How To Write A Great Web Content

“Advertising brings in customers, but word-of-mouth brings in the best customers.” –Jonah Berger

The Internet has primarily helped people to trust web information. Valuable pieces of content are available handy for visitors without spending money. A well-written content becomes the ultimate guide for people to share information with their friends and relatives and visit the site for their benefit. The websites generally share the brand story in such a way that visitors are impressed with the services and products. Good content never insults the visitors’ intelligence, and therefore they trust the brand.

There are few crucial guidelines that one should remember before writing excellent web content.

Exact Information

Information provided on the website should be exact and to the point. The information must be well researched, and facts and figures should be from reliable sources. Any false information depicted may lead to negative growth, and the visitor may ignore the website. If the information standard is inadequate, people may skip the website.

The Key Principles: SEO

We are in the game of communication when we talk about online content. If you have learned how to persuade the customers, you have won. The search engines are vital in establishing a relationship with the visitors. The specified keywords have a significant role in the present demanding and competitive era. I may not be interested much if a web post is written as “Information on embedding videos in the web page.” but I may be impressed if the same thing is written as “Amazing secrets of embedding videos in the web page.” The whole game is about keywords. Use most of them for a better algorithm.

Right Prospecting

There are individual differences with regard to interests, hobbies, preferences, likes, and dislikes. The food for one may be poison for another. Everybody will not purchase a ladyfinger when you go to the vegetable market. In the same way, you have to search for potential customers strategically. You may be frustrated if you expect everybody for your product or service. When you have a potential list of 100 customers, 20 may be interested in your product or service. But it will be enough if 4 to 5 of the whole lot is converted to closing sales. It is after all a number game. For more sales closing, you have to gather more prospects. That is the only way to increase sales.

Generation Of Leads

Lead generation should be an ongoing process. Whether it is a landing page or a blast of automated emails, people will think twice before taking action. It is possible that out of four continuous appeals, a prospect may think once to take action at the right time and connect with you as the probable lead. All the leads you have collected may not be your desirable customers, but the value-added service may impress them to be your regular customer.

Some of the added benefits or bonus value may trigger the customer to be your buyer. Once the customer realizes the solution for their pain point or problem, they permanently become your part and parcel. Story effect is one of the best strategies to convert your lead into a customer.

Permanent Customers

Once the lead or prospect becomes sure for the integrity and subject benefits, they become your regular customer. For example, the capsule made out of oil extracted from a special kind of fish containing Omega-3 made me a regular customer for a manufacturing company when I saw the brand’s good manufacturing practices and purity.

Acquiring new customers is a good strategy, but retaining regular customers is the best practice. The cost affecting aspects later is more beneficial to the company.

How To Write Effective Web Content

A few essential tips mentioned below can be useful for crafting the web page’s content.


A well-defined purpose of the web content is the key to generating good traffic. The perfect piece of good content is created when the end goal is considered. Whether the purpose is to attract subscribers or build a community of paid customers, your content should answer their pain points or problems.

The primary purpose, message, and mission statement should be congruent for attracting customers or visitors. Brand loyalty is assured when the customer is delighted and satisfied.

Target Market

The target market should be fixed because everybody may not be interested in your product or service. It should be suitable and affordable for potential customers. A couple of years back, one of the apple company products was displayed in the hoarding, but it did not attract my attention because I could not afford it at that particular moment.

The target market should be decided according to the geographical area, age, gender, and specific requirements. For instance, if your service is for recruiting people in the bank, the age criteria should be 18 years to 25 years. This is because the prospects over 40 years of age may be inadequate individuals for your lead.

Competitors Activities

It is advisable to observe your competitors for their activities. You may silently visit their sites and research to get additional ideas for your web content. Social media marketing of competitors may be useful for your own strategies, and their weaknesses may become your strong point. Even you can learn from their strength. You can also survey their customers and determine how they feel about dealing with the competitor’s organization.

Content Structure And Outlines

Content is the chicken and potato for the customers. If the web page contains garbage, visitors may skip the page and find content on another website. A strong content outline will definitely attract the attention of the visiting customers. The outline, heading, and subheading should be crafted so that visitors get the whole idea with a glance. Details may always be vulgar for them or may not have sufficient time to go through each and every sentence.

Proofreading And Editing

You may be outstanding in your craft, but a small mistake in grammar or spelling may make your content garbage. Therefore, it is recommended to pass through, sometimes, a painful proofreading and editing process. In addition, it may be a rechecking major for your content for a better standard. Finally, it is also advisable to go through a plagiarism check as knowingly or unknowingly, your content may match with some of the contents from other domains, and it may be a case of legal consequences.

Take Away

1. “Website without visitors is like a ship lost in the horizon.”-Dr. Christopher Dayagdag

2. “What is written without effort is in general read without pleasure.” -Samuel Johnson



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Former aircraft engineer IAF, Retired Branch Manager SBI, Psychologist, Best Selling Author & Defence Recruitment Trainer