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Copywriting Tips

What makes good website content?



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Having a great looking website is essential, but it is equally important to ensure your site has engaging and persuasive content.

Think of your website as the shop window for your business; it’s vital that the products or services on offer are promoted effectively. Creating good website content is therefore crucial for engaging visitors, conveying your message effectively, and achieving your website’s goals.

Writing concise, absorbing content designed to grab people’s attention and sell the benefits of your business successfully is a must for any successful website. Use clear and concise language, avoid jargon and complex sentences that might confuse your audience. Make it easy for visitors to understand your message.


“Rock Landscaping specialise in garden redesign projects and have the expert knowledge and vision to completely transform your outdoor space.

Our aim is to maximise your budget and get the best results possible – adding value to your property so you will always profit from our work.

Using only the very best materials and techniques, we pride ourselves on finding creative solutions and delivering outstanding results for every client.”

It’s also important to ensure that your content is relevant to your target audience – understand their needs, interests, and concerns, and tailor your content accordingly. A website for teenagers will need to be written very differently to a website that is aimed at older people, for example. Whatever your style, it’s good practise to maintain a consistent tone and style throughout your website. Consistency helps build brand identity and makes your content more recognisable. It also helps to convey the personality of your business or service – are you looking to be serious and professional, or is there an opportunity for a more relaxed style?


Here’s another great example of style from our client Dave Willis at Will2Succeed. Dave wanted a more relaxed and personal style to introduce himself as a friendly driving instructor:

“I’m Dave Willis, a professional driving instructor covering Swanley, Dartford, Bexley, Bexleyheath, Orpington, Pettswood, and the surrounding areas.

As a fully licensed DVSA driving instructor, I offer a range of flexible options to suit your needs – including block lessons, semi-intensive driving courses and individual lessons.

My aim – to provide an exceptional standard of driving tuition at the lowest possible price. At the same time, I am passionate that my lessons are enjoyable experiences, and I am eager to ensure my pupils always feel comfortable and confident.

Finding the right driving instructor can be daunting, so whether you are choosing lessons for yourself or for a member of your family, you can rely on me for a friendly and professional approach.”

When considering how the page will look, it’s important to format your content for easy readability. Using headings, subheadings, bullet points, and short paragraphs help to break up text. And of course, every website should have well-written, error-free content with proper grammar, spelling, and punctuation. These things are essential for a professional and trustworthy appearance. Mistakes could reflect badly on you because if you can’t get the simple things right on your website, what does it say about your business?

Ideally, your content should provide valuable information or solve a problem for your audience. Remember, they have come to your website to find out more about you and what you offer, so your content should inform and provide something that makes visitors want to stay on your site and return for more. Clearly state what you want visitors to do next. Whether it’s making a purchase, subscribing to a newsletter, or contacting you, include a compelling call-to-action to guide visitors.


Here’s a classic example of problem-solving content with a clear call to action from our client Lorna Chilmaid who offers a professional gardening service:

“With a tailored approach to suit all budgets, Lorna’s garden clearance service is second to none. Whatever your needs, Lorna will listen carefully to your requirements and work out a longer-term plan for your garden – whether you require her to simply cut back and neaten your space, or to provide you with a blank canvas. Lorna’s full garden clearance service includes:

  • Trees up to 3 meters, large shrubs
  • Removal of all unwanted foliage
  • Removal of all green waste
  • Broken fencing and sheds
  • Strimming and cutting back.

We work closely with our colleagues at Enweclear to remove your waste and be recycled wherever possible. Get in touch for a free quote.”

It’s great to have a website but getting it seen is vital, or you may as well not have it! This is why optimising your content for search engines is so important to help improve its visibility. Use relevant keywords naturally within the text, create descriptive meta tags, and focus on producing high-quality, shareable content.

Once you have your website and you’re happy with it, don’t forget to keep your content fresh by updating it regularly. This not only provides value to your audience but also signals to search engines that your website is active and relevant. If applicable, many successful websites have integrated social media elements to encourage sharing and engagement. This keeps the content interesting and can help extend the reach of your content beyond your website.

By focusing on these elements, you can create website content that not only attracts visitors but also keeps them engaged and encourages them to take desired actions.

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