9 Simple Tips For Writing Compelling Web Content

A very common mistake that even experienced creative writers make is that when writing an article for a blog, one should think like potential customers, so think about what they would like them to read. Still do not treat them as readers of a printed text are by no means the same.

Here are 9 tips to write compelling web content:

      1. Visitors engage in a kind of hunting, help them catch their “prey”.

Your internet visitors are considering two things: firstly if your website offers what they are looking for and secondly if they can easily find it? They do not want to browse the website for several minutes in order to find the product they have located. They want to find it quickly so that they can decide if your site is useful to them or not. So if a site seems complicated with many options, they leave to look elsewhere for what they are looking for.

Internet visitors take a quick look at your website before deciding if it’s the right place or not for them. They do not need to know for sure, they just want to make a quick decision.

  1. Put the most important information first

Writing for a blog is completely different from writing an essay or article in a newspaper.

An essay can be as follows: first explain the topic to be discussed, then present a review of the literature and finally come to a conclusion. The most important point of this text is the conclusion, that is, the end of the essay.

On websites you have to do the opposite: the most important points are always at the beginning.

For example: suppose you are looking for a new red three seater sofa. When you get to a site you want to first see if it sells sofas and then search the search bar for “red sofas” so you can quickly find what red sofas with three seats sold here look like.

Let’s say you are looking for a copywriter for your site. You are probably looking for someone in the area, so you should see a copywriter located in Thessaloniki, near you. Or maybe your copywriter needs to understand medical terminology in order to be able to write an appropriate copywriting title for the medical industry.

The information that is most important to your online visitors is often a simple statement of your business. Once they understand what you are marketing, they may want to know some important details. And then, maybe they would like to know some basic information.

Journalists call this way of writing: “inverted pyramid”. In newspaper articles, basic information comes first before details and basic information. Even if you only read the first paragraph of a newspaper, you can understand the bigger picture.

The same goes for a website. Your customers want to see the big picture first. Basics: What are you doing? Or what you can do for them.

  1. Sometimes the simple is the best choice

On the internet it is rare for a reader to “hang on” to every word he reads. He has no time. He is in a hurry because he could check various other websites instead of wasting time trying to figure it out.

Clever wording requires people to think. And asking people to think is not the way the internet works. Internet visitors are “chasing”, they do not have time to think. Therefore, keep the web copy as simple as possible.

Write as if you were writing for a 12-year-old, because that makes web copy easy and perhaps more digestible. And be careful with jokes, unless you are absolutely sure that your target audience will identify and laugh.

  1. Write about those who “scan”

How many people actually read web pages? Almost anyone!

What most webmasters do is take a look at each new page, scan some of the text and click on the first link that touches them or clearly looks like what they are looking for.
Research shows that only 16% of people read web pages word for word. Most people just look away.

How can you write about those who just “scan”? Set up a checklist for this:

  • Does the title inform about the identity of your business?
  • Does the caption of the image convey a sales message?
  • Do the subtitles summarize your key points?
  • Make it easy for visitors to notice the points they are interested in, reducing chatter.

The internet visitor is looking for information or products. Make sure that the user can understand the most important information just by taking a quick look at it.

  1. Use words familiar to your visitors

As internet readers, we are once again becoming “collector hunters”, only this time we are scanning pages for keywords. When we see these words, we click, we act.

Imagine that you want to fly to Bangkok for a vacation and you are looking for a cheap flight. What are you looking for: a low-cost, low-cost or cheap flight to Bangkok?

No one is looking for cost effective flights. When Google’s keyword tool looks cheap, this is what people are looking for:

Keywords are the words that people search on Google and it seems the word cheap is more popular, compared to low fares and cost effective

  1. Write about those who are lazy

The visitor does not want to make much effort to read your text, whenever he tried to be as legible as possible:


  • Use short paragraphs – four sentences maximum
  • Use short sentences – twelve on average
  • Skip unnecessary words
  • Avoid phraseology and the use of dialectical expressions
  • Avoid passive tension
  • Avoid unnecessary repetition
  • Address your website visitors directly, use the pronoun “you”, making your message more direct
  • Shorten your text

But how short should a text be? The golden section is to get rid of half the words on each page and then get rid of half of what is left. This may be an overly demanding goal, but it pays off. Set yourself a challenge, make your text as short as possible.

  1. Be prepared people can get anywhere within your site

People usually read a book from chapter one to the end. Now, imagine people picking up a book and starting to read somewhere completely by accident. Possibly at the beginning of the last chapter, perhaps in the middle of the third chapter or on the last page of chapter one.

On the internet, on the other hand, this is almost always the case. Most visitors will not start by reading your homepage, they are likely to get anywhere within it.

If you do not know where users are coming from on your site, go to Google Analytics >> Site Content >> Landing Pages. There you can see exactly how many visitors arrived on each page.

If every website can be an entry page, what does that mean?


  • Each page should be easy to scan
  • Each page should explain to the people, where they are and what your site is about
  • Each page should have a “call” for action, directing people to see something else, to read something else on the blog, to sign the newsletter, to see a detailed product description or comments, to ask an offer or add a product to the shopping cart

Do not rely on the navigation bar to inform people what to do next. Include a button or link to guide them to the next step on each page.

  1. Make it easy for everyone to locate your business

Potential customers are looking for information or products. But how can you help them find you?

Encourage potential customers to visit your site by providing useful information. Here’s how writing SEO (Search Engine Optimization) basically works:

  • Answer questions that potential customers want to know
  • Talk about a topic circle on each page
  • Include links to similar pages on your site or others
  • Use phrases and words that your potential customers are looking for

But above all: Be helpful!

  1. Make a good visual impression

Web copy and web design must work together. You can not write text or compose sentences, create bullet points, without first examining what they will look like on the website.

The visual “charm” affects the readability of your text and whether web visitors can quickly understand the identity of the business.

How to increase the visual “charm” of web copy:

  • Replace texts with photos or videos
  • Consider using different fonts, think people will see large text first
  • Highlight customer (or expert) feedback to add credibility to your brand
  • Play with highlights, bold text, CAPS or italics
  • “Break” a large heading a smaller secondary
  • Modify paragraphs in dots

Most importantly: do not accumulate a lot of information in one place. Reduce “chaos” and add free space. Not only will it make your website easier to read, but it will also significantly increase your brand confidence.

The truth behind a compelling web copy

I would like to say a lot, that it is easy to write a convincing web copy. But the truth is that writing a simple, useful web copy is even more difficult.

Do not treat your visitors like academics who love to read difficult and complicated texts. Do not treat them like lawyers representing small cases. Do not disagree. And do not present yourself with loud and difficult vocabulary.

Instead, make your text as simple as possible. Do not try to match everyone. Show who you are and what you do.

If your position is clear, it is easier to stand out online. If the message is clear, it is much easier to create a compelling web copy.

Be clear. Be clear. Always bold



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