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Writing website content
Learn how to plan, write and structure website content that is clear, useful and easy for people to act on.
What is website content?
Website content includes the words, images and information people use to understand what you do, who you help and why it matters.
Good website content helps the right people understand your business and take the next step.
Why it matters
Clarity
Helps people quickly understand what you do and whether it’s right for them.
Trust
Clear, helpful content makes your business feel more credible.
Action
Guides visitors towards the next step, such as getting in touch or making a purchase.
Start with the basics
Know your audience
Think about who you are speaking to, what they need and what questions they may have.
Define your purpose
Be clear about what each page needs to achieve.
Set your tone of voice
Use a style that suits your brand and feels right for your audience.
Identify key messages
Focus on the main things you want people to remember.
What to include on key pages
Home
A clear introduction to who you are, what you do and what to do next.
About
Your story, values and what makes your business different.
Services / Products
What you offer, who it is for and why it matters.
Contact
Simple contact details and a clear way to get in touch.
Writing tips
Be clear and concise
Use simple language and get to the point.
Use headings and short paragraphs
Make the content easy to scan.
Make calls to action
Use clear prompts such as ‘Get in touch’ or ‘View our services’.
Common mistakes to avoid
Vague wording
Too much text
Weak calls to action
Writing only about yourself
Need help getting the words started?
Try 100 AI Prompts Every Designer Should Bookmark: Part 7 – Marketing & Copywriting.
Use it to draft landing page copy, clarify your message or improve content you already have.
Further reading
These are reliable external resources if you want to explore the subjects in more detail.
Nielsen Norman Group – Concise, scannable and objective web writing
Research-based guidance on making web content easier to scan and understand.
Google Search Central: SEO Starter Guide
Guidance on writing useful content primarily for people rather than search engines.
W3C Web Accessibility Initiative: Introduction to Web Accessibility
Practical guidance on clearer writing, including tips for websites.
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