Content Writing


This article explains how to write content for a business website and its promotional efforts. Please read about content planning to understand the bigger picture of preparing to write for your website.

What is content writing?

Digital content writing is writing content in specific ways that are suitable for the internet.

Readers are spoilt for choice because there is so much content – and most of it isn’t “full attention worthy”.

As a means of filtering and finding and absorbing large amounts of content quickly, users scan and flit around from page to page rather than read word for word in the traditional sense.

Digital content writing takes into account user behaviour. Content is written in a variety of styles and formats so that its audience can consume content in the manner most suitable to them.

Why is content writing important?

Content has the task of driving sales. It does this through creating awareness, interest, desire and action in the reader.

It does this through various types of content pieces in a variety of formats. From long form articles, to advertising, short messages on social media, copywriting, testimonials and so on.

In unison, content builds trust in your business, knowledge that the right choice, and desire to take things further.

The purpose of writing content

Build trust

Particularly in the B2B world, trust is needed to move forward. A lot is at stake if the wrong decision is made. Even in the consumer world, users want to reduce the risk of making a wrong purchase. Content such as testimonials, knowledge articles and team bios help towards this.

Build Awareness

People are always learning about new things, then before you know it, they are buying things based on this new awareness.

For example, there was a time when nobody knew what a smart phone was and now everybody has one and opinions on them to go with it.

Your website has to take into account how your product or service fits into this whole process building awareness and how you can take advantage of it.

Build Desire

Build knowledge.

Drive Intent


Knowing your audience

Knowing who you are writing for will help you know what to write. It will stop you simply writing what you know and help you stick to things important to people want to know.

Content very often is written with several people in mind. This can be tackled by creating personas and understanding who these people are.

Know the purpose or intent

What is the underlying reason for the piece that you’re writing. What is the user hoping to hear?

Basic writing tips

When writing for a business website:

  • Authenticity
    • You have nothing to prove.
    • You are not trying.
    • You are not selling, you’re connecting.
  • Facts
    • You are laying down the facts.
    • One after another.
    • The most important facts at the top
    • Start with the conclusion.
  • Simplicity
    • No fancy works
    • One fact per paragraph
    • Give your paragraph a heading so that it’s easy to scan
  • Coherence
    • No fancy words
    • Clarity
    • No marketing talk

Structuring the content on a page

For SEO purposes, the content on a page should cover one subject, so Google knows what the page is about.

Some pages will have a natural flow – a start, middle and end, while others pages won’t

Content is broken down into Heading, subheading for easy understanding and scanning.

Content should be broken down and spaced in a way for scanning

Use an introductory text that can be useful for Google snippets or to get the gist of the rest of the page.

Headings should be clear, so Google and people alike know what the rest of the page is about.