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SEO Website Content

9 Best Steps to Writing Website Content for Digital Marketing

Writing website content is a challenge, especially in the digital world, where we have few seconds to capture a visitor’s attention. Therefore, a web content copywriter must create good copy that captivates the reader and is SEO-friendly to position it in search engines.

When writing a web copy, you must take into account the different behaviors of online users, and for this, there are some rules that I will mention in this article so you can improve the effectiveness of your web content.

Read on to learn how to master the world of web content!

What is website content?

Website content is all the information available to visitors on a web page. It can be in written format, audio file, video, or even images. The important thing is that the web content contains the essential information about your company, shows the products or services you sell, and indicates how it can help your target audience with the solutions you make available.

Remember that good web content is essential because it arouses your audience’s interest in visiting your pages and accessing your products or services. It also helps to attract more visitors and directs potential customers through the conversion funnel you have in your marketing strategy.

Steps to create good website content

This digital marketing strategy has become a trend, and more and more companies have been looking for qualified professionals to carry out this work. At UX Infinix, we want to share with you some of the steps that should be followed in producing web content so that your copy can achieve the desired goals within the digital marketing strategy of your company.

Steps to writing website content

Step 1: Set a goal

The first thing to do is to answer these three essential questions for our copy web:

  • What is the purpose of the website?
  • Who is the target audience?
  • What do we want the user to do?

In other words, is it an institutional website that wants to publicize products and services? Or is it a website about a given topic, with articles? What is your target audience? Do you want people to get in touch, visit other pages or subscribe to something?

To help answer these questions, looking at the competition and understanding what they are focusing on is helpful.

Step 2: Create a website structure and research keywords for each page

Just as the website has a purpose, each page should also have a focus. Therefore, the production of website content is more effective if it responds to the intent of users browsing the Internet.

At this stage, it is vital to perform long-tail and short-tail keyword research to identify the keywords to be used on each page, both in the title and subtitle, so that the copy has an SEO structure, as well as in the development of the content and the alt text of the images so that the content is SEO friendly. Only then will it be possible to get a Google ranking when users search for information about your company’s niche?

On a “Services” page, you should talk about the benefits of your solutions. On the other hand, on an “About Us” page, you have to highlight everything that adds credibility to your website.

Step 3: Organize the content of each page

Once the focus of each page is defined, the content must be organized to guide the reader through the page and invite them to continue interacting on the website. Thus, the structure of the copy should be designed based on headings and subheadings so that each area of the page is well-identified. It will facilitate the recognition of the content of the website.

In this regard, it is essential to remember that each page should only have an H1, followed by H2 and H3 hierarchy subheadings, depending on the topic being addressed.

Step 4: Maintain the narrative to achieve the objective of each section of the page

Once you have defined the outline of the page, you will be able to understand better what message should be conveyed in each section of the website. On the other hand, you must evaluate each word and sentence written since each part of the copy must maintain a narrative. Therefore, you must continually ask yourself, does this paragraph advance the narrative and motivate the reader to continue reading?

Step 5: Choose the right tone of voice

Considering your business model, niche, and audience, you should choose a tone of voice for your copy. Remember that good web copy resembles a well-spoken person communicating with a friend: it has an approachable, straightforward, and concise tone.

The tone of voice of your brand will be determined when you design your branding and the initial draft of your marketing plan.

Step 6: Answer your audience’s main questions

Your website content should answer a set of questions that allow you to identify what’s at stake, for example, more directly:

  • What is your value proposition?
  • Why is your company important?
  • Where is it available?
  • Who are your products or services for?
  • How does your company work?

Step 7: Include elements that prove the value of your business

Your value proposition must be clear, so you must incorporate all the elements that give you credibility and prove the value of your solutions. Such is the case with data and statistics, testimonials, evaluations, and case studies.

Step 8: Select visual elements well

Photographs, illustrations, infographics, and videos are visual elements that can and should be used. These points on the page hold the reader’s attention and, when chosen well, convey information effectively.

Step 9: Motivate readers with calls to action

If each page has a goal, it should be translated into a call to action. It can consist of making contact or subscription, purchasing, or consulting other website areas. Therefore, implement in your copy web some calls to action like contact us, subscribe, get more information, etc.

Web content writing

Finally, remember that all these steps to write web content are essential and can be summarized in the great goal of creating a website that conveys what we want to communicate and what your audience is looking for.

Bonus – What kind of content does Google not like?

There is content that Google doesn’t like because it doesn’t add anything to the Internet user looking for relevant information. When faced with this, search engines like Google or Bing discard the page and place the most relevant to the user’s search in the top positions.

Keep in mind that the format of the content is not the problem but what it informs. Internet users are always looking for something relevant and original that provides data in quality information, and that is useful for them. Google understands this need and looks for websites or blogs that meet these parameters.

Therefore, if you want to get good positions on Google, avoid creating web content in the following way:

  • Copying from other pages (plagiarism).
  • Duplicate information on the same website or blog.
  • Pages with excessive keywords.
  • Very superficial information.
  • Pages that do not contain any written content.

Although all formats are relevant to Google, written content is still crucial and makes a difference in ranking in the top positions. Therefore, keep at least one written excerpt on all your pages.


Producing web content is essential to increase your authority in the digital world and get more online conversions. Because of it, web content must be of good quality, reach the audience at the right time, provide the information your audience is interested in, and encourage users to keep browsing the website or blog.

Following the steps I mentioned, you can create a good copy for your website. However, these steps are referential, and you can add other effective copywriting techniques to your content marketing strategy.

If you need help creating web content, at UX Infinix, we have a team of copywriters that can organize and write the content you need to achieve your digital marketing goals in the United States.

Contact us, and let’s get started!

Frequently Asked Questions

1. What is website content?

Web content refers to the information, text, images, videos, sounds, and other multimedia elements found on a web page that provides value and information to users.

2. What types of web content are there?

There are several types of web content, including:

  • Text: Written information that is presented in the form of articles, blog posts, news, etc.
  • Images: Graphics, photographs, and other visual elements complementing the text and enhancing the user experience.
  • Videos: Motion and audio recordings that can be informative, educational, or entertaining.
  • Audio: Sound files, such as podcasts and music recordings.
  • Animations and interactivity: Elements that enable user interaction, such as games and animations.
  • Downloadable documents: Files in PDF, Word, or Excel formats that users can download and save to their devices.

3. How is the content of a web page created?

To create the content of a web page, follow these steps:

  • Planning: Identify the target audience and define the website’s objectives.
  • Content creation: Write the text, select or create images, record videos, and audio, and prepare any other necessary content.
  • Design and structure: Organize the content logically and create an attractive visual design for the website.
  • Publication and maintenance: Uploads the website to a hosting server and performs regular updates to keep the content relevant and up-to-date.

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