Leverage intros and conclusions

Written content needs to capture an audience’s attention right away. That means making the intro to any piece of written content snappy and engaging. Avoid lengthy segues and expected hooks (such as, “Since the dawn of time”) on blogs and articles, and lead marketing and product pages with a brief headline that highlights product value in a nutshell, like “Your skin care problems solved” or “No pores, no problem.”

Web content writing specialists also pay particular attention to conclusions, considering what action they’d like a website visitor to take after reading a piece of content. Web content often ends with a call to action, or CTA, such as “Learn More” or “Contact Us” for marketing pages, “Add to Cart” for product pages, or helpful links to other resources on your site for blogs and articles.

Optimizing your content for SEO can help your website appear higher in search results and increase the likelihood that your target audiences will find you via a search engine query. 

Use your buyer personas and target audience research to identify and incorporate relevant keywords—but avoid prioritizing search engines over human readers. Overusing keywords, or keyword stuffing, can decrease content clarity and value, and damage SEO performance. Optimal keyword density is around 1% to 2%—so in a 200-word article, you might only use your target keyword two to four times. Using it 30 times can frustrate your readers and cause search engines to penalize your content by dropping it lower in search engine rankings.