Contact Me: 07967 549 070

Don’t Let Your Web Content Be An Afterthought To Your Website

Ingenious web designers are great at what they do. There’s no mistaking that there are some really talented designs, responsive to all devices, which look aesthetically pleasing.

For clients, when they get a glamorised website presented to them, highlighting their business on the web, they’re generally pleased and write the cheque out without hesitation.

Fast forward a few months and things often don’t look as bright as the website design, when the expected results aren’t as forthcoming.

Great web design must have the content layout at the forefront. No business website has any place online if it doesn’t cater to the reader.

Yet, despite the content driving the business online, readers often don’t get past the fourth paragraph of a web page.

So if you’re still here, let’s cut to the chase…

1) You see that number on the left there. Chances are it drew your eye to it before you read the paragraph above (I didn’t remote activate your web cam)

2) Reader engagement only happens when you can keep your audience engaged. Does your web content do that?

Web designers must realise the way readers interact on a website.

• The F outline

That’s the navigational aspect and it’s where the most important pieces of information should be. It’s a core part of web design and one of the reasons hardcore designers will have a copywriter on hand to assist through the stages of project development.

You can have the most stellar of content on your website, but it means nothing if you’re readers don’t read it.

Fact: Most people generally don’t.

Why is it people don’t read when it’s information they need?

It’s because it’s on a screen, be it a 24 inch LCD monitor, a 12 inch tablet, or a 7 inch smart phone screen.

Whatever device is used to access the content, it needs to be in bite size chunks. Otherwise it strains the eyes, distorts the brain signals and even the most legible piece of content becomes illegible when it’s all bunched together.

Don’t scramble your reader’s brains when you’re trying to engage.

A scrambled brain!

Rule number one in the copywriter’s handbook – Throw out what you thought you learned in school.

Web content is a different language. It’s full of abbreviations and sometimes words that don’t even exist in the Oxford dictionary.

The truth of it is that there’s no internet dictionary. Any word can be used provided the reader can understand it.

Look at any forum and you’re sure to find a ton of stuff that you don’t understand.

W.A.T.P – We are the people! Irrelevant but probably sparked your interest to learn what it stands for.

It’s an abbreviation used for the avid footballer, so if you think your hot tips for the coupon on a Saturday are being read, and in your comments that abbreviation is used and you don’t know – you don’t know your audience.

You must know your audience to create compelling content that gets absorbed (beyond the fourth paragraph).

Now as great as web content can be, there’s a challenging aspect to the freelance writer.

In times past, we could go to Google and look at their keyword data. That would give intellectual data that a content marketing themed strategy could be derived around.

Everyone involved in writing for the web and the search engine optimisation aspects of it knows that.

It’s been overrated and more importantly – over used.

The best tool in a writers’ toolbox is the understanding of audience engagement:

• What drives them?

• What makes them tick?

• What’s their persona?

Top-notch content is not written for the web.

Seriously – It’s written for a ghost.

Despite the term “ghostwriter” being defined as someone who does the writing and does not get credit, the true ghostwriter demands a ghost presence.

It’s the ability to see past the computer screen and identify with one particular persona for which represents a client best.

Sounds weird, right?

Nevertheless, when customers land on a clients website, it’s the difference between them knowing if it’s created by someone with no clue, or if it’s someone who is part of a brand identity.

Imagine you’re an organic gardener. Your target audience is someone you want to sell your produce too.

What are you going to write about?

• 5 Tips on Organic Gardening – (From a seasoned pro)


• 5 Reasons Why We Know Our Organic Produce is the Best in Buckland End

You go from creating content for the web in general, to specific content geared to the local area, without being a tagged a spam artist in the eyes of the search engines.

Just by me putting that area above is yet another signal to Google based on thematically related words.

Look it up if you don’t know and the #1 result description field will tell you it’s an area of Birmingham, so search engines know that.

It’s a great way they can tell apart a content publisher to a real business owner.

I’m hoping their algorithms are sophisticated enough to know I’m talking about freelance writing and using those titles as examples. It’s why they’re not bolded, or inserted with heading tags surrounding them.

Those are aspects that a content marketer can use in their web copy coding to add a more powerful force to the copy.

Words engage the reader – code instructs the search engine.

If you’re outsourcing your web content, be sure you use someone with HTML knowledge and a sound understanding of SEO.

The instant you hear keyword density – toss them. If you don’t know what it is – It is old school trickery that does nothing for reader engagement. Well, it’ll drastically shorten it if that counts.

For the rest of you who really want to up the ante and get your website actually generating the results it should be or if you haven’t got one…

It’s what I do… I’m a seasoned ghost with designer skills.

Besides that, I’m into social media too. I welcome you to contact me with any questions you might have.

Steve Hill

0121 453 9208 / 07967 549 070

Image courtesy of iosphere at

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