How to write great copy – 5 steps to developing content for your website.

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Writing website content

How to write great copy – 5 steps to developing content for your website.

Fortunately, you don’t need to be a professional writer to add great content to your website these days. And you don’t need to worry about marketing strategies or SEO tactics either. All you need to do is have something helpful or interesting that you would like to provide your audience or market. Assuming you’ve already decided upon a topic, here are 5 steps to write copy and develop content for your website.

1. Research

If you’re about to start writing for a webpage or blog, do a little research first. One of the best ways is to do a web search for the topic you are about to write about. Browse a few articles to see if there is some unfamiliar terminoligy or recent/new info on the subject that you can include or mention in your own copywriting. It will help make you seem both current and knowledgeable if you use the latest lingo and revelations.

If there is some good content from expert resources, be sure to link to them either in your content, or as a cited source. This not only gives you usability points, but it’s a great way to build helpful outbound links…provided the url you’re linking to is reputable and has decent domain authority.

2. Make sure your title is strong

Your headline should work for you and serve as the salesman for your body copy. This means it should promote, explain and entice the reader…all at once. Since your average reader is most likely only going to read and remember your title, be sure to include words that are helpful and relate to the overall point of the article.

Here are some sample titles that may help you brainstorm and develop some titles that are specific for your website:

Learn how to _____ better.

10 ways to improve your _______ .

Find out if you’re doing  ____ the right way.

Do you often have trouble with ______? Here’s how to avoid _____ issues.

The length of your title will vary depending on where it appears on the website. If it’s on a blog or sub-page, you have the option of using more text. But if it’s a high-level page in your site structure, it may be better if it is a little shorter. Since titles are often used in urls and meta-data, shorter can often be better. It often works better if page titles are around 3 – 5 words. But articles and posts can often serve both you and the reader with a length ranging from 5 – 15 words. Just be aware of the fact that your title may show up truncated. So use key impact words early on in your title.

Truncated Title in Search Results

Example of truncated webpage title.

3. Structure your copy

Develop a brief outling to help you write your content. Then, when writing, you can double check with your outline to make sure you are being consistent and still on topic. Well written content should take a person from point A to point B on a clear path. If you find yourself writing about something that doesn’t re-enforce your title or topic, consider whether or not it should be included in your copy.

4. Give the reader what they’re looking for

Be sure your content informs, educates and has some sort of value to the reader. If there is a goal (and title) of your content, make sure that the reader gets what they came for. A good litmus test for this, is to have someone outside of your target market read it. They should be able to then give someone a summary of the subject, even without having any previous experience or knowledge of your topic.

5. Cleaning up your content

One of the best ways to write is to simply spill your thoughts onto a page and then clean it up and organize it later. A great way to approach a topic is to write down a few main sentences, and then later go back to write in detail about each sentence further. This can help you stay on topic and structure your article as noted in point three.

Review your content and don’t be in a rush to publish. wait a day and then read it again with fresh eyes. Better yet, ask a friend to give it a once over for both grammar and flow. If they’re not able to get a clear understanding of your overall topic, then you may not be explaining yourself clearly.


Writing content or copy for a website is usually not that hard. Whether or not you are an expert on a subject or topic, you should be able to follow these steps to gather information, structure content and write an attention-getting title that will draw in readers to an informative, well-written article. Since content is king, the more often you take the time to develop and add articles to your site, the better it will be for your business over time.

Hopefully this has been helpful. Let us know if there are any other tips or tricks to writing content for websites that you would like to learn about.

1 Comment

Buddy Skeans

January 14, 2016 at 9:29 am

This is one of the more helpful tutorials on content development I’ve found. Although it doesn’t go into the technical specifics, it does provide good general tips for writing content for websites.

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