How to Become a Better Web Content Writer

Do you want to improve your Web content writing skills or learn how to become a Web content writer, branching out from other types of freelance writing? I was recently asked how a writer could learn more about Web content writing, from someone previously more involved with print formats. If you're in a similar boat, here's what I suggest:

Read Web Content

When you're learning any type of writing, it's important that you do a lot of reading in that style. It's no different for Web content writing.

I suggest this: Choose a topic that you may want to write about in the future, and search for something specific. Try to pull up three to five articles covering the same topic online, and take a thorough look at them.

  • Which ones did you easily read all the way through, and which ones made you want to stop reading or start scanning quickly?
  • Which lengths (if they differed) were better for you as a reader?
  • Which of the articles made you feel more inclined to potentially click on ads on the page?
  • What paragraph lengths were most effective?

By doing this, you don't just get a feel for Web content writing in general, but specifically within the niche where you plan to write (and different niches do call for different types of Web content). You'll also better understand Web content in that niche from a reader / visitor perspective, which will help you meet the goals of individual clients (some want to build real readership, some want authority status, and others just want to drive people to click on ads).

Do this for a few detailed topics within the niche to get a better overall feel for it.

Understand Formatting Basics

Web content formatting can be niche- or style-specific. For example, news writing will often include even shorter paragraphs than other Web writing, and doesn't need to be "scannable" to the same degree. I've also had clients specifically request that I avoid Web writing standards and write in larger block-text. However, if you're writing for readers, you should understand how people actually read on the Web.

They usually don't read straight through an article the way they might do in print. They tend to scan for the actual information they want. This is why bold subheadings and bulleted or numbered lists are common style elements in good Web content writing.

Your Web content also only has a few seconds to grasp a reader's attention, so it's important to hit on your most important point first.

Narrow Your Style and Niche

I've already mentioned that Web content can vary by niche or style (for readers vs. for search engines). So before you jump into Web content writing, you need to decide what kind of Web content writer you want to be.

Choose a writing specialty.  Spend time reading Web content in that specialty. Then spend time looking at ads for similar Web content writers (whether or not the ads are within your rate range).

By looking at advertisements, you'll get a better feel for what clients specific to that niche and style are actually looking for, so you can tailor your own style to the needs of your potential market. Here are some of the things researching ads might tell you:

  • The average article length you should expect to write.
  • Whether or not there are keyword density requirements.
  • Whether the clients seem more interested in building a readership or SEO.
  • How original they expect the concepts to be.
  • How advanced clients expect the content to be (or if they're mostly looking for content targeting beginners new to the niche).
Profile image for Jennifer Mattern

Jennifer Mattern is a professional blogger, freelance business writer, consultant, and indie author. She runs numerous websites & blogs including All Freelance Writing, Freelance Writing Pros, NakedPR, and Kiss My Biz.

Jenn has 25 years' experience as a professional writer and editor and over 20 years' experience in marketing and PR (working heavily in digital PR, online marketing, social media, SEO, new media, and thought leadership publication). She also has 19 years' professional blogging and web publishing experience (including web development) and around 18 years of experience as an indie author / publisher.

Jenn also writes fiction under multiple pen names and is an Active member of the Horror Writers Association.

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5 thoughts on “How to Become a Better Web Content Writer”

  1. I’ve been a web content writer for many years and I make sure that every article that I write is scannable to some extent (I often include sub-headers and bullet points). Jenn is right: people read text differently on the Internet and they often read the sub-headers first. If you have what they’re looking for, they’ll most likely read your article in its entirety. Otherwise, you’ll be lucky to get five seconds of their time.

    San Francisco web content writer

  2. Great article! This is a must-read for every web content writer.

    Generally, content on any website should achieve the following objectives:

    * Enhance the company’s image
    * Reflect the company’s vision
    * Educate the company’s potential customers about their services
    * Submit to website readability standards
    * Is clear, concise and professionally-written
    * Drive targeted traffic to the website
    * Help expand the company’s clientele/markets

    So, web content must be written in such a way that it fulfills all these goals.

    Another important thing to remember is that people, when reading online, have very short attention span. So, you must make sure that people who will read the content will be able to scan through the content, the headings and sub-headings, and get the message that you want to deliver.

    Thanks again for compiling this info – very helpful to every web content writer.

  3. The best quality of a content writer is to understand the exact requirement of his client, and fulfil the needs perfectly.

  4. I agree with all you say.
    Who was it who said that if they had had more time they would have written a shorter letter/piece?
    It’s easy just to spill everything in your head onto the page…
    It’s much more difficult and time-consuming to write concisely and simply.
    Thanks again.


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