The Complete Guide to finding a Website Content Writer

The Complete Guide to finding a Website Content Writer

In the early stages of creating a website, you’ll need to determine who is responsible for your site content. You might be tempted to assign this critical task to your secretaryor assistant, and have them organise it. The problem is they likely won’t understand the role of content in lead generation, authority building, SERPs or online conversions.

Poor writing is boring, lifeless and dull. Subsequently, the story doesn’t flow well and your post resembles an entry in an academic journal. Furthermore, you’re unable to effectively engage with your audience or your writing is simply not good enough when compared to other blogs in your niche.

You can choose content that’s poor or excellent for your website. One road leads to the pit of low rankings, wasted money and poor conversions; the other leads to engagement, loyalty from fans and a prosperous brand. If your goal is to improve SEO rankings, generate leads, get inside your customers’ heads, increase traffic and watch your marketing efforts pay off, you’ll need a proven Website Content Writer from Daily Posts to complete the task.

James Cummings on Financial Copywriting

James Cummings, CEO, takes a look at press conferences and releases

If you need help setting up a press conference online or offline then get in touch with James today. He’s available on the numbers below, on james@dailyposts.co.uk and on Skype YesDailyPosts.

UK: 02380 970979

US (646) 679-7971

What is a Website Content Writer?

In its most basic form, content is information. On the web, this takes different forms such as videos, social media posts, podcasts, web pages and blog posts. In light of this description, a Website Content Writer produces high-quality work, geared towards your target audience.

For a Digital Copywriter to perform their job effectively, they must know your target audience and any burning questions they might pose, as well as problems which they’ll be required to solve. This ensures content is well-researched and effectively optimised.

The types of content such a writer might work on include sales copy and text for graphics, infographics, e-books, video interviews, social media, white papers, guides, and more. They produce content for all sorts of industries and could also be tasked with ensuring the website pages and content gel.

Content Writers highlight the best features of your brand; it is not a skill you learn in the classroom. Our Copywriters gain more organic traffic for your website, boost SEO and generate leads for your sales team. Our written content is 100% original. We help search engines give your site more exposure, whilst increasing the popularity of your website.

What are the qualities of a professional Website Content Writer?

The ability to create original content

Content is King for both your visitors and Google. Plagiarism leads to penalties that could sink your rankings and bottom line in general. There was a time when Mahalo and Ezine articles were top-ranked content, but not anymore. If you repurpose the same content over and over again, no one is going to link to it. Suffice to say, all the content on your website should be yours and yours alone. A great content writer won’t come cheap; they leverage their understanding of your niche and audience to create content that appeals to search engines and readers alike, which is a perfect score for your content.

Adaptability

Many website contents fall flat because the tone and style don’t merge the brand’s culture with the purpose of the piece. For example, a blog post for a company that sells agricultural equipment will be different from a post for a ketogenic restaurant that targets health-conscious consumers.

An able writer should be adept at writing a range of articles covering complex issues in any given niche. The first skill of a content writer is a high level of language proficiency. Language not only separates the wheat from the chaff, but ensures your website doesn’t lose credibility because of spelling or grammatical errors.

Strong grasp of language and style

A solid grasp of English language and style helps the writer to turn a succinct phrase into a powerful word that sells the product or drives the message home. A good writer also maintains a robust and strong vocabulary. The best Website Content Writers know how to incorporate emotional words that make your web pages and blogs more interesting. This is a useful tool for effective communication between a brand and its audience.

Strong research skills

Good content writers are curious explorers that leave no stone unturned when searching for vital data or statistics that add credibility or support a statement. Whatever the topic, they can find a unique angle that’s specific to your location and important to your readers for an all-around interesting read.

Ability to follow directions

The best content writers always follow the client’s instructions. In the world of customer service, the client is always right and you’ve not completed the job until they’re satisfied. The best writers are knowledgeable about several news sources, topics, reviews, views and events. They perceive the necessary keyword, outline, topic and necessities of their purchasers. All this information goes into producing the desired content.

Proof-reading and editing

A writer needs to be disciplined, patient and has a good eye for detail. They have laser-sharp focus and can find errors in a seemingly infallible sentence. They also know how to correct phrases, make jumbled words coherent and keep the content concise. So much so, editing sometimes takes more time than writing.

Understand SEO

Content writers stay abreast of the latest trends in SEO and algorithm updates. Your web content creation isn’t effective until the right people can find it. They know all the current skills for crafting SEO-friendly headlines, meta-data descriptions, keyword research and optimising content for appropriate search terms. These capabilities require more expertise than the average website copywriter can provide, making it essential to find these resources from one single source.

Maintain a high readability score

Readability is one of the simplest and most important factors of great online content. Many visitors scan content within just a minute. An able content writer produces content that is reader-friendly and easy to decipher. They avoid complicated jargon, phrases or sentences that might confuse the reader.

Which of these Content Writing mistakes are you making?

You never took a copywriting course

Writing web content without any background knowledge is like searching for buried treasure whilst blindfolded. Even with all the luck in the luck in the world, you won’t find it. A copywriting course ensures you know the background rules, such as understanding your audience, grammatical errors to avoid, as well as tone, style and flow.

You’ve never spoken to your audience on the phone or in person

The best way to get inside your reader’s mind is to have a genuine conversation with them. You can learn a lot about your readers in just an hour. They will subsequently teach you more about communication and the pain points that keep them up at night. It’s important you get in touch with your customers and readers at least once or twice per month.

Your blog is about everything

A quick way to increase bounce rate is writing about everything running through your mind. People don’t care about you; they only want a working solution to their problem. You’ll lose them quickly when you drift from this primary objective. Therefore, limit your writing to your niche and (where possible) the solution you’re providing for readers. This makes it easier for people to find your content, engage with your website and build a relationship with your brand.

Using jargon

A golden rule never to ignore when writing for the web is communicating in simple English. Some of the phrases you might use when speaking with your more learned friends won’t work on the web.  If you’re using industry-specific acronyms or terminology, include an accompanying definition. Complex words make it harder for people to grasp the message and they could subsequently feel alienated. This is not something you want readers to feel when they visit your website. Eliminate all words or phrases that look like jargon and find a simpler term that sufficiently conveys the meaning to your readers.

Failing to make your content relevant to your local audience

For small businesses, it’s crucial for your web content to incorporate your local market. Content should be location focused to ensure you rank high for location-based searches within your niche. This also reduces competition with national or top brands in your industry, saving both money and time.

Writing content that sells the product, not the benefit

One of the major goals of website content is to build and maintain a relationship of trust between the brand and buyer. Many content writers forget this rule. A web content writer who doesn’t understand the audience can’t give them what they want, which is life-changing, meaningful value that convinces them that the product in question will deliver.
This example from MailChimp shows the target market the powerful benefits of the new production recommendation technology and includes a ‘how-to’ guide in the post.

Your writing isn’t scannable

You’ve created the perfect headline that’s attracting thousands of people to your content. However, you notice that in the same vein, bounce rate is high. No matter how appealing the subject matter, a wall of text without formatting is a turn off for the reader.

Image Source

Digital Marketing expert, Jeff Bullas, explains that content which isn’t well formatted overwhelms readers. The challenge is what notto read, instead of what to read. We live in an informed world, where people are constantly bombarded with information. Therefore, get the most of their time by breaking down your content into digestible chunks and descriptive subheaders.

Writing without an SEO keyword strategy

Searchers use relevant terms to find answers to a burning question. For example, ‘Cinemas near me’ or ‘Car repair shop in Chelsea’. Google then brings up the most relevant answers pertinent to the searcher’s intent.

You’ll have a generic idea of what people in your niche are looking for in relation to your product or services. A keyword strategy ensures you take full advantage of the user’s search intent to create content that includes these related terms and keywords. If you don’t have a keyword strategy, it’s harder for people to find your website, as it is for you to generate new business.

Using the wrong tone or style

Part of knowing your audience is knowing the right tone and style of writing that fits. Without this feature, your content might be seen as being overly professional, friendly or technical to your ideal audience. Once you know your audience, align your style and toneaccordingly to match your writing.

Choosing quantity over quality

While it’s important to produce regular content for your readers, it’s more important that the content you create is of the highest quality possible. Today’s reader is regularly exposed to excellent content, thanks to strong competition in every niche. You’ll lose face with Google and your audience if you choose to repost other people’s work or hire cheap content writers to create low-quality content for your website.

Can a Website Content Writer increase conversion?

At the end of the day, everything on your website is aimed at increasing conversion. All your marketing efforts are geared towards this goal and a website copywriter can help achieve this. Content Marketer, Amrit Hallan, posits that there is a direct connection between helpful information on your site and website conversion.  The three biggest challenges for your online store are:

Informing visitors about your products and their unique benefits and features

Evoke emotions that drive action

Foster long-term relationships, based on the alignment of your brand’s values and those of the customers

A content writer provides high-quality copy that offers useful and relevant information to your visitors and customers.  You can cover all three challenges with strong content writing.

Notably, Encyclopaedia Britannica changed it sales page copy and increased conversion by 103%. Freckle Time changed its homepage copy and increased conversion by 2.4x.  Meanwhile, Invesp focused its copy on the value proposition and increased conversion for OReilly and BlogTalkRadio by over 90%. Great content builds trust and sets you up as a reputable provider of reliable information.

The strength of your content also boosts search engine rankings and your overall presence online. You’re gradually making a name as an industry expert and reliable knowledge base. People are coming to your site and spending more time reading your articles and engaging with your web pages. They respect your opinion and would rather do business with you, because search engines told them to trust your brand.

Here are a few other ways a Website Content Writer increases conversion for your website:

Breathe new life into old content: It’s time consuming to come up with great ideas or write original content that makes big companies sit up and take note. In the meantime, some of the content on your website can be repurposed to create more relevant and useful copy for your audience. This could be turned into infographics, webinars or podcasts.

Create tailor-made CTAs: Power words make us feel certain emotions and spur us to take action. For example, ‘Blockbuster’, ‘Smashing’, ‘Stunner’ and ‘Scintillating’ are all considered to be power words. We rarely use them in everyday speech, so they stand out when used in website copies. A good content writer creates a ‘Call to Action’ (CTA) targeting your given audience. The CTA is at once simple, short, eye-catching and informative.

Create a voice for your brand: One of the key things visitors look for when they visit your website is learning what it would be like to work with your company. Subsequently, strong website content establishes your brand voice and ensures all content and social media profiles maintain a consistent persona.

Weighing in on the Great Debate: In-house vs. Freelance writers

As a company looking to grow as quickly as possible, you’ll need a website that does more than just provide basic information. Your site must engage visitors, continuously attract traffic and convert that traffic into leads. Quality content is the obvious answer, but what is the most cost-effective and sustainable method of achieving this goal?

Your entire workforce is focused on production and key aspects of operations, such that staff don’t have time to write content, nor do they have the required skills or expertise. Do you outsource to a third party or hire a team of writers and put them on the payroll with the sole purpose of creating content for your website?

Ideally, in-house writers are only an option for large corporations and well-funded startups with deep pockets. They are salaried staffwho’ll require insurance, adequate training and healthcare. The major benefit is the consistency of the content produced. These individuals grow with your company and have a better idea of your audience, product and brand voice.  They know how to target your message and tailor it to the right audience. They are available for changes, edits and re-strategising where necessary.

However, this is an avoidable expense. What’s more, the additional overheads such as taxes, retirement plan matches, sick days, vacation allowance and health insurance contributions might not be worth it when you consider the financial implications, running up to 1.4x the base salary.

For new companies that are just starting out (or older ones that like to focus on what they know best), outsourcing might be the best option. By doing so, you’ll pay for them on an ‘as needed’ basis, without worrying about the fixed cost of retaining a full-time employee. Subsequently, they won’t have to be ‘on-site’ to do the job. They are qualified and possess the necessary skills to turn your website content into a compelling narrative. Best of all, they work remotely and do not take up office space or use precious resources.

A freelancer saves money on maternity leave, sick pay, holidays and bonuses. If you don’t have time to train someone immediately or wait for them to learn the ropes, an experienced copywriting firm is the all-in-one solution. Here, you’ll be paying for expertise, knowledge of your audience and great quality.

When making a choice, consider the following:

Availability of resources

The quality derived from these resources

The ability of your chosen option to meet deadlines

How to write strong content for a website

Who is your target audience?

The golden rule of writing website content is knowing your primary audience. Before writing down a single word or planning your content, you must know your primary audience and how the content impacts on a secondary audience (that influences your primary audience).

For example, if you sell trucks, your primary audience might be men aged 35 to 65. Your content should therefore be of interest to individuals in this category. What are they looking for in a truck? Are your articles answering these questions? Also, what about their partners, who could influence their decision on the type of car they buy?

The visitor comes first

An idea might make sense for your company, but not for the visitor. Your website is ineffective if you don’t put your visitor first. Ultimately, it’s not about you or your product, but how you can help your audience.

The best websites and brands across the world are customer-centric. They provide information that’s interesting and organised, building trust and loyalty with their visitors and audience. Don’t be afraid to share your failures or success story, as long as it helps the user. Studies show that information-rich websites convert the most prospects.

KISS

Keep it short and simple (KISS). There are over 900 million websites online and over three billion web searches daily. Users have a plethora of options to choose from, so you can’t afford to waste a single second of their time. Avoid distractions and get straight to the point. This might sound difficult if you like to write a lot of jargon, but understand that only 16% of your readers read an entire article, while the rest scan your content for useful information. If you make it hard for them to find what they need, they will hightail it to the next website.

All content needs a strong headline

Strong headlines are the centrepiece of a successful content marketing strategy. According to Julia McCoy, a headline drives interest and is a good place to think of the best way to provide relevant information.

People should glance at your headline and have a general idea of what the content is about, as well as the information they’ll likely find. Blog topics, landing page headlines, guest post titles and any content that requires a headline should be well thought out and carefully planned. Include a keyword, CTA and power words in your headline. Use Buzzsumo to draw inspiration from the top performing headlines that have worked for your competition.

Vital information before everything else

Writing for the web is not the same as writing a term paper or an essay. The most important point in your essay might be in the conclusion, whereby you score an A+. Great job! However, this is not so for web content; you must put your strongest foot forward to grab and hold the reader’s interest. For example, if you’re looking for a Website Content Writer for your new business, you’ll preferably want someone local, who has experience writing for your niche. For example, if your business is a dentists in Sussex, you’ll want a Sussex Content Writer who understands medical terminology.

Don’t try to be creative

Jakob Nielsen’s Alertbox states that website visitors act like wild animals, in that they reach your website, but have already sniffed a scent trail. They are in a hurry to check out several websites, instead of trying to figure out what you want them to do.

So, your best option is to go with a simple statement every time. Clever phrases require careful consideration to process; so much so, asking someone ‘on the hunt’ to think is akin to mission impossible.

Simple navigational menu

The ease of navigation on your website has a direct impact on traffic, search engine rankings and lead generation. The navigation menu on your site should therefore be well labelled to make it easier for visitors to find relevant content. The best practice is to feature your navigation menu on every page throughout your site, so that users can interact with your website without returning to the homepage every time. Interconnectivity also makes it easier for search engines to crawl and index your site.

Clean homepage layout

Your website is the first impression people will form of your business. When visitors land on your site, they should know from your homepage the type of information they can expect. Forget about a flashy, image-laden homepage design that could slow down your site. Rather, opt for a clean, professional, simple design.

When creating content for your homepage, your audience is important. What information do they like to see displayed on the homepage? Which images convert best? Text and visuals should appeal specifically to your target audience. For starters, look through examples of successful competitors in your niche.

Write for lazy people

A website reader is looking for easy prey; that is a site which offers quick access to content without too much effort to find key information. The content on your site should include:

  • Short sentences, no longer than 12 words on average
  • Short paragraphs, no longer than 4-6 lines
  • No jargon or complicated words
  • No needless repetition
  • Content that directly addresses their needs. Use ‘you’ when addressing your readers

Five best practices for writing for the web

Actionable content

Open your last blog post on your website; did it offer a guide or advice on how to apply the lessons you discussed? The best content provides information for the reader with regards what to do, as well as assurance that they will succeed if they use the relevant material. When you write a blog post about mistakes people make when hiring a copywriter, common errors in a blog post or SEO strategies, you should also include actionable solutions which they can implement.

Accuracy in reporting and sourcing of information

You’ve written a spectacular post, backed up with data and statistics. Some of your readers decide to check your details and find that there are inaccuracies. This is a blight on your reputation that could permanently damage your credibility, as your blog and website content have a direct reflection on your company. Therefore, statistics should be verified, data cross-checked and make sure your information comes from a credible source. A few tips from Neil Patel include:

  • Only link to a trusted and authoritative source
  • The more you can substantiate your writing (or link to related content), the more trusted you become
  • Linking to other sources makes it easier for search engines to understand your content and how to categorise it

Use the right formatting

When writing website content, use the right formatting. Don’t underline or use bold, headings, italics or indentations unnecessarily. Your visitors aren’t reading; they are scanning. Studies by Nielsen reveal that readers scan in an F-shaped pattern. They begin from the left to the right and drag their eyes down the page. A few tips to guide you include:

The information hierarchy: Place important information first and less important information further down the page.

Two-column layout: Place product images on the left, with details of the product on the right. People look at the image before the text. Alternatively, you could use bullet points to show important text on the right or break it into paragraphs for longer descriptions.

 

This is a good example from amazon.com.

SEO keyword research

Keyword research for SEO keywords makes it easy for readers to understand what your content is about. This is the most essential aspect of digital marketing and how you keep your ears to the ground. SEO keyword research offers unique insight into what your audience finds relevant, as well as highlighting your competitor’s content strategy.

The ROI you enjoy when optimising your content for keywords is incredible. For example, Contentafc.com generates over $400,000 worth of organic traffic annually from keyword research. They would have to spend the same amount on an AdWords campaign to attract a similar number of website visitors.

Write in simple and concise English

One of the hardest parts of writing website content is striking out technical jargon and keeping your copy simple. We’re not asking you to dumb it down, but to explain in a way the larger audience can understand your key message. Don’t assume that all your audience are academics with technical knowledge, because that’s not the case on the web.

Website Content Writing tips for beginners

Start by conducting thorough research

If you don’t have any prior experience, the first step to writing website content is to have a good understanding of who you’re writing for and identifying your audience. Research should include an understanding of the topic, product and benefit to the consumer. Ensure you’re gathering information from credible sources. Where necessary, reference your sources and answer these questions:

What is the purpose of the content?

What tone is ideal for the content?

Who is the intended audience?

Where and when will the content be published?

Plan your content

Planning is a good place to start if you don’t know what to write about. Outline the piece to identify weak areas. It also helps to ensure you cover all the important areas that help convey your message with emphasis.

Punctuation rules to follow

Avoid semicolons.

Try not to use exclamation marks (not more than one per piece).

Put your punctuation inside your quotation marks: If you’re writing a sentence that requires the use of parentheses, punctuation goes on the outside (even when it’s ending the sentence), like this one.

Capitalisation: Resist the urge to capitalise insignificant words. Don’t capitalise keywords to make them stand out. The reader should focus on what you’re saying, not your SEO skills.

A picture can tell an entire story

Humans are visual learners. Before words and scripts, we drew on rock walls. Pictures and videos subsequently make your content easy to digest. Add appealing visuals to your content to make it enjoyable. The images should integrate seamlessly with your brand identity and be relevant to the topic.

How to find professional Content Writers

The first thing to do is ensure they possess the appropriate skills. These include:

The ability to:

  • Write in a conversational tone
  • Create scannable content
  • Solve problems
  • Generate traffic to your website
  • Be adept at researching

Experience

A good Website Content Writer understands your business and niche. Web content must be organic and the audience should view you as an authority. An individual might be an expert on automobiles, but not do so well when writing about legal services. Readers can tell when someone is writing about a topic they don’t have any knowledge or authority on. Look for a writing service or freelancer that can display and prove their authority on a topic. This should match the reading level of your audience.

A portfolio of work

Most copywriting services have an online portfolio available for potential clients to peruse. They should also be able to meet deadlines. Sometimes, the best writers might get caught up in deadlines. Set a realistic expectation that’s suitable for the writer and your content strategy calendar.

The best places to look

Internal options, such as staff already developing content

Professional networks such as LinkedIn and publishing platforms like Medium

Locate freelancers on freelancerFiverr and UpWork

Work with a content marketing or copywriting agency that provides website content writing services, such as Daily Posts.

Ten tools the best Content Writers possess

The Hemingway app

If you’re worried content won’t be easily scannable for readers, this app can help. Simply paste your content on the site and it will automatically highlight complicated sentences, passive phrasing, confusing words and colour-coded marks for easy editing.

TextExpander

A great tool for social media posting, this matches frequently used words, templates and phrases to pre-set shortcuts that speed up your typing. This shortcut is automatically replaced with the full text.

Google Trends

People love content that’s relevant to them and Google Trends is one of the best sources of updated information, featuring the most current news for your niche. If you have a topic in mind, you can check trending news and create a piece around it.

Factbrowser

Research is an important part of content writing. Factbrowser saves time and resources, helping you easily find trends and statistics. The site contains reports, studies, surveys and data that make your content more informative and enriched.

Ideaflip

If you’re struggling to choose a topic to write about, Ideaflip is a great brainstorming tool to pick the best ideas for your content. Instead of going for the first idea that comes along, you can write down, manage and develop your ideas accordingly. It is a visually appealing and interactive tool that removes visual constraints.

Grammarly

People won’t say anything when your content is error-free, but they will let you have it should they notice any spelling errors.  Poor grammar discredits your content and any information you’re sharing. Its’ not easy noticing it on your own though, which is where Grammarly shines. It keeps your content sharp and your voice active, while the paid version checks sentence structure and word variation.

One Look Reverse Dictionary

Repeat a word twice and your readers will start counting. It slows the reader and breaks the flow of your writing. Therefore, look for synonyms to replace repeated words. One repository that always comes through is this thesaurus-like tool. An extra benefit is that you can search for words by definition.

CoShedule’s headline analyser

Get hints on how to improve on an existing idea, break down your headline and segment different types of words with the best headline analyser in the market. Best of all, it displays a score for different combinations you come up with, until you’ve chosen a winner.

Google Docs

Are you collaborating on content with colleagues from work? Do you want to see the changes an editor is making in real-time? Google Docs allows you to share your documents within and outside of your organisation. You can set access levels to allow comment or editing only.

StayFocusd

It’s difficult to maintain concentration for hours on end, as procrastination is your natural enemy. StayFocusd is a Google Chrome browser extension that lets you disable web browsing temporarily to focus on the task at hand. You can even customise it to block certain types of content, games and videos.

Conclusion

The best website content can lead to exponential growth for your small business. When looking for a Content Writer, find a niche-specific scribe who understands your brand and audience. We can deliver high-quality content that includes useful information, answers burning questions and builds trust with your audience. Daily Posts embodies the very best qualities of a copywriting service. Our Content Writers will transform the words on your website and repurpose existing content to fit the needs of your audience accordingly.