9 min read

6 Simple Tips for Creating Great Website Content

Your website’s content is more than just words on a page. It’s an investment – a powerful marketing tool that adds permanent value to your website the moment you click the “publish” button.

Dan Bowen

Dan Bowen

Founder + CEO
Published: January 02, 2024
Last Updated: May 14, 2024
(Web Design/Brand Identity)
6 Simple Tips for Creating Great Website Content

Your website’s content is more than just words on a page. It’s an investment – a powerful marketing tool that adds permanent value to your website the moment you click the “publish” button. With each click, you're contributing to enhanced digital visibility, long-life organic traffic, and a solid return on investment. As you create, bear in mind the importance of content strategy in forging a strong tie with your target audience and distinguishing yourself as a leading authority in your sector. Let's explore this further:

Web content holds the pivotal role in the virtual meaning creation and communication process, a concept often overlooked by many online businesses sadly. They overlook the fact that website visitors first interact with the content, not the design. As a matter of fact, website content possesses the potential to frame the user’s experience, guiding any individual visiting the site and narrating the story of the business to the world. Understanding this, one may rightfully state that website content can serve as a business’s silent customer service representative, working 24/7 for you. 

Here are some key facts to illustrate the importance of creating great website content: 

  • Increased User Engagement: High-quality content has the power to engage visitors, encouraging them to explore your website and learn more about your services or products.
  • User Retention: Users are more likely to return to a website that offers fresh, valuable, and engaging content.
  • Better Google Ranking: Websites with quality content tend to rank higher in Google searches, making them visible to a larger audience.
  • Brand Strengthening: Great content reflects your brand's unique voice and personality, helping to establish brand identity and trust among your target audience.
  • Conversion: Effective and persuasive website content serves to convince visitors to take action, whether that's purchasing a product, signing up for a newsletter, or contacting your team for more information.

Before diving into the details of creating outstanding website content, let’s take a step back and understand the significance of content strategy in orienting your efforts.

Understanding the Role of Content Strategy

Understanding the Role of Content Strategy
"Good content isn’t about good storytelling. It’s about telling a true story well."
- Ann Handley

Content strategy operates in a way similar to a roadmap leading to business prosperity. The foundation is laid by providing well-articulated answers to fundamental questions: Why are you penning down the content? Who are you hoping to assist? And how will you be of help in a unique way? When correctly managed, this strategy reaches beyond the rudiments of content marketing strategy, delving into the creation, publication, and governance of applicable content. 

Seizing SEO Opportunities 

Positioning your content effectively through search engine optimization (SEO) is crucial. SEO-friendly content will draw more qualified traffic to your website, reducing acquisition costs. Utilize versatile formats like blog posts and in-depth guides. These formats accommodate various buyer personas at different stages of the purchase cycle. Optimized blogs, for instance, can generate organic traffic for a longer timeframe compared to social media posts and paid content. 

Measuring Content Value 

Your investment in quality content is not intangible; its value can, and should, be calculated. One key yardstick is the return on investment (ROI) - a metric that gauges the profitability of your content marketing efforts. Imagine knowing exactly how much each crafted quality piece brings to your business. Isn't that powerful? 

Nurturing Relationships 

Effective content doesn't merely educate or advertise. It serves your audience, thereby sparking and sustaining a relationship with them. A well strategized piece can shed light on the importance of your business, the value of your offerings or your standing in the market, thereby becoming more than just a marketing tool. It becomes a bridge that connects you with your audience, fostering a beneficial relationship through continued engagement.

Great Content Creates a Strong Message

Great content begins with the right message: a compelling reason for customers to choose you over the competition. More than just the right message, great content delivers a strong message: one that builds, reinforces and strengthens the emotional connections that lead to profitable business relationships.

Your target audience demands a great product or service. But more than anything, your potential customers want to make the right choice. A strong message tied to an emotional connection reassures your audience their decision was a smart, easy one. Always start with a strong message. Otherwise, you’re simply reassuring them to search somewhere else.

Great Content Boosts Search Engine Rankings

Is your website missing out on hot leads from Google? Perhaps there are no potential customers actively searching for your products and services. Or maybe – and far more likely – people are searching for your products and services right this very minute. The problem? They’re simply finding your competitor’s website first.

Quality content earns brands prime search engine real estate. In our new era of web design, quality content is anything interesting, beneficial or purposeful, something people will read, share, like and link to. More than ever, today’s shares, likes and links add up to big things: a first page Google ranking, for example.

Great Content Engages Your Audience

There’s a two-step process to engaging your audience in our cruel and competitive world of content: capture their attention, and keep it. Both are necessary to add incremental value to your website.

Engaged audiences tend to stick around for longer. Your goal is to keep them around long enough to deliver more value and convert them into customers. The best way to get the job done: create an emotional hook, entice your target audience to read more, and guide them towards the more relevant and valuable content.

How to Create Great Website Content

Creating great content is like any other skill: the more you practice, the more you can develop, sharpen and perfect the process. Although some of us are born with the ability to write, the rest of us can learn. Our guide is here to help.

Here are six simple tips for creating great website content.

Understanding the Role of Content Strategy

1. Trim the Fat

From communication to design, brevity is your website’s best friend. Consider the advantages of trimming the fat:

  • Ditch the needless words and your messages become more potent.
  • Punch up the content and valuable screen real estate emerges.
  • Invigorate clunky and exhaustive text with crisp, vigorous energy and your website takes on a whole new life.

This is the golden rule of creating great content. It’s more crucial for web design than any other endeavor. Every piece of content benefits from brevity – including your buttons, navigations, microcopy and more. Trim the fat. Make every word count.

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2. Place Key Words in Logical Sequence

What’s the difference between “Edit & View” and “View & Edit”? Quite a lot. Great content follows the same flow of actions. If you want your target audience to view first, and edit later – it’s your job to make it clear.

A similar rule applies to your website’s keywords. If you write in complete sentences, then place the keywords at the end of the sentence. Prefer to write in fragments? Include the keywords at the beginning. Whatever your style, put keywords in the right places to create great content.

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3. Swap the Passive Voice for Active

From short stories to websites, the active voice packs a more powerful punch than the passive voice. Consider the following two examples:

  • Passive voice: The content was reviewed for spelling mistakes.
  • Active voice: He reviewed the content for spelling mistakes.

While the active voice makes messages clear, the passive voice makes sentences complicated and wordy. This simple tip for creating great content works alongside the first tip (trim the fat) and second tip (place keywords in logical sequence), to help you rethink and improve the language of your website.

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4. Switch Negative Phrasing to Positive

Phrasing your sentences positively is far more effective than phrasing them negatively. “Buy now!” for example, is a much better, more direct way to deliver the message than “Don’t wait to buy!”

As a rule of thumb, rethink any sentence phrased with the word “not”, unless the sentence simply works better in the negative. If a potential customer might lose money by “not” using your product or service, for example, then the negative might prove more effective.

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5. Be Consistent

Consistency in web design holds more weight than any other medium. Your website’s user experience and response all depend on the most logical and consistent use of forms and items. Imagine your website gives visitors three options: save and continue, save and quit, and don’t save and quit.

If you start the list with “Save & Continue”, then follow with “Save & Quit” and “Don’t Save & Quit” (same word order). Switching the order from “Save & Quit” to “Quit & Save” makes your content inconsistent and sloppy. Always remember this simple tip for creating great content. Make consistency a priority throughout your website.

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6. Be Specific

In the world of web design, specific details and precise words trump ambiguity every time out. The cornerstone of creating great content, the details help your website stand out among the competition.

An exterminator claiming to “kill roaches, fleas, and bedbugs,” for example, makes a stronger first impression than one claiming to simply “kill bugs fast.” Which one piques your interest more?

Creating a more descriptive image optimizes the communication process. Even the smallest of details leave lasting impressions on the success of your website’s content.

When to Hire a Web Design Company

Creating great content takes a balance of talent and time. The research, planning, and fine tuning can keep you from concentrating on what you do best: running your business.

Your time is best spent on what you’re good at. Hiring a web design company to create great content is an easy way to add value to your website while you focus on bringing in new clients.

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