Quality content on your website is essential for getting visitors, so web content writing is a skill that you need to have, or learn. Good content, or information, is what people are looking for when using the Internet. Consequently, search engines do their best to deliver quality content when somebody makes a query (that's what their existence is based upon).
This is the reason why good, valuable content is so important for your website to get free, natural traffic from the search engines. They won't direct people to pages with bad or mediocre content as it would harm their own business. And of course, anybody landing on a page with lousy content, would leave instantly.
Now that you understand why good web content writing is so important, here are the main factors that will give you the big picture as regards creating web content. For an in-dept and detailed explanation, see How to Write Web Content.
Use Your Own Voice
To build trust and credibility with your visitors, be yourself when writing website content. Use your own voice and try to have a consistent style and feel thoughout your pages. It depends on the topic and kind of website, of course, but I suggest you use a conversational and informative tone in your web content writing.
Easy and Simple Language
Again, it depends on the theme of your website, but it's usually best to use a language that's easy to read and easy to understand. Remember, readers on the Web are impatient; they are in a hurry to get the information they want, and move on. So, make it easy for your readers when writing web site content. Grammar and spelling are still important, though.
Write Scannable Text
Many readers on the web tend to scan or skim text rather than reading normally as they would a printed text. To make your text more scannable, make use of headlines and sub-headlines, bulleted and numbered lists, highlighted text and white space(!). However, detailed, important information can't easily be scanned, so once again, the mere objective of your web content writing will decide.
Short Sentences and Paragraphs
It's a strain on the eyes to read from a screen, and people feel it's more tiring than reading a book or a magazine. Therefore, use short sentences and paragraphs, one idea per paragraph. Use as few words as possible without loosing the meaning or message.
Use Descriptive Headlines
Descriptive headlines and sub-headlines make it easier for your readers to 'grasp' the information on your pages. Good headlines and sub-headlines also catch the readers' attention and can have them read the text more thoroughly.
The Most Important First
Put the most important information or message at the top of the page when writing web content. If you have an important point or a conclusion to the content you are writing, don't wait to the end with that, or the reader may never come to it. On the contrary, having the conclusion first may make the reader interested in reading the rest of the article.
Provide Value to Visitors
To make your site content efficient you'll need to provide value to your visitors. Obviously, your 'quality web content' won't help much if it isn't useful to visitors. You need to focus on their benefit, not yours, when you write website content.
Link to Other Web Pages
Provide more value to your readers by linking to web pages that contain additional or complementary information on the topic you are covering. Link to other relevant pages on your own site as well as external websites. Make sure that the external sites are of high quality.
Web content writing summarized:
•Use your own unique 'voice' throughout your pages
•Use a conversational and informative tone
•Write in a simple language that's easy to read
•Use short sentences and paragraphs
•Write concise text - use as few words as possible
•Only one idea per paragraph
•Use descriptive headlines and sub-headlines
•Make use of bulleted or numbered lists, highlighted text and white space
•Put the most important information first
•Provide value to your visitors
•Link to other web pages for more visitor benefit
Unique, quality content is the foundation of any website. However, to receive free, natural ("organic") traffic from the search engines, you also need to get the keywords in place. Learn how to find keywords for your web pages.