Six Simple Tips for Writing Successful On-Site Web Content



Whether you own a warehouse specialising in creating personalised gifts or you’re an online clothes retailer, you need an easy-to-navigate website which attracts potential customers wherever they may be. Your website is made up of your products, your services, ‘About Me,’ but what ties all these elements together? Plain and simple – content. Content appears on every page of your site; it’s how you describe yourself, it’s the way you try and sell your products, it’s how Google will find you and rank you in search results.

Creating successful content is a tried and tested method. Below are six tips to ensure your on-site content is hitting the results you want.

Know Your Audience

How can you reach a wide number of potential customers if you’re unsure of who your audience is? By defining your audience, from their location, occupation, even marital status, you can create successful content which will appeal to them. Before you begin your content creation, it’s important you take the time to research who your audience is, and the best way to reach them. If your audience is mainly mums, they may respond better to a more familiar, ‘fun’ tone of voice than an audience of warehouse managers.


It’s vital that for every piece of content you create, you take the time to research. By researching your topic, you can rest assured in the knowledge and information you’re imparting to your audience. After all, your audience won’t trust your brand or your content if you aren’t providing them with the correct facts and figures.

Not only will research enable you to write the current content, but it will also help fuel ideas for future content, and you can even create a series of articles or blog posts on what you have researched.

Be Concise

In recent years, the traffic from desktop computers has dramatically reduced, with smartphone and tablet devices driving the traffic. This means that any content you produce should be concise and easy-to-read on a variety of devices. Unless you’re producing white papers for a sector, general customers rarely have the time to scroll through bulky paragraphs of text. Therefore, when you’re creating your content, remember to be concise and short, without reducing the information you’re providing.

Tone Of Voice

The tone of voice you use to create your website content can be influenced by your audience and your product or service. However, the tone of voice will also be what engages and interests potential customers. If you’re trying to sell a service, you should put yourself in the position of customers and try to imagine how they would like to be approached. Your tone of voice should always be informative and familiar, and it should never be patronising or assuming what your customer may or may not know.

Avoid Jargon

Even if you’re targeting a very specific genre or industry sector, it’s wise to remember to avoid jargon-heavy content. Jargon can include specialised terms within a sector which may be difficult for outsiders to understand. For example, specific medical terms can be hard to understand if you aren’t a heart surgeon. If you avoid jargon within your content, you are inviting a wider audience to read what you’ve written.


It’s no use having the perfect on-site content if no one can find you. While it may be commonplace to optimise blog content with focused keywords, you need to remember that your website copy also needs to be available for Google’s search results to find. It means that when creating your content, you need to take the time to find the correct keywords for your company. You should also try to avoid long tail keywords within your on-site content as this can stick out to both Google and your potential customers. With keyword integration, it’s always best practice to have their appearing organically.

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