Tip No. 1 – Allocate Sufficient Time

Writing for a website requires concise and readable content. While it may seem like easy writing, the truth is the opposite. The fewer words you use, the longer it takes. Underestimating the time required to organize and write your content can lead to delays in completing your website. Plan ahead and allocate at least double the time you think you need.

Tip No. 2 – Avoid Cluttered Content

Resist the temptation to overload your website with unnecessary information. Cluttered content creates obstacles for visitors. Here are two reasons why it matters:

a. Visitors are impatient and will leave if they can’t find what they want easily. b. Web content is harder to understand than printed material, so extra content exacerbates the problem.

Identify what’s relevant to your visitors and leave out the rest.

Tip No. 3 – Maintain Your Content

Outdated or inaccurate information damages your credibility. Schedule regular content reviews, but don’t wait for them if you already know something needs updating. Keep your website content aligned with your growing and changing business. Remember, the best websites are always a work in progress.

Tip No. 4 – Give Each Page a Purpose

Every page on your website should have a clear objective. Ask yourself these three questions when drafting and reviewing your content:

a. What are our business goals for this page? b. Who will read this page? c. How will this page help those who read it?

Strive to balance your organization’s communication needs with those of your website visitors.

Tip No. 5 – Use Simple Language

Avoid industry jargon, technical terms, and lengthy words that may confuse your potential customers. Stick to simple everyday language that your audience can easily understand. Using straightforward words will keep visitors on your website for longer.

Tip No. 6 – Check Spelling and Proofread

Spelling mistakes reflect poorly on your organization. Visitors judge your credibility based on their experience with your website. While spell-checkers are helpful, they shouldn’t be relied on solely. It’s best to have someone else proofread your work. If that’s not possible, take a break and revisit your writing later with fresh eyes. Reading your work backward can also help you catch errors.

Tip No. 7 – Write for an Individual Reader

Remember that using the web is a personal experience for each visitor. Imagine you’re having a one-sided conversation with someone you cannot see when writing website content. Overcoming writer’s block is easier if you pretend you’re talking to someone and write down what you would say. You can polish it later for publication.

Tip No. 8 – Use “You,” “Us,” and “We”

To establish a better connection with your readers, employ a conversational tone by using “you,” “us,” and “we” instead of a formal, corporate style. Speak directly to potential customers and make your website feel more friendly and approachable.

Tip No. 9 – Write in the Active Voice

Writing in the active voice creates shorter, livelier sentences that are more engaging. While the passive voice has its uses, favor the active voice whenever possible. For example:

a. Passive: Your order will be shipped by us within 24 hours. Active: We will ship your order within 24 hours.

b. Passive: Our products are only installed by qualified technicians. Active: Only qualified technicians install our products.

Mastering the active voice makes your web content stronger and more direct.

Tip No. 10 – Break Up Text into Digestible Portions

Visitors want to find information quickly on your website. Lengthy blocks of text may go unnoticed. Help readers locate information swiftly with the following techniques:

a. Use bullet-point lists.
b. Keep sentences short (around 20 words on average).
c. Limit paragraphs to about 40 words or less. One-sentence paragraphs are acceptable.
d. Bold important words or phrases in moderation.
e. Utilize subheadings.

The more easily your audience can find key points, the more effective your website becomes.

Tip No. 11 – Focus on One Topic per Page

To enhance understanding, concentrate on a single main topic or idea per page. This approach has additional benefits:

a. Easier creation of a logical and customer-friendly site structure.
b. Improved identification of page content by search engines.

Think of your website as a series of topics and guide visitors through them. It’s better to have short, focused pages and link them rather than attempting to cover multiple subjects on a single, lengthy page.

Tip No. 12 – Highlight Important Information

Grab your readers’ attention by presenting important information upfront. Unlike traditional essays, web writing requires quick communication before visitors lose interest and move on. For example:

a. Write a headline that clearly reflects the page’s topic.
b. Include the main point in the first sentence.
c. Make special offers or calls to action stand out.

Remember, the more important the information, the more prominent it should be displayed on your website.