How to write engaging content for your website

Once you’ve come up with ideas for the kind of content you want to include on your website, you’ve then got the task of turning them into something which will inspire and engage your target market.

Remember, content is a way of telling stories which reflect why your business is valuable. It is not an excuse to just tell people how great your business and its products are. If you do this, you’re more likely to turn people off than turn them on. The most important thing to remember when you’re creating content in any form is that you are telling a story, not creating an advert. It is about show, not tell.

Find your voice

Last month we spoke about the importance of defining who you want your content to appeal to. Who do you want to engage and how do you want them to react? Your answer to this question will go a long way to determining the tone of voice your content uses and the character of your business that comes across.

Are you formal or casual? Fun or serious? Do you tell jokes? Do you use slang? Do you use complex vocabulary or try to keep things simple? All of this will be determined by the kind of people you’re trying to appeal to.

Keep it sharp

Whatever voice you choose to use, it’s important to keep your content concise and snappy. This doesn’t mean it needs to be short - it could be novel-length if you like - but it definitely can’t ramble. Avoid lengthy digressions or anything that is not relevant to the story and to your audience.

Write a list

A good way to keep things moving along at a decent pace is to break your content up into different sections. We’ve all seen how many so-called ‘listicles’ there are on the internet, covering everything from five top tips for cryptocurrency investors to 10 exercises to get better abdominal muscles. A list is a good way of breaking up your content into bite-sized chunks. When people are busily scanning for information on the internet, it is also easier for them to engage with information that is broken down in this way rather than a huge block of text.

If your content won’t work as an actual list, then consider using clear headings and, definitely, well separated paragraphs. This will all help make it more user friendly.

Or forget lists and do something completely different

Remember, you are free to be as creative and imaginative as you want when it comes to content.

So, even though listicles are popular, you may decide they are definitely not what your audience wants. Maybe you think they’ll prefer long-form prose, cartoon strips, animations, film, photo essays, poetry, soundscapes, podcasts - there are so many different mediums out there to choose from that you shouldn’t feel restricted to one type of writing or, for that matter, any writing at all.

Always use a call to action

The ultimate aim of content is to try and get people to do something. It might be to encourage people to search your online shop, book a holiday, sign up to your newsletter or go to an event.

Whatever the reason, you should always include a call to action at the end of your content encouraging people to do what you want them to do. What you ask people to do will vary, but often the call to action will be similar to the one we’ve put below.

If you need help with creating great content and campaigns for your business then get in touch by emailing

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