10 golden rules for writing content for your website

Whether you’re revamping your existing site or starting from scratch, your content is crucial to your brand’s success. So, how do you make sure your website copy not only hits the mark but also leaves a lasting impression? Let’s dive into the golden rules of writing content for your website.

1. Know who you’re talking to

Before you even think about putting pen to paper (or fingers to keyboard), you need to know who you’re writing for. Your audience should be at the heart of everything you create. What are their needs? Their pain points? Their dreams? Speak directly to these, and you’re onto a winner.

How to nail this:

• Build buyer personas: Picture your ideal customers—what makes them tick? Craft detailed profiles that capture their demographics, interests, challenges, and goals. This will help you tailor your content to resonate with them.
• Match their tone: Your audience dictates your tone. Are they corporate types who prefer a polished, professional approach, or are they a laid-back bunch who love a bit of banter? Adapt your style to fit their vibe.

2. Be clear, be concise

No one has time to wade through waffle. Your visitors want quick, easy-to-digest information. The clearer and more concise your content, the better. Get to the point, and get there fast.

How to nail this:

• Use simple language: Ditch the jargon and keep it simple. You’re not writing a PhD thesis here—your goal is to communicate, not confuse.
• Keep it short and sweet: Break down your content into bite-sized chunks. Use bullet points, short paragraphs, and headers to make your copy scannable and easy to read.

3. Make it engaging and relevant

Your content should do more than just inform—it should entertain, inspire, and captivate. You want to create an experience that keeps your visitors hooked and coming back for more.

How to nail this:

• Tell a story: Everyone loves a good story. Use storytelling to make your content more relatable and memorable. Share your brand’s journey, customer success stories, or behind-the-scenes peeks.
• Solve their problems: Show your audience you understand their struggles and provide solutions. Content that addresses their pain points and offers real value will always win hearts.

4. Think about SEO, but don’t let it rule your life

Yes, SEO is important, but it shouldn’t take the joy out of your writing. Focus on creating quality content that speaks to your audience first and foremost. SEO should be woven in naturally, and you should follow Google’s latest guidelines for high-ranking content.

How to nail this:

• Follow Google’s E-E-A-T guidelines: Google values content that demonstrates expertise, experience, authoritativeness, and trustworthiness. Make sure your content is created by knowledgeable authors and reflects real-world experience. Include author bios, cite reputable sources, and provide insights that showcase your authority in the field.
• Build topical authority: Dive deep into subjects that matter to your audience. Create clusters of related content that link back to a central pillar page. This not only helps with SEO but also establishes your site as a go-to resource for specific topics.
• Genuinely helpful and trustworthy content: Your content should offer genuine value. Don’t just chase keywords—focus on providing insights, solutions, and information that your audience truly needs. The more helpful your content, the more likely it is to be shared, linked to, and ranked highly by Google.
• Sprinkle in keywords naturally: Do a bit of keyword research and sprinkle relevant terms throughout your content—but don’t go overboard. Your writing should still flow naturally and read well.
• Optimise your meta tags: Don’t forget about those meta descriptions and titles. Craft compelling ones that accurately reflect your content and encourage clicks.

5. Quality over quantity, always

It’s tempting to pump out content at breakneck speed, but quality should always come first. A few well-written, valuable pieces will do far more for your brand than pages of fluff.

How to nail this:

• Do your homework: Take the time to research your topics thoroughly. Back up your points with data, quotes, and examples to add depth and credibility.
• Edit ruthlessly: Never underestimate the power of a good edit. Go through your content with a fine-tooth comb to eliminate errors and tighten up your writing.

6. Include clear calls to action (CTAs)

What’s the point of all that fantastic content if your visitors don’t know what to do next? Make sure every page has a clear call to action that guides them towards the next step.

How to nail this:

• Be direct: Use action-oriented language that tells visitors exactly what you want them to do—whether it’s signing up for a newsletter or making a purchase.
• Make it pop: Your CTAs should stand out. Use bold buttons, contrasting colours, and prime placement to catch the eye.

7. Make your content easy on the eye

Most visitors won’t read every word on your site. Instead, they’ll scan for key points. Make sure your content is easy to skim-read with a clear, logical flow.

How to nail this:

• Use headings and subheadings: Break up your text with descriptive headings and subheadings. This not only aids readability but also helps SEO.
• Highlight key info: Use bold text, bullet points, and numbered lists to draw attention to important details. Your readers will thank you!

8. Keep your brand voice consistent

Your brand voice is your identity. It sets you apart from the competition and builds trust with your audience. Keep it consistent across all your content to strengthen your brand’s personality and message.

How to nail this:

• Create a style guide: Put together a brand style guide that outlines your tone, language preferences, and writing style. Share it with your team to ensure everyone’s on the same page.
• Stay true to your values: Your content should reflect your brand’s values and mission. Consistency in messaging reinforces what your brand stands for and makes it more memorable.

9. Keep it fresh

Your website content should never be static. Regular updates keep your site relevant and boost your SEO. Plus, fresh content gives visitors a reason to come back.

How to nail this:

• Review regularly: Conduct regular content audits to identify outdated information or broken links. Update or remove content as needed to keep your site looking sharp.
• Add new content: Continuously add new articles, blog posts, or resources to keep your site dynamic and engaging.

10. Measure, learn, adapt

Content isn’t a “set it and forget it” kind of thing. It’s vital to keep an eye on how your content is performing and be ready to tweak and improve based on what you learn.

How to nail this:

• Use analytics: Tools like Google Analytics can provide insights into how your content is performing. Look at metrics like bounce rate, time on page, and conversion rates to gauge what’s working and what’s not.
• Test and refine: Experiment with different headlines, CTAs, and formats to see what resonates best with your audience. Use your findings to continually improve your content strategy.

Wrapping up

Writing great website content is all about striking the right balance between being informative and engaging, concise yet comprehensive, and strategic while still sounding human. By following these golden rules, you can craft content that not only draws visitors in but also keeps them coming back for more. Remember, your website is your brand’s digital home—make sure it’s welcoming, memorable, and truly reflective of who you are. Happy writing!