Website Content Writing Services

Writing content that is easy to scan and read



Content Writing

The importance of writing SEO-friendly content is often overlooked. A wonderful book that talks about this is Hot Text: Web Writing That Works by Jonathan and Lisa Price. Usability goes hand-in-hand with good SEO. If visitors to your site are not able to consume the information and make sense of it, search engines won’t either.

Our Practice

We employ not only best practices but years of experience with the part art, part science of ensuring your content is optimized for SEO.

Scanability

Visitors to a site will use visual cues, such as menus, headings, navigation, and bolded text to identify with the content. Only when they have identified with these cues will the visitor continue reading the content on the page.

Use Bullets for list of items, but use sparingly. A bullet list indicates to the visitor that the content is similar and relevant. However, this can become watered down if overused on the page.

Linking

Hyperlinks ideally should be at the end of a sentence and meaningful to the visitor and search engine. If the words “click here” are hyperlinked, this doesn’t give the visitor an expectation of what is on the page they are clicking to. The hyperlinked text needs either to be the Headline of the corresponding page or a keyword phrase associated with the landing page.

Keep it simple

Some simple items to keep it simple:

  • One idea at a time
  • Avoid ambiguity
  • Avoid passives when conveying concepts, processes, or principles
  • Use positives, negatives slow reading
  • Navigational pages should be short, destination pages are ok to be long