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What Makes Great Content?

Barbara Harris

Do You Know What Great Content Looks Like?

That’s a good question to ask, because your content can make or break your website.

Good content ultimately will convey your marketing message in a memorable way, prompt the reader to take some action, and create conversions for your business.

Sloppy copy doesn’t do that.

Before we go over the details of what makes website content great, here is a list of some things that make website content horrible. Unbearable. Absolutely terrible. Do not allow any of this on your website:

Keyword Stuffed Web Copy. Not seen as often these days, some out there are still using it though. This is the epitomy of greed. And not smart considering how Google now punishes these types of websites.

Non-Optimized Web Copy. This is the other side of the spectrum on what not to do. Copy that has zero SEO will lose lots of customers. Be sure to include some SEO into your copy.

Inconsistent Web Copy. This can apply to various things, like spelling WordPress at times like WordPress. This happens when many different people are contributing copy to the website. A good way to cure this is by hiring one copywriter to create a style guide for your brand. Then, you can give it to other writers when they are hired.

Formal Web Copy. Nothing can scare off a website visitor faster than a website filled with corporate-speak. Stiff copy gets people bored really fast. Because formal copy is no fun.

Hyped-Up Web Copy. Nobody likes the overpromising salesperson that use clichés, talks really loud and overpromises with blatant unrealistic claims. The same is true with copywriting. You don’t need to use more than one exclamation point to show excitement. More than one and you look ridiculous!!!!!

Narcissistic Web Copy. Businesses that primarily talk about themselves on their blog or toot their own horn throughout their web pages end up losing most of their visitors, because the content doesn’t touch them in some way. Your copy should solve the problems of your customers. Not stroke your own ego.

Be sure to put some time and effort into your website copy. You will be glad you did once your see an increased ROI compared to the time in the past when you let your uncle Billy “who has a way with words” write your copy, or that time when you hired a “copywriter” on Craigslist.


  1. Grab attention immediately. The Internet is chock full of Information. That is why people usually only spend a few seconds on a website before they decide whether it is useful to them. That is where your content’s headlines come into play. Making use of interesting and catchy headlines, will grab your visitors’ attention in those critical first seconds, and make them stay a bit longer.
  1. Highlight important points. Most people don’t like reading off of screens. Making your content scannable will enable your visitors to gain information from your text quickly and easily. Using lists and making text bold or underlined would highlight the important points of your text and really bring out its essence.
  1. Concise text is pivotal. In order to make your content accessible to large audiences, you need to make sure it gets straight to the point. After a piece of content is done, go over it again and check to see if it could be made simpler. Try to remove as much as you can without hurting its essence, and use simpler words wherever possible.
  1. Break it into chunks. No one has patience to scroll up and done one long webpage full of content. Breaking up your content into chunks helps readers digest it more easily. Try to set a specific word limit for each segment of your text, and for each content page. This will prevent your content from being drawn out, and help keep visitors in your site.
  1. Make it flow. Although you need to be concise and keep your text short, you also need to make sure your text flows naturally. A scattered and patched piece of content will make readers lose interest pretty fast. In order to keep your readers engaged, make sure your text flows freely and makes sense as a whole. That way, any call to action you want to convey, will not seem like an unrelated ad.

Remember: Web Writing is Different

Experienced web writers know the differences between writing for the web and writing for print. It’s important to make these adjustments on your web copy so your web readers won’t bounce away from your site three seconds after they land on your landing page.

Just make sure the copywriter you hire knows how to do these techniques so that your website copy contributes to an overall brilliant brand experience.

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