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February 5th, 2013

Writing Great Content for Your Website

Deciding on the content for your site and writing it is something you should take seriously.

Note: This is part 4 of our series on how to create a great looking Onepager. See the whole series here.

Words are the most important part of your website. Delivering a clear message to your users is an essential part of your goal to convert them into customers.

Be sure to take time up-front and plan what your message will be. There are a few things to keep in mind before, during, and after you’ve started writing.

Goal

Everything you write should have a purpose. Will you educate? Sell? Encourage sharing? Before you start writing content, put a goal down on a physical piece of paper and keep it in front of you while writing. Any time you’re in doubt, look at the goal and make sure every word, sentence and paragraph is working to support that goal.

Deviating too much from your goal confuses visitors what your purpose is and ultimately discourages them. A confused and discouraged user is one that gives up and doesn’t make it to the end of your message.

Concision

Do you find yourself writing words that you’d never say to another person? It’s a common trap for beginning writers to use big words and try to inflate the importance of what they’re writing. “Furthermore,” “necessitate,” “firstly,” “thusly,” “utilize,” and countless other words are technically correct words, but aren’t ones you should subject your readers to.

Cutting unnecessary and troublesome words make your writing concise. When your writing isn’t bloated, your words have meaning and as long as the reader is interested in your topic, they will flow through your content quickly and effortlessly. It also keeps your writing as short and impactful, which makes it more likely your readers will finish.

Style & tone

Your writing style is as unique as you are. It’s a reflection of everything you’ve read in your life, your personality, and what you’ve written in the past. You should embrace what inspires you to put words together. That said, considering your tone is important when writing for your site.

Think about your business and the image you want to present. A law firm likely want to be seen as serious and professional. A child-care company might want a fun, yet still professional image. Once you’ve decided on your tone, stay consistent and stick to it throughout your writing.

Keep improving

There are no shortages of articles and books on writing. Even a small amount of research about how to improve will help new and old writers.

Don’t let your writing get in the way between you and your new customers.