How to Write a Website: Dos and Don'ts

Creating a website involves more than just design and functionality; the content plays a crucial role in engaging visitors, conveying your message, and achieving your objectives. Writing for the web requires a strategic approach to ensure clarity, readability, and effectiveness. This guide outlines the essential dos and don'ts when writing a website, helping you craft content that resonates with your audience and supports your goals.

Table of Contents

1. Understand Your Audience
2. Plan Your Content Structure
3. Adopt the Right Writing Style
4. Implement SEO Best Practices
5. Enhance Readability
6. Use Effective Calls-to-Action
7. Proofread and Edit
8. Consider Accessibility
9. Common Mistakes to Avoid
10. Conclusion

1. Understand Your Audience

Do:

• Research Your Audience: Identify who your visitors are, their needs, preferences, and pain points.
• Create Buyer Personas: Develop fictional profiles representing your ideal users to guide your content.
• Tailor Content Accordingly: Write content that speaks directly to your audience's interests and level of understanding.

Don't:

• Assume One-Size-Fits-All: Avoid generic content that doesn't address specific audience segments.
• Use Jargon Unnecessarily: Don't include technical terms without explanation if your audience may not understand them.

2. Plan Your Content Structure

Do:

• Create an Outline: Organise your main topics and subtopics before writing.
• Use Clear Headings: Break content into sections with descriptive headings and subheadings.
• Ensure Logical Flow: Arrange content in a way that guides the reader naturally through the information.

Don't:

• Write Without Structure: Avoid unorganised content that confuses readers.
• Overwhelm with Information: Don't cram too much information into one page; consider splitting into multiple pages if necessary.

3. Adopt the Right Writing Style

Do:

• Be Concise: Use clear and succinct language to convey your message.
• Write in Active Voice: Active sentences are generally more engaging and easier to understand.
• Use a Conversational Tone: Engage readers by writing as if you're speaking directly to them.
• Personalise When Appropriate: Use "you" and "we" to connect with readers.

Don't:

• Use Complex Sentences: Avoid long, complicated sentences that can confuse readers.
• Be Overly Formal: Unless necessary, avoid overly formal language that may distance your audience.
• Use Passive Voice Excessively: Passive constructions can make content less direct and harder to follow.

4. Implement SEO Best Practices

Do:

• Conduct Keyword Research: Identify relevant keywords and phrases your audience is searching for.
• Use Keywords Naturally: Incorporate keywords organically into your content without keyword stuffing.
• Optimise Meta Tags: Write compelling meta titles and descriptions for each page.
• Include Internal and External Links: Link to relevant pages within your site and reputable external resources.

Don't:

• Overuse Keywords: Avoid keyword stuffing, which can harm readability and SEO rankings.
• Ignore Image Alt Text: Don't forget to add descriptive alt text to images for SEO and accessibility.
• Duplicate Content: Refrain from copying content from other pages or sites, which can lead to penalties.

5. Enhance Readability

Do:

• Use Short Paragraphs: Break text into small, manageable chunks.
• Utilise Bullet Points and Lists: Highlight key information with lists for easy scanning.
• Choose Legible Fonts: Use clear, easy-to-read fonts and appropriate font sizes.
• Incorporate White Space: Allow for spacing around text and images to prevent clutter.

Don't:

• Present Walls of Text: Large blocks of text can overwhelm and deter readers.
• Overuse Different Fonts and Colours: Too many styles can distract and confuse readers.

6. Use Effective Calls-to-Action (CTAs)

Do:

• Be Clear and Direct: Tell visitors exactly what action you want them to take.
• Create Urgency When Appropriate: Use time-sensitive language to encourage immediate action.
• Place CTAs Strategically: Position CTAs where they naturally fit within the user journey.
• Use Action-Oriented Language: Start CTAs with strong verbs like "Download," "Sign Up," or "Learn More."

Don't:

• Be Vague: Avoid unclear CTAs that leave visitors unsure of the next step.
• Overwhelm with Multiple CTAs: Too many choices can lead to decision paralysis.

7. Proofread and Edit

Do:

• Check for Spelling and Grammar Errors: Use tools or professional editors to ensure correctness.
• Read Aloud: Reading your content aloud can help identify awkward phrasing or errors.
• Verify Facts and Figures: Ensure all information is accurate and up-to-date.

Don't:

• Publish Without Reviewing: Skipping proofreading can result in embarrassing mistakes.
• Rely Solely on Spell Checkers: Automated tools may miss context-specific errors.

8. Consider Accessibility

Do:

• Use Descriptive Alt Text for Images: Helps visually impaired users understand visual content.
• Ensure Sufficient Colour Contrast: Text should be easily readable against background colours.
• Use Headings Appropriately: Proper heading hierarchy aids screen reader navigation.
• Provide Transcripts for Multimedia: Include captions or transcripts for videos and audio content.

Don't:

• Rely on Colour Alone to Convey Information: Use text labels or patterns in addition to colour coding.
• Use Flashing Content: Avoid content that flashes rapidly, which can trigger seizures.

9. Common Mistakes to Avoid

9.1. Not Defining Clear Objectives

Writing without clear goals can lead to unfocused content that doesn't serve your business or your audience effectively.

9.2. Ignoring Mobile Users

Failing to optimise content for mobile devices can alienate a significant portion of your audience.

9.3. Inconsistent Tone and Voice

Switching between different writing styles can confuse readers and weaken your brand identity.

9.4. Neglecting to Update Content

Outdated information can harm your credibility; regularly review and refresh your content.

9.5. Overlooking User Experience

Poor navigation, broken links, or slow-loading pages can frustrate users and increase bounce rates.

10. Conclusion

Writing an effective website involves careful planning, understanding your audience, and adhering to best practices in content creation and SEO. By following these dos and don'ts, you can craft content that not only engages and informs your visitors but also supports your overall business objectives. Remember, your website is often the first point of contact with potential customers—make it count by delivering clear, valuable, and user-friendly content.