Web content is often approached in two ways: content is either written in a rushed, slapdash manner, or in a painfully convoluted and formal style. Neither approach works well on the web, and instead usually leaves consumers unimpressed or bored. Such an approach can prove costly for your business, because web information needs to be able to persuade consumers to purchase there and then. If your content is poor, you'll appear unprofessional and lose valuable business.

Fear not, however. With a little bit of effort, you can learn how to write better web content and even check that paid seo copywriters are doing the job properly too.

So let's get started with our top tips to writing good seo copy.

1. Write with the search engines in mind

The content on your web pages has a big impact on your positioning in search engine results. If you sell “pink buttons” but never mention the phrase on your page, the search engines simply aren’t going to know that’s what you offer. But to succeed you also need to discover how people search for pink buttons. They might write “buy pink buttons” or “buttons pink” in which case you will need to try to weave these key phrases into your web copy as well. Use google’s keyword tool to discover what search terms people actually use, instead of relying on the terms you would use. Avoid the temptation of keyword stuffing, however: if you have odd sentences simply to include search keywords, your visitors are not going to be impressed!

2. Write for the online consumer

Online consumers scan web pages to quickly pick out the content they want. They don't want reams and reams of text to sift through so break up your copy with larger headings to help them quickly find the information they need. For products, use bullet points and feature lists so that consumers can easily compare different items. Use pictures to make the page easier on the eye.

3. Personalise your tone

In the online world, your website serves the function of a sales assistant. Web pages can appear impersonal enough as it is, and a formal tone can reinforce that impression, so try to use a conversational style. In social media interactions, this is particularly important. At the same time, you want to sound authoritative and reliable, providing insights that build trust and help your customers to make a purchase decision quickly.

4. Write for your audience

You should always tailor your content to your audience. Clearly, a website for children should have a very different style to one aimed at their mothers so for every project make sure you adapt language and tone so that you adopt a style that they like and understand. Similarly, provide information that your customers need and don't assume they know as much about a product as you. If you miss out key facts customers may go elsewhere, losing you valuable sales. 

5. Don't throw the standard content rules out of the window

Many of the basic rules of content creation still apply. Use plain English, write in the active tense and keep sentences short. Check your content for spelling and grammar mistakes: would you buy from a company if you saw their brochure was littered with spelling mistakes and incorrect grammar? Very few people would.

Don't forget that your time is money too: outsourcing could get the job done faster, helping you get the site launched and marketed more quickly. Sometimes doing things yourself is a false economy.