George Wicker UK copywriter

How to Write Great Web Content


In a previous post I outlined why you need great content posted regularly on your website. In this post I detail how to write it:

Hook them with a snappy headline

Eight out of ten people will read your headline, but only two of those will go on to read the rest of the article. So you should make your page headline inviting. And it should be helpful, not funny, or quirky; leave the daft-but-entertaining straplines to the tabloids. For your purposes a good old 'How to' headline is still one of the best options. It appeals to our thirst for information and advice, and should also hint at an easy way to get it.

List type headlines are also very inviting. You know the type—'10 easy ways to lose thirty pounds' or 'Three essential tips for catching monster carp'.

Constructing a headline around a main keyword phrase is another good way of optimising content. You'll already know the search terms people will be using to find your site, but it's more important to use a keyword phrase in your headline rather than a general keyword; it makes the headline more specific and human-friendly.

Another good tip is to always write the headline before the copy (once you've determined the outline of your post or article). Devote a good slice of your time to it. Then bear the headline in mind as you write the content, keeping your words relevant to the already-hooked reader.

Also remember, two of the most powerful words for attention grabbing are 'You' and 'Free'. Two others are 'Easy' and 'Now'. Try to slip these into your headline if you can.

I'll have a lot more to say about headlines in an upcoming post, but for now I'd like to concentrate on a much-neglected aspect of writing advertising content—the introductory paragraph.

Reel in your audience with a killer intro

Your headline is the initial hook, but it's the introductory paragraph that will reel the reader further into your content. It's vital you spend as much time as possible on it.

Start with the first sentence, which should be short, perhaps even one word. Its purpose? To get the next sentence read. And the aim of the second sentence in your introduction? That's right, to get the third sentence read, and so on. If you write this part well enough, after the first 50 words your reader should be on a slippery slope of desire or emotion, well on the way to consuming your words of wisdom, or tumbling headlong towards the selling conclusion (what copywriters term the CTA, or Call To Action).

Here are a few time-tested methods to use for your opening sentences to entice readers in:

  • Pose a nagging question—your reader will want to read on and find the answer, particularly if it's a question they can relate to.
  • Start with a quote or anecdote—the reader continues to see how the quote relates to the headline.
  • Shock them with a huge and/or relevant statistic.
  • Begin with a story—a personal, business or related story is a powerful way to bind your reader emotionally into an article.
  • Conjure up a powerful mental image, something like: 'Imagine yourself lazing on a Caribbean beach, the waves lapping gently while the sun beats down on white sands...'

Once you are past the introduction and into the content itself, the most important thing is that you deliver what your headline and opening have promised. It's like ordering a meal—you wouldn't ask for pasta and be happy if cod and chips arrived on the table instead!

Variety is a spice

You'll have your headline and intro in mind as you write, and the outline you planned at the very beginning. And although you have the attention of your reader by now and can start to deliver the facts and information you hinted at, it's vitally important to pay attention to your formatting.

Long swathes of words and great blocks of text look intimidating and can turn the busy browser off, however excited about your words they might be! So mix longer sentences (but no more than 12-15 words) with shorter ones. Very short ones. One word ones. Even.

Use paragraph breaks and shorten your paragraphs. Keep to one point in a paragraph, then create a new one for the next point.

And don't be afraid to highlight blocks of text or important phrases with bold or italic. The aim is to draw the reader's eye to more relevant parts of the text.

Use bullet lists to summarise or highlight—they do a good job of breaking up those blocks of text too. And how about:

  • Internal links—use them in your content to link to other posts or parts of the website, search bots love that!
  • Break up long copy with frequent subheads.
  • Deep captions are captions with up to three lines. They've been proven to work, so why not try them in your content?
  • And don't forget to use images —always try to use one at the start of your post, and for longer posts more than one. It breaks those big blocks up and keeps the reader visually interested.

Don't forget your target keywords in all this, but don't mention your main keywords in copy too many times—it's better the content reads naturally than to have it stuffed with keywords. Use one pertinent keyword in each article, with maybe four or five lesser ones sprinkled about.

And lastly, keep the copy bright and interesting. Once written, leave it for a day or two before you start proofreading and editing. It also helps to read it out loud, and as you do so begin to edit for a more conversational tone. Find and visit the best blogging sites on the web to see how they do it.

To summarise:
  1. Put 30-50% of your effort into a potent headline.
  2. Write a killer intro, perhaps posing a question or telling a story.
  3. Keep your target keywords in mind when writing.
  4. Mix up your formatting with subheads, deep captions and images.
  5. Make use of short sentences and paragraphs.
  6. Don't forget to highlight passages or words you want the reader to pay more attention to.
  7. Bite into bullet lists.
  8. Sprinkle in some internal links.

In a Nutshell

Remember, the most important thing to do if you want to increase the SEO performance of your website is to make sure it's brimming with great well-formatted content, as well as being optimised for the keywords and phrases your customers use to find you.

@George Wicker 2015