Content on your site is a conversation with your customers, interacting with your audience via video, static imagery, audio or written formats.

In terms of generation cost and time, however, written can be the most effective way of producing quality content that resonates with the majority of your users. It can also be the cause of a lot of stress if you find the format a mental block hazard. That’s where content writers can come in, helping elevate your website’s SEO and user experience. 

Here is what you should expect from the service, and what role you can play to ensure your website is best positioned for ranking, positive customer reactions, and greater conversion rates.

What does a content writer actually do?

The obvious answer is ‘write content’. And, you’re right. However, it goes a little further than that. It’s not words per minute, it’s the thinking and strategy behind the words that produces the quality return on your website investment. The role of content has experienced myriad iterations in terms of how Google reads, and then ranks, your site based on it. (Read more on the current BERT algorithm deciding where you rank in search).

We now know that keywords are a byproduct of authentic and transparent content about who you are and what you do, rather than the driving force behind what’s written on your site. Large chunks of irrelevant text dumped at the bottom of the page does nothing to improve your user’s experience, and so does little (if not act negatively) for Google’s crawl function. Instead, content needs to be intuitive to the genuine needs of your (prospective and current) customer and client base and respond accordingly. 

Content writers formulate written material based on an understanding from you about who you are, who you believe your customers to be and (usually in conjunction with digital marketing data) who your customers really are and what behaviours, needs and wants they are after; then deliver on it.     

Can I just write my own content?

Absolutely! In fact, we encourage it. There is no one who knows your business in real life terms like you do. Your digital agency can navigate you to a better understanding of who your digital market is (if that information isn’t as clear to you), but all in all, you know the core of what, who and how your business runs. 

However, writing everything yourself without assistance can be tricky. You are an expert in your field, and so spending valuable time trying to be an expert in fulfilling the ever-changing, intricate and intuitive requirements of website copy is perhaps unrealistic.

Content writers can work with you from a blank canvas, or can work with piles of information to be puzzled together; it all depends on your desired outcome. The skill of a content writer is their ability to take the facts and technical information about your business from you, then transform it into a story that makes sense to your customers, figuratively holding their hand through your website in a positive, helpful and fruitful way. 

Unfortunately, few writers are absolute experts in all industries, so working with you to extract the core of your service or product offering is necessary to ensure your website is delivering top quality content for your customers and for Google. Fortunately, the process of this combined effort can be simple. 

How can I help make great content for my website?

There is no one-size-fits-all approach to this, but there are a few guidelines to make the content process a really positive, effective and lucrative one. 

  • Even if it’s just a barely-coherent word dump of information, spend some time writing down everything you want to see on your website. It’s the content writer’s job to decipher this and puzzle it back together into readable, valuable content. 

  • Ask your customers about what they would like to see on your site. This can be done face-to-face, or through your social channels. You’ll generally find they are more than happy to share their thoughts with you. 

  • Work closely with your content writer in the initial stages of planning to ensure you are both on the same page, then allow them some autonomy to create the copy that will work for you. In the creation phase, your writer will be formulating content based on business and Google best practice. The success of your business through your website is their priority. 

  • Don’t be afraid to offer constructive criticism and suggestions in the allocated revision periods. We’re all in this together and want the best outcomes; don’t be passive with your thoughts, and ask your writer for reasons behind content decisions.


Here's how to get the most out of your website's content.


Written By

Rikki Hodge-Smith

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