To fit into the shoes of a web content writer, it is imperative that you understand what websites are all about. We’re not going into discussions like what makes a great website or what drives quality traffic into a web portal. In the scope of this topic, let us look at some of the purposes that a website is expected to fulfill. Because you will be writing for websites that need to sell or promote ideas, products or services through the power of the Internet, you must know what you need to have at the back of your mind. Unless you have the right perspective to write, your copy will not blend in seamlessly with what the website has been created to achieve.
Firstly, the website is a marketing tool in itself, not a product that Internet marketers promote through search engine optimization and other methods. A web content writer must generate copies for the website with a view to sell products and services. For non-profit websites, the purpose would be to disseminate information and build up opinion. The writing must aim at meeting this purpose head-on. Visitors who come to the website through any channel whatsoever must be convinced about the points that you put forward through your words.
Secondly, most commercial websites look for a reaction from the viewers in terms of clicks on web links provided on the web pages. On clicking, the visitor can be taken forward to the Products/Services web page or directly to the option to buy what they want. As a web content writer, you must focus on this function of a website. Copies for web pages are useless if they make for good reading only. If you fail to drive the visitor into making clicks and checking out other pages, if not buying the product/services, your writing is not what the website is looking for.
Thirdly, information dissemination is an integral part of creating a website. Many would-be buyers visit websites to check out specific details. If they like what they read, they will be tempted to make a purchase. That is why you must provide relevant information in an interesting format. Do not expect the visitor to browse through paragraphs of web content to look for a single numerical figure! How you serve this function of a website will determine how competent you are as a web content writer. The best way to approach this issue is to think like a web visitor. How would you like to take in the information?
Fourthly, the purpose of a website is grossly defeated if the visitor does not come back. Through your writing, you have to build up a steady base of loyal visitors who check the website for regular updates and information. Quality writing, coupled with sensible sprinkling of data and statistics, will help you get visitors to fall back on your website when they need any information or purchases in your domain of business.