10 Tips for Writing Better Web Content

Want in on the secrets to writing better web content? You've come to the right place! Read this article to get access to 10 tips that'll get you to write web content and keep readers on your page.

In this article:

  1. Know Your Audience
  2. Do a Quick Keyword Search
  3. Get Straight to the Point
  4. Keep Things Simple
  5. Write in Active Voice
  6. Break up Walls of Text
  7. Make Your Content Scannable
  8. Add a Few Pictures
  9. Insert Hyperlinks and Internal Links
  10. End with a Call to Action

Writing Better Web Content with 10 Actionable Tips

1. Know Your Audience

Writing better web content begins with knowing your audience. Knowing your reader allows you to create content they'll actually read and appreciate.

Creating relatable web content helps build trust with your audience. As soon as you have your audience's trust, you'll find that they're easier to keep.

So, before you draft a piece content for your website, ask yourself these three questions:

  • Who am I writing this for?
  • What kind of information are they looking for?
  • How can they find my content?

Here's an example for you. Let's say you're writing a blog for a real estate company.

Your audience will likely be first-time home buyers. They're also probably looking for tips on buying their first house through Google search.

Given this example, answering the three key questions allows you to:

  • Adapt your writing style to your audience
  • Give you a relatable topic to write about
  • Optimise your content so it appears on Google search listings

 Related: Blog Writing Services: 4 Things You Need To Know

2. Do a Quick Keyword Search

Open notebook with a pen

Doing a quick keyword search before you start writing can do wonders for your web content.

For one, it helps you know what your target audience is searching for online. Keyword research also reveals which topics you should prioritise.

Perhaps the most crucial thing keyword research can do for you is help improve your content's search ranking.

It's a process called Search Engine Optimisation (SEO). Using highly-searched keywords through SEO is a way to get your web content listed at the top of Google search listings.

Here's a list of tools to help you determine keywords for topics you want to write about:

3. Get Straight to the Point

When writing web content, don't make your readers wander around your page. Go straight to the point and give them the information they're looking for.

When people are searching for information online, they want quick and easy answers. They don't have the time or patience to be led astray.

If your readers can't immediately find answers in your article, they'll hit the x button in a heartbeat. You don't want this to happen to you.

To satisfy your readers, create content that gives them the information outright. Don't beat around the bush – say things in the most concise way possible.

4. Keep Things Simple

Leave the long and complicated sentences to scientists and novelists. People's short attention spans require content that's short and simple.

Your average reader can comfortably read web content written for 5th- to 7th-graders. So, writing better web content means shooting for a draft with this reading level. You can even run your draft through Hemingway to check its readability score.

Here are other tips you can follow to keep your web content reader-friendly:

  • Keep your sentences down to 40 words or less
  • Go easy on the adverbs and adjectives
  • Use words that are easily understood

5. Write in Active Voice

Sentences written in the active voice have the subject performing the action. Prioritise writing in the active voice when drafting your web content.

Writing in the active voice is more impactful than passive voice. For example, "The bill was signed by the President," doesn't have as much oomph as "The President signed the bill."

Active voice also helps you keep your sentences concise and straight to the point. It's also a more direct way of speaking (or writing) to your audience. 

RELATED: What Is a Content Strategy?

6. Break up Walls of Text

Nothing intimidates readers more than huge blocks of paragraphs in an article. So, in writing better web content, it's a good practice to break up massive walls of text.

Breaking up paragraphs creates white space on your page. The white spaces make your content look legible, which makes it easier for your audience to read.

A good rule of thumb to follow is to keep your paragraphs less than three sentences each. Better yet, limit your paragraphs to a maximum of two lines. Like this one. :)

7. Make Your Content Scannable

Readers often skim through your article before reading the entire thing. Why? It's their way of checking whether your piece has the information they're looking for.

It goes without saying that if they don't find what they're looking for in big, bold letters, they'll leave. As such, making your content scannable is key to writing better web content.

Formatting your web content well helps keep your articles scannable. Here are a few tips you can follow to achieve a well-formatted piece of content:

  • Divide your web content into sections
  • Use headings and subheadings to define sections
  • Add bulleted or numbered lists to your articles
  • Bold or highlight key statements in your piece

8. Add a Few Pictures

Eyeglass on top of the open notebook

The right picture is worth more than a thousand words.

Adding visual aids like graphs, infographics, or videos to your web content makes it more engaging to your readers. The more engaged your readers are, the likelier they'll stick around.

Pictures don't just add a touch of colour to your web content. Sometimes, a well-designed infographic explains a topic better than a paragraph can.

Visual aids also help break up the text in your web content. As we've learned, readers are turned off by walls of text. Adding a few images breaks up the monotony in your page.

Here's a list of websites you can get free stock photos and videos you can add to your website right now:


Tip: Maximise the use of visual aids by adding at least one image on each page of your website.

9. Insert Hyperlinks and Internal Links

Another way of writing better web content is by adding hyperlinks and internal links to your piece. Inserting relevant internal links in your web content helps keep your readers on your website. It also allows your readers to explore your website's other pieces of content.

On the other hand, adding links that bring your readers to other web pages might sound counterintuitive. Doing so also adds to your site's credibility, especially if you're linking to a website that can give your reader more information about the topic you're writing about.

You can even reach out to the site you’re linking out to and inform them of the traffic your site will bring theirs. This way, you might be able to persuade them to create backlinks, or links in their own content that revert to your website.


Tip: When adding external links to your web content, make sure to have these links open in new web pages. This way, your reader gets to visit the third party's page without necessarily leaving your own.

10. End with a Call-to-Action

One of the biggest mistakes a content writer can do is to leave their readers hanging. Make sure that when you write your web content, end it with a call-to-action (CTA).

Writing a CTA at the end of your article directs your readers on what to do next. You can ask them to share your blog post or download an e-book with an appealing call-to-action.

Use the CTA to provide your readers with more helpful information. You can also use it to keep your readers on your website.

With that, you now know 10 actionable tips for writing better web content. Remember, writing engaging content starts with knowing who you're writing for. By writing about topics your readers are searching for, you'll be able to create content worth reading and sharing.


What other things have you done that helped you write better web content? Share your tips with us on your favourite social platform (links below) – reach out and say hi!


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