There’s a fallacy that exists around writing content for web, and it’s that anyone can do it.
It’s hardly surprising why this belief came to be. With easily accessible blogging tools like Blogger and WordPress, literally anyone can write web content. If we’re talking about a personal blog that relates to a hobby or interest, then sure, why not?
But when it comes to your business website, it’s often a good idea to think carefully which staff member you hand the website password to.
While a lot of employees, including yourself, may live and breathe the business and understand the products and services inside out, are they qualified to write about them?
Here’s several skills you may not have considered are useful when writing website content or blogging:
An understanding of SEO
Search Engine Optimisation is the way Google recognises your website’s content, whether it’s page content or blog posts. The most powerful website content integrates SEO techniques to help improve your company’s visibility in search engines, so you’ll need someone who can write with an understanding of SEO.
Readability for the web
While reading web content can often seem easier to read than printed matter, this doesn’t mean it’s easier to write! Writing for websites requires content that enables readers to be able to digest content easily and with the ability to scan key points. Readers often jump from page to page. That’s why it’s beneficial to use a copywriter who understands how people navigate websites and be able to produce this ‘easy to read’ but not necessarily easy to write content!
A marketing mindset
As mentioned above, website visitors often scan content and jump from page to page. With this in mind, you need to ensure your content conveys your brand’s key messages and creates a strong call-to-action no matter which pages a person reads. A copywriter who has a strong marketing mindset, with an understanding of branding and messaging, will be able to achieve this for you.
As you can see, there’s a lot of behind-the-scenes hard work that goes into producing ‘easy to read’ website content! If you don’t have the expertise in-house, maybe it’s time to consider hiring an experienced copywriter with these skills.
If you need powerful website content that engages customers and assists the sales process, contact BWrite today.