The Importance of Planning and Writing Website Content

For most website designers, the look and feel of a site is the most important factor, however, you do need to consider how the written web content will not only look, but also engage and work with your audience.

Here are a few tips to helps you come up with a good strategy for writing website content that works with your design. And, more importantly, help your site rank highly and convert traffic into enquiries and sales.

1. Write for your end user first. There are a lot of articles that specifically suggest you write in a way that will rank your website highly in Google. This could mean, however, that the language and choice of wording isn’t necessarily right for your visitor. 

It can also make the content look forced and stilted. At the end of the day, your customer is who will buy from you, not a search engine, so make sure you keep them at the front of mind when you write any content.

2. Write naturally.  One thing you will come across is web copy that seems to have a keyword stuffed in as much as possible which, again like point one above, means the content doesn't follow and is a bit forced.  While keywords are important, don't simply focus on that keyword in each page of your copy. It won’t help your readers and overuse of keywords look ‘spammy’ to Google.

3. Focus your content. If you are writing an article or web page to help rank for a keyword, use one main keyword and then use it as naturally as possible. That is the key for providing Google with good quality content. Don’t try and get your keyword in a certain number of times in the article.  Also use synonyms as well to reinforce the message and let the copy flow.

4. Different purposes. Even with written copy there are number of different ways to write content.  There will be the opportunity to write:

  •         Blog Posts
  •         Useful Articles
  •         Knowledge Banks
  •         FAQs
  •         Detailed Guides
  •         Downloadable documents and PDFs
  •         And many more ideas.

Using different types of written copy will allow you to explore and write content around long tail keywords  - search terms with four or more words in them – that can help drive more traffic

5. Formatting.  With any content make sure it is easy to read on screen.  Break up large paragraphs, use bulleted lists, and headings and subheadings will help make the content easier to actually read but also easy for those who like to scan through an article.

6. Adding new content.  Do look to add new, useful content on an ongoing basis. Don't simply think once the site is built or redesigned that you don't need any more content.  Also look to refine existing pages and keep them up to date.

7. Linking.  Don't feel that each page has to be comprehensive. Do link out to other resources both internally within your website or, where appropriate, link out relevant authority resources for your industry. This helps provide your users with the information they need to make a decision.  Remember your copy is there to educate and help them make decisions.

8. What next? Close any article or content with a relevant call to action.  Now they have read your content page you need to lead them to the next step - either the next article or piece of content - or get them to submit an enquiry or signup to your newsletter.


Writing website content should not be an afterthought, nor should it be considered something of a filler.  Each page you add to your website needs to ensure it educates, guides and helps both your user and your business.  We hope these tips will help you with your website content and also help drive more search engine traffic.