Have you noticed that, when it comes down to writing content for the web, business people get nervous? Website content -- the foundational stuff -- feels important, permanent, and definitive. Plus, it's hard to write about something you're so close to and know you've got it right. You may have talent on staff who are writing blog articles or articles for your website, writing emails, or even copywriters writing ad copy, but writing content for the website? That's heavy.
First (yes, I sound like an old-school broken record), have a great content strategy in place. Know why you're writing what you're writing, where it's going to come from, and how it will be maintained BEFORE it can work for you. Here are some books on content strategy and writing.
Second, hire a professional web writer, even if you're a great writer, or you have a copywriter on staff, or your PR and marketing team says they can do it. Sure, write the first drafts in-house if you feel strongly about it, but then hire a writer or editor to help you ensure the web content supports your content strategy, is cohesive, consistent, and clear, and fits your voice and tone. And at the very basic level, is free of spelling and grammar errors. Those are just embarrassing. Here's how to find a great freelance writer.
Third, know how to recognize good content writing when you see it. Grab a couple writing how to books to learn about voice and tone, passive versus active voice, content in context, transitions, and other important techniques that will help you get your point across and inspire action.
Finally? Watch and listen. Your audience will tell you in so many ways whether you're saying what you mean to say. Watch how they react, what they read, how long they stay. Listen to their questions and comments. Exceptional content for your website is like having strong bones, and the strategy is your exercise and calcium. You'd be mush without it. And we wouldn't leave you mushy.
Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.
For decades, Shelly has written for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data. Today, she's hyper-focused on supporting B-B technology businesses. In her spare time, she hikes, kayaks, draws, and works on her T-Bird.
A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.
Follow Shelly on Instagram @pybop or connect on LinkedIn. More about Shelly and Pybop.
