How to Write Original Website Content (and Why It’s So Important)


Your website needs fresh, original content – not only for your users, but to rank in search. Here’s why it’s so important and what you need to do.

If you’re a small business owner that wants to start or redo their website and increase traffic, you’ll need to start writing original website content.

It may seem easy to go the generic route to rank in search, but providing your users with excellent original content could lead to their return as well as better search ranking.

Stumped on how to write website content? We put together a guide to help you write some excellent content for your site.

Check out this awesome guide!

Why Bother With Original Website Content?

There are quite a few reasons why figuring out how to write website content that is original is vital to your business.

More indexing is the result of new content.

You may not get higher indexing, but you’ll definitely see more. By frequently updating your site with blog posts, new content, downloads, and other things.

The more you update, the more search engines are going to run through your website. And each time search engines do this, it’s a chance to get better page rankings by creating fresh content.

Content that is engaging and up-to-date is more likely to get up in the rankings game.

Google will favor you.

The most commonly used search engine is Google. If you want to have a chance at success with your website, you’ll need to up your search engine rankings through search engine optimization (SEO).

Google has made it clear that frequently updated websites have a better chance at ranking high.

This doesn’t mean you should go crazy with the updates. It means you should come up with fresh material at least a few times a week.

Content leads to keywords.

Publishing new content creates more chances for your website to have keywords.

Keywords are a big part of search engine indexing and algorithms.

By adding content, specifically blogs and other written content, you’re optimizing it with keywords that will bring users from the search engine to your site.

Your authority could be increased.

Authority is a big part of SEO. Once your business is able to be ranked at the top, you’re considered that industry’s ‘authority’.

You can increase your chances of becoming an industry authority to search engines by creating content that’s useful, valuable, and entertaining.

Your audience deserves it.

Updating your website frequently with useful content provides your current subscribers or customers with updates while also providing important content that will get new users to become new customers.

RSS feeds, email lists, and other ‘perks’ of being a subscriber should be fresh and updated frequently to keep your audience interested.

Think of it this way– if a user stumbles upon your site and sees that nothing has been updated for about four or five years, do you think they would continue to browse? Would they actually purchase anything?

A business worth trusting is a business that active and breathing.

You can get other people to do it.

If you don’t want to write your own content and this guide on how to write website content doesn’t convince you how easy it is, you can always invest in quality SEO content writers.

For a small fee, the burden of creating content can be taken off your shoulders so you can focus on other aspects of your business. You can typically get packages that include content writing, video making, and website maintenance and design for your own site.

How To Write Website Content

Figuring out how to write website content is actually quite fun.

Keep your content original.

This is very important. Plagiarism is a thing, and nobody wants to get landed with a potential lawsuit.

And not everybody has the PR team that Buzzfeed has to prevent that.

Plus, just rehashing information that’s been around won’t interest your audience. Keeping your content original, fresh, and unique is the way to go.

Test your content before publishing using a “copy calculator” like Quetext to see how original your content really is.

Focus on creating strong, enticing headlines.

The headline of the article is extremely important when it come to how to write website content.

It’s the hook that snags a reader. A boring, short headline or title simply won’t do.

Look at major websites like Buzzfeed, The New York Times, and other big publications and study their headlines.

Do any of these pull you in? Did you find yourself getting sidetracked and reading their content because of an interesting headline?

Study what really pulls you in when it comes to headlines and apply it to your own writing.

Source everything that you report.

As we stated before, nobody wants to get sued. Visitors will also be disinterested in claims that don’t have the valuable linkage to sources.

When you go over your piece before publishing, look for any outstanding claims that need sources. Can’t find a source? Remove that bit from your article.

Never forget your call to action.

A call to action is something quite vital to website content, but unfortunately, many writers forget to include one.

A call to action (CTA) is a section of text or image that tells your readers to do something. This can include anything you want viewers or customers to do, such as:

  • Buy a product
  • Download an e-book
  • Sign up for something
  • Subscribe to an email list
  • Go to an event

And much more. A CTA is a final push after finishing an article to get something out of your readers.

Keep the content engaging and thoughtful.

Do you think readers wants to read content that’s boring and vapid? Of course not – so provide them with thought-provoking, interesting, engaging, and entertaining content.

This can be tricky if you’re not a professional writer, but try to soak up as much inspiration as possible. Read blogs similar to yours, check out websites that belong to your successful competitors, or just read online pieces that seem interesting.

The most important aspect of this is to have fun. Write about the things you like and are passionate about and try to have a good time writing it. This will translate into your piece.

Provide answers to the right questions.

Think about what viewers would like to know about your business through your content.

Do potential customers want to know if you can give them a product that will solve a problem? Do they want to know if the service you provide is what they need?

Answer questions in your pieces that can provide valuable information to your potential customers.

Always include images and/or video.

Have you ever tried to read something that was just a wall of text? I bet you got pretty bored pretty quickly.

The goal is to get your readers to check out the full length of your content to get to that call to action.

Using media like images and videos is a great way to spice up your blog posts. Just make sure the media is relevant to your content and as original as possible.

Keep the content short and to the point.

You don’t need to post a 5,000 word article every day to keep your website fresh and exciting.

Keeping your content short and simple. Usually, anything up to 2,000 words is more than enough to get readers interested but not too much to lose their attention.

Update your website and blog frequently, at least a few times a week.

Like we mentioned before, your SEO will improve if you update your website frequently.

The ideal way to go about this would be to post new content two to three times a week, and update different aspects of your website once or twice a week.

It may seem like a lot of work, but it will pay off.

How To Write Website Content – The Simplified Version

You can also follow this simplified list when rewriting your website’s content. Try copying this list down onto a note to keep nearby when you sit down to write your website’s content.

Simply remember to:

  • Always create original content.
  • Keep the headlines strong.
  • Source everything that you report.
  • Never forget your call to action.
  • Keep the content engaging and thoughtful.
  • Provide answers to the right questions.
  • Always include images and/or video.
  • Keep the content short and to the point.
  • Update your website and blog frequently, at least a few times a week.

Additional Content Writing tips:

  • Use negative space, or “whitespace”. Don’t just lump paragraphs together– using space every few sentences will make your content more readable.
  • Collaboration with similar blogs could be mutually beneficial. Consider creating content together such as a newsletter, tutorial, video, or interview.
  • Always use tags to make navigation to your newer content more accessible.
  • If possible, showcase your newest blog posts and content on the homepage of your website.
  • Be sure that the design of your website matches the vibe of the content you are creating. For example, if your website sells minimalist furniture and your blog posts are about minimalism, it wouldn’t be wise to have a website design that is very busy.

Write Original Website Content The Right Way

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