Writing for the web is much different than other types of writing. You cannot simply have coherent content and texts that pack a punch. You must use the right words so that your company will appear in search engine results. Today’s savvy customers are spending less time browsing: they need to find what they are looking for—fast. This is why leveraging the power of keywords in your website’s texts will go a long way to improving your overall search engine ranking.

On the hunt for the right keywords 

High-performance website content is written by keeping in mind search engine logic, user behaviour, and buyer journeys—all of which are based on keywords. Keywords are words, a series of words or expressions that are used in your industry and market sectors. Keywords bring together terms and phrases, categorized in a logical fashion, which buyers and website visitors use to look for companies, products and services that meet their needs. 

Once you have determined the keywords you want to use and they have been approved by an expert in content marketing, they then must be added to your website content.  A seasoned web writer will help you to revamp your texts in a unique and natural way. Just because your employees may be good in writing does not mean that they are the best resources to develop your website content.  For one, they lack the outside perspective of the potential buyers’ and visitors’ perception of your company, products and services. Again, keywords are only as effective as the means in which they are used in your website content to reflect visitor behaviour and buyer journeys.

What’s so different about writing for the web?

As we wrote in our recent blog post, How effective communication helps your commercialization efforts, the quality of your texts represents the quality of your company, products and services. What’s more, they must be adapted to web writing standards. For example, web users prefer short texts with headlines and sub-headlines. All of your texts must be written with your target audience in mind—not what you enjoy reading. Use upbeat and lively vocabulary. Structure your content based on its level of importance. 

It’s also important to keep in mind that your texts should be flawless: search engines detect errors, which can penalize your website on search engine rankings. In sum, don’t consider your website texts as an afterthought. They play an important part in your communications strategy. 


Web Designer Depot. 20 Tips on How to Write for the Web. http://www.webdesignerdepot.com/2009/08/20-tips-on-how-to-write-for-the-web/.

Barr, Chad et Weiss, Alan. How to Create Great Content for Your Website. Entrepreneur. https://www.entrepreneur.com/article/223752.

Content Factory. 20 Content Writing Rules Everyone Should Know. http://www.contentfac.com/even-more-web-content-writing-tips/ .

Who really looks at page 2 on Google search engine results?