Effective Website Content Writing to Engage Your Visitors

The key to effective website content writing is you put yourself in the readers shoes. 

If your user has just searched for "how to sew on a button", what will they expect to see in the search results?

In the top ten search ranking results, the visitor would expect to see details about sewing on a button as well as detailed instructions.

Keeping in mind most readers are busy and impatient you should use the same general rules in effective website content writing.

Engage your visitor above the fold and get their attention.

What is Above The Fold?

  • Above the fold was originally the upper half of the front page of a newspaper. On the front page of a newspaper (the upper half) is where the eye catching headlines are located. This is the enticement for the reader to buy the newspaper.
  • The same is true with your website. You entice the visitor "above the fold". Above the fold on your website is what is visible to the visitor without scrolling.
  • Placing the desired results of what the user searched for above the fold could be the difference in the visitor staying and browsing or leaving your site immediately.
  • This does not mean you need to cram as much content as possible into the top of the first page to your site. It means you work hard to engage the reader in the beginning.
  • Using effective website content writing, the rule of thumb is the first 200 words should engage your visitor to scroll down and read the rest of your content.

Engage Visitors with An Eye-Catching Headline

  • In effective website content writing, the headline of the web page is just as important as the content. 
  • The website headline is what is visible in the search engine results, RSS readers and anytime the Web page is shared on a social site.

Remember You Are Writing to Busy People

  • People searching the web are going to scan your content to see if it's what they are looking for.
  • If you have a long page or article, add bullet points and use bold or italics to highlight important points.
  • Use short paragraphs and each paragraph should be about one topic.

Remember Your Audience is Global

  • Be careful when using slang or humor. 
  • What is funny to you in your culture, may not be so funny in another country.

What About a Video

  • It does take extra work to create a video but it could be a good traffic generator. 
  • YouTube is the second largest search engine and with a video, you have a good opportunity to not only show up in Google results, but in YouTube results too.

Analyzing Website Content

  • Page views versus average time spent on a page will give you a good indicator if your page needs some work. 
  • If you have a lot of page views but 100% bounce rate after 60 seconds, there is something wrong with your page. If they are just landing on your page and leaving, you have some work to do on that page.
  • If you are writing about a product, a service or maybe even about how to sew a button on a shirt, put yourself in the reader's shoes. 
  • Ask yourself if this page would meet your needs if you were the reader? Would you be able to sew a button on a shirt after reading your article? 
  • If the answer is no, try it again.
  • Effective website content writing should answer any question a reader might have related to that topic. Your ultimate goal is to create the best Web page out there for your niche. Leave no questions unanswered.

Ranking in the Search Engines

Need help with ranking in the Search Engines?

Check out Site Build It's Website Content Analyzer.

When you build your web page, you use the "Analyze It" button to help you with keyword placement throughout your page.


In summary, when writing website content, your visitor's needs should come before your own. Build their trust and confidence delivering what they need first and foremost, only monetizing your site second.

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