If you’re new to writing for websites, it might escape your notice that distinct writing projects like press releases, sales pitches, a typical web page article, or a website article require different approaches.
Numerous factors contribute to this necessity, chief among them being that each piece of content must pursue a specific content objective. For instance, the purpose of a press release starkly contrasts with that of a web article. Indeed, you ought to refrain from starting any content creation for a client’s or your own site without a clear understanding of what the content aims to achieve. This perspective seamlessly transitions into the initial point in this guide on crafting an article for website publication.
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How to Write an Article for Website Publication
Adhere to these instructions, and you will craft a professional article to submit or pitch:
1. Adhere to the Brief and Maintain Consistency with House Style
When crafting content for a client, expect a comprehensive brief detailing the article’s objectives, target demographic specifics, desired length, tone of voice, and other essentials that will aid you in creating the best possible article for their website.
If a brief isn’t provided and you’re uncertain how to proceed, explore Copify’s guidelines on how to write the perfect brief. Study their advice, then formulate the right questions to pose to your client. Note that some organizations may also outline a house style in their submission protocols.
With a clear brief, pay close attention to the client’s objectives for the article, a factor that will significantly influence your writing. Your approach will vary if the content is promotional, aimed at driving sales, versus informational content meant to position your client as a thought leader in their industry.
Top Tip: Should a potential client fail to provide a detailed brief and is reluctant to sign a contract that outlines fees, revisions, and other terms, consider discontinuing your engagement with them swiftly!
2. Always Consider the Target Audience
Understanding the article’s purpose is crucial, but recognizing who it is for is equally important. The more you comprehend your audience, the more finely tuned your website article will be to meet their needs.
Consider the difference in the language you would use for an article targeting millennials interested in hip-hop versus one aimed at retirees looking to downsize. Knowing that these groups have varying perspectives, challenges, and goals will shape how you write.
This thorough knowledge of your audience’s issues, preferences, languages, solutions, and values is indispensable.
3. Reflect on Language and Tone
The choice of language and tone isn’t merely about adhering to audience preferences but also involves aligning with your client’s brand voice, which might be detailed in their brief or brand manual.
For example, browsing Ash Ambirge’s website reveals a style that’s lively, humorous, and bold. Writing for such a platform requires a distinct tone that wouldn’t suit a conventional, conservative style.
The disparity in tone between different websites and businesses can be stark, making it essential to adhere to the client’s specified tone.
4. Craft a Compelling Headline
With almost 2 billion websites online, capturing attention in this crowded space starts with a powerful headline that engages your target audience.
Knowing your audience is crucial here, as it informs the language that will resonate with them. Additional headline tips include:
- Use active voice and potent, emotive words to inject energy into your headline.
- Incorporate a clear benefit to prompt audience engagement.
- Avoid misleading click-bait titles unless they align with audience expectations.
- Include at least one keyword for SEO benefits.
- Use numbers in headlines to highlight benefits or set clear expectations, like ‘7 Steps to Perfect Baking,’ making the article more appealing.
5. Implement a Strategic Linking Approach
Enhance your SEO efforts by using both internal and external links in your articles for website content.
Internal links connect to other posts on your site, aiding search engines in navigating and mapping your site’s importance. External links, on the other hand, bolster your credibility and aid search engines in grasping the context of your content. Tagging mentioned sites on social media might also garner likes and shares, building relationships in the process.
6. Insert an Engaging Call to Action
A well-crafted call to action (CTA) directs your readers toward achieving the content’s goal, whether that’s signing up for a newsletter, reading further, or making a purchase.
A strong CTA follows similar principles to writing a captivating headline and should be surrounded by ample white space and presented in a standout color to draw attention.
By following these guidelines, you’re on track to produce impactful articles that effectively serve both your client and their audience.
