Web Content Writing That Works
Copyright © 2006 Mark Nenadic
Web content writing always seems as though it should be a relatively
straight-forward and simple thing to do, until you sit down to do it,
and find out that you not only know what you’re aiming for, but you also
don’t know what it means to write web content like a pro. Web design
these days dictates that you have a certain font, a certain size, a
certain wording, and a certain layout, or visitors will feel
uncomfortable or disappointed in your site, and will automatically move
on to somewhere else that can better meet their needs and expectations.
To begin with, writing web content is a very careful process that
depends on the right information, the right style, and the right
keywords, to make sure that it is pleasant to your readers, it
encourages them to stay on your site, and it is easy for search engines
to index, assuring that you achieve a good ranking and are easier for
web users to find. Web content writing is, therefore, an art and a
skill, and should only be tackled once you feel comfortable with the
fact that you know what you’re doing. Otherwise, you may find it much
more appealing to hire a professional who can meet all of your needs and
save you a great deal of time.
The secret to web content writing is that the wording must be focused on
the reader. Therefore, instead of saying “I am the best realtor because
I’ve been in the business for 25 years and I have won 16 awards,” when
you write web content, you should say “You will achieve much greater
results with my 25 years of experience and 16 awards to sell your home”.
While the first phrasing gives the reader the facts, the second phrasing
shows the reader how the facts apply to them in a beneficial way.
This encourages the reader to continue reading as they can apply the
information to themselves, and want to continue to find out how they can
relate to what you have to say. The longer the visitor sticks around
your website, the better your chance of getting your message across and
the more likely you are to achieve your goal, whether that be to inform
your reader, sell a product, or brand your company.
Keywording is another important part of web design and web content
writing. This means that for every page of your website, you need to
select one or two of the terms that would most likely be used by someone
looking on a search engine for that kind of page. For example, if you
have a website about painting, you may have a page with the keyword
“paint rollers”, “professional painters”, or “how to paint”. It all
depends on the purpose of the page, and how you think someone would look
for that page on a site such as Yahoo! or Google. Further to choosing
the keyword, you need to know how to use it. You need to make sure that
it is worked naturally into your content, or the page will be useless,
even if it brings in a lot of traffic. Nobody wants to read a sentence
such as “Our Barking Dog From Neighbor Stop will make sure that you
never have to listen to a yappy dog again.” It doesn’t make any sense,
and there is no real message behind it. Though “barking dog from
neighbor stop” may be a good search word, but once the visitors arrive,
they will be put off by the terrible wording and grammar.
Once you have determined what you’re going to say, why, and how you’re
going to say it, it’s also important to lay it out properly so that your
visitors won’t struggle visually to read it. This means that you need to
use the right fonts, font sizes, colors, and spacing.
The following are the most successful specs for the text of your web
10 to 12 point font is the optimum size for readability.
The best fonts to use are Verdana, Arial, Palatino Linotype, and
Helvetica, as they are very clear, and well spaced.
Though black text on a white background is the easiest to read, a white
background can be hard on the eyes. Therefore, using an off-white color
such as a cream, light beige, or a very light grey will make a much more
With these pointers, your web content writing will be a much more
effective and pleasurable experience.
Mark is the director and face behind FifteenDegrees-North
http://www.15dn.com , where you will
find articles and resources to help with SEO, marketing and Web design.