The content of your website is one of the most important components and contributors to your online success, but despite this, it’s still often treated as an afterthought in the website development process and produced without the consideration it really deserves.
The quality of your website content shows your customers the quality of your business.
A website is primarily used to advertise your business, your services, and to funnel people towards doing something. It’s a big advert!
Potential customers come to your site because they are trying to find out whether you are the right person to solve their problem, so make sure your website content is doing everything possible to prove that your company is the best possible solution!
Ensuring your content is well optimised with keywords is also one of the main factors in getting your website to the top of Google’s search results.
So How Do You Write Good Website Content?
The key when writing website content is to first and foremost make it human friendly.
There’s no point being top of Google if your website visitors are put off by the words on your page because you’ve stuffed them so full of keywords it sounds robotic.
Here’s what we mean by keyword stuffing in a company description:
“Genero plumbing is a plumbing company in London that offers the best plumbing services to help you with all your plumbing needs. So if you need plumbing services from a plumber in London, contact London’s main plumbing service!”
Eeesh. It’s obvious what they do, but that sounds creepy. Let’s quickly rewrite it:
“Genero plumbing is London’s top plumbing service. We specialise in fixing burst pipes, kitchen fitting, and bathroom installations. Get in touch with us today and find out how our plumbers can help you.”
We’ve used the words, plumbing, plumber and London, so it will be picked up by Google, and we’ve also put in extra services that potential customers might be looking for too.
Plumbing services are MEGA competitive in a place like London, and everybody with a spanner and a toolbelt will be optimising for “Plumbing” and “London”, so putting an extra keyword or two mentioning the specific services you offer might also help you rank higher, without provoking the wrath of Google.
Remember that Google uses usage statistics to determine ranking, so if visitors aren’t staying on your pages to read your text, this will affect your long-term ranking.
Google also uses readability algorithms as an onsite signal for the quality of a website’s content, so keyword stuffing will no longer even bring a benefit.
Good SEO + Good Readability = Happy Google
When you make Google happy, your website succeeds!
Writing Optimised Website Headings
When you sit down to write for a particular page, keep in mind the specific keyword or phrase that this page is designed to represent.
Let’s imagine a Ninja Clothing Store.
On the Ninja Balaclava page, we’re going to write with the phrase “Ninja Balaclava” in mind as our primary keyword.
A good starting point is to use your main keyword in the title at the top of the page.
If you are writing in HTML, put your keyword in <h1> tags (also known as header tags) at the top.
If you’re not into coding with HTML, then set your font to “Heading 1” in the WordPress text editor (you are using WordPress, right? If not, we can get you set up with a WordPress website).
This is a clear demonstration to Google that this phrase is what we have written about.
As a rule, you’ll only use one heading on that page, so the fact that it uses the phrase Ninja Balaclavas is a sign to Google that you’re confident that the topic of the page is this phrase.
If you can get away without sounding too spammy, you can then use a variation of your keyword or phrase in a subheader (also known as an <h2> or Heading 2) underneath the main title as well.
<h1> Ninja Balaclavas </h1>
<h2> Buy Ninja headgear from the UK’s Ninja Balaclava Specialists </h2>
We’ve used the word “Ninja” three times (frequently, but not overused), “Balaclava” twice, and the word “Headgear”. The use of the word “buy” also tells Google and visitors this is a commercial site suitable for commercial searches.
For local businesses, it’s also important to put your location into your website content as well. This can sound spammy if not done carefully, but it helps Google to show you to nearby customers.
If you serve a number of different locations, mention each of them briefly on different product or category pages, and try to avoid saying “the local area”.
How Much Website Content Should I Write?
The main problem we face when optimising websites is that long boring pages of text turn off users, increase bounce rate and ultimately hurt conversion.
On the other hand, search engines need to see enough content on a page to understand what it’s talking about and to recognise its authority.
The guideline has always been 350 – 400 words per page, but sometimes it can be a struggle to come up with enough good quality content to get anywhere near this target.
One strategy is to write the headings you’re going to use first.
You can then lean on these headings to come up with enough content for that specific section. This means you only have to write around 80 words for each section, instead of 400 words. Much easier.
Take Note Of The Website Design
You can write out the most interesting, well optimised, and exciting content, nobody is going to read a wall of text.
Consider the way a technical journal is written, compared to the way a magazine is written. The magazine is much easier to skim through, which is exactly how most people read websites.
Although this comes down to the design and layout of your website, it’s worth thinking about how the content you write will fit in each page.
Using short paragraphs, narrow columns, sub-headlines, pictures (with captions if possible, which are the second most read part of the page after headlines) and expandable accordion sections can make your pages playful and interesting rather than dull and boring.
Like anything worthwhile, it does take some effort to update your website content properly, but rejoice at this – will your competitors put the effort in?
If you really don’t have time to update your website content, why not let us help? Get in touch with one of our Ninjas today.