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The Complete Guide to finding a Website Content Writer

In the early stages of creating a website, you’ll need to determine who is responsible for your site content. You might be tempted to assign this critical task to your secretaryor assistant, and have them organise it. The problem is they likely won’t understand the role of content in lead generation, authority building, SERPs or online conversions.

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What is a Website Content Writer?

In its most basic form, content is information. On the web, this takes different forms such as videos, social media posts, podcasts, web pages and blog posts. In light of this description, a Website Content Writer produces high-quality work, geared towards your target audience.

For a Digital Copywriter to perform their job effectively, they must know your target audience and any burning questions they might pose, as well as problems which they’ll be required to solve. This ensures content is well-researched and effectively optimised.

The types of content such a writer might work on include sales copy and text for graphics, infographics, e-books, video interviews, social media, white papers, guides, and more. They produce content for all sorts of industries and could also be tasked with ensuring the website pages and content gel.

Content Writers highlight the best features of your brand; it is not a skill you learn in the classroom. Our Copywriters gain more organic traffic for your website, boost SEO and generate leads for your sales team. Our written content is 100% original. We help search engines give your site more exposure, whilst increasing the popularity of your website.

What are the qualities of a professional Website Content Writer?

The ability to create original content

Content is King for both your visitors and Google. Plagiarism leads to penalties that could sink your rankings and bottom line in general. There was a time when Mahalo and Ezine articles were top-ranked content, but not anymore. If you repurpose the same content over and over again, no one is going to link to it. Suffice to say, all the content on your website should be yours and yours alone. A great content writer won’t come cheap; they leverage their understanding of your niche and audience to create content that appeals to search engines and readers alike, which is a perfect score for your content.


Many website contents fall flat because the tone and style don’t merge the brand’s culture with the purpose of the piece. For example, a blog post for a company that sells agricultural equipment will be different from a post for a ketogenic restaurant that targets health-conscious consumers.

An able writer should be adept at writing a range of articles covering complex issues in any given niche. The first skill of a content writer is a high level of language proficiency. Language not only separates the wheat from the chaff, but ensures your website doesn’t lose credibility because of spelling or grammatical errors.

Strong grasp of language and style

A solid grasp of English language and style helps the writer to turn a succinct phrase into a powerful word that sells the product or drives the message home. A good writer also maintains a robust and strong vocabulary. The best Website Content Writers know how to incorporate emotional words that make your web pages and blogs more interesting. This is a useful tool for effective communication between a brand and its audience.

Strong research skills

Good content writers are curious explorers that leave no stone unturned when searching for vital data or statistics that add credibility or support a statement. Whatever the topic, they can find a unique angle that’s specific to your location and important to your readers for an all-around interesting read.

Ability to follow directions

The best content writers always follow the client’s instructions. In the world of customer service, the client is always right and you’ve not completed the job until they’re satisfied. The best writers are knowledgeable about several news sources, topics, reviews, views and events. They perceive the necessary keyword, outline, topic and necessities of their purchasers. All this information goes into producing the desired content.

Proof-reading and editing

A writer needs to be disciplined, patient and has a good eye for detail. They have laser-sharp focus and can find errors in a seemingly infallible sentence. They also know how to correct phrases, make jumbled words coherent and keep the content concise. So much so, editing sometimes takes more time than writing.

Understand SEO

Content writers stay abreast of the latest trends in SEO and algorithm updates. Your web content creation isn’t effective until the right people can find it. They know all the current skills for crafting SEO-friendly headlines, meta-data descriptions, keyword research and optimising content for appropriate search terms. These capabilities require more expertise than the average website copywriter can provide, making it essential to find these resources from one single source.

Maintain a high readability score

Readability is one of the simplest and most important factors of great online content. Many visitors scan content within just a minute. An able content writer produces content that is reader-friendly and easy to decipher. They avoid complicated jargon, phrases or sentences that might confuse the reader.

Which of these Content Writing mistakes are you making?

You never took a copywriting course

Writing web content without any background knowledge is like searching for buried treasure whilst blindfolded. Even with all the luck in the luck in the world, you won’t find it. A copywriting course ensures you know the background rules, such as understanding your audience, grammatical errors to avoid, as well as tone, style and flow.

You’ve never spoken to your audience on the phone or in person

The best way to get inside your reader’s mind is to have a genuine conversation with them. You can learn a lot about your readers in just an hour. They will subsequently teach you more about communication and the pain points that keep them up at night. It’s important you get in touch with your customers and readers at least once or twice per month.

Your blog is about everything

A quick way to increase bounce rate is writing about everything running through your mind. People don’t care about you; they only want a working solution to their problem. You’ll lose them quickly when you drift from this primary objective. Therefore, limit your writing to your niche and (where possible) the solution you’re providing for readers. This makes it easier for people to find your content, engage with your website and build a relationship with your brand.

Using jargon

A golden rule never to ignore when writing for the web is communicating in simple English. Some of the phrases you might use when speaking with your more learned friends won’t work on the web.  If you’re using industry-specific acronyms or terminology, include an accompanying definition. Complex words make it harder for people to grasp the message and they could subsequently feel alienated. This is not something you want readers to feel when they visit your website. Eliminate all words or phrases that look like jargon and find a simpler term that sufficiently conveys the meaning to your readers.

Failing to make your content relevant to your local audience

For small businesses, it’s crucial for your web content to incorporate your local market. Content should be location focused to ensure you rank high for location-based searches within your niche. This also reduces competition with national or top brands in your industry, saving both money and time.

Writing content that sells the product, not the benefit

One of the major goals of website content is to build and maintain a relationship of trust between the brand and buyer. Many content writers forget this rule. A web content writer who doesn’t understand the audience can’t give them what they want, which is life-changing, meaningful value that convinces them that the product in question will deliver.
This example from MailChimp shows the target market the powerful benefits of the new production recommendation technology and includes a ‘how-to’ guide in the post.

Your writing isn’t scannable

You’ve created the perfect headline that’s attracting thousands of people to your content. However, you notice that in the same vein, bounce rate is high. No matter how appealing the subject matter, a wall of text without formatting is a turn off for the reader.

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Digital Marketing expert, Jeff Bullas, explains that content which isn’t well formatted overwhelms readers. The challenge is what notto read, instead of what to read. We live in an informed world, where people are constantly bombarded with information. Therefore, get the most of their time by breaking down your content into digestible chunks and descriptive subheaders.

Writing without an SEO keyword strategy

Searchers use relevant terms to find answers to a burning question. For example, ‘Cinemas near me’ or ‘Car repair shop in Chelsea’. Google then brings up the most relevant answers pertinent to the searcher’s intent.

You’ll have a generic idea of what people in your niche are looking for in relation to your product or services. A keyword strategy ensures you take full advantage of the user’s search intent to create content that includes these related terms and keywords. If you don’t have a keyword strategy, it’s harder for people to find your website, as it is for you to generate new business.

Using the wrong tone or style

Part of knowing your audience is knowing the right tone and style of writing that fits. Without this feature, your content might be seen as being overly professional, friendly or technical to your ideal audience. Once you know your audience, align your style and toneaccordingly to match your writing.

Choosing quantity over quality

While it’s important to produce regular content for your readers, it’s more important that the content you create is of the highest quality possible. Today’s reader is regularly exposed to excellent content, thanks to strong competition in every niche. You’ll lose face with Google and your audience if you choose to repost other people’s work or hire cheap content writers to create low-quality content for your website.

Can a Website Content Writer increase conversion?

At the end of the day, everything on your website is aimed at increasing conversion. All your marketing efforts are geared towards this goal and a website copywriter can help achieve this. Content Marketer, Amrit Hallan, posits that there is a direct connection between helpful information on your site and website conversion.  The three biggest challenges for your online store are:

Informing visitors about your products and their unique benefits and features

Evoke emotions that drive action

Foster long-term relationships, based on the alignment of your brand’s values and those of the customers

A content writer provides high-quality copy that offers useful and relevant information to your visitors and customers.  You can cover all three challenges with strong content writing.

Notably, Encyclopaedia Britannica changed it sales page copy and increased conversion by 103%. Freckle Time changed its homepage copy and increased conversion by 2.4x.  Meanwhile, Invesp focused its copy on the value proposition and increased conversion for OReilly and BlogTalkRadio by over 90%. Great content builds trust and sets you up as a reputable provider of reliable information.

The strength of your content also boosts search engine rankings and your overall presence online. You’re gradually making a name as an industry expert and reliable knowledge base. People are coming to your site and spending more time reading your articles and engaging with your web pages. They respect your opinion and would rather do business with you, because search engines told them to trust your brand.

Here are a few other ways a Website Content Writer increases conversion for your website: