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Content marketing

5 best practices when creating website content

Written by Laura Greenhalgh
Posted on 02 Mar 2022
Time it takes to read: 2 mins

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Here are 5 best practices to consider when creating great website content: 

Understand your target audience

You should always write website content with your audience in mind. This will guide your content to be relatable, relevant and valuable to your target audience. Use your buyer personas to understand who will visit your website, at which stage of the flywheel, and what content they need to move through the customer journey.

Understand your customer journey

The customer journey is a key part of writing website content. Content should be different at each stage of the buyer’s journey: awareness, consideration and decision. In each of these stages, the customer must receive content that helps them move forward onto the next stage. The content you write must be tailored to the users’ wants and needs so they can make a well-considered decision.

Align content with keyword research

Not only does your content have to engage your audience, but it must also be search engine optimised. Implementing valuable keywords that your target audience is searching for will help your website appear in search results. To do this, search your product, service, areas of specialism, topics you have expertise in and challenges your customers face in a keyword research tool such as Moz. You can find the search volume, keyword difficulty and SERP features to make insightful decisions about which keywords will be the most effective for your audience.

Write with readability in mind

Website content should be easy to read and digest. Your content should be concise, to the point, include keywords and avoid industry jargon that your audience may not know. Break up your text into smaller sections that are quick and understandable. Use headers and subheaders to guide the reader down the page and draw their attention to key snippets of information. Be sure to include strong calls to action to drive the user to take further action.

Implement quality standards

You want your website to be as credible and trustworthy as possible. Implementing quality assurance processes removes errors from your content and builds the users’ confidence in your company. You should look for spelling, grammar, punctuation and broken links. You can use a free tool such as Grammarly or Hemingway Editor to support you, it’s also wise to get a colleague to proofread your content to make sure it reads correctly.

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