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Content Creation for Websites

The importance of hiring a professional writer for web copy or just writing good content.
Almost everyone purports to be an online copywriter these days, but are target audiences really content with the content? Any good digital strategist will tell you that simply vomiting a random pile of words into a virtual text box will not increase your sales leads. A website which greets visitors with poor grammar and bad spelling will not inspire confidence in potential customers. A ‘that’ll do rightly’ attitude is perilous for business when it comes to online presentation. Sloppy online content is damaging to brand reputation so it’s important to maintain high standards in all copywriting – from landing pages to blog posts.

Website Content Creation

Each time I log on to social media yet another virtual acquaintance proudly announces that they’ve arrived in the blogosphere. The items posted frequently fall into two categories.

More often than not an article – which is so proudly presented as the self-proclaimed writer’s Magnum Opus – looks more like someone filled a big bucket with a decent idea, a collection of superlatives and an ever so slight helping of punctuation then unceremoniously tipped them out on to the page.

On other occasions I’m left shaking my head upon the realisation that the so-called ‘new’ blog was one I’d read a few weeks, months or even years earlier on another website.

The first category – poorly written copy – we can forgive because at least an attempt at literary brilliance was valiantly if not disastrously attempted. As for the second category – plagiarised copy – well, nobody likes a thief.

It should go without saying: posting either of the above types of content on your website is bad for business.

Thankfully there are plenty of good content writers out there and hiring them can be very good for business indeed.

When it’s done well, content really is king. Publishing good quality content is vital in both driving traffic to your website and converting online visitors into solid sales leads.

From blogs to newsletters and landing pages to e-books, it’s important to provide high quality material that is both original and engaging. To achieve this it’s worth investing in a professional copywriter. There are many reasons why paying for content creation will be money well spent, here are five of them.

Five reasons to hire a professional content writer for Content creation for websites

content king1. Respect the reader
It’s vital that you show respect for your target audience/market by presenting original copy that is well written and free from grammatical and spelling errors. A golden rule of journalism is to never underestimate the reader and the same attitude should be taken when writing online content designed to generate sales leads.

2. Killing time

Sitting down to ‘pen’ your own copy from scratch can be daunting for many. In much the same manner as you wouldn’t ask your accountant to fix your car or your mechanic to, er, fix your accounts (only joking, by the way) – you shouldn’t expect excellent prose to simply flow onto the page if writing is not your profession. Hiring a good copywriter will ensure you are no longer killing the precious time that you should be spending doing what you’re actually good at.

3. Visitor conversions

High quality content that is both original and engaging is a key component of a good digital marketing strategy. The overall aim of digital marketing is to convert online traffic to sales leads and money in your pocket. Content that keeps visitors on your site, that impresses them enough to sign up to your regular blog, monthly newsletter or other offering and encourages them to bring their friends is the ultimate aim. The objective is to ensure your customer is not only content with your content but won over by it.

4. Not all content is king

Generating original content is what a professional writer does. Plagiarism is not only a dirty word for any self-respecting writer it’s actually against the law. Readers are not stupid and keen observers will notice stolen content and then tell the world. There are online tools available to check that your articles are original – so be warned. Duplication of content can also affect your website’s Google rankings; you can even be de-listed.

5. Writing to avoid writs

Hiring a professional writer – especially one with a journalistic background – will not only stave off the grammar police but also keep you out of the courts. Any professional writer worth their salt will have a good knowledge of defamation laws and ensure your company does not take any unnecessary libel risks when publishing material.

Our Guest part contributor, Ian Cullen is a public relations consultant at PR Team. Ian is a former journalist and senior political communications advisor. PR Team specialises in media campaigns and online content creation.

A simple guide to content creation for websites pages or blog post.

Identify the Issue Your Potential Client is Dealing With
Such as ‘Get your business found in Google search’
(Write like you’re talking to a person one-on-one and trying to build a rapport with them. Aim for 4-5 sentences that helps your potential client understand that you get where they are coming from.)

Deliverable: 4-5 sentences that show you get where you client is coming from

How do You Solve The Potential Client’s Problem
(Explain exactly what it is you do in layman’s terms to solve the problem your client is experiencing. Please provide 4-5 sentences of copy)

Deliverable: 4-5 sentences that explain what it is you do and how that will benefit your client
Prove to The Potential Client that They Can Trust You
(Explain to the client the reasons that they can trust you. Please provide 4-5 sentences of copy.)

Deliverable: 4-5 sentences that explain what it is you do and how that will benefit your client

Testimonials (Don’t worry, we’ll insert these from your Google Reviews)

What Does The Process of doing something specific Look Like
Such as how to get Google Reviews or How to create multiple locations for Google My Business

FAQs About A Specific Service

FAQ question 1 (use specific question that are most asked about a particular topic)
(please provide answer)
FAQ question 2 (use specific question that are most asked about a particular topic)
(please provide answer)

What to do with the new content created for websites

Record videos to answer each individual point.
Upload them to YouTube and transcribe them.
Then turn them in to blog articles.
Optimise them for search with keywords and photos.
Utilise your FAQs for products or services pages.
Share these snippets through any Social Media platforms where your target market hangs out.

One video recorded interview could be chopped up in to a dozen pieces of content for you to use.

Do you want more traffic?

Hi, at MEANit we help 40 ‘Professional Services Businesses‘ to be effective online annually. Will your business be one of the 40 in 2023?


Written by Michael MacGinty

Michael is a well known speaker, author and coach on how to use the web to grow a business. He is also WP Elevation certified as a Digital Business Consultant.
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