Web Writing : The Complete Guide

I begin this article with this affirmation: The main role of the web is to distribute content in different forms

Think for a moment and you will see that this is indeed the case!
The websites, applications, social networks, browsers, etc. that we use allow us to access content/information or distribute it in different forms.

Let’s take a less obvious example like Whatsapp. It is a messaging application that also fulfills the role of distributing and receiving content. Especially since the messages are also a form of it, even if it is less apparent.

image

Come on, can I stop confusing the cards????

But you understand, the web essentially allows you to distribute content in different facets. And what is most remarkable is the text.

Text-based web content is the most popular and accessible type of content for the 5 billion users on the planet.

As the primary form of communication on the web, it is particularly important for businesses to ensure that the texts they distribute respect the rules of the web and are of very good quality.
And guess which professional they have to call on for that…The Web Editor ! ????

Through this article, I intend to show you why web writing is very important for any online business. Then, you will have the secrets to successfully writing captivating and convincing texts that can help you achieve your goals.

Let’s get started!!

Chapter 1: Why Web Writing is very important for any online business?

Curious to know what web writing really is and why it is important? This chapter will satisfy you.

1.1. What is web writing?

As I write these lines, there are nearly 2 billion websites in the world!

image

It must be admitted, competition on the web is very tough and to stand out, you have to offer more value than the competition.
This means not only creating a website with good design, but also using good writing practices to have messages that:

  • Are sufficiently captivating and interesting for the web audience:
  • Encourage visitors to perform certain actions;
  • Allow the website to position itself well in search engines.

And this is where the Web Editor !

Thus, the web writing consists of producing textual content generally with the aim of achieving certain web marketing objectives.

Indeed, it is very important to note that the scope of action of the editor goes beyond the framework of a website which generally includes:

  • Blog articles;
  • Web page or landing page content.

The web editor can work on several other types of content, namely:

  • Ebooks;
  • Emails;
  • Social positions;
  • Advertising announcements;
  • Product sheets;
  • The scripts;
  • Etc.
image 1

Eh yes !

As web editors, we do a little bit of everything. But most often, we find writers who specialize in creating certain types of web content.

You now know what web writing is, but one important question remains:

1.2. Web writing vs. print writing: What is the difference?

Even if the principle of writing texts free of errors is common to both writing styles, the rules of the game are different.

Indeed, the attention of users on the web is already relatively low, but continues to decrease:

image 2

Source : Anagard.com

As you can see on the graph, it was 4 seconds in 2014. This simply means that the writer only has about 2 or 3 seconds to encourage the reader to start reading their text and if possible finish it. .

Under these conditions, the content that the web editor produces must fulfill two roles:

  • That of being sufficiently interesting for the reader;
  • That of following good practices depending on the objective or platform for which the content is intended;
  • That of being well presented.

1.2.1. The web editor produces texts that are interesting to read on the web

For web content to pique the curiosity of readers on the web, it must be:

  • Eye-catching: Enough for the reader to decide to read it instead of watching a funny cat video on YouTube????
  • Concise : 4 seconds is very little to do a long development!
  • Easy to understand : All you gain by making complex sentences is the systematic disinterest of readers;
  • Brings certain value to the reader : Your text may be interesting to read, but if it does not provide anything of value, such as a solution to a problem, it will be empty and neglected.
image 3

Source : Bkacontent.com 

A text that meets these criteria is potentially quality web content, if its secondary role is respected:

1.2.2. The web editor produces texts that respect best practices depending on the channel

The practices to follow for content creation depend largely on the distribution channels.

These practices allow texts to rank or be suggested to Internet users when they carry out searches related to the subject of your text.

For example, for a blog article, the writer must necessarily use good web referencing practices. The most popular practice (which you are certainly familiar with) is the insertion of keywords into the text.
Obviously, there are plenty of other rules that we will take care to detail in another article.

Anatomy of a Perfect Blog Post Infographic copy

Source : Friendship day 

But by following them, you increase the chances of your content being offered by Google when a user searches on the subject.

On the other hand, things are different for a social post, an email or an advertisement for example.

There are specificities to respect depending on the distribution channel which have nothing to do with print editorial.
These are the two main points on which the two types of writing differ.

Now let’s see the importance of web writing or web editor.

Chapter 2: Why is web writing important?

The creation of textual content is of great importance for everyone who hopes to thrive online and we will now find out through some statistics.

2.1. Web writing helps increase traffic to your site

According to HubSpot, businesses that publish blog posts regularly receive 350 % additional traffic compared to those who do not publish content regularly.

This figure seems surreal, doesn’t it? ????

But this is what can happen to your business if you take it seriously. web writing. In fact, it will allow you to develop your presence on search engines and social platforms.

By doing so, you increase your chance of getting traffic since a large number of people are likely to discover your content.

image 5

Source : seobility

As an illustration, a top blog gets on average 66,47 % of its traffic from searches, of which 99.77% is organic and only 0.23% is paid.

Therefore, if you sell products or services and your goal is to generate more traffic, the web writing appears to be the ideal solution to achieve this goal.

2.2. Web writing helps your business stand out

Just like you, your competitors are looking to increase their performance. To do this, they implement the same actions as you most of the time.

And with so many businesses competing for the attention of the same audience, you need high-quality, targeted content to stand out.

By meeting your customers’ expectations in terms of information, you will appear as an expert in your field eager to educate their audience.

image 6

The idea to stand out from the competition with content is to create the type of content your audience likes to consume and distribute it directly to where they spend most of their time.

2.3. Web copywriting helps drive prospects into your sales funnel

One study estimated that 87 % Marketers use content to guide their potential customers through the different stages of the buyer’s journey.

Indeed, they rely on different content formats at each stage of the journey, from brand recognition to the purchasing decision.

That’s to say increase traffic to your site and maintain positive connections with your audience, ultimately moving them through the sales funnel.

image 7

Source : Learnybox

Your audience will not hesitate to engage with you when they feel that your content is useful for them and they have enough information about your offerings or trust your brand.

Under these conditions, the Web Editor will allow you to create the different forms of content that will need to be created to match the stages of the funnel. It could be :

  • From Video Scripts;
  • Newsletters;
  • Posts on social media;
  • White papers;
  • Web page copy;
  • Sales pages;
    Etc.

Chapter 3: How to approach the different content formats in web writing?

Depending on the type of content to be created, the web editor must follow different practices. Although each content format deserves a full article, I will try to briefly describe the most popular ones.

So I promise, you will have guides on each of the types of content that a web editor must create!

image

3.1. Writing quality articles for successful blogs

A quality article is one that provides value to readers and the success of your blog depends on the writer’s ability to bring their writing to life.

3.1.1. With a captivating title for your article

The title of an article is the gateway for visitors to your content, which means it must be captivating to attract readers to read your article.

When it comes to creating such headlines, it should be noted that writers have several techniques at their disposal.
Note that the human brain is particularly attracted to certain elements. And a title is more likely to be clicked on in search engines if it has them.

For example, the brain is attracted to numbers and when you use numbers in your headlines, you tap into the human urge to quantify value.

Thus, the title “4 Tips for Being a Professional Web Writer” will seem more captivating than “Some Tips for Being a Professional Web Writer”.

image 8

Source : googleusercontent

Clarity is also an important element for your titles and without it, your title will be too confusing to attract readers.

Remember that the title is a short sentence that needs good wording in order to tell readers what to expect if they choose to read the article.

It is better to consider it as an argument and as the only chance to convince researchers to take the bait.

As for the length, Mangools is an online tool that will help you find the ideal number of characters for SEO.

image 9

3.1.2. Write an interesting introduction for your blog post

Once your title has attracted the reader, you will need to continue to convince him to stay on your page. To do this, you must start with a catchphrase such as a statistic, a quote or a striking fact.

Attention spans are getting shorter and shorter, which is why you need to start your introduction with your best elements to make it magnetic. It’s about giving them a reason to stay on your blog.

As you look through Honadi’s blog posts, you’ll notice that most of our introductions start with a statistic or quote.

16 22 facons de trouver des idees de contenu

The goal is to start our article with the problem, fact or observation to which the reader should pay attention.

3.1.3. Organize the points to cover in your blog post

Inasmuch as Web Editor, it is your responsibility to guide your audience through your research. So, it is essential to organize your views logically.

Of course, there is no one-size-fits-all approach by which you can organize your article, but you can organize your article based on your research and data.

Start your article with step-by-step ideas going from the simplest to the most complicated.

It’s sometimes interesting to start by explaining a concept before getting to the heart of the matter, as we have just done for this complete guide to web writing.

3.1.4. Reference and link to quality sources

Knowing how to organize your ideas or present information is not enough to create good content. You must also prove that your statements and assertions are accurate and well-founded on research or analysis.

For certain information contained in your article such as citations and statistics, it is essential to add references by creating links to quality sources.

17 Les personnes importantes utilisent un bio

But when you link to low-quality sources, it can negatively affect your SEO and site reputation.

4.1.5. Write a blog post of the right length

For a blog article, it’s not enough to just skim over your topic. The ideal is to go in depth in order to explore all its facets.

According to Buffer, 74 % of blog posts read last less than three minutes, which is an equivalent of minus 1,600 words. However, content that is popular on the web and successful in the SERPs counted 2,000 words or more.

This is not an indication of the ideal word count for a blog post, but it does suggest that blog posts tend to be long.

3.1.6. Illustrate your blog article with visuals

Another factor inherent in most types of powerful, inspiring and awesome web content is the insertion of visuals.

Indeed, images add interest, clarity and in some cases humor to online content. They allow you to channel blocks of text to make an article much more interesting.

According to statistics, instructions provided by both text and illustrations are 323 % better understood than those provided by text alone.

18 90 des informations transmises au cerveau

Source ; neil patel

This demonstrates the importance of including images, infographics, charts or videos in an article intended for the web.

Fortunately, the Web is full of an incredible number of visuals online and you will only have to enter your keyword in Google Image to see visuals corresponding to your sections.

3.1.7. Use calls to action and eliminate mistakes from your blog post

A CTA is a short sentence that inspires your consumers to act in a certain way. This action should be easy for the reader to perform, such as purchasing your product or subscribing to a newsletter.

Furthermore, it is important to make your text readable and create confidence by correcting all grammar and spelling errors.

That’s almost it for a blog post, as there will be a post specifically designed to cover it. Let’s continue our journey to other formats:

3.2. Writing convincing product sheets to generate more sales

For e-commerce, well-written product descriptions are the key to convince the visitor that your product has real added value for them.

You have certainly already seen products for sale online with a short description and price. Most of the time, sites copy this short description between themselves, so you have almost the same phrases everywhere.

19 Une fiche de produit

Source : lafabriquedunet

In reality, prospects want to know if the “connected watch” they are about to buy is water compatible, its battery life, if it supports their phone…

In short, they want to have as much information as possible to ensure that they are faced with the product that meets their expectations.

And this is where an excellent product sheet makes the difference, it brings value to your customer

Seek to express the values ​​and goals of your target audience in the description rather than describing the features of your product, focus on the value it creates for the prospect.

It can be tempting to show off how your product is particularly better quality. But keep in mind that the prospect is looking to solve a problem and wants to know how your product can help them.

When it comes to SEO, use keywords naturally in the body of the text as well as in the metadata and title. However, avoid long sentences of more than 20 words.

3.3. Writing content for static or corporate pages on your website

Your website is the core of your business, as it includes all the fundamental information that your business intends to promote to build its online presence.

Writing for a website includes pages:

  • Welcome ;
  • About Us ;
  • Products or services;
  • FAQ/Q&A ;
  • Contact page.

These pages are more important than articles and product sheets since they determine whether the visitor will have enough confidence to become one of your customers.

Consequently, their production is much stricter, but respects the same rules as the product sheets, namely:Show prospects the value your product can bring to their life or how your service helps them solve their problem.

image 10

Source : Rattleback.com 

Show that your offer is worth it in order to make visitors want to call or write to you.

3.4. Writing newsletters for emailing

Newsletters are very popular for relaunch customers and preserve prospect engagement.

They offer a wide range of information, including company and market news, product information or sales incentives.

20 Avantages de lemail marketing

Source : digitalschoolofmarketing

According to Oberlo, the newsletter has very strong returns on investment and for 1 dollar spent, you can earn an average of 42 dollars.

image 11

To succeed in your newsletter, it is essential to personalize so that each prospect who reads you can feel directly targeted. This is also why you will see your first name at the beginning of the promotional emails you receive.

Regarding the subject of your email message, it must be catchy text. It would be great if you could add some humor, but keep the title clear. The recipient must understand what the email is about.

Write about the potential benefits to customers, not your business. Use “you can get” language rather than “we offer” language, and think about how the user will benefit from the action you’re asking them to take.

The clarity of your newsletters is also essential to succeed in convincing. This applies to both the text and the visual.

The CTA button should be the most brilliant and attractive element of your message, and the text should state the main idea from the first or second paragraph.

Note that you don’t have enough time to grab the reader’s attention, so try to be brief.

Email design best practices scaled

Source : Mailjet.com 

3.5. Writing ebooks

Writing ebooks allows a company to achieve several objectives such as acquiring prospects. This is because eBooks direct prospects into a sales funnel.

For example, you can offer visitors who land on your site a fairly interesting ebook to download for free. Most of the time, it is a bait to obtain the visitor’s email address as we mentioned previously.

As a web writer, here’s what you need to know about ebook writing tactics:

  • Choose the subject carefully : It is better to spend time researching the right topic than to waste months writing content that no one reads.
  • Attract readers with a captivating headline : Opt for the final title after writing the body of the text to make sure it is relevant to what you promise to explore. Make it specific, believable, and show the problem your readers can solve.
  • Help readers navigate with a table of contents : Create a table of contents to present the structure of the ebook and facilitate access to its different parts.
  • Support your words with data : Strengthen the credibility of your ebooks with explanations of your methods and links to reputable sources.
E book Marketing

Source : Returnonnow.com 

3.6. Writing landing pages

Also called a landing page, it is a website page whose goal is to convert visitors into leads. Although there are different types of landing pages, the intention remains the same: to get more leads.

Let’s say you’re a shoe seller and your website gets a lot of traffic. To benefit from this traffic, you will need to convert visitors into prospects or customers, hence the importance of landing pages.

They serve a specific purpose and allow sites to make offers or gifts, such as an ebook, to visitors in exchange for information.

Creating a high-converting landing page can radically transform your business.

Indeed, when you have a landing page that allows you to attract customers, you have no trouble launching advertisements or email campaigns to attract new customers.

The principle for creating powerful, high-converting texts is to:

  • Target a reader: Who are you talking to, and what are they interested in?
  • Present one big idea : How to hook someone? What makes him want to read this page?
  • To make a promise : How does your offer improve your reader’s life?
  • Submit an offer : What do you offer your prospect? What can you give him?

Here is an infographic that summarizes best practices:

image 14

Source : Landerapp.com  

Here are 6 tips for crafting great landing page copy:

3.6.1. Use customer testimonials.

The most powerful copywriting technique is letting happy customers write part of your sales pitch.

Testimonials are compelling because they show visitors what they will experience using your product or service.

22 Temoignages

Source : editor

For example, you will certainly appreciate it when a user talks about their experience with a product than listening to a salesperson tout the advantages of the same product.

3.6.2. Emphasize the benefits, not the product/service

Most of the time, prospects don’t care about your product or the solution you provide them. The benefits outweigh the solution, which means that it is the benefits of your product that you should highlight.

3.6.3. Spend time writing a killer headline

Internet users do not read online texts carefully, especially landing pages. They just skim over the page, reading the titles.

Prospects pay attention to the following:

  • The title ;
  • The subtitle ;
  • Images ;
  • CTA buttons.

Then, they can read or not read the following elements:

  • The main section titles;
  • Fleas ;
  • Short paragraphs;
  • Image captions.

This should give you an idea of ​​which parts of your landing page you should focus on.

3.6.4. Write like a human

People are looking to communicate with humans and you won’t be able to convince Internet users by writing like a robot.

image 1

Just like you don’t like pre-recorded automated messages, people find bot-generated texts boring.

To do this, write simple sentences while avoiding spelling and grammatical errors.

3.6.5. Ask readers to take action.

The final winning technique for conversion professionals is the call to action.

Call to action

Source : oberlo

Without a conversion request, you won’t get one. This is why the CTA button text is also important like the rest of the texts on your page.

3.6.6. Do A/B testing on your text.

The good conversion copywriter doesn’t just write, you also need to test your page to find out what type of text has a higher or lower conversion rate for your audience.

Among the elements you should consider when testing your page we have:

  • Title variations;
  • Subtitle variations;
  • Copy of the CTA ;
  • List more;
  • Etc.

And that’s it for the most popular content formats that a web editor is generally required to produce. But ending this article on these pieces of information limits your conception of web writing.

Chapter 4: The essential steps in web writing for an excellent content strategy

Web writing is a component of web marketing that meets the objectives of a content strategy.

Ouch, this gibberish simply means that we, as editors, write content to enable our clients’ sites to achieve their digital objectives.

But as you might expect,the client does not come and ask for the creation of content on a whim. There is a whole strategy that has been developed and is referred to as:content strategy.

image 15

Source : Techstack.in 

In my opinion, a good web editor should have a good knowledge of this concept in order to deliver texts that allow clients to effectively achieve their objectives.

In this chapter I will therefore show an overview of the different stages which allow us to discover writing topics and therefore content production.

And if you write your own content, it’s essential to track it.

4.1. Defining marketing objectives for your content

Web writing helps sites achieve specific objectives and it is towards these objectives that your content should be oriented.

The idea here is to determine how you plan to use your content to achieve your goals.

This step allows you to define the ideal type of content and the style or tone for the texts you will produce.

When your goal is to increase the number of organic visits, you can, for example, focus on keywords that can help you rank well.

To do things well, it is relevant to define measurable objectives. It’s not enough to say “I’m going to create articles to attract traffic”.

Indeed, there are several methods for defining objectives, but they all rely on the SMART technique

4 Objectifs smart

Source : Manager-go

Using our example, the corresponding SMART objective is:

Regularly create quality content to increase your site’s monthly traffic by 50% (or a specific value) within 6 months.

  • Specific (S) : The objective is clear and does not suffer from any ambiguity (Increase traffic to your site) ;
  • Measurable (M) : It is quantifiable (0% increase) ;
  • Achievable (A) : To what extent the means will make it possible to achieve the objective (regularly create quality content);
  • Realistic (R) : Is the goal not exaggerated compared to the sites that generate the most traffic in your sector and your means?
  • Temporal (T): Is the objective a long-term one? (6 months).

By defining these types of goals, it becomes easier to have a fairly detailed plan that also allows for tracking.

4.2. The creation of the buyer persona for which the editorial content is intended

A buyer persona is a fictional representation of your ideal customer. It is developed from qualitative and quantitative data collected through market research and existing consumer profiles.

image 2

To create your buyer persona, you can use data collected with analysis tools, conduct online surveys with your target audience or speak with sellers in your sector.

To put it simply, use data from your Facebook Audience Insights account and your Google Analytics account to refine the profile of your buyer persona, by defining:

  • His age ;
  • its place;
  • his language ;
  • its purchasing power and consumption habits;
  • his interests ;
  • its challenges;
  • In the profession;
  • Etc.
image 16

Source : sendinblue

The next step is to identify their goals and pain points, based on your offerings. It is Discover what motivates your prospects to buy your products or services.

Let’s say you sell men’s suits. We agree that several categories of people can come to your site for different needs.

These may include students, professionals and even future newlyweds, or even women who want to please their spouse.

By clearly defining your buyer persona and the difficulties they encounter in having a tailor-made suit, you will be able to address them directly in your content and tell them about your solution for their problem.

From this information, you can create your buyer persona as follows:

  • Name: Marc Bertrant ; 
  • Age: 19 years old ;
  • Profession : Student ;
  • town of residence : Marseille ; 
  • Purchasing power : Weak
  • Leisure: Reading and video games;
  • Means of transportation : Public transport.
  • Ambition : dress neatly to make a good impression.

It is true that this information does not correspond exactly to everyone you are targeting, but it allows you to represent your typical customer and to better address them.

4.3. Developing your content strategy

To effectively engage your audience and get ahead of your competitors’ marketing initiatives, it is a good idea to develop a comprehensive content strategy plan.

Infographic

Source : Curata.com 

This plan refers to how you plan to manage your marketing content, i.e. where or when you plan to publish it.

This content strategy should include:

  • Content formats;
  • Publication channels;
  • How to manage content;
  • The construction of the content (who will take care of the writing?);
  • How to analyze content performance.

A well-developed plan helps guide the creation and distribution of content. Without a plan, your content campaign risks becoming messy and ineffective.

Let’s cover some aspects of setting up a content strategy for a blog.

4.3.1. Researching content topics or content ideation

Topic research helps you uncover strong, strategic ideas for your content that will resonate with your audience and produce results.

9 Choisir un sujet de blog

Source : thrivemyway

As you research topics, consider using the following tactics to generate ideas:

  • Find your audience’s main pain points : To achieve this, look at online reviews, “most asked questions” on Google, and Quora articles related to a general topic or your industry in general. In the case of our buyer persona, his problem is obviously finding good costumes despite having low purchasing power. This information can inspire you with content ideas.
  • Conduct a Social Media Survey : Ask your subscribers about the topics that are important to them or about the questions they have.
  • Perform a content gap analysis: This looks at the key terms that your competitors are ranking for and which you are not ranking for, as well as the key terms where you are being outranked by your competitors.
  • Rephrase the content offered by the competition : Look at what works well for others and try to find ways to make your own content more valuable and actionable. While the top-ranked content only covers the essential points to consider when it comes to suit shopping, you may also be interested in how to buy a quality suit on a modest budget. As you will have understood, it is not a question of simply imitating the best sites, but of doing much better.
  • Use trend research tools : Find hot and potentially trending topics that you could rank well for. These topics already have an audience that is just waiting to be satisfied with quality content. Using for example Google Trends, you will find the popularity of topics or topics that are trending.

4.3.2. Planning content topics to cover in your blog posts

When you clearly know your objectives, who you are speaking to and the content topics you will cover, it is time to develop your content calendar.

It’s true that you can do without planning, but it can give you a clear vision of your tasks.

8 Un calendrier editorial

Source : cloudfront

An editorial calendar allows you to write quality content in anticipation of publication time and to maintain a certain consistency in content writing.

For develop your editorial calendar, these questions may help you:

  • How often do you publish articles?
  • Do you post more than one type of content?
  • Who should have access to the calendar?
  • What content steps do you need to take before publishing?
  • With which platform will you use the editorial content calendar?

4.3.3. Keyword research for your blog posts

Web writing is closely linked to SEO. Indeed,Google contributes massively to sending organic traffic to websites that have quality content.

To encourage Google to rank your page among the first results, you must provide content optimized for certain keywords. It is therefore recommended to choose the keywords to use in your content very carefully.

To this end, you must carry out a thorough keyword research for each of the topics you want to cover.

Basically, you should make a list of the main keywords associated with the topic of your content. Next, prioritize the most important keywords based on search volume, keyword difficulty, and average CPC.

image 18

Source : twaino

To find keywords for your content, there are a number of tools that can help you with this process.

Ubersuggest is for example a free keyword research tool that will allow you to discover other keyword ideas. It also tells you how many people are searching for that keyword in Google each month.

By searching for keywords related to the term “suit”, we see that the expressions “men’s suit” and “men’s wedding suit” have the highest search volumes.

11 Ubersuggest

What’s interesting about this tool is that you can see the top ranked sites for these keywords and the traffic generated by clicking on “Search Results”.

12 Ubersuggest

AnswerThePublic is also a keyword research tool that, unlike most other keyword tools, focuses 100% on questions.

For our search term “costume,” here are the questions people search most often about this keyword.

13 AnswerThePublic

So if you want to create optimized content around questions your audience is asking, this tool is a gold mine.

4.3.4. Determining user search intent

User expectations often differ from one search engine to another. In its guidelines, Google emphasizes how to understand what users are looking for when they perform different queries.

For example, two people researching Japanese restaurants may not have the same intentions.

While the first is simply looking for information on these restaurants in Paris, the second’s goal may be to find an affordable Japanese restaurant where he can bring his family.

By providing comprehensive responses to user expectations, you will increase the chances that content will be judged to be of quality and that it will be presented to someone of reference.

image 19

Source :  Mdsdecoded.com 

In general, there are four types of intention:

  • Informational: The person carrying out the research wishes to obtain information related to a subject;
  • Navigation : The visitor tries to find a specific page or site;
  • Commercial : The visitor is looking to make a purchase and wants to explore the possibilities available to him;
  • Transactional: The searcher wants to find a product or service online.

4.4. Writing blog posts with the right information

Once all the previous steps are established, it becomes easier to write the articles. At this stage, all you need to do is gather the right information and write the article.

Indeed, content must be based on factual information and research. Sites that disseminate false or misleading information risk backlash from search engines and consumers.

If you sell weight loss products, for example, there is no point in promising amazing results in one week. All it takes is for prospects to do a search online to realize that your promises are too good to be true.

image 3

This harms the reputation of your site. And this is what we learn from a survey carried out by Hill Holliday. If a brand posted inaccurate content about its services or products, 59% of customers would immediately stop purchasing.

On the other hand, 64% say they would be more likely to purchase from that brand if they knew it was honest about its business.

Misleading content will ultimately lead to negative reviews of the company and products. Additionally, it is likely to result in reduced sales.

Furthermore, content based on proven facts helps make your site an authority in its field.

Rigorous research can help you in your content creation process, preventing you from wasting your marketing budget and losing credibility with your audience.

Once the writing of your content is finalized, all you have to do is publish it and promote it.

We will see in other articles, best practices for optimizing and monitoring the performance of your content.

In summary !

Web writing is inherent to almost all web marketing strategies and no serious company hoping to develop its business online can neglect it.

In this guide, we have covered the basic elements of web writing as well as the factors that make it essential to any online business.

I also had the opportunity to show you the different content formats that the web editor is required to create as well as the good practices used to produce the most popular ones.

Finally, we have dissected the different steps that lead to good content writing which includes the development of a content strategy. With all these elements, you are able to have an overall point of view on writing as well as its components.
We are now at the end of this guide!
See you soon ????

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