I.C. Enterprises

Business Strategies For A Digital Age

How to Write Content for Your Website

How to write content for your websiteAdding new, fresh and relevant content to your website is a great way to get information to visitors and also increases your search rankings.

In this series I will be providing tips, tricks and solid information on getting your website working better for your business and using your website as the marketing tool it is meant to be. I will be providing new articles on a regular basis (first article is here) and will also answer questions and give examples along the way. In this article I will be giving instruction on writing a great post for a WordPress website, but this technique can be used for any website or blog.

Using WordPress Posts Effectively

A post on WordPress is presented in a chronological order, which gives the opportunity to show things in a timeline.

  1. Latest post
  2. Third post
  3. Second Post
  4. First post

This makes it easy for both visitors and search engines to find the latest information you have put on your site.

When using posts on your WordPress website, it is important to follow some basic guidelines to ensure you get the maximum benefit from them.

In this article I will explain these guidelines and the best way to use a post on WordPress.

You will learn: How to make a good title How to structure your post How to and where to use keywords for SEO The use of Sub Headings in your post

How to Write Content for Your Website

The title is one of the most important parts of your post.

The Post Title

When writing the post title it should be descriptive and include key words that your post relates to, and that you want people who are searching to find.

The title can be a “long tail keyword” meaning that it can include your keywords in a description. i.e. for the keyword “Arabian Pony” the title could read “how to train your Arabian Pony” or “What to feed your Arabian Pony”.

This way your title has the main keywords and is also enticing for visitors to read.

The Post Content

The content of your post should be broken down into three sections if possible.

  • The first section should be a short summary of what the post is about,
  • the second should be the detail
  • the last a final wrap up that again summarises the information.

The aim of a good post is to give the reader as much information as possible, whilst also giving the search engines what they need to help people find your information.

The current consensus is that a post should be between 750 to 1000 words or more for Search Engine Optimisation but we have seen good results from post around 350 words too.

The Summary

In this section you should give the reader an idea of what your post is about, helping them to decide if the information is something they are looking for or not.

The summary can be as simple as a couple of short paragraphs that explains what your contents “body” is about, can be in the form of bullet points or a combination of both.

Using your post keywords, and variations of them, within the first “summary” part of your post is also very important to search engines, however there is such a thing as too much.

You should try to use these keywords at least 3 to 4 times, but preferably not more than that in the opening paragraph. This will help with your search engine results as Google (and others) scan the first paragraph to see what the relevance of the title is to the post.

This section should be around 100 – 150 words at the most.

The Content

The content is the main part of your post, the “body” of it if you like.

It should explain in detail what you have summarised in the first section and provide your reader with all the information they have come to read.

Within this section you can have bullet points, sub-headings and even bold words to help those readers who skim your page looking for the information they need.

The body content should be written in an easy to understand “conversational” tone, as if you are talking directly to the person reading the post.

If your information is technical in nature, then explanations of what certain terms mean and/or diagrams should be added to help your reader get the most from it.

Pictures and photos can be added as needed to break the content into a more readable form rather than just being a big block of text.

You can also use bolding or emphasis to great effect within the body of your post to help re-enforce important information or to make a point about something.

Using Sub Headings

Sub headings can be very useful for breaking up your content into more “manageable” chunks rather than just shoving all the information into large text areas.

If your subject matter allows for using sub headings, they can be used at relevant areas to show the reader you are explaining a new part within the same content.

Main headings should use the Heading 2 setting in your WordPress editor whist sub headings should be formatted to Heading 3 or 4 depending on your themes styles.

Keywords in the Body Section

Your keywords should also be used sparingly and in context throughout the main part of your information.

It is important not to overuse them though as some search engines will consider this as a negative rather than a positive, and it can work against your results.

I personally recommend using the keywords once or twice every 200 words and always in a relevant way to the post subject.

The Post End

Within the final section of your post, you will recap what you have said in the main content, giving the reader another overview of what your post was about, what they may have learned and including your keywords again sparingly.

This should not be written the same as the opening summary, but rather should recap information the reader has already viewed and help to re-enforce the information the visitor has just read.

In Conclusion

From using a good title to structuring your content in a user friendly way, I hope you have gained some information within this post that has helped you to create effective and highly readable WordPress Posts.

With the usage of a good, well thought out title, a simple three section layout, extra formatting and relevant images to help break up the text and the proper way to use your keywords, you should now have the basic knowledge to create great looking and useful WordPress posts. 

* This is the second of a series of articles on how getting your website working better for your business, view the first article here. Please check back over the coming weeks to see more information on getting your website working better for your business.

Please feel free to share the link to this article with people you know that may find it helpful.
Please comment below if you have any further thoughts or tips regarding this subject and don’t forget that Sharing is Caring 🙂

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These are some of our client websites

DH Plumbing
A simple standard CMS system for a South Eastern Melbourne based plumbing business. All site content has been posted by the owner.
Goldfields Graphics
This "static" website was a refresh and clean up of an existing website the owner was not happy with. The site was recreated to be more user friendly and to compliment the clients branding across multiple businesses.
Key 2 Act
This was a conversion from a multi-page "static" site to a CMS system which allowed the client to do their own content updating. All the client colours and branding were maintained and the original site content was ported across into the same urls on the new site to keep search engine listings.