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Successful business people have written things forever and ever. Emails, letters, proposals – you name it. But not all kinds of writing are created equal – and that’s especially true when it comes to websites. Writing for the web requires web writing skills, which are different from writing a letter or even writing for a print publication. So, in this article I discuss those and dive into what is web content writing and how to do it better.
Many people think they can write for the web because they’ve written words forever. But here’s the truth: web writing is a whole different ball game.
Forget what was learned in English class. Forget the rules of academic writing. Web content writing is its own unique skill. It’s not about crafting perfect prose or impressing a high school teacher. It’s about connecting with real people who are looking for answers, solutions, or entertainment online. And that includes showing up in search engines when those people search for your topic.
It’s about using the right words – the ones people actually search for. Understanding trends and writing about topics before they become popular. It’s about creating content that’s easy to read on a screen and gets the message across quickly.
For those who’ve felt frustrated trying to write for a website or blog, rest assured, it’s a common experience. The good news is, web writing is a learnable skill – especially for writers.
Web writing vs. traditional writing
Web writing isn’t for teachers or publishers. It’s for real people looking for information, solutions, or entertainment. These readers have short attention spans and lots of options. Content needs to grab them quickly, or they’ll move on to something else.
Traditional writing often focuses on long paragraphs and complex sentences. Web writing uses short paragraphs and simple sentences. It employs lots of white space and is designed to be scanned as much as read.
Read next: How does cognitive bias affect SEO strategy?
Why web writing is different
Search engines play a big role in why web writing is different. Writers need to consider how people will find their content. This means using keywords and phrases – words people type into search engines. But it’s not just about stuffing content with keywords. They should be used naturally and still make sense to human readers.
Online readers often look for quick answers or solutions. They don’t want long introductions or unnecessary details. Getting to the point fast is crucial.
Web writing also needs flexibility. The internet moves fast, and trends change quickly. Web writers must adapt, writing about new topics as they emerge. Sometimes, it’s necessary to write about things people aren’t searching for yet but might become important soon.
Learning web writing
Learning to write for the web can be a steep hill to climb, especially for those used to traditional writing. But it’s not impossible. Here are some ways to improve web writing skills:
Start by reading GOOD online content. Pay attention to structure and what makes it engaging. Look at popular blogs and websites in the industry to see what works.
Practice writing short, clear sentences. Simple explanations. The audience is broad, not just experts in the field. And even the experts, skim web content.
Learn about SEO (Search Engine Optimization). Understanding the basics helps create content more likely to be found online.
Get comfortable with different content formats. Web writing isn’t just about blog posts. It might include social media posts, email newsletters, or even scripts for videos. Other formats come and go as well. Think Web Stories.
Don’t be afraid to use tools for assistance. AI writing assistants can be useful, especially when starting out. They can help generate ideas and check grammar. These tools can assist, not replace, your own voice and expertise.
The importance of authentic content
But don’t make the mistake of copying the experts. Be yourself. Sound unique. Be original. But the internet is full of content. To stand out, authenticity is key.
Authentic content comes from personal experiences and expertise. It’s content that only the individual can create. Writing authentically brings a unique perspective to topics, making the content valuable and different from everything else out there.
I often share stories from my own experiences when writing about content marketing. I discuss what’s worked and what hasn’t. This gives readers real, practical insights they can’t get anywhere else.
Balancing quality and quantity
There’s a lot of debate in the content marketing world about quality versus quantity. Some argue for creating a few high-quality pieces, while others advocate producing a lot of content to stay visible.
The truth is – as is often the case – is somewhere in the middle. Quality is essential. Content should be well-written, accurate, and valuable to readers. But consistency is also important. Publishing one great article isn’t enough to build an audience.
My approach aims for consistent quality. I publish a blog post every day. But that doesn’t mean writing a long, in-depth article daily. Some days involve updating an old post. Other days might see a short post about a new trend. The key is regularly producing valuable content.
The evolving nature of web writing
Web writing is always changing. What worked a few years ago might not work today. Search algorithms get updated, user behaviors shift, and new technologies emerge. Staying on top of these changes is crucial for web writers.
This doesn’t mean chasing every new trend. But awareness of major shifts in how people consume content online is important. For example, the rise of voice search has changed how we think about keywords. More people are asking full questions now instead of just typing in a few words.
Web content writing is a skill that takes time to master. It’s different from traditional writing in many ways, from structure to search engine optimization. But at its core, good web writing is about communicating clearly and providing value to readers.
Sounds complicated? Hire me to do your writing.