Writing Content for the Web (Without Fear)

Go to article

Posted by Shelly Bowen on Jul 03, 2012

Have you noticed that, when it comes down to writing content for the web, business people get nervous? Website content — the foundational stuff — feels important, permanent, and definitive. Plus, it’s hard to write about something you’re so close to and know you’ve got it right.

You may have talent on staff who are writing blog articles or articles for your website, writing emails, or even copywriters writing ad copy, but writing content for the website? That’s heavy.

How to Write Web Content that Works

First (at the risk of sounding like an old-school broken record), have a great content strategy in place. Know why you’re writing what you’re writing, where it’s going to come from, and how it will be maintained BEFORE it can work for you. Here are somebooks on content strategy and writing.

Second, hire a professional web writer, even if you’re a great writer, or you have a copywriter on staff, or your PR and marketing team says they can do it. Sure, write the first drafts in-house if you feel strongly about it, but then hire a writer or editor to help you ensure the web content supports your content strategy, is cohesive, consistent, and clear, and fits your voice and tone. And at the very basic level, is free of spelling and grammar errors. Those are just embarrassing. Here’s how to find a great freelance writer.

Third, know how to recognize good content writing when you see it. Grab a couplewriting how to books to learn about voice and tone, passive versus active voice, content in context, transitions, and other important techniques that will help you get your point across and inspire action.

I’ve had three people in the last three business days ask “[Does Pybop] write content for websites, you know, the actual website copy?” Which to me, is a funny question, because 98% of the web content strategy projects we do leads to writing content for a website.

As a professional web content service, we also tackle other types of web writing, like writing email, website articles for content marketing, blog posts, and more. But we always start with content strategy. Exceptional content for your website is like having strong bones, and the strategy is your exercise and calcium. You’d be mush without it. And we wouldn’t leave you mushy.