Website Content Writing Guidelines

A note on Writing content for SEO 

When it comes to Search Engine Optimisation (SEO), there are some things we know for sure (because bigger search engines like Google tell us) for example, if you want your website to rank well in search results on a mobile phone, your website must be mobile responsive.  Some things though are very much a secret – they will never tell us.  And most of it is evolving… what effects the search results, what weight each component has, much of the algorithm criteria will be an evolving secret recipe.  Any SEO tips we give here are either known aspects of the algorithm or there has been enough reported results to be confident that it is important. 

Keywords 

List the keywords and phrases that you think your audience may type into google to find your page. Add to this list as your writing progresses, but don’t be tempted to write around these keywords.  You’ll come back at the end to see how you can edit the keywords in… focus first on being mindful what your audience may search, and then on smooth writing – worry about editing in the keywords when your first draft is finished. 

In the olden days of internet, you could simply add a list of keywords to the end of your article and the search robots would read them and rank you positively if your list matched searched keywords.  In todays world of artificial intelligence, the robots know if you’ve just dumped the words in, or if they become a cohesive part of the text. 

And again, don’t over do it.  If you overuse keywords, the search robots, with their clever AI, recognise it and can actually penalise your ranking as a result. 

The Use of Heading Styles 

“Headings” on a web page are a font style like you may be used to in Microsoft Word.  But the headings are particularly important on a web page because the search robots look for them.  Therefore, only have one Heading 1 (so as not to confuse the main topic) on your web page.  Use Heading 2s and Heading 3s to separate topics as you go.  If someone should skim down your page reading just your headings, they should read like a table of contents in a book – reading the headings should give the skim reader a clear understanding of the contents of your page. 

Your Heading 1 is the name of your article – it should be clear, concise and tell the reader exactly what your article is about.  Any other headings on the page should be Heading 2s and/or Heading 3s. 

Other SEO Factors 

While this article focusses on the writing of the content, there are some other SEO factors that you should also be aware of such as – 

• Using keywords in the file name and caption of images is important 
• Reviews, particularly Google reviews, can be helpful (but the use of them comes with a word of warning) 
• If your product/service solution is bound geographically, then the naming of the service location is important 

Writing Structure for Good Website Content 

As a “mature” age student, I found myself struggling with the idea of academic writing, until I learnt about writing structure – and what a difference a little structure can make!  Now I’m not suggesting that you write your content for academics (unless of course that is your audience), content writing is much more like journalistic writing, but starting with a structure will help your information flow and keep your reader engaged. 

Building Blocks 

See if your intended message/s should be broken into blocks – if you have two or more distinct points to make, then each point should be considered a separate building block.  Create a dot point outline of your key messages and see if you end up with one dot point list, or if your messages fit better by breaking them into multiple lists.  If you have multiple lists, you have need to write your article in building blocks.   

Dot point lists are also a great way to start the structure of your writing – even the most experienced content writers will often start this way. 

If your article has multiple building blocks, use Heading 2s to identify each new block.  And use Heading 3s within each block to identify each new sub-point.  Then use the paragraph structure below under each of your headings. 

The Grab Paragraph 

For website content the grab paragraph, which is immediately below your heading 1 (the title of your article) should be a maximum of only a few sentences, and be intended to grab the attention of your audience, paint a picture of what they will learn if they continue to read, and entice them to move on to the next paragraph. 

Write this last because you won’t have fully understood the power of your message until you’ve finished writing it, and The Grab Paragraph should include both the essence of the most powerful part of your message, and the most pressing need that your audience was searching answers for. 

Think of this like an elevator pitch – if you had very limited time to tell someone what your article was about, in a way that was compelling to them, in the hope that they would search for and read your article… what would that description sound like? 

Paragraph Structure 

This is a good time to mention paragraph structure.  Throughout your article proper paragraph structure will hold your reader just as importantly as accurate information and it will help ensure that your intended message is what the reader digests.  While there are no set rules (for example, sometimes one lone sentence is enough as a paragraph) an average paragraph will have four or five sentences – one topic sentence, two or three “supporting” sentences, and a conclusion sentence.  A paragraph structure like this will help your story flow which means it will be engaging and more likely to be retained by your reader. 

Most of the dot points, and even the sub-points, that you made at the beginning of your writing, can be brought together as complete and digestible ideas if this structure is followed. 

Introduction Paragraph/s 

Each topic should be introduced to the reader.  Immediately following a Heading 2 (topic heading) there should be one or two paragraphs that essentially tells the reader what the topic is about.  If your content has multiple building blocks, then each Heading 2 would be followed by Introduction paragraphs. 

Sometimes it will make sense to add a discrete call to action button at the end of the introduction paragraph in case the reader knows from reading this that they are in the right place.  A simple “click for more information about [insert product/service name]” can sometimes be beneficial here – but be mindful not to change the topic away from their need and towards your solution. 

Body Paragraphs 

This is where you explain the detail of what you want to tell your reader.  People will continue to these paragraphs, after reading the introduction paragraph, if they want more detailed information, particularly in how-to type articles. 

Make this bit all about their problem and definitely not about you and your product/service.  Set yourself up here as the expert.  Tell them what’s important, tell them why it’s important, tell them how to do it, tell them the benefit if they do it.  The body paragraphs add weight and importance to your message. 

Benefits NOT Features 

Anyone involved in selling knows that customers don’t buy features, they buy the benefits.  Take buying a new car for example – this is a major decision for most people and often the second most expensive purchase they’ll ever make but do they buy it because of the size of the engine, fuel to distance ratio, or safety rating?  No!  They buy it because it’s cheap to run (so they have more money) or their family is safe.   

Write like this.  Write in terms of benefits to them, not in features.  People don’t buy features, they buy benefits. 

Conclusion Paragraph 

A simple sum up… tell them what you’ve told them. 

So, each topic has had an introduction, some supporting paragraphs, and is now ready for you to bring home with a conclusion.  There should be nothing new added in this paragraph, this is where you reiterate what you have already told them. 

Call to Action 

This is the only bit where you would normally talk about you or your product/service.  How does your solution fit with the issue that bought your reader here?  It’s great that, after reading your wonderful article, they know more about the topic, now remind them that you are in fact an expert and that they can call on your expertise.  Again, don’t over do it!  Keep this to a very simple sentence or two.  And make sure that the call to action is easy – a simple click to call or click to email… or simple instructions on how to get to you. 

Content Checklist