web content writing

Every now and then, it’s important to refresh your website content. This helps both for search engine optimization purposes (Google rewards regularly updated websites) and for maintaining customer interest in your brand’s online presence.

But how exactly do you rework web content writing you already have in place? The following are a few factors to consider:

  • The structure of your website: If you are changing the way your site is mapped out, you’ll also have to change which web copy goes in which space. Take some time to plan out exactly how your structure will look so that your website copywriter knows to reference and crosslink other pages. Having a fully mapped out site structure will also help web content writers develop a consistent structure and layout for each individual page.
  • Language and tone. The tone you choose for your content depends heavily on the character and image of your brand and the clientele you are trying to reach. Write down a list of adjectives you would use to describe your brand, and then make sure your web content reflects those adjectives. The choice between first- and third-person writing is also a big one for web copy. First person is much friendlier and more informal, while third person is more business-like.
  • How much web copy do you really need for every page? SEO experts typically recommend 300-400 words per page, but don’t feel like you have to hold yourself to a specific word count if it’s going to compromise the quality of your content. Quality, as always in the world of digital marketing, is far more important than quantity. However, you should make sure you have a good amount of web copy on your home page. You can find a balance between simple design and good SEO practices.
  • Calls to action. Make sure every page has some sort of call to action to give people a gentle nudge toward engaging with your brand in some way. The call to action could simply encourage people to call for more information, or it could actually push for a product purchase. The type of call to action you use depends on the specific page you’re writing.

If you could use assistance developing refreshed content for your website, consider working with a experienced web copywriter. These professionals know what it takes to create engaging, benefits-driven copy that represents your brand well.