Web Content Writing 101

by Aileen
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web content writing

Web content writing is one of the foundations of an Internet marketing campaign. It’s also one of the trickiest. On first look, it seems simple. After all, you just have to write what you want people to know about a specific product or service.

If you’re good at writing, then you’re all set, right? No.

To start a career in online writing or plan a DIY content marketing campaign for your company, it’s important to understand the basics of web content writing.

Web Vs. Print

The way people read online content is a lot different from the way they read printed materials. While many would take their time reading prints, a lot of netizens would often scan a webpage before deciding whether they want to read the entire content or move on to another post or site. Understanding the online behavior of your target audience helps you create effective posts that won’t just make them stay longer on a page, but respond to your call-to-action too.


Creating user-friendly content is an important aspect of writing for the web. Because your audience behaves differently online, you have to know how to catch their attention on the first second that they land on your page.

Here’s how you can increase the readability of your posts and appeal to your online audience:

  1. Use subheadings — Subheadings make it easier for visitors to scan a page. It lets them know what you’re going to discuss right off the bat.
  2. Use words that your readers understand —  If you’re writing for a specific industry, it’s tempting to use jargon. Unless your audience is an insider, they may not understand what you mean.  To get your message across, explain things as simple as you can using words you’d use in normal conversations.
  3. Avoid long paragraphs — Many online readers can be impatient. Chunky paragraphs will bore them easily.
  4. Write short sentences —  Your readers may have a harder time trying to find out what you mean when you write long sentences than shorter ones.
  5. Avoid the passive voice — Writing in the passive voice isn’t wrong but it can make many readers uneasy, as it doesn’t directly show who is doing what. It also puts you at risk of writing longer sentences.


A grammatically correct post isn’t always a valuable post. Adding value to your content means sharing information that is relevant to your readers. If you’re offering content writing services, don’t just talk about your company. Focus on things that your target audience cares about. For instance, you may discuss how hiring a professional content writer can improve their marketing campaigns. You may also talk about the benefits of having well written posts to their SEO strategy. In addition, adding statistics, research, and studies can help make your content more credible.

Every post you publish online is important. Make it count by knowing how to write web content effectively.


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