How to Write Content for the Web

How do you find the right words for your website?

On top of the design and functionality of your website, the copy has to reflect who you are as a business, as well as the needs and wants of your users.

In this video, Chris and freelance writer Janica De Guzman collaborate on the copy direction for the new website for Blind. They’ll show you how to write content for the web and the steps taken to make sure the messaging meets the mark.

Identify Specific Keywords for your Website

Blind is repositioning themselves from a motion design studio to a brand strategy consultancy. Their goal is to show up in the search results for keywords that reflect the services they offer.

Once the keywords are selected, it’s important to include them in the headings and body content on the site, in addition to the meta descriptions and search titles for SEO.

Consider The Users and Their Needs

If a potential client is perusing the web in search of someone like you, the copy on your website has to speak to them in a way that addresses their needs.

For example, if a CMO happens to land on your site, they’re concerned about metrics, analytics, and your ability to help their business meet marketing goals. They want to know if your services will help them achieve any one of these things.

When writing the copy for your site, keep in mind what the user is looking for. What concerns might they have, and how can you clearly explain what you do to help them?

Many copywriters suggest writing at a fifth grade level to avoid causing confusion. You want to keep your word choice as simple as possible to make sure the user understands, right away, what you do.

Follow the Formula

To guide your client from the first fold of your website down to the footer, there’s a specific writing formula to keep them engaged as they scroll: ADDA.

ADDA stands for Attention, Detail, Desired State, and Action.

When someone first lands on your site, the headline should grab their attention, appeal to their self-interest, and entice them to learn more about your business.

Then, as they continue down the page, go into detail about your services, and how they help users like them accomplish specific goals. Paint the desired future state they’re envisioning, and prompt them to take action with the contact form.

ABOUT

Chris Do

Chris Do is an Emmy award-winning director, designer, strategist, and educator. He's the Founder and CEO of The Futur—an online education platform that teaches the business of design to creative thinkers.

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