The written components of your website are crucial for helping customers find your brand online and understand what you do. Your website might be attractive, but high-quality web content will ensure it’s effective, searchable and consistent with your brand messaging.
Search Engine Optimisation (SEO)
Web content plays a significant role in search engine optimization.
When thinking of SEO, adding keywords and phrases to your web content might come to mind. Some businesses try to cram as many keywords and phrases in their web copy as possible, but that isn’t helping them. Google has evolved how it indexes and produces content based on search phrases. “Keyword stuffing” is no longer helpful and doesn’t hold value for Google or users. Learn more about the dangers of keyword stuffing.
Still, smart and reasonable keyword use is helpful but is not the only thing to consider. Nowadays, your website must have high-quality content and plenty of it.
High-quality web content is well-written, easy to read, correctly formatted, and uses the appropriate number of keywords. It is relevant, informative, and easy to consume. The web content must help users navigate your website and point them towards your products and services. It must also convey your brand and be consistent with your other communication.
Quality web content can also tell Google (and other search engines) what you do. If a search engine can’t determine what your business does and match it with potential search inquiries, your customers can’t find you.
Consistent brand messaging
It should come as no surprise that your branding should be consistent. Consistent branding makes it easy for customers to recognize your brand on multiple online platforms and in real life.
Consistent branding goes beyond having the same logo, typeface, and colours repeated across your online channels. It also involves the tone of the messaging, i.e. the written tone of all copy writing used to represent your business.
Hiring a professional content writer or communications agency ensures a consistent brand tone. You may outsource all content writing to a specific individual or rely on the talents of a team of professional content writers from an agency like Circlewood Creative.
Professional writers have the skills to match the tone already present across your company’s web content. That way, the branding is consistent even if multiple people contribute to your content creation.
Improved readability
The readability of your web content does affect SEO. However, let’s not forget the other target audience for your website- your customers! Copy that is poorly written and obviously jam-packed with keywords is difficult to read and navigate. Plus, it gives a poor first impression.
Ultimately, the content present on your website should benefit site visitors. The content should be engaging, educational, and help your customers. Readability is key for conveying information, meaning and guiding your customers through your website.
Readable web content is straightforward and clear. It uses proper grammar, correct spelling and flows well. Headings and paragraph sizing also help site visitors navigate the information on your website. In addition, ensure that the reading level of your content makes it accessible to all potential customers.
Professional content writing for your website
As more businesses take the DIY approach to their websites, writing your own content may seem like low-hanging fruit. However, web content can make or break your website and your company’s online presence. Poorly written and ineffective web content won’t help you rank higher on Google- nor will it help your customers.
Professional content writers understand everything that goes into great web copy. From SEO to readability, their expertise is invaluable.
High-quality web content from a professional content writer is the best way to attract the right audience to your website. And once they’re there, quality content communicates the necessary information, encourages action, and deepens their connection to your brand.
