How To Write Content For Your Website

If you’re setting out to write website content, but you’re not sure where to begin, start with these tips: 1. When we say “original,” here, we mean it in both senses of the word. On one hand, the content you publish on your website should be original in that it doesn’t appear anywhere else on the web. Dont be afraid to write with authority. Tip 7: Write for Your Audience. You have probably heard of the importance of making your website content search engine friendly by using keywords, links, and other SEO techniques. This is important, but so is making your content readable and engaging for the humans visiting your site.

  1. How To Write Quality Content For Your Website
  2. How To Write Content For Your Website On Wordpress
  3. How To Write Great Content For Your Website
  4. How To Write Quality Content For Your Website

You may be wondering how writing for the web is different than other types of writing. Website content creation is an art form all its own because unlike print materials, web visitors prefer to skim the text. With literally millions of choices at their fingertips, internet users prefer to scan content quickly to find results. If they don't find what they are looking for, they will quickly bounce from your site.

The Nielsen Norman Group, an organization dedicated to evidence-based user experience research, found in a recent study that the average viewer will linger ten to twenty seconds on a site before leaving. Other studies say the magic number is closer to five seconds. Regardless, that isn't much time to grab your visitor's attention.

So how do you make the content on your business website sticky so that your potential customer will stay on your site long enough to see what you have to offer? Here are some tips for creating web page content that engages:

Tip 1: Make Your Content Valuable and Relevant. When internet users type a topic into a search box on Google, Yahoo, or any other search engine, they expect the search engine results to provide information relevant to their search. If they click on your site and find irrelevant or outdated information, they will bounce from your site to the next result to find what they need.

Tip 2: Keep Your Content Concise. There is no need to belabor your point. Website visitors are skimmers and prefer to quickly review information.

Tip 3: Stay On Topic. Visitors usually search very specifically and become frustrated if forced to sift through a lot of information to find what they are looking for. If you have a very broad topic, consider breaking your content down and introducing one topic per paragraph so your readers can find specific information easily. You can also add links within your page content to related topics on other pages of your site rather than trying to include all of your information on one page. This will make your website more user-friendly.

Tip 4: Check and Recheck for Grammar and Spelling Errors. Nothing says unprofessional like a website full of spelling or grammatical errors. After you are finished copywriting, walk away from the content and come back later with fresh eyes. You may notice errors that might have otherwise been overlooked.

Tip 5: Use the Inverted Pyramid Method. Many professional web content creators and bloggers swear by this method for web content. What does it mean? Put your conclusions at the beginning of your page content and work backwards from there. This puts your most important information front and center.

Tip 6: Write Assertively. No one knows your products or services like you do. Dont be afraid to write with authority.

Tip 7: Write for Your Audience. You have probably heard of the importance of making your website content search engine friendly by using keywords, links, and other SEO techniques. This is important, but so is making your content readable and engaging for the humans visiting your site. After all, your goal is to convert visitors into customers. Use a conversational tone to connect with your audience and avoid fluff and marketing jargon.

Tip 8: Utilize Images to Compliment Your Copy. Use relevant images to compliment your text and enhance your site's visual appeal. Check out our post on finding great images for your blog here.

Tip 9: Format Your Text for the Web. Cater to content skimmers in the following ways:

  • Use ordered/unordered lists instead of paragraphs when possible. Limit your lists to ten or less.
  • Write short, meaty paragraphs and put white space between them.
  • Focus on one topic per paragraph.
  • Include internal subheadings to make scanning easier. Having keyword-rich headings and subheadings will also make you copy more search engine friendly.
  • Use internal links to related topics instead of cramming too much information onto one page.
  • Use 'you' instead of 'I' to connect with readers.
  • Keep sentences short.
  • Perform keyword research and include relevant keywords throughout your text, especially in headings/subheadings, links, and the first paragraph of text.

Creating content for your business website can be challenging, but by following these simple tips you can be sure that your copy is valuable and engaging to your readers.

Does the thought of creating content for your small business website or blog rank right up there with a root canal? We understand. Our web content creation team offers some of the best copywriting services in Boston. We can help you develop web page content and even provide ongoing content writing services to keep your website or blog fresh.

How To Write Content For Your WebsiteYour

Image Credit: © karandaev /

What should I write for my campaign website?

This is a question that often comes up when we get a new campaign website client. Sometimes the candidate has just started their campaign and has not prepared their content ahead of time.

The candidate may know why they are running, but has never had to put that reason to words. One way to distill a campaign to its essence is to break it down as if everything had to fit in a single brochure. This means creating effective subheaders, short sentences and bullet-point lists. The elements that make material readable for a brochure also makes it readable online.


Writing content for a home page or issue page generally comes down to :

  • Why a candidate is running or how they see an issue(s).
  • How they will address an issue(s) and perhaps why they are qualified to deal with the issue.
  • Followed with a call to action of some type for each page. This includes ‘vote for’, ‘support’ and ‘donate’ requests.

Another way to inspire your creativity is to see what others running for a similar office have written. Obviously, you can’t just copy another candidate’s biography or platform. That’s unethical and, frankly, too easy to discover on the web. To create a political candidate profile, you’ll want to include information about your personal, professional and political life. Make your reasons for running for office personal and relatable to voters.

When creating content for your campaign website, make your reasons for running for office personal and relatable to voters. via @onlinecandidate Click To Tweet

To help create your initial website content, we’ve put together some sample text and copy on our client resource site. This material can be used for general political, judicial, sheriff and school board websites. There are several thousand words available for ideas to use as a template for your own content.

How to write good content for your website

Of course, every campaign and candidate is different. The material is designed to provide a starting point for writing. It does require editing to make it unique and appropriate for your use.

We recently updated and expanded this sample content. We hope you find this helpful in writing out your campaign material.

Bonus tip:Writing in the third person on websites is better for search engine results. If you write in the first person, the search engines won’t know who “I” is – unless you use ‘pull quotes’ and a third-person call to action to incorporate your name into the copy.

Find sample website copy examples at If you are an Online Candidate client, log in through your website administration to access sample website copy, articles and tools.

Running For Office as an Online Candidate
Download a free sample of the book. [PDF]

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Preparing Content For Your Campaign Website

Before your website is designed, you should plan out what content will go into the site. Website content consists of two things – text and images. If you have already created advertising material, that can provide a great starting point.

When writing your website copy, it’s a good idea to save the page separately or to combine them into one file with each page content separated and marked off.

How To Write Quality Content For Your Website

These are the main pages that will require content:

  • Home Page Text: The home page text should change often, but to start, you may want to create a ‘letter to voters’ announcing your campaign, why you are running and what you hope to accomplish if you win. In time, you can update this text to include new developments or to shift your focus from awareness to support-gathering.
  • About the Candidate: Start off with some personal information, such as family, time lived in the area, hobbies, etc. Then take your resume and work it into a short biography. Keep it short and bullet-pointed, but don’t simply make it a list of your work history. Work a few words about what you did in those positions. Electing someone is more than just whether are qualified – voters need to like you, as well.
  • Issues: This is the heart of your website content, and the most unique content you will create. Stake your positions against those of your opponent. Where necessary, break tissues into separate pages.
  • Donations: Make sure this page has a strong call to action. You should prominently link to this page throughout the site.
  • Endorsements: Include organizations and direct quotes, where possible. Endorsements can be added throughout your site, particularly where they are relevant to a particular issue.
  • Voter Registration Information: This would include links to county or state voter resources.

Finally, work and rework your initial text to make your content as readable as possible .

Preparing images

  • Include at least one good head shot for the home page. If running for office, you might want to use a flag as a backdrop.
  • Include images of recognizable landmarks, particularly if your issues touch on those areas.
  • Use photos from public or campaign events throughout your site. Where possible, try to include captions explaining the event.
  • When using photos for endorsements, it’s a good idea to ask for permission first.
  • Make sure your images are optimized for the web, so they load quickly and still look good.
  • For both online and offline advertising, when sending images to a designer, larger, higher-resolution photos are best. The designer will be able to re size and cut down the size of the images. In other words, they can optimize a good-resolution image down, but they can’t make a poor resolution image look better.

Good photography and images can make a difference in how your website looks and how it is perceived by visitors.

Having your information written ahead of time will make your website creation go smoother. Nothing looks more unprofessional than pages that say ‘coming soon’. Well-written web content can often be incorporated into offline advertising to ensure a consistent message.

We recommend to our clients that they begin work on their website content as soon they can – even if they are not going to go ‘live’ with the site for some time. This provides time for editing so that when the site is launched, it is as effective as it can be.

Clients that need help coming up with content can use our website copy examples for help.

You may be interested in these related articles:

  • Write an Optimized Political Press Release
  • 5 Critical Pieces of Text Needed in a Campaign Website
  • Screwing Up Your Election Website
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How To Write Content For Your Website On Wordpress

How To Write Great Content For Your Website

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How To Write Quality Content For Your Website

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