How To Write Web Content

Content is a highly important element of your website for both customers and search engines alike. Some good practices for main page and product page content are as follows:

Main/Category Page Copy

Keep it current and fresh: Having out-dated content will not encourage visitors to read your copy or continue to search for products and may increase your bounce rate. Regular updates and regularly adding new content can also encourage search engines to consider your website to be more relevant.

Keep it relevant: It is important to only include content that is likely to be sought after, valued and read by the visitors. It is not often beneficial to include content for the sake of having a larger site. A good guide to is to have 300-400 words of content on main category pages with key, relevant and interesting information appearing above the fold.

Keep it correct: Content should be entirely free of typographical and grammatical errors and effective web techniques for writing should be used. These include the use of headings, bullet points, short sentences in short paragraphs and whitespace.

Product Page Copy

If you have an e-commerce website it is best practice to use text headings and descriptions on your product pages that concisely answer possible customer questions about that specific product and highlight key features. This is an important element of online shop usability and can strongly influence whether or not a customer makes a purchase from your website or from one of your competitors instead.

Use informative descriptions with product specifications, details, sizes, colours and any other key features that may persuade the customer to make a purchase. Be sure to write or adapt the copy yourself to appeal to the needs and wants or your specific target market, rather than simply using manufacturer or supplier provided information.

By writing compelling copy and including the right amounts in the right places you can aid your search engine optimisation efforts and make your website or online shop more usable and effective for your customers.

Paul Jackson

Senior Digital Marketing Consultant

With almost a decade of experience in digital marketing, both in-house and agency-side, Paul is a CIM qualified Chartered Marketer with expertise and a refreshing approach. Paul’s experience with a diverse mix of brands in a wide range of industries has allowed him to see first-hand the importance of a tailored and business-oriented approach to marketing.