web content writing best ways

Web Content Writing: 12 Rules To Write Perfect Web Content

Web content or website content writing is what rules in the Google search results. It has some specific characteristics you must follow to make the content perfect. And in this blog, I will explain the key points of how to write perfect website content.

But before we start, let’s see what’s essential in web content writing.

What is important for web writing? 

The content structure or outline is essential in any form of website content. Besides, you must also make the content precise and easy enough to understand. The more engaging content you write, the better lead you’ll generate. And also, the content should be original and unique, hence don’t forget to use plagiarism tools.

Most of all, always keep your audience as the first priority. The reason is readers look at your content to take action. Moreover, after the helpful content update, Google prioritizes providing users with more useful content as possible. 

And as for the SEO ranking, you can leave it up to Google. 

12 Essential Factors in Web Content Writing

Web content writing isn’t as easy as it sounds. You must follow some basic rules and update your content with recent trends. Here are some bests ways to help in writing web content.

1. Search your audience 

First things first! Every content must have a target audience, especially web content. Hence, the first thing you need to do is find out who will read your content. You can find the target audience of any specific brand or business using social media platforms like Quora, Linkedin, Reddit and others. 

Besides, you can use some tools like Buzzsumo, Google Keyword Planner, Ahrefs and others to find audiences based on keywords. 

Once you got your audience, it’s time to research them, their pain points, likes & dislikes, etc. And to do this, Google search itself is a great medium. Moreover, you can use online forums on different platforms.

2. Create an outline

Every creation must have a plan; the same goes for content writing. You must create an outline to shape your thoughts into words, especially for blog post writing.

The outline works as an instructor to walk in the path of website content writing. And to make it perfect, you must understand the audience first and what they want. In addition, research the industry or business you’re going to write about. 

3. Write easy-to-understand content

Always remember that most google searchers are not habitual at reading. The Literacy Project research says that “the average American reads at the 7th- to 8th-grade level.” Hence, you must know how to make your content readable for ordinary people. 

Here are some pro tips;

  • Use short sentences with up to 25 words.
  • Make paragraphs short with 3-5 lines because overly short or lengthy paragraphs often lose the primary context.
  • Make use of transition words and phrases, e.g., in addition, however, besides, first, as a result, on the other hand, etc.
  • Use images or other media if necessary because visual content helps a lot to understand textual content.

4. Use the “inverted pyramid” format

Inverted pyramid model for content writing
Inverted Pyramid model for content writing

The inverted pyramid method refers to putting the most important thing at the top of your content. And then place the topics periodically that are less important. Well, the reason for the inverted pyramid is that people tend to lose interest in reading content. So that’s why to give them first what’s more important than anything.

5. Don’t forget heading tags

Headings are one of the most crucial elements of web content. Heading tags help visitors understand what the passage is about to explain. Moreover, many website visitors don’t even read the paragraphs because they get whatever they need from the headings.

For example, consider a listicle blog post about “best plagiarism checker tools.” In this case, you must use heading tags (H2 or H3) with the names of plagiarism tools. This will help your audience read and understand the content.

6. Be concise in explaining

Like I said earlier, people are not habitual at reading. If you use long sentences with jargon, visitors may leave the website, making it a disaster. Therefore, it’s wise to split a long thought into pieces. And then use transitions to connect one with the other.

Take a look at this example. 

Content writing is not an easy task; it takes a lot of concentration, research and practice to accomplish the job; however, if you have experience in writing from an early age, it can be easier for you.

It takes a lot of concentration, research and practice to be a content writer. However, it can be easier if you have writing experience from an early age.

The first passage is much more extended and quite difficult for an ordinary reader. But, on the other hand, the second one looks precise and easy to understand.

7. Reduce passive voices

Passive voice decreases the readability score of your content. That means Google crawler and readers will find the content a little difficult to read. Hence, try to make the sentences in active voice.

There are some free writing tools like Grammarly and Hemingway Editor you can use to get rid of passive voice. However, these tools can only detect passive voices. So you have to make the changes by yourself.

Read my how to avoid passive voice post. Here I’ve explained the methods in simple ways.

Please note; even though web content should be in active voice, sometimes a passive voice feels more natural. For example, Ohio is located in the United States of America.

8. Use keywords properly

Keywords are obviously important if you want your content to rank on Google. You can use many keyword research tools (free & paid) to find what your audiences are searching for. But what you must do appropriately is to use the keywords in the content.

Make sure the content isn’t getting over-optimized with keywords. In addition, try to use synonyms or similar phrases to the primary keywords. Because using the exact keyword too much can harm your SEO score.

9. Examine the competitors

While writing content or copy for websites, we often forget to look at what competitors are doing. Researching competitors is an integral part of web content writing. They rank on the first search result page because of some acute practices and techniques. 

Hence, you must understand their content structure, keywords, and above all, how they help the audiences. If you can master these things, your content will surely give them a neck-to-neck competition.

10. Talk to one person instead of the crowd

Writing for one person instead of the whole audience is one of the basic practices of web content writing. Because if you write something for a whole bunch of people, the content will lose its effect. Since every person thinks in a different way, it’s hard to make a piece of writing perfect for all.

Hence, it’s much better to write thinking about one person. The audience will relate to it somehow or other.

11. Make the content useful for interlinking

Internal linking is an excellent way to rank a web page or content. It helps search engine crawlers navigate through your website and index it appropriately. Besides, it also helps your visitors move from one page to another on your website.

But make sure that interlinked text is matched with the context. Otherwise, readers may find it awkward while clicking through these links. 

12. Inspire readers taking an action 

Now, if the readers come to the end of the content, you should not leave them without taking action. Inspire your readers to do something for your website, such as subscribing to the email newsletter, or buy the products, signing up and others.

This CTA speech in your content creates a bond with visitors. And those visitors will become your regular customers and future promoters as well.


Writing web content is not too hard. All you have to do is to think about the audience and follow some basic on-page SEO practices. And if you can do that perfectly, you’ll see positive results in the SERPs. Your web content writing will not fail so long as you’re keen on it.


Q. How do I write web contents?

Write for the audience, make it easy to understand with sentences and paragraphs, and follow SEO best practices to make your web content perfect. The better you write, the better it ranks and reaches the target audience.

Q. What are examples of website content?

Website contents are mainly Home Page, the About page, Contact Page, and the Blog page. Additionally, visual content such as images, videos and gif files are also an example of website content.

Q. What are the characteristics of web writing?

Web content writing must have these characteristics;
1. Precise and readable.
2. Short sentences (max 25 words) and paragraphs (3-5 lines).
3. Written in active voice.
4. Optimized with keywords.
5. Heading tags (H2, H3).

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