In part one of our ‘How to Write Content for Your Website’ guide (if you haven’t already, go give it a read!), we went over what you need to think about before you start writing your website content. Hopefully, you’ll now have decided what your website content needs to achieve, have done some research on your competitors, and know you need to be writing with search engine optimisation in mind.

“But how do I do the actual writing part?” we hear you cry! Well, we’re glad you asked because part two of our guide focuses on exactly what you need to be thinking about whilst you’re writing!

1. Captivate

Often you will have mere seconds to capture your reader’s interest. You can start your copy with exciting news, a question, or even a short story. The key is to get them eager for more information.

• Talk to your readers the same way you would a friend. Techniques such as directly addressing them as “you” and using the active voice feels more personal and is more likely to create a bond between readers and your brand.
• Include strong calls to action by using phrases like “Join Here”, “Sign Up” or “Learn More”. These deliver a clear message to your reader and help initiate the action you want them to take from reading your copy.

2. Accessible

The layout of your copy might seem trivial, but it is important. Make sure your content is simple to scan and easy to navigate.

• Often readers will want to skip ahead or are seeking a specific piece of information. If you make your content easy to read, they are less likely to click off and use another website to get that information.
• Avoid jargon and over complicated sentences. This can alienate some readers as well as make your content difficult to read.

3. Be yourself

Whilst in part 1 we noted the benefits of identifying your competitors, it is important to develop your own brand voice. This may take time and practice but having a unique tone of voice that visitors can instantly recognise as your brand will be extremely beneficial in the long term.

• Your previous research on your target audience can help you identify how you want your brand to sound.
• It is okay to be inspired by others but make sure you’re not directly copying them. Customers will always be able to recognise authentic content produced with passion.

Now you’re armed with this information, you’re ready to go and write your content! At this stage, it’s fine to just get all of your ideas out onto paper as a first draft and then decide what you want to delete afterward. When you’ve finished writing, you can take a look at part 3 of our guide where we go over how to refine your draft into your final masterpiece!

If you’re wrestling with your writing and need help, give us a call on 01566 232323 or email us at hello@mihidigital.co.uk