Tips on Writing Website Content

Website Design | |

If your new website is in the process of being built, it will require content. Although you know your business best, you need to communicate all of this to your target audience, to encourage them to convert with you.

Not sure where to start? Here are our top tips on writing website content.

Just Get Started

Sometimes just getting started is the hardest part, especially when you’re staring at a blank page! We recommend opening a Word document or Google Docs and start writing ideas down – even if you start with simple bullet points made up of words or phrases that you want to use. Then, once you’ve written down everything you can think of, you can revisit and bulk it out.

We also advise doing it in sections – don’t put pressure on yourself to write everything in one session. Have regular breaks so that you can reassess the content with a pair of fresh eyes.

Think Of Your Customers

Chances are, you already know who your target audience is. Put yourself in their shoes and think about what they want to know.

You could also ask some of your target audience what they would find helpful on a website, or what persuades them to take action.

Look at Competitors

Take a look at your competitors’ websites to identify the tone of voice that they use, and what information they include on your website. This may give you the inspiration that you need to get started with writing your content.

Keyword Research

Similar to looking at competitors, also do your keyword research and identify the keywords that your competition uses on their website. You can also see which keywords rank in Google search results, and include these in your website content.

Get a Helping Hand From AI

Use AI (such as ChatGPT) to help you get a head start. You can ask the AI bot questions, which will feed back information that may give you inspiration.

It’s important to remember not to copy exactly what ChatGPT says – as it gives the same answer for all users. Therefore it could result in your website having the same content as someone else’s – resulting in plagiarism and Google penalising you in search results.

Refer to Website Designs

Depending on the stage of your project, take a look at the designs or information architecture that we have sent over for your website – this should give you a rough idea of how much content is needed on each page or section. This will help you to identify the character limits, so try to stick to these.

Natural Language & Storytelling

Use storytelling to pull customers in, and focus on evoking emotions within customers.

Use natural language and tone of voice – try reading it out loud. Does it flow and sound like you’re talking to a friend? If so, then you’re on to a winner.

Try to keep your content short and concise, using simple language will ensure that readers are likely to understand and remember more.

Encourage Users to Act

Include CTAs (Call to Action) in your content. You will of course have buttons on your website to encourage actions too, but it’s always good to include prompts in your content when you can.

Need Extra Help?

Here at Ballyhoo we can help too. If you’d prefer to have your website content written for you, please ask us for a quote. If you’re writing your own content, we can collaborate and check over this using our years of experience. If you have any questions throughout the content writing process, please let us know as we are more than happy to help!

Headshot of Rebecca young new team member


Rebecca helps to keep the team organised and supports all of our clients with day to day activities and content. She also runs all of Ballyhoo's internal marketing.