Tag: web writing

Five Tips on Web Writing That Engages

Web writing that engages allows visitors to quickly find what they need, reduces task errors, is memorable, and leaves the visitor feeling satisfied. Recently, a successful B2B graphic designer exclaimed: “Good writers are gold.” Content is what makes a website valuable. Whether big or small, all companies can benefit from web writing that engages visitors.

Optimize

SEO experts emphasize the need for quality content to drive traffic to a website. A good tagline that says who you are and what you do lets the visitor know right away that they are in the right place. Headlines that include a benefit will catch visitors’ attention. Copy should start with the conclusion, followed by supporting information, and finish with an overview or background of the issues.

Entice

A visual hierarchy prioritizes content for the visitor. This reduces  their cognitive load. It allows them to quickly scan and hone in on what they are looking for.  Use fonts, color, weight and size to position content that will entice the visitor to engage with your content.

Educate

Website visitors respond more to objective rather than promotional writing. Get rid of unnecessary adjectives. Concentrate on being concise. Answer the questions your audience asks. They are there seeking information. Deliver.

Build Trust

Use the About Us page to let visitors know who you are and what you do, the benefits they’ll receive, and how you are different from your competitors – in one paragraph.  Add a brief story about who started the company and why. Company history reveals what your capabilities are. It also gives visitors a glimpse at company values. Include links to executive profiles, testimonials, awards, accomplishments and press releases to reinforce the reputation you’ve built.

Differentiate

If your content could appear on a competitor’s website something is wrong. You have not found what differentiates you from your competitors. This is often the case with professional service firms. Your content should make you stand out. When appropriate, embrace the differences with a celebratory tone.  People like associating with companies who know who they are.

Just as in spoken language, nuance is important. In writing for the web the choice of words, their position and tone all play a part in engaging and satisfying. When you optimize your content for easy consumption, you entice. When you educate, you build trust. When you differentiate, you become memorable.

Please share your thoughts on what makes website writing engaging in the comments below.

How to Find a Web Content Writer You Like

web content writerMore than eighty million results. That’s what turned up on Bing when I entered the term content writer. No wonder you feel overwhelmed looking for a content writer. When you work in publishing, writers come to you, but for business marketers and business owners it isn’t easy to find the right person. How do you find someone who knows your business or is willing to invest the time to learn? How do you find a content writer who understands what you want to accomplish? How do you find someone who can deliver web content that will raise your company’s search engine rankings, increase your traffic and generate leads?

Here are five ways you can separate the good content writers from the bad.

1)      A content writer should have credentials.

Look at where a content writer’s work has been published.  Are the publications or websites familiar to you? Is the content writer focused on the needs of consumers or business? Who are their clients? I would also look for some professional affiliations that identify their areas of interest such as the Construction Writers Association or the  International Foodservice Editorial Council .

2)      Writing should be clear, concise and understandable.

Check out the content writer’s examples of web writing.  Is the copy clear, concise and understandable? Does the writer offer a benefit, answer the visitor’s questions and include a call to action? Is the writing free of spelling and grammatical errors?  Can the writer provide examples of blog posts, email newsletters and other online marketing initiatives?

3)      A content writer should be creative.

Evaluate web writing samples, and ask for the submitted Word files for the project. You want to find out how much editing was required.  Does the content writer make an effort to draw the reader in with a creative headline or lead? Does the content writer offer a unique or unusual perspective?  Is the website content unique, or does it look very similar to other competitors in the space?

4)      A content writer needs to understand SEO.

Does the content writer have experience in writing copy that is optimized for search engines? Does the content writer research keywords and key phrases for your business? Ask what traffic results the writer achieved?  What does the writer’s own website look like? Is it well written and easy to navigate?

5)      A content writer should be easy to work with.

Good content writers become invaluable when they are responsive, timely, and take the initiative to develop original content ideas.  They welcome your feedback and suggestions.  A good writer makes a concerted effort to accommodate your schedule and meet tight deadlines. Ask other businesses, agencies, web developers, marketing and PR professionals in your industry for recommendations. Talk with prospective writers and their clients. For a long-term assignment or if you have ongoing writing projects, I think it’s fair to ask for a small writing sample geared towards your specific needs.  Do your due diligence and you will find a writer you like to work with.

And don’t forget to call Content for Biz to discuss your content writing needs.