).

Don’t base all of your judgments or KPIs on immediate SEO performance. Positive metrics accrue over time, so ensure your commitment to SEO and content marketing is a long-term one.

Editor’s Note: Updated May 2022.

how to do web content writing

By Michael O'Neill

how to do web content writing

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Content Writing Tips for Beginners: A Step-by-Step Guide

James Parsons

Everyone has to start somewhere. With content writing, the place to start is with writing. While many content writers go to school for English or Marketing, or even a Writing-specific degree, it's certainly not necessary. There are plenty of successful content writers out there who have never had a day of writing-focused education, and many whose first language isn't English besides.

It's possible to be a successful content writer without training and certification, but it requires one thing: experience.

I consider myself a fairly proficient content writer, though I don't know that I'm among the best of the best. I'm knowledgable enough to distill some tips for you, though, and I can help you become a better content writer. Here are my tips!

Read, Read, Read

You aren't alone. You aren't writing in a vacuum. Every writer, and indeed virtually every creator of any kind of content, will tell you that the number one thing they do to keep themselves going is consuming media. Authors read. Video producers watch movies, TV, web videos, and streams. Illustrators take the time to consume art.

Copyblogger Post

It's important to read with a critical eye, but also to read for pleasure. Read because you're interested in the topic, and read with an eye for the intricacies of writing. What perspective does the writer use? What tone have they adopted? How long are their sentences, their paragraphs, their sections, and their posts? How natural is their language? You can learn a lot just from reading.

Here are some key reasons why reading other content is essential for writing your blog posts:

  • Inspiration: Reading other blog posts can inspire you by providing new ideas or perspectives on a subject; this can spark your creativity and help you think about how to approach your blog in a unique and engaging way. Inspiration doesn't have to originate from the content you read; I've thought of specific questions and topics after reading something that has nothing to do with the article I'm reading, and I wrote a blog post about it!
  • Knowledge and expertise: Reading content from other sources helps you stay informed about your niche or industry. This knowledge can be invaluable in developing well-researched and credible blog posts. It also helps you better understand and address your target audience's needs and concerns. Trust me; writing confidently about a topic is challenging when you don't have much expertise. Reading content by other experts can speed up this process.
  • Identify trends: By reading content from various sources, you can identify emerging trends and topics gaining traction in your niche; this enables you to write timely and relevant blog posts that cater to your audience's interests.
  • Improve writing skills: Reading high-quality content exposes you to various writing styles, techniques, and structures; this can help you improve your writing by adopting effective strategies, refining your voice, and learning new ways to communicate your ideas.
  • Understand audience preferences: By analyzing the types of content popular among your target audience, you can tailor your blog posts to meet their preferences; this can help increase engagement, readership, and overall satisfaction with your content.
  • Learn from successful bloggers: Observing the practices of successful bloggers can help you identify what works and what doesn't; this can help you avoid common pitfalls .

Reading also gives you useful insights you can use in your own writing later. You accumulate facts, which you can pull out and use as citations later. You learn clever wordplay, new words you can use to spice up your own writing, and terminology common amongst professionals in your industry. You gain insight. So: read!

Know What You Want to Write

Depending on why you want to write, you may already have a goal in mind. I generally see people in a few categories.

  • The people who want to start a blog because it's a way to make money, but have no guidance or goal in mind.
  • The people who have a passion for a topic, and want to start a blog to turn that passion into something more.
  • The people who have the ability or talent for writing (and have been told as much through their schooling years) and figure they might as well make a career out of it.

The first group is difficult because they have to spend time developing a niche, a topic, an interest that interests them. Choosing what to make a site about is very difficult, and it's even more difficult when you have to learn every aspect of the craft along the way.

Keyword Research Tool

The second group is people who already know their stuff and just might need help putting their thoughts into writing. This is the kind of group most of my article here is aimed at, but everyone can get some use out of it.

The third group doesn't generally need help with the technical aspects of writing, but transitioning from the stuffy world of academic writing to the free-flowing world of content writing can be a shift that not everyone is equipped to deal with.

In any case, you need to know in a broad sense what you want to write about for your site, and in a narrow sense what you want to write about for a given article. I often start with some keyword research to develop a topic idea , write a killer title for that topic , and then create my outline for the article based on those search phrases and that topic.

It's worked well enough for me so far - writing articles that match real searches and catering to those searches is a great roadmap to getting your articles found.

Write, Write, Write

Believe it or not, I didn't start out writing great content. I spent years writing some pretty mediocre content , and I only stood out because a lot of the people also writing content in the same arena were so, so much worse. Like, you'd be surprised just how bad some of the people out there writing content are. Go to Textbroker and spend a few bucks on some 3-star articles and you'll see what I mean. Content mills are generally a wasteland.

Writing a Blog Post in Microsoft Word

Part of successful content writing is just practice . The more time you spend writing, the more familiar you'll be with the process. The more details you'll be able to stick in your mind as you write. The better you'll be able to formulate posts as you go along. A post that might have taken me two or three hours to write a few years ago, I could write better in less time today.

Writing a lot and writing consistently is often cited as a key factor for blogging success. I'm not sure it's 100% necessary from a marketing standpoint, but I can tell you that it's extremely beneficial from a technical standpoint.

They say that practice makes perfect, and while there's no such thing as perfect, practice is always important.

Keep Tone, Voice, and Perspective Consistent

One thing I often see novice writers struggling with is perspective, tense, tone, voice , and all of those other subtle technical elements of grammar that come naturally with practice.

The Explainer

Here are some examples:

  • Shifting between "I", "We", and "The Company" as self-referential signifiers. Know who you're representing when you write. If I write something for a client, I'll use a different voice than when I write something for myself.
  • Shifting between the personal and the impersonal, as in going from "we recommend X" to "X is generally recommended." There's a time for different levels of formality; know which one you want to use.
  • Referencing industry terms incorrectly. I see this a lot with freelancers who have to write for multiple industries; using terminology incorrectly makes people who know what they're talking about recognizing that you don't.

It doesn't really matter which perspective, which tone, which voice you use. What matters is that you keep it consistent throughout any piece you write.

Care About Keywords

A huge part of successful content writing online is caring about keywords . Keyword research is the core of every good blog post, most paid advertising, and a whole lot else besides. That's just how powerful Google is these days.

Content Writing Tips

I'm not going to go extremely deep into keyword research here. It's a very detailed topic, and there are a lot of great guides out there already written to help people of all skill levels get started.

Suffice it to say that, in my mind and in my experience, keyword research is an essential part of good content writing. Knowing how Google interacts with keywords, how to use keywords appropriately, and how to write around awkward keywords is essential.

Don't Care Too Much About Keywords

Look, I know what I just said, and I know what I'm saying now.

The fact is, keywords are a lot less important than they were five or ten years ago. Back then, you needed to figure out exact, specific keywords and write posts with specific levels of keyword density to make sure your content thrived. Pick the wrong keyword and your content never shows up for high volume web searches . Use the keyword too little and Google doesn't think the post is relevant. Use it too often and you get dinged for keyword stuffing. It's a fine line to walk.

We create blog content that converts - not just for ourselves, but for our clients, too.

We pick blog topics like hedge funds pick stocks. Then, we create articles that are 10x better to earn the top spot.

Content marketing has two ingredients - content and marketing. We've earned our black belts in both.

At least, it was. Then Google introduced a bunch of machine learning and semantic indexing features to their index. These days, Google will show you search results that don't even include a phrase you used when searching but are still relevant. They understand things like synonyms, variations on keywords, and so on.

Seranking Organic Keywords

That's why these days, I don't worry too much about specific keyword usage - at least, not within the context of my articles . I use keyword research to guide the topics I choose to write about, and I might sprinkle in a specific keyword here and there when I find a way to work it in, but I'm not going to double over backward to include specific long-tail keywords in every post I write. Over-optimizing your posts like that can have the opposite effect:

"The idea is basically to try and level the playing ground a little bit. All of those people who have sort of been doing, for lack of a better word, 'over-optimization' or 'overly' doing their SEO, compared to the people who are just making great content and trying to make a fantastic site, we want to sort of make that playing field a little bit more level."

Heck, here's an example. This blog post uses "start content writing online" as its primary keyword. You can tell this because they use the phrase a couple of times throughout the piece when it's awkward to type the whole thing. You can also tell it because it's in a different font than the rest of their content, though I'm not sure that's intentional. Just… don't be that awkward and obvious about it, right?

When In Doubt, Add More Formatting

One key insight that most content writers have at some point is that web readers don't actually read the content. You might notice this behavior in yourself, or you might have it pointed out to you by a marketer, but it's pretty true. People who see posts on social media, half the time they don't even click through, they just read the title and the snippet and make assumptions based on that.

Blog Post Formatting

For people who click through and see content, they still skim . They read the first paragraph or two, then they skip through it looking for value. It's up to you as a content writer to provide that value. You just have to know how to do it.

The easiest way, beyond making sure your writing is, you know, valuable, is to add formatting.

Add subheadings as much as possible. This helps break up your content into digestible chunks. Add formatting like bold and italics to emphasize certain points. Add gaps in between paragraphs and sentences to emphasize points. Add bulleted or numbered lists to build up, well, lists.

Formatting enhances the user's ability to skim and extract value from content. Even if there are better resources out there, if yours is the most readable, it's the most useful.

Strive to One-Up the Competition

A lot of content writers, when they first get started, find it very hard to figure out their place in the world. They come up with an idea, then they see that there are 10,000,000 Google search results for that idea already and that the top five results are all that idea done better than they would do. It's easy to get discouraged looking for that one unique piece of content.

I'm here to tell you that you don't need to be unique to be valuable. This article you're reading right now? Dozens of other people have written other articles on the same topic, some of the same points, and some with other tips and hints as well:

Other Similar Articles

Here's what you do. You find something that already exists, and you do it better.

There are three main ways you can out-do existing content .

  • Take content that is broad but shallow, and add depth to it. This involves more research, more data sources, and more critical thinking to find conclusions the data leads you to.
  • Take content that is narrow but deep, and add breadth to it. A deep dive into one subject in one industry is narrow, but it's an opportunity to tie another related subject or another industry into it.
  • Take content that is old and make it up to date . A lot of old content these days is kept up to date by the initial author, but if it's left abandoned, you can try to supersede it by writing the same basic content with newer information.

Keep in mind that when I say "do what they do" and "you don't have to be unique", I absolutely do NOT mean you can just copy their content. You still have to write unique and original content, but you can cover the same topics and similar points.

Don't Be Afraid of Tools

I've known a lot of writers over the years who pride themselves on their precise knowledge of technical grammar, and who end up focusing more on their grammatical accuracy than on the quality of their content.

To me, this is hilarious. You're priding yourself on a skill that is easily replaced by a free online tool.

With the rising popularity of AI tools like ChatGPT , there are tons of content and blog writers that can help generate outlines, blog topics, and provide inspiration for your own writing.

Correctness in Grammarly

Don't be afraid to use the tools you have at your disposal. Use a spelling and grammar check. Crank up the settings in MS Word. Use keyword research and topic ideation tools.

Here are some of my favorite tools:

  • Ahrefs. I wrote a good breakdown of Ahrefs and similar tools .
  • Grammarly. Proofreading and grammar checking is super important. If you run a WordPress site, you can even embed Grammarly into your site automatically.
  • Clearscope . Clearscope can help you find opportunities to improve your content. I use it to help me discover things that I may have missed, as well as easy opportunities to include relevant keywords. I wrote a guide comparing Clearscope and Marketmuse here .
  • WordPress plugins. There are a lot out there; here are some of my favorites , as well as a seperate guide for PageSpeed plugin recommendations .

There are tons of tools out there to help you be a better content writer, and there's absolutely no shame in using them.

Finish With a Proofread

When you finish any given piece of writing, go through it with a fine-toothed comb looking for errors . I know I just told you that tools can do a lot of that for you, and that's true. I make a lot of typos and minor grammatical errors as I type, and you know what? I have a few different autocorrect rules in place to fix them for me. Until you develop your own library or process, make sure you're proofreading everything.

Now and then an error will slip through. That's fine. If you notice it, fix it. If someone else notices it, fix it. If no one notices it, it's not really going to do you any harm. Even still, it's important to get a proofread in on your content before you finalize it and publish it.

Develop a Style

Over time, as you write, you can develop a style . That style will develop naturally, as you find your voice. You find the way you like to express your ideas. The way you like to use lists and formatting. The perspective you use to cover various topics and make analogies. Your style is built up over the years and it comes about from experience.

Your style will also change over time. After you've been writing content for a year or two, if you go back and look at the early content you've written, it will read like something written by someone else entirely. Don't worry; an evolving style is perfectly fine. Developing a style that's unique to you is the important part.

Keep at it. Content writing is a long-term investment, and it's a skill that never stops improving. The more you keep going, the better you'll become.

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James Parsons is the founder and CEO of Content Powered, a premier content marketing agency that leverages nearly two decades of his experience in content marketing to drive business growth. Renowned for founding and scaling multi-million dollar eCommerce businesses through strategic content marketing, James has become a trusted voice in the industry, sharing his insights in Search Engine Watch, Search Engine Journal, Forbes, Entrepreneur, Inc, and other leading publications. His background encompasses key roles across various agencies, contributing to the content strategies of major brands like eBay and Expedia. James's expertise spans SEO, conversion rate optimization, and effective content strategies, making him a pivotal figure in the industry.

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August 12, 2020 at 9:38 am

Hi James, this was super helpful! I've read a lot of guides besides yours and yours is the only one that left me with some takeaways that I can actually use. I didn't realize how important (and also un-important!) keywords were, and your Grammarly screenshot inspired me to try it out. I'll also be way more mindful of who has already written about a subject before I start writing, that's something I haven't really done before, at least, not in a detailed way. Thanks again!

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August 12, 2020 at 11:20 pm

Hey Faeeza, thank you for the very kind words!

This post was aimed at beginners, if you're interested in reading more, we have a handful of other posts you might find useful/interesting in our "Blogging" category: https://www.contentpowered.com/blog/category/blogging/

Topic ideation and competition research are easily the two biggest overlooked things when it comes to beginners and blogging - master those two things and you'll be far ahead of the curve!

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August 30, 2020 at 8:16 am

I have been using the inverted pyramid approach to my writing style as it’s more easier to write long form content with this tactic and I can easily formulate my subheadings.

August 30, 2020 at 5:33 pm

Hi Sonny, thanks for sharing with us! It's good to know what's working for others. I think the fundamentals of the inverted pyramid are sound, if the bulk of your content is legitimately useful and actionable information, then your content is already off to a good start.

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October 05, 2020 at 8:32 am

Hi James, This helped me a great deal, just wanted to say thank you. You really know your stuff with blogging. I'll be reading your other articles too.

October 05, 2020 at 7:59 pm

Thanks for stopping by Nur and for the kind words!

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January 08, 2021 at 12:04 am

Hi James Your post helped me a lot. Thank you for this amazing work. God bless you more.

January 08, 2021 at 9:08 pm

Hey Adila, you're very kind, thanks for that! Very happy it helped you.

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March 07, 2021 at 9:45 pm

Hey,James. This is my first time going through an actual content writing beginner tips article, as I am thinking to start writing online. Thanks for giving me some valuable pointers which I will keep in mind when I find my interest. No, I will no be doing this,initially, for money (but money is required to sustain, right?) but to search where my interest lies. Baby steps!! Wish you good luck 🤞, from India.

March 12, 2021 at 12:44 pm

Hey Ipsa - thanks for hopping on live chat with me, and I'm very happy this helped you out!

Revenue certainly helps. Being able to hire people to help you grow your blog will amplify your results, and it's hard to do that without any cashflow.

That's what's so great about blogging - you can bootstrap it at first until you're up and running. If you can give your readers enough value, customers will usually follow. It's a great way to draw people into your orbit.

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March 09, 2021 at 7:36 am

This is never an easy job! Besides putting in the actual work, you need to have passion, patience, and time otherwise you’ll give up. I remember back in the day that I was on the verge of dropping my blog completely, and I did pause for a bit. A few months later my traffic was skyrocketing, all organic traffic to my blog posts. That has made me a believer ever since. It just takes a while to start working, but once it does it goes HARD.

March 12, 2021 at 1:00 pm

Hey Matt, thanks for your comment!

This sounds similar to my story - my first blog was over 10 years ago for a free flash game site. It had ads on it and was making a few hundred bucks a week, so I started reinvesting that into the content. I probably did a dozen or so blog posts, waited a month, then gave up.

A year or so later, they were the highest traffic pages on my site and were generating the lion's share of my AdSense revenue. I sold the site shortly after, but I think that's what made me a believer in blogging as well. It does require a good deal of patience and putting love into your content, not rushing it or skimping out. Man, Google's algorithm has really changed a lot since then, as has WordPress.

What brings you here today, just brushing up on the basics? 🙂

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May 19, 2021 at 3:32 am

This is a great post. I appreciate your skills. Thanks for sharing.

May 19, 2021 at 11:35 am

Thanks Frisco! I appreciate it, glad it helped you.

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May 24, 2021 at 10:38 am

Hi James! Your article is superb. I love it. It helped me a lot.

May 24, 2021 at 1:28 pm

Hey Fatima, really appreciate it! I'm happy it helped you 🙂

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November 28, 2021 at 2:58 am

Hi james, thank you so much. The article has really helped me alot

November 29, 2021 at 1:58 pm

Love to hear it! Thanks, Brenda!

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June 04, 2021 at 9:16 am

Hi James, i just started learning how to write articles. But it is not an easy task. Your article is good and gave some nice information.

June 04, 2021 at 2:34 pm

Hey Pankaj!

I really appreciate that, thanks for taking the time to say that. It makes writing these worth it.

Keep it up, if there's anything I can do to help point you in the right direction, please let me know!

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June 06, 2021 at 5:18 am

Thank you so much! You've actually encouraged me to give content writing a try. This is really helpful.

June 07, 2021 at 10:32 am

Hey Ginnie! That was my goal, so I'm very happy to hear that. Thanks for stopping by and good luck!

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July 07, 2021 at 7:58 am

Hi James, Thank you so much. It very helpful. I am very interested in content writing but the area that I have passion in is what I can't figure out, I think will give a try. Thanks

July 08, 2021 at 2:12 pm

Thanks Peter! Good luck 🙂

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July 12, 2021 at 8:19 am

Hey Mr James, Nice article especially for beginners like me... Hope to hear more from you.

July 12, 2021 at 4:29 pm

Hey Ezekiel, thanks for the kind words and for stopping by! I hope it convinced you to start a blog of your own 🙂

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July 29, 2021 at 7:04 am

Awesome post, simple and informative. I liked this line,

“Keep Tone, Voice, and Perspective Consistent”.

Super important to succeed in this, if articles are boring to read it's hard for anyone to be fulfilled.

But it was nice to read this. Thanks for writing this useful content.

July 31, 2021 at 4:33 pm

Thanks for the comment, Mohammad!

I couldn't agree more. Thank you for your words of encouragement.

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January 30, 2022 at 6:48 pm

Super effective, practical, and easy to apply / follow article.

I love your simple yet powerful writing style. It seems you are taking a live class!

I recommended your link to at least 15 people. They are all so grateful! I, too, am fascinated.

You are a trustworthy, excellent content writer and mentor. Thanks from the heart.

January 31, 2022 at 2:02 pm

Thanks Ahmed!

Wow, that means a lot. Thank you for your heartfelt comment on my post, and I'm so happy it's helping to make a positive difference.

This is why I do what I do 🙂

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March 13, 2022 at 10:29 am

Thanks, James. Your post was helpful and detailed. It helped to clear a lot of concepts for me.

March 15, 2022 at 6:39 pm

You're welcome, Suhail!

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March 28, 2022 at 10:15 am

I'm really impressed and happy with these tips! You are a great mentor!

March 31, 2022 at 8:23 pm

Thanks Oluwasola! That's very kind of you to say.

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April 07, 2022 at 7:55 am

waoh, this is very informative, guess I've found what I've been waiting for to become a content writer. Thanks a million James Parsons.

April 07, 2022 at 3:00 pm

Thanks, Ruth! Love to hear it.

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August 25, 2022 at 6:34 am

Thanks, James. I'm just about to start content writing and your article was the first I have read. It really feels like I'm in it already, and I hope the tips grabbed would do me much help in my pursuit. Please, if you have more articles for a total beginner like me, I would appreciate it. Thanks many times🙏

September 01, 2022 at 2:08 pm

Thanks Olivia, love to hear it!

Here's are a couple of articles that I recommend next:

https://www.contentpowered.com/blog/blog-optimization-tips-seo/ https://www.contentpowered.com/blog/tips-beat-competitors-seo/

This is a great one too; small changes to your user experience are reflected across all of your pages and will help your site perform better overall: https://www.contentpowered.com/blog/improve-user-experience-website/

Feel free to reach out any time if you need pointing in the right direction 🙂

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March 11, 2023 at 9:18 am

Amazing blog article!

March 11, 2023 at 12:13 pm

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April 26, 2023 at 10:10 pm

Hey James, I retired from my job a couple of years back. Did try my hand at a couple of things. But always wondered what do I do with some exclusive work experience I gained during my employment. Then it struck me that I should start writing a blog and discuss various aspect of the commodity I worked on during my job. I saw many YouTube videos on how to write blogs and also read many online articles available on the net, as mentioned by you. Honestly, found your article to be very crisp and clear. I will surely follow your guidelines and start reading/researching/writing earnestly.

Thank you very much James.

April 29, 2023 at 11:47 pm

Absolutely. It's incredible what reach blog articles have on the internet, even on subjects that you wouldn't think would get much traction. In some cases, ESPECIALLY on subjects you think wouldn't get much traction.

My best advice is focus on having a great website and try to create content that is 10x better than anybody else. Do that, stick with it for years, and you'll be rewarded!

The reason most people's blogs fail is because they think they are creating great quality content, but aren't. Or, they don't stick with it long enough. Knowing that will help you succeed.

It's hard work, but it's rewarding and well worth it.

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April 26, 2023 at 11:54 pm

Hey James! Thanks for the Guide. Which is better for blogs in your opinion?

April 29, 2023 at 11:45 pm

I'm a sucker for WordPress.

It doesn't get much better than WordPress for internal/external link management, optimization, SEO, custom development, automation, etc.

' src=

April 27, 2023 at 10:19 pm

Nice Article

April 29, 2023 at 11:43 pm

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Table of contents

  • Made with Copyfolio
  • Content Writing

24 Content Writing Samples Examples & How to Create Yours

Author's profile picture

Can you show us some samples of your writing? If that’s something you keep hearing but cannot say a confident yes to, you’re at the right place. We’ll show you 24 examples of how others write and present their content writing samples and answer some of the most frequently asked questions.

So the next time a potential client wants to see your samples or HR requests them for your job application, you won’t have to worry about it anymore. You can just send your writing portfolio over with all of your best projects included.

Create your site now

Looking for a quick and easy way to build your portfolio? Try Copyfolio and create a stunning website that’ll look good on every device. It’s free, no credit card required.

Read until the end, because we added free content writing sample templates for you!

Content writing sample examples

1. Kevin Anderson

Kevin created a page for his writing samples that's both visually appealing and informative. It shares details of the project while also allowing you to actually read the piece.

Kevin created a page for his writing samples that's both visually appealing and informative. It shares details of the project while also allowing you to actually read the piece. He built his content writing portfolio using Copyfolio .

2. Shanice Perriatt

A case study showcasing content written for social media, by Shanice Periatt

Shanice displays her social media content samples with screenshots and mockups.

3. Astor George

The content writing samples of Astor George, showcased on his writer website

Astor used Copyfolio's "Charcoal" color palette to let the images shine, and added CTA buttons under each sample's description for better conversions.

4. Allana Schwaab

A content writing case study, featuring a short summary of the project and she also included large images of the final piece. Allana featured these writing samples on her portfolio website

Allana did two things to present her content work for Hilton Supply Management: she wrote a short summary of the project and she also included large images of the final piece. Allana featured these writing samples on her portfolio website, built with Copyfolio .

5. Margaret Reeb

Margaret's case study, featuing with a short explanation of their background and the process, then introducing and links out to each of them.

Margaret created a case study page for all her meditation-themed blog posts. She starts with a short explanation of their background and her process, then introduces and links out to each of them.

6. Sera Ozkivanc

Sera's content writing sample about her project for Loggle, showcasing pieces of writing in browser mockups

Sera created neat visuals of browsers and mockups to illustrate her writing samples on her project page about her work for Loggle. She created it using Copyfolio .

7. Hazel McLaughlin

Writing samples that Hazel did for the Governor of Alabama.

Writing samples that Hazel did for the Governor of Alabama. She featured them on her portfolio website made with Copyfolio , including all important details as text next to images showing the content.

8. Julie Yuen

A screenrecording scrolling through Julie Yuen's content writing portfolio, clicking on one of the project thumbnails, which opens a PDF writing sample on a new tab.

9. Halle Snavely

Halle's content writing samples featuring multiple formats, including blog posts and cheat sheets.

Similar to Shanice, Halle features multiple samples on one page, including screenshots and summaries, linking out to the full pieces. She created her content sample page using Copyfolio and the "Letterpress" template .

10. Robin Catalano

A magazine piece sample Robert wrote, with a little bit about the project background.

A magazine piece sample Robert wrote, with a little bit about the project background.

11. Tania Lewys-Lloyd

Blog samples by Tania, with a link to the blog and some background information.

Blog samples by Tania, with a link to the blog and some background information.

12. Caitlin Wright

Caitlin follows the summary and a screenshot with a button linking to the piece published online.

Caitlin follows the summary and a screenshot with a button linking to the piece published online.

13. Nidhi Pathak

Nidhi chose to add her content sample as a PDF with its preview and short summary.

Nidhi chose to add her content sample as a PDF with its preview and short summary.

14. Kelsey Ray

Kelsey's content writing portfolio, featuring multiple samples categorized by industry —and included a case study for more information.

Kelsey listed multiple samples categorized by industry —and included a case study for more information.

content writing case study on Kelsey Ray's writing portfolio page

She also wrote about the objectives and gave some additional information about the projects.

15. Angela Rodgers

case studies for content writing samples, displaying the finished results as screenshots.

Angela wrote short case studies for each of her samples, and displayed the finished results as screenshots.

16. Hannah Smith

Hannah's writing sample in the form of an excerpt —you can view the full blog post by clicking through

Hannah included the excerpts of her content writing samples on her site as blog posts, with a link to the full article.

17. Leah Presser

Writing samples showcased as PDFs, with their own page, including a short summary and a call to action button

Leah also added her writing samples as PDFs —each on their own page, with a short summary included.

18. Paul Maplesden

Paul added a screenshot with a title and short description to display his samples in his portfolio, followed by links to more of his blog posts.

Paul added a screenshot with a title and short description to display his samples in his portfolio, followed by links to more of his blog posts.

19. Marijana Kay

Marijana writes a comprehensive case study when adding her writing samples, giving you a good idea on how the content she writes performs.

Marijana writes a comprehensive case study when adding her writing samples, giving you a good idea on how the content she writes performs.

20. Laura Howarth from left field.

Marijana writes a comprehensive case study when adding her writing samples, giving you a good idea on how the content she writes performs.

21. Yvonne Reilly

content writing samples in the writing portfolio of yvonne reilly

Similarly, Yvonne also added each project as a card, linking out to the pieces on different websites.

22. 3rd.Life

Content writing sample displayed on the 3rd.life website

The content writing samples on the 3rd Life website pop up in lightbox windows, so you can take a better look and read the whole piece.

23. Julie Gabriel from Copywriter.world

Julie displays her writing samples with different CTAs depending on the format: some are linking to the published piece, while some offer a PDF download.

Julie displays her writing samples with different CTAs depending on the format: some are linking to the published piece, while some offer a PDF download.

24. Shoaib Marfatiya

Shoaib's content writing samples

Why do you need to have content writing samples?

Okay, yes, these are great… But why do we need to have the content writing samples again? Isn’t it enough to just list all the previous clients and work experiences?

Not really.

Even if you worked with some big brands, it doesn’t mean that your next client or employer will like your writing style. Or that they’ll think you can adjust your tone of writing to their brand’s.

Getting to see multiple samples of your work in your writing portfolio , even if they’re not very long, will help them decide if you’re going to be a good fit or not. It’s kind of like trying an exotic new dish. You like how it sounds, but you’d still want to try it first before you can say that you actually do like it.

And that’s all the more true with clients working in complex industries. When it comes to highly technical topics, people like to see that you not only thoroughly understand it but can explain it in an interesting, easy-to-understand way.

What kind of jobs do you need content writing samples for?

First of all, you’ll need them if you’re a freelance writer, offering copywriting, or content writing services. Your prospective clients will want to check out your writing style before they hire you, that’s for sure.

But if you’re applying for an in-house or agency position that involves content writing, you will also be asked for it. It can be called a copywriter, content writer, SEO writer/specialist, or even a digital marketing position. So make sure you check the job description carefully and get your samples ready before you hit apply.

This portfolio took 30 minutes in Copyfolio. Build yours in a flash.

Types of writing pieces to include in your content writing samples

Now that you’re pretty sure you indeed need to collect your content writing samples, the next step is to decide what type of writing pieces you want to collect. If you’re an experienced writer, this will be a given.

But if you’re just getting started, choosing certain types of writing for your samples could help guide your projects later on. Because logically, for example, if you have a lot of podcast script samples, you’ll feel like a great candidate for the podcast writing gig. Just as a client would happily hire a writer to write for their blog if the said writer has loads of amazingly written article samples.

Blog posts and articles

One of the most common and popular types of content to write nowadays are blog posts and articles. As content marketing is becoming more well-known amongst companies, the need for writers who can write highly converting content is on the rise as well. So you’ll find that most content writers have blog posts or articles as samples in their writing portfolios.

Long-form webpage copy

Another type of written content all businesses need is copy for their website. With everyone trying to get their pages to rank on Google, if you can write SEO-optimized content for websites, you can get yourself ahead of the competition. Knowing at least the basics of SEO is a valuable skill for writers, so if you have it, don’t be afraid to show it off.

Content for social media

Do we even need to get into why businesses need to have an active social media presence? We all know that by now. But what many people often don’t think about is that writing content for social media is not something that just about anyone can do.

Yes, many social media platforms focus on the visuals - but without outstanding copy to go with it, even the best visuals will fail to convert. You need to know how to reflect on the consumers’ pain points and how to lead them to take the action you want them to take with the right CTAs.

So if you know the popular social media platforms and their requirements like the back of your hand –and can write content for them that will convert… Consider social media specific getting content writing samples and creating a social media portfolio .

Scripts for podcasts or videos

Blogs and websites have been around for ages, but it was in the last couple of years that the popularity of podcasts took off. So much so that now many podcasts are looking for writers to help out with their scripts, especially when they are starting a video podcast series . Since scripts for those need to be more versatile and well-thought-out. And the same goes for video content too.

It’s an exciting new genre, but also one that requires lots of time and effort. Podcasts tend to be quite long –and in most cases, you’ll have to do some research to be able to write a whole podcast script on a topic.

But if that’s something you’re interested in, add podcast or video script pieces to your writing samples to establish yourself as a promising candidate for these types of projects.

If you don’t mind ghostwriting (meaning that your name won’t be displayed as the author), writing eBooks for businesses that sell them is a great way to earn money as a writer. Similarly to podcasts, they’re lengthy and require lots of research –but the compensation usually matches the effort.

So if you’ve written eBooks –or want to get into writing them–, then samples or case studies to show your expertise will come in handy for your writing portfolio website .

Create your site now

How long should your content writing samples be?

The length of your samples will depend on a few things. Let’s start with the easiest.

If you’re adding a piece that was a previous project, the length is what it is. Although, for your portfolio, you can choose whether you want to showcase and publish the whole thing, or just an excerpt of it.

And that’s the second factor. Whether it’s a finished project or you’re just writing it now for your portfolio, you can always include just an excerpt of it. If it’s good enough that it shows your writing style, and your expertise in that specific type of writing, your sample doesn’t have to be thousands of words long.

Of course, if reading the whole piece is needed to assess your skills, write and publish it all. But showcasing only an excerpt can make reading it less overwhelming for the viewer. And as we all know, HR managers and potential clients often don’t have much time to review each content writing and copywriting portfolio . So making it easier for them by keeping the reading material shorter is a great idea.

How to format your content writing samples – a guide for freelancers and in-house content writers

This is another “it depends” kind of situation. Why?

Because if you’re applying for an in-house or agency position, the writing sample requirements might be very specific. They might ask you to send a certain number of samples that have specified length and format too. Or might even ask you to write something replying to a prompt or topic they gave you.

But if there are no such requirements, or you’re just putting your content writing portfolio together, you have more freedom in choosing the format. Our recommendation? A portfolio website , with each sample a separate project page.

Having your personal website with all of your content writing samples on there won’t only make you feel instantly more professional, but will also make it super easy for anyone to review your samples.

When each of your writing samples has its own project page, you have space to not only showcase the finished product but to also talk about how it came to be. Oftentimes the background information such as

  • what the initial brief or your task description was,
  • how you researched the topic and went around writing it up, and
  • the impact it made, the conversions it drove,

...are just as important – and this format will enable you to write about all that.

Free content writing sample presentation template s

To make it even easier for you, we put together two free content writing sample templates. These templates will show you the ideal structure that a content writing sample project page should have.

If you follow one of these templates, your projects will be easier to review, will give insights into and background information on the project, and will convert better.

content writing sample template for showing previous writing projects in an online writing portfolio

Create content writing sample pages based on this template easily with the help of prompts and guiding questions, and the super-fast page builder in Copyfolio — get started for free today, it's free, no credit card required!

This first template is for previous projects that are already published. Start out with your project title and follow up with a screenshot. It doesn’t have to show the whole piece, just that it exists and it’s out there.

People often simply link to the blogs and websites where their writing was published, but they forget one thing. It’s not guaranteed to stay there forever, unchanged. It happens that a company goes out of business, unpublishes some blog posts, or decides to change things in the copy you originally wrote. See how just linking to it becomes problematic?

But by providing a screenshot you can prove that it’s a real project that was published online.

Following the screenshot, write a few sentences about the project background. What was the task you were given? The brief or prompt you got? Who was the client you wrote for? Then, if you can, go into the creative process too.

In the end, show the final result. You can add large-enough images containing the content you wrote so that people can read it there - or even type it out. Additionally, you can link out to the live version of it online.

To maximize your conversions, always end with a clear CTA and your contact information. For example: “If you liked my writing and would like to work with me, email me at [email protected]

content writing sample template for beginner writers with no experience

This template is for you if you’re writing samples just to go in your portfolio. Because if you do that, you won’t be able to start out with a screenshot of your writing published online. You can still add a photo to make the whole page less overwhelming and easier on the eyes.

Next to the image, write a few sentences about its background and your process. Even if it’s a project you made up, you can still write about why you chose that topic and format, and how you got around to working on it.

For the final result, feel free to just type it out, or attach a screenshot of the document you wrote it in.

Collect your samples and add them to your portfolio with Copyfolio

The easiest way to create an online writing portfolio where you can add your content writing samples is using a website builder like Copyfolio.

Copyfolio was designed specifically for writers and will not only let you create a stunning website with just a few clicks but will help you with prompts and questions to write your case studies.

Just choose a template, write the copy, add your projects and you’re ready to go! Start building your professional writer website with Copyfolio, sign up today!

build your responsive writer website with copyfolio

Dorka Kardos-Latif

Digital marketer & portfolio expert, the face behind all content on Copyfolio 👋

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Cover for post #madewithCopyfolio: 2024 January favorites

#madewithCopyfolio: 2024 January favorites

Each month, we'll share a few sites we recently found and thought stood out from the crowd. Here are our 2024 January favorites, all made with Copyfolio.

Web Best Writing Practices

Are you writing or revising content for a UW College of Education website? Fabulous. You’re in the right place. Use the following guidelines, tips and (not-so-subtle) suggestions to create more effective content, engage and inform your audiences, and meet your goals.

6 Quick Tips

1. write clear, simple and effective content.

  • Content should be written in an easy-to-read, conversational style
  • Always keep your audience, messages, personality and goals in mind

2. Put the most important content in the first paragraph

  • Readers scan pages, you don’t want them to miss your main idea

3. Chunk your content

  • Cover only one topic per paragraph

4. Be concise

  • Write short paragraphs and minimize unnecessary words
  • Sentence structure should be simple and varied

5. Use active voice instead of passive voice

  • Yes: The professors taught the class.
  • No: The class was taught by the professor.

6. Choose lists over long paragraphs

  • Use lists to make your content easier to scan

Write Meaningful Headers

Headers allow readers to navigate content. Use the header to clearly describe the content in each paragraph.

Headers should:

  • Be short and direct
  • Be able to stand on their own and understood out of context
  • Avoid jargon, abbreviations, cleverness and technical terms
  • Be search engine friendly – see “SEO Writing” below

Use Common Language

For SEO (Search Engine Optimization) use the same words and phrases your readers do. When creating page titles, headers, list items and links, choose keywords carefully and use them consistently. This practice reinforces the relevancy of these keywords for search engines.

Readers expect a personal, upbeat tone in web writing. They find bureaucratic writing offensive and out-of-place and ignore the message it's trying to convey.

To avoid bureaucratic language, turn the tone down a notch. Search out and destroy jargon. Use active voice. Always try to write in first or second person.

Keep it Short

Web writing needs to be much shorter than other kinds of writing. Research shows that people scan web text, rather than reading every word. Make it easy for your users to scan for information quickly. A paragraph should consist of 70 words or less.

Writing for the web is not the same as writing for a print publication. A page on the web should be half the length of a similar print document.

300-700 words is a reasonable average length for any web content.

What if you have more than 700 words? Break your content into sections, leading readers to specific portions of the text as much as possible. It’s your job as a web author to guide your audience to the content you want them to consume.

Don’t waste space welcoming people to your page. There is no need – most users ignore welcome text as filler. Get to the meat – that’s what they came for.

Subheadlines, Lists and Scanning

On average, users read about 20 percent of your content per page.

Oh no! What should you do? Be concise. Be relevant. Use short sentences and action verbs, and cut inessential text without sacrificing your identity.

Along with short, easy-to-read blocks of text, you also should make good use of lists and subheadlines. These elements help guide readers' eyes toward the most important content, and make it easier to absorb large content.

Use a bulleted list to break up content. Write a short sentence and then support it with bullet points.

Use Links Effectively

Link, link and link to relevant information.

If you mention the College's L4L program, link to it. If you want to include someone’s email address, link their name. If you mention a faculty member, link to their bio page.

Don’t make people go and search for something you mention if it already has a page somewhere.

The average time new visitors spend on any one page is around 30 seconds. Take advantage of that short attention span by providing lots of relevant links to explore.

Do not use the phrase "click here" for links. Why? Just like sighted users scan a page for linked text, visually-impaired users can use their screen readers to scan for links. As a result, screen reader users often do not read the link within the context of the rest of the page. Using descriptive text properly explains the context of links to the screen reader user.

Additionally, search engines read the web much like screen readers do, so creating targeted and relevant link text will improve the overall SEO (Search Engine Optimization) of our website. No one ever searches for the term "Click Here" in a search engine!

Research shows that users like them to be 4-8 words in length.

  • Yes: For more information, view the Leadership for Learning (L4L) program at the College.
  • No: To find out more about the Leadership for Learning (L4L) program at the College, click here .

Keep it simple. Don't underline or use bold, italics, headings and indentations excessively. They may be difficult to read from the users' view and lose their power if used frequently. Do not write in all caps!

Structure Your Content Like an "Inverted Pyramid" on Top-Level Pages

What’s an inverted pyramid? It’s a writing style where you put your most important information first.

Load the most important information at the top of the page and at the top level of your site. Often this is a few sentences or bullet points.

Content that requires users to scroll vertically loses up to 80 percent of its readership.

Your introductory sentences or paragraphs for any key landing pages are prime real estate for your messages.

The goal is to capture the interest of site visitors. Save the more specialized and lengthy pages for deeper levels of the site.

Search Engine Optimized (SEO) Writing

Most users visit a web page for 10-15 seconds. In that brief time, 80 percent will skim the page for keywords they already have in mind. Therefore, before you write or revise content, it’s important to understand your audience and anticipate what content and keywords they’re trying to find.

When a user conducts a search on the search engine, the database is queried to identify all the pages that include those words on the page and/or in the links pointing to that page. If your page does not include the words the user was searching for, it is unlikely that your page will rank well, if at all.

The same is true when none of the links to that page include the words that the user used in their search.

Once pages have been identified, search engines order the results according to relevance. Relevance can be determined based on dozens and dozens of criteria, such as keyword prominence (how often your keywords appear on a page and where they appear).

Keep Your Content Fresh

Outdated web content will confuse your users and make you look lazy. It also degrades the user's trust in your information.

Add fresh content (text, images, video) as often as possible. Make sure your staff and contact information is up-to-date and remove past events from your site.

If you use a header image, make sure it's relevant to your subject matter. Choose an image that is compelling, vibrant and cropped appropriately.

Contact the College's marketing director if you need help finding a suitable photo.

Follow Editorial Standards

Read the College's style guide for more details about how to write in a consistent style.

IMAGES

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VIDEO

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COMMENTS

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  25. Web Best Writing Practices

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