Skillfully Crafting Website Content

Writing Website Content That Sells to Both Humans and Search Engines

By Tom Kinney

Writing website content is a difficult art to master, but once perfected it can do wonders for your website's success. There is an industry expression that says, “content is king.” Quality, original content is the core of any website. No matter how good the product being sold or the design of the website, without quality content the website is not going to drive sales the way that it should.

There are many skills involved in writing content for the internet. You must be able to write simply and concisely. Attention spans on the internet are far less than in other media. You must be able to get all of your information out using a style that is short, interesting and easy to understand.

Readability is one of the most important elements of great website content. Readability is the percentage of your website content that a person reading quickly and not paying much attention will recall. You can increase readability by breaking your website content into paragraphs, and even by including useful headers to differentiate topics. This will make it easier for customers to scan through the text, as it is common not to read through an entire article, anyway. Readability is vital to anything written for the Internet.

One of the major differences between writing website content and writing content for other media is the necessity of writing for the benefit of search engines such as Google and Yahoo, in addition to human readers. Search engines are one of the most common ways that people will find your website. Search engines look for keywords in your website content to determine what your website is about. The more closely related your website content is to the search terms that people type into Google or Yahoo, the higher your website will be in the search results.

Making sure that your website content convinces Google and Yahoo that you should be at the top of the search results for words related to your product or service is so important that you must do it, or you lose 98% of the value of your website. Almost all website visitors come from Google and Yahoo.

You cannot, however, just write your keywords over and over and over again and hope that you get a high position on Google and Yahoo. Your keywords must be integrated into your text as if they belong there, because they do. You must write for human readers, while keeping your keywords in mind (i.e. how they fit and why they are there.) Make sure they are relevant to what you are writing, and that they don't take away from the article as a whole. Properly done, your reader shouldn't even notice that you are using keywords at all.

Keep in mind that the purpose of writing quality website content is to make people buy your products. Tell your customers, as briefly and concisely as you can, why it is that they need your product. Your customers have come to your website to fill some need that they have, and your job is to show them why your product will fill that need.

Keep your focus on the customer. Don't let yourself fall into the trap of writing on and on about how great your product is. You might have the best product in the world, but you are not writing about a product. You are writing about why your customer wants to buy your product.

Use a conversational tone. The customer is your friend, talk to them like you would talk to anyone else. There is no need to impress anyone with your vocabulary or grammar, or extended knowledge of technical jargon. Your customer wants to know why they need your product in the quickest and fastest way possible.

Tell them simply, tell them plainly, and tell them with a good amount of keywords for search engine optimization integrated flawlessly into your text! It will take time and practice to work out all the kinks, as with any art, but these are the keys to writing successful website content.

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