Tips for writing your website

Need to write your website? Never written a website before? Here are some basics of writing for web – and pro tips – you’ll need to know.

If you’re writing your website, it can be tricky getting started, particularly if you’ve never written a website before. Here are our top tips for writing a website and important aspects of writing for web to keep in mind.

Focus on who you’re writing for

Do you know your audience? It’s easier to write clearly and relevantly if you know exactly who you’re writing for. Ask yourself, what do they want to know? What’s important to them and what problem is your business solving? How will they search for you?

Once you get your audience in your sights, really focus in on your key messages but also consider how they will type in searches to find what they’re looking for., by doing some research yourself. This way, you’ll optimise your writing for online searches, using the common keywords and phrases your audience might use to find you.

Use the inverted pyramid to structure information

Key information should be structured in an upside-down pyramid so it’s top heavy with the most important facts first.

For example, if you provide specialist industrial cleaning services, you want the type of services and  specialisms at the top, as well as the geographical area you serve.

The fact that you have awards for services and many accreditations, is important, but it’s not the first thing interested browsers want to know if they’re looking for a service. Structure your information in this top-heavy way and you’ll ensure browsers won’t skip by.

Use the active voice

Using the active, rather than passive, voice in your web writing will avoid content sounding tired and dull, as well as rather wordy and formal.

Think direct and simple, with the subject performing the action.

For example, consider this example:

PASSIVE VOICE: If a situation arises and industrial cleaners are needed fast, there’s a helpline you can use.

ACTIVE VOICE: When you need industrial cleaners fast, we’re here.

Using the active voice puts the subject ‘you’ into the action – it’s more concise, snappier and speaks to your browser more effectively.

Show don’t tell

Don’t use unqualified statements to ‘tell’ your browser facts. Instead, show them by giving them the facts.

For example, if you say, “We are the best industrial cleaners for miles around,” you’re not really showing how you’re the best cleaners.

But if you say, “We have a reputation for providing high-quality industrial cleaning services with nothing less than all five-star reviews,” you’re showing how you’re the best.

Use short, easy-to-read sentences

There’s an art to this one, while getting the information across you need to. The fact is, readers want to read as quickly as possible and lengthy sentences will stop them from doing this. Make sentences as concise and efficient as possible – short and snappy is what you’re after, for maximum readability.

Microsoft Word has a readability test you can use, which can help you to improve your readability score on anything you write.

Make text easily scannable

This is more about formatting. Short, easy-to-read sentences, as above, will help here, but avoiding text heavy sections is also essential.

Use bullets and short paragraphs / sections, subheadings, info graphics and images, as well as plenty of white space, so the readers’ eye can scan for the information they need quickly.

Use a variety of words, but don’t mix up terms

It’s good to use a varied vocabulary to keep your content interesting and engaging to read. But don’t vary the terms for things like services, titles or departments, the browser needs to understand.

For example, if you provide ‘high-rise window-cleaning’ refer to it as this throughout. Don’t use variations, such as ‘window-cleaning over three storeys’ or ‘window-cleaning for tall buildings’ or your audience will get confused and think they’re different services.

Use internal hyperlinks to be helpful

This is called layering your content, by using hyperlinks to direct readers to other useful areas of your website.

For example, if you’re written a blog about cleaning stone floors, it could be helpful to link to this in your service page on cleaning floors / stone floors. These internal links are helpful to direct readers to other pieces of relevant content. But a word of warning – don’t use too many. Google recommends keeping the numbers of hyperlinks in a page to a ‘reasonable amount’.

Don’t use jargon

It should go without saying, but we see industry terms and acronyms littered throughout websites all the time. Any barrier to understanding your words is bad for your SEO, audience and bounce-rate.

Don’t leave them hanging…

It’s one thing to write wonderful content your audience can get interested in, but don’t just end it there. What do you want them to do next? You need to capitalise on the interest your audience has in you by giving them further options through clear call to actions, known as CTAs – but you know how we feel about acronyms!

A call to action is an instruction to your browser to do something on reading your content. Options could be to get in touch directly with you, book an initial consultation, join your mailing list, sign up to a waiting list. It could be any number of ways to encourage further interaction and engagement.

Still need help writing your website? Our digital content team are here and ready to help you. Just get in touch to chat about writing for web.

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