If you have decided to try making money from home in Canada through content writing, you may be wondering what exactly makes good website content. Understanding the foundational requirements for effective website content that not only shows up in search results but is informative and converts is imperative for anyone looking to offer website content development services.
The internet provides businesses and not-for-profit groups with a powerful marketing tool, and taking full advantage of this opportunity may be a lot easier than you might think.
Define the purpose of the content
The first step in developing any website content is to determine the purpose behind the content.
Is this content meant to educate? Obtain leads? Convert online sales? For example, a website with an online store would have a product page designed to convert viewers to make a purchase, but it might also have a blog. In the case of an online store selling digital products and services, they might have a blog post focused on the topic of how to make money from home in Canada to help put some of their products or services in context for different users – increasing the chances of their products showing up organically.
Understand your target audience
Like any content writing, it is essential to understand the target audience and adjust the copy language to write compelling web copy.
For example, if one website was targeting those in high school, you would use different language to copy used on a website targeting business professionals. Understanding the target audience’s pain points and addressing them within your website copy is vital to creating more compelling content.
Research competitor content
Understanding competitor copy can help in developing content for websites. If you are new to the industry, it can also help you identify industry-specific terminology; for example, you may notice that many competitors are utilizing comparison charts for different products, specific keywords, or certain industry regulations.
Lay a strong foundation
When taking on writing jobs, one of the most important parts of preparing website content is to do your research. Learn the facts about the topic you wish to discuss and highlight any you feel may catch and hold the reader’s interest. It’s a good idea to write to a specific target audience while also keeping in mind the secondary audience that may also read the piece.
Write scannable content
No one likes opening a link only to be hit with a wall of text. Not only does it become difficult to read, but it quickly reduces readers’ attention spans.
Using short, to-the-point sentences and paragraph breaks can make the copy much more digestible.
When you have lists of three or more items, consider incorporating bullet points as well to allow for white space on the page and to create more scannable content. For important items, utilize bolding or italics to help draw the reader’s attention to those areas.
Use headers
When laying out your content topics, utilize headers to easily group similar ideas. Try to incorporate some of the target keywords within the headers to improve SEO (search engine optimization).
Headers also help create more white space on the page, making the content more scannable and easier to find the information the reader is looking for. For example, a reader may click on a page link already knowing a little bit about the product, but wanting to learn more about its technical aspects; having this listed under a designated header makes it easier for them to find this information.
Include enough words
Finding a balance of including enough information without it becoming too much like fluff is a tricky balance, but one every website content writer must find.
If the website copy is too ‘fluffy’ and uses unnecessary filler words, it may not engage the reader or coherently answer their questions about the product or service.
Keep your readers engaged
Following on from the last point, it’s important not to forget that people tend to have short attention spans – especially when reading online content. Many writers choose to accommodate for this by structuring their work like an inverted pyramid, with the most relevant information near the beginning of an article, filling in details and any “extras” later on.
Consider your sentence length
Many writers opt to utilize short and snappy sentences. This is also important if the content will likely be viewed on a mobile device, as people will often simply skim a piece and move on if they can’t quickly find what they are looking for.
Do not forget SEO when content writing
When researching your website copy, identify what keywords would be best to include and ensure they align with the client’s SEO strategy. This will help the website copy appear organically when people search those terms.
When building your website copy outline, include notes for potential places for some of these keywords and check for them during your final edit.
Vary your word choice
When writing website copy, always ensure you vary the words used to describe the product or service. It is also important to check to ensure you are not starting sentences with the same word repeatedly, as this can also make the copy feel repetitive and unengaging.
Avoid using jargon
When possible, try to avoid using jargon or terminology that is not easily understood by everyone. This is especially important if the website copy may have an international audience, as jargon is often regional.
Choose wording that is commonly issued by the public, and remember the likely literacy level of the reader you are addressing. Jargon may be used in the exception that the intended audience is a professional in the field or other subject matter expert, but it’s best avoided when addressing the ordinary reader.
Get active and provide examples
The use of active verbs tends to make a piece easier and more enjoyable to read. Including real-life examples can also make a piece more powerful. If possible, breaking an article into separate headings is a smart move, and adding links to other web pages and links that offer more details is also a good idea.
Audio-visual elements will also aid in making online content more engaging. This can take the form of photos, videos or even audio files.
Include a clear call to action (CTA)
The purpose of the content should always be included within the website’s CTA. If you want readers to fill out a form to learn more, call the business, or buy a product now, this needs to be clearly called out on the webpage to easily allow the reader to take action.
Putting your new skills to work
By following a few simple techniques, a writer can craft online content that is both informative and enjoyable. Why not apply to Words of Worth so you can put your literary talents to work for you today, and start making money online in Canada.