Writing web content is not as simple as writing an essay. Sure, it pays to have traditional writing skills, but you should be focusing more on copywriting techniques. That means speaking and expressing your message like advertisers do, albeit not so salesy.
You need to know a few special tips and tricks to write fantastic web content. Having the tricks under your belt will help you connect with your audience and build rapport. Through effective content marketing, you can even end up influencing their purchase decisions.
Here are the top 9 web content writing tips to craft solid web content to engage your audience.
1. Speak Like Your Customer
You have to think like your customer to sell your product. Likewise, you have to speak like your customer to engage them.
Having an idea of how your customers think can help you write. However, you should know how they speak to break the ice.
So, if your audience is young, you should skip the formal and shift to casual. Some businesses even use cursing in their content and get hundreds of likes.
However, if you are writing for an evangelical audience, you should definitely skip the cursing!
We hope you got what we mean to say. Your content should be easy to read and digest to engage your audience. And for that, you need to write how they speak.
2. Research Customer Pain Point
This has been said more than enough but still holds true. The more you know about your customers’ pain, the more you will influence them. In addition, it can give you ideas for topics to cover in your content.
For example, if you sell managed hosting, you can focus on the pain points of self-hosted solutions. Along with that, you can push for your services by writing about the benefits of managed hosting. You can go granular on the pain points and dig up challenges anyone else hasn’t covered.
Additionally, you take up challenges drilling down to industries and businesses. In this way, you will never run out of content ideas. Plus, your content will also be engaging as it relates to your customers.
3. Be Conversational
Write your web content like you are speaking to a friend. You can adopt this approach and connect with a wide range of demographics. Everyone can get more comfortable when you talk like a friend instead of a stranger or a sales representative.
Use a lot of “you” in your content and write in the first person, if you wish. There is no need to make your content sound like it’s out of a textbook. Rather, your content should be free-flowing with ample opportunities for the reader to get involved.
For example, you can ask a question after every few paragraphs to involve your readers. Sharing a joke, including bits of humor, and making your audience smile also work like a charm.
You can take inspiration from talk shows and YouTube videos to pick up on conversational-writing skills. Plus, read a few blogs online to see how things are done.
4. Include Actionable Steps
Many businesses write how-to guides or tutorials to bring in leads. This type of content should always incorporate actionable steps to drive up engagement. You may have heard about making your content scannable. Use the same approach in your guides and tutorials and present your solutions in bullet points.
For example, let’s say you are teaching how to run an antivirus scan on a computer. Instead of writing the steps in a paragraph, use bullet points or numbered list instead. So, it can go something like:
- Step 1: Download the antivirus.
- Step 2: Launch the antivirus and follow the instructions on the screen to install it.
- Step 3: Open your antivirus and choose Scan from the menu.
Here some more content writing tips for writing scannable content:
- Break up your content in subheads like H2, H3, and H4.
- Keep your paragraphs short.
- Use a mix of short and long sentences. Write short sentences more.
- Go creative with bold, italics, and other effects to make important information stand out.
- Keep your content conversational to continue involving your audience.
5. Use Enough Visuals
Web content gives you the opportunity to include visuals in your blogs and web pages. You should use ample images that provide relief from endless text and make information more digestible. If you have the budget, you can also create custom graphics to go along with your content.
You may also try some free ways to create your visuals. For example, you can use many online infographic creators to make interesting infographics. With a bit of practice, you can also use many online tools to make your own images.
Businesses that can create videos should definitely use some in their content. It is even better than reading and drives more engagement.
6. Keep Content Easy to Read
Your content should be easy to read and understand. So, skip the words that will make your readers reach for a dictionary. The point here is not to write something that can adorn the halls at Cambridge. Instead, your web content should be comprehensible without the need for consulting Merriam-Webster.
Additionally, use present-day terms and words we use during conversing with each other. Plus, keep things conversational as it also makes your content easy to read.
Here, researching your audience can tell you the level of readability you need to maintain. So, you may need to break down your technical lingo for your non-technical audience.
Moreover, write short paragraphs to prevent your content from appearing as intimidating blocks of text.
7. Present a Unique Aspect
Sometimes, you may need to write on a topic that has been covered extensively across the internet. As a result, you can’t make your content click if you write the same old thing everyone else did.
The trick here is to look for a new aspect or way of presenting the content. Maybe you can cover the same content from a different angle to provide value to your readers.
For example, don’t keep on writing about the same benefits of managed hosting. Maybe, you can write about how managed hosting helps small companies grow their business. Or, why managed hosting is a good way to ensure your website’s security.
Additionally, write on a wide variety of topics that interest your audience. That will make you a thought leader and your audience eager for your new blogs.
8. Appeal to Emotions
One of the best ways to engage your audience is to appeal to their emotions. This is the best content writing tip we can give to any entrepreneur or content writer.
Don’t be afraid to involve your audience emotionally in your content. Stay conversational and pique their emotions to get a response or achieve your objectives.
Let’s say you are writing web content for a fundraiser to help homeless children. You can include sentences like, “how would you feel if it’s your kid who has to spend the night outside in the cold?”
Or, “Wouldn’t you like these children to have the same future as your child”?
However, keep your appeals limited and don’t make the whole content sound desperate. You can use your emotional hooks a few times in your entire blog posts or landing pages.
9. Deliver Value
The easiest and most effective way to engage your audience is to derive value through your content. You can generate value by covering topics that are relevant to your audience. Additionally, your content must quench the thirst for information or provide the answer your audience is looking for.
Moreover, your content should be on the topic and deliver accurate information. Don’t stray from the main question you are answering, and format your content to provide the best answer.
Let’s say you are writing on how to defuse a bomb. So, instead of writing how bombs can kill you, get directly to how you can defuse one.
Google also likes and ranks content that is to the point. Keeping that in mind, your content can be as long or short it needs to answer the question comprehensively. So, don’t shy away from writing lengthy blogs or articles if the topic deserves so.
Similarly, you can write comprehensive service pages to engage your potential clients. For example, an SEO agency can write about their SEO process instead of just saying they offer SEO services.
We hope our web content writing tips will help you create more engaging content. Once you incorporate our tips into your writing, you can take a few additional steps to drive more engagement, like:
- Proofreading your content to remove any spelling mistakes, grammatical errors, and typos
- Adding an FAQ section to your blogs
- Including hooks to attract and maintain interest
- Being creative and having a knack for writing
- Reading a lot to improve your writing skills
- Maintaining a tone of a friendly expert
Wizard Communications can help you create immersive digital experiences to engage your audience. We can provide the right mix of words, design, and multimedia content to attract more leads. Contact us today to know more about our services.