Website content writing is a complex task that requires creativity, nuanced understanding of writing styles and formats, excellent research abilities, and adherence to client preferences and brand voice. Content writers who offer their services for developing website content need to understand the diverse requirements that clients expect them to fulfill. While every client may have unique needs, there are some common requirements that most website content writing services are expected to address.
word count and content length
One of the foremost requirements is around the word count or length of the content. Clients providing briefs to content writers specify the approximate word count or length they expect each content piece to be. For example, for homepage content, the word count could range between 500-800 words, whereas for product description pages, it may be 150-250 words. Landing page copy usually varies between 250-500 words. Blog posts are generally longer at 800-1500 words. Meeting these length guidelines is essential so content flows appropriately on pages without being too short or lengthy.
unique, original content
All website content should be unique, fresh and original. Clients do not want duplicated or plagiarized material on their sites for obvious reasons around credibility and search engine optimization. Content writers are expected to develop wholly new content based on approved topics or briefs without copying from other sources. They need to paraphrase and rewrite information gathered during research in their own words while still appropriately citing sources. Strict plagiarism checking also needs to be done to ensure zero copied content slips through.
keyword optimized content
Optimizing content for target keywords is another important requirement that website content writing services need to satisfy. Keywords relevant to the topic should be naturally included in the content in the right density without artificially stacking them. Writers must analyze keyword intent and competitiveness to judge appropriate usage. Headers, sub-headers and concluding paras should also contain optimized keywords for internal linking and readability. Keyword research tools help determine trends and gaps to create highly search optimized content.
tone and voice matching client brand
The tone, voice and style of all content needs to resonate uniformly with the client’s established brand identity and messaging. Content writers research the brand, mission and persona before starting work to imbibe the right tone. Whether formal, casual, humorous or serious – the voice maintained across content aligns with the client’s preferred brand positioning. Technical terms are avoided for non-technical audiences and a friendly, helpful approach ensures reader understanding and engagement.
adhering to content formats
Different types of pages like product pages, service pages, campaigns etc. require content in specific formats or structures. For example, case studies follow a predictable Introduction-Challenge-Solution-Result format. Service pages include clear value propositions and bullet points. Product pages have detailed features lists and call-to-action buttons. Blog posts answer reader queries in a question-answer format. Effective content writers tailor information presentation based on page goals and content formats briefed by clients.
content usability and on-page elements
Usability is an important consideration for content developed specifically for websites. Writers need to ensure content works well when placed on intended pages with prescribed on-page elements like images, videos, tables, forms etc. Headings, sub-headings and paragraph lengths are optimized for online reading. Key information is highlighted in bold and links are inserted judiciously for expanding topics. Internal linking to related pages is done to improve user experience while browsing. Accessibility standards are also followed for inclusive design.
linking to external sources
Linking out strategically to external authoritative resources lends credibility and builds off-page links for SEO purposes. Content writers require guidance on allowed and disallowed external domains as per client policy. They also need to check that linked pages still exist and have relevant information before finalizing links. Anchor text descriptions are optimized for keywords when linking out contextually from within paragraphs.
meeting publishing deadlines
Most clients expect timely delivery of completed content according to agreed publishing schedules. Content writers develop efficient processes and maintain strict deadlines to deliver high quality drafts by due dates, allowing time for revisions if needed. They keep clients updated on progress to avoid rushed submissions. Good documentation and file naming makes content easy to organize, locate and reuse later as well. Reliability and accountability are crucial for positive client relationships.
testing content on devices
Websites today need to be fully responsive for access on different screen sizes like mobile, tablet, laptop and desktop displays. Content writers test drafts on emulators and live devices to check visual layout, readability, functionality of interactive elements and overall usability at various breakpoints. They also validate hyperlinks, forms and multimedia elements across devices as part of quality assurance. Bugs or formatting issues are reported to clients proactively for fixing before publishing content live on websites.
adhering to editorial style guidelines
Many clients define their own customized style guides covering rules on punctuation, formatting, capitalization, number spelling, acronyms, preferred spell-checks and more. Following house style guidelines ensures consistency in brand communication. Writers make note of exceptions in client guides and strictly adhere to them when proofreading content. Style guide deviations are professionally queried with clients instead of corrected independently. Periodic guide updates are also tracked to maintain latest editorial standards in work.
conducting content audits
Content audits allow mapping existing content, analyzing gaps and informing an editorial calendar. They flag expired pages, inconsistent structures, duplicate/low value information, and missing important topics. Audits help writers brainstorm new angles, optimize existing pages, and prioritize key revisions for clients. Comprehensive keyword analysis and competitive research complement audits for informed strategy planning. By understanding current strengths and weaknesses, writers provide impactful recommendations for ongoing content excellence.
ensuring proper metadata
Search engines also consider various metadata factors for indexing and ranking pages. Writers optimize page title tags, meta descriptions, headers and internal text appropriately for SEO friendliness. They insert standardized tailored meta tags on supported page types like products, blogs or events specifying accurate descriptions and relevant keywords. Image alt tags, filenames, captions and transcript text likewise support search and improve accessibility. Metadata optimization becomes an important webpage usability and discoverability requirement.
gaining client approvals
Most website content projects require obtaining sign-offs from clients at different stages before publishing content live. This may involve preliminary approvals on draft topics or angles, formal approvals on first draft submissions, final approvals post revisions and soft launches for testing content usability before wider releases. Content writers follow prescribed approval workflows patiently while addressing client feedback in a timely manner until final approvals are received prior to deployment. Clear communication maintains smooth approvals fulfilment.
testing for legal and policy compliance
All website content must comply with applicable legal, ethical and organizational policies for responsible publishing. Content undergoes vetting against privacy policies, terms of use, DMCA guidelines, advertising rules, export & licensing restrictions etc. Sensitive topics require accurate information checked with subject experts. Writers test functionality of forms, entries and widgets handling private user data for legal usage too. Regulatory briefings received ensure content will not run afoul of any compliance issues before going live.
content maintenance and handovers
Ideally, content handovers involve providing clients instruction manuals on updating created pages independently using a CMS interface. Training materials explain the flow, roles and basic functionalities. Periodic refreshes are recommended based on an editorial calendar. Archives of past versions and versions tracking aid easy rollbacks and audits. Styling guidelines help maintain consistent branding through changes in personnel over time. Clear documentation makes the content ownership handoff process seamless for long-term management.
Adhering closely to the above guidelines will certainly deliver high quality, useful and optimized website content aligned to client requirements and business objectives. By understanding preferences upfront and conducting thorough quality checks at every stage of development, content writers can reliably fulfill service standards and produce great outcomes for their customers with every project. Long-term success relies on professionalism, organization and a customer-focused approach to content creation at all times.
Andrew Stroud