If websites were simply about looking good, life as a web designer would be much simpler. Designing great experiences for your customers and potential customers is key

Writing for the web?

Want to create written content that captures people’s attention?

Writing for the web means creating content that connects. Otherwise, they simply leave your website.

And all that hard work spent โ€ฆ

  • Promoting your business
  • Posting on social media
  • Running advertising
  • Creating email marketing
  • Getting people to your website

It all ends up wasted.

How great would it be if the content was exactly what your customer wanted to read?

If it made them WANT to buy from you or get in touch and connect?

โ€ฆ without any of the hard, difficult, and challenging stuff?

What if the words on your website did the hard work of converting someone from interested and browsing your website to acting and connecting with you?


How to write for the web

Hereโ€™s how to make it happen.

It all comes down to writing content that engages your customers.

We all read differently online.

writing for the web

We need to write for the both the 79% of people that scan a page and the 16% that read word for word. So, write concise, scannable, and user-focused text. (Hemingway App is a great tool to help with this)

Why are they here? What do they want? Everyone’s time is precious. Focus the content and writing on what the user is there for. Do they want to learn about something? Do they have a specific problem? Do they want to learn more about what you offer?

Structure your content to make it easy to scan and read. This includes:

  • Bold for highlighted keywords
  • Meaningful headings (not clever ones)
  • One idea per paragraph
  • The inverted pyramid styles
  • Half the word count (or less) than conventional writing
  • Descriptive links

Writing for the web and accessibility

If you are a professional or an expert, it’s easy to let jargon and specialist language creep in. Did you know 44% of Australians have a low level of literacy? Do you want / need them to be able to understand your writing? Use the Hemingway App to check your reading level.

Writing for the web and SEO

But what about SEO, I hear you say? Donโ€™t we need more words for SEO?

No, if they arenโ€™t engaging your websiteโ€™s visitors.

And, yes.

Google is also paying attention to how engaged your visitors are. They care about a quality experience.

So, writing great, accessible and relevant content is crucial for SEO.

Thatโ€™s why we have both these in our ๐๐จ๐ฐ๐ž๐ซ ๐‡๐จ๐ฎ๐ซ ๐“๐ซ๐š๐ข๐ง๐ข๐ง๐  ๐ฌ๐ž๐ซ๐ข๐ž๐ฌ: ๐–๐ซ๐ข๐ญ๐ข๐ง๐  ๐Ÿ๐จ๐ซ ๐ญ๐ก๐ž ๐–๐ž๐› ๐š๐ง๐ ๐’๐„๐Ž ๐„๐ฌ๐ฌ๐ž๐ง๐ญ๐ข๐š๐ฅ๐ฌ. We also deliver training inhouse for organisations that need help.

If you are interested in learning more about SEO, you might also like our SEO Guide for 2022.