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How to write content for your website

Written by
Visions Team
on
January 22, 2025

Writing great content for your website is key to making a strong first impression and keeping visitors coming back.

Not sure where to start? Here are some practical tips to help you write compelling, effective content for your website.

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1. Know Your Audience

The best website content speaks directly to your target audience. Before you start writing, take some time to understand who your visitors are:

  • What are their needs, goals, and pain points?
  • What kind of tone and style will resonate with them?
  • What questions are they likely to ask?

When you know your audience, you can create content that feels personalised and relevant, making visitors more likely to engage with your site and most importantly, keep them coming back for more!

Team collaboration

2. Keep It Clear and Concise

Website visitors don’t want to wade through long blocks of text. They’re scanning for information quickly. To make your content easy to read:

  • Use short sentences and paragraphs.
  • Break up text with headings, bullet points, and visuals.
  • Focus on one idea per section.

Clear, concise content helps visitors find what they need without getting overwhelmed.

3. Make Your Value Proposition Clear

Why should someone choose your business? Your value proposition—what sets you apart—should be front and centre. Make sure visitors know:

  • Who you are.
  • What you offer.
  • Why they should choose you over competitors.

A strong, clear value proposition builds trust and encourages visitors to take the next step.

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4. Write for SEO Without Overdoing It

Search engine optimisation (SEO) helps your website rank higher in search results, bringing in more visitors. While it’s important to include keywords, don’t let them dominate your content. Instead:

  • Use keywords naturally within sentences.
  • Focus on providing valuable, high-quality information.
  • Optimise meta titles and descriptions for each page.

A balance of SEO and reader-friendly content ensures your site attracts traffic without feeling forced.

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5. Use a Conversational Tone

Your website content doesn’t have to be overly formal. A friendly, conversational tone can make your brand more relatable and approachable. Imagine you’re speaking directly to a customer and:

  • Use “you” and “your” to make content personal.
  • Avoid jargon or overly technical language.
  • Write in a way that’s engaging and easy to understand.

A conversational tone helps build a connection with your audience.

6. Include Clear Calls-to-Action (CTAs)

Every page on your website should guide visitors toward a specific action. Whether it’s signing up for a newsletter, booking a consultation, or making a purchase, use clear CTAs to direct their next step:

  • Place CTAs in prominent locations.
  • Use action-oriented language (e.g., “Get Started” or “Learn More”).
  • Keep the process simple and straightforward.

Effective CTAs turn passive visitors into active customers.

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7. Show, Don’t Just Tell

While words are powerful, visuals can take your content to the next level. Wherever possible:

  • Use images, videos, or infographics to complement your text.
  • Share testimonials, case studies, or statistics to back up claims.
  • Highlight key points with bold text or icons.

A mix of engaging visuals and well-written content keeps visitors interested and informed.

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8. Regularly Update Your Content, Test and Refine

Outdated content can make your website look neglected. Keep your site fresh and relevant by:

  • Updating statistics, product information, or pricing regularly.
  • Adding new blog posts, case studies, or news articles.
  • Reviewing older pages to ensure they’re still accurate and effective.

Fresh content signals to visitors (and search engines) that your website is active and trustworthy.

Your first draft is just the beginning. Test different versions of your content to see what works best:

  • Try different headlines or CTAs to improve engagement.
  • Analyse website metrics (e.g., bounce rate, time on page) to identify areas for improvement.
  • Ask for feedback from colleagues or customers.

Refining your content over time ensures it stays effective and impactful.

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Wrapping It Up

Writing great website content doesn’t have to be daunting. By understanding your audience, staying clear and concise, and letting your brand’s personality shine, you can create a site that captures attention and drives results. So, grab a cup of tea, start typing, and get ready to make your website a destination your customers will love!