How to Write Better Content to Improve Your Website

Image of a person writing content using a laptop.

The quality of your content can make or break your website. Website copy in particular carries a lot of weight because it needs to appeal not only to human readers but also to search engines like Google.

Well-written content resonates with your target audience and is more likely to rank high on the search engine results page (SERP). Poorly written content is quickly dismissed and will likely be buried deep in the search results.

The best website copy:

  • Contains perfect spelling and grammar
  • Is engaging to the target audience
  • Satisfies Google’s criteria of E-E-A-T (Experience, Expertise, Authoritativeness & Trustworthiness)

The content writing process can be challenging at times, even for experienced writers. For someone without much experience, the task of writing a long-form blog post or crafting product description copy can seem downright impossible.

Fortunately, you can overcome the pain points you have with writing content by utilizing writing optimization tools. Whether you are a seasoned writing pro looking to take your efforts to the next level or a content marketing newbie who has just started writing, these tools provide helpful functions and suggestions to make your website content better.

In this article, we’ll list some popular content optimization tools while sharing practical advice for creating or improving your website content. So whether you’re researching topics, starting a first draft or putting the finishing touches on your latest blog content, you can be confident knowing that you’re writing error-free material that will also help you with SEO (search engine optimization).

Simplify Keyword Research to Save Yourself Time

The writing process begins with an idea or topic. When writing for the web, you also need to factor in the keywords that not only will resonate with readers but also get your page ranked by Google. Keywords are the foundation of SEO, helping Google understand the topic of your content and match it with user queries.

An effective keyword strategy will drive organic traffic to your website, increasing visibility and engagement. However, keyword research can be time-consuming when you consider all of the keywords you need to identify that are relevant to your topic, as well as the competition for those keywords.

If your keywords are competitive, it means lots of other companies are trying to rank for them as well and it will be a bigger challenge to get a higher ranking. This is why it’s recommended to target not just competitive primary keywords but also less searched, less competitive secondary or longtail keywords (we like to call them low-hanging fruit because you can more easily rank for these keywords).

Manually researching keywords could take hours and still not provide you with all the information necessary to make the best selections. You can save yourself significant time by using a keyword research tool.

Tools for Keyword Research

Keyword research tools provide valuable insights into search volume, competition and related keywords. They help you more efficiently select the most effective terms for your website copy.

Popular keyword research tools include:

Implementing Keywords

After your keywords are finalized, you can incorporate them when you start writing or optimizing. One of the main content writing tips related to keywords is to avoid keyword stuffing. This means don’t pack as many keywords as possible into your written material just to get Google’s attention. Doing so harms readability and negatively impacts SEO because Google ranks pages based on relevance and quality and not on keyword quantity.

The more SEO-friendly way of implementing keywords is to focus on using them in titles, headings and throughout the text in a way that enhances the reader’s experience.

A diagram showing the elements that make up an SEO audit

Perform Content Audits to Improve Your Existing Content

Writing articles and information pages to add to your website isn’t the only way to enhance it. You can also benefit from improving content written and posted previously. Freshening up an old blog post or adding a few short paragraphs or bullet points to your existing product or service pages can provide helpful information that was lacking before and increase SEO rank.

Speaking of SEO, auditing your site can reveal opportunities where on-page tactics can be applied to get individual pages to rank higher and earn more relevant traffic. Key elements of this include:

  • Title tags
  • Meta descriptions
  • Headers
  • Images

To figure out how your existing content is performing and uncover opportunities, do a content audit, which is a comprehensive review of your current content.

Benefits of Content Audits

The purpose of a content audit is to tell you what content is on your site and assess its performance, relevance and quality while also identifying areas for improvement

Content audits help you understand what’s working and what isn’t. They reveal gaps in your content strategy, opportunities for new topics and outdated information that needs updating.

Tools for Conducting Content Audits & Getting SEO Suggestions

Like keyword research, a content audit can be a daunting task, especially if you have a large website. Fortunately, you can use tools to streamline the process. One place you could start is with Google Analytics. This will show you which of your pages are getting the most and least traffic and give you an idea of the traffic trends over time.

However, Google Analytics is limited in that it just shows traffic stats. It doesn’t provide suggestions for improvement. For more in-depth insights about your content’s SEO performance, readability and overall effectiveness, you can use tools including:

Marketing ROI Toolbox

Hone Your Writing Skills with Spellcheck, Grammar Check & Language Enhancement

The fastest way to damage your content’s readability and credibility is to make it boring or fill it with spelling and grammatical errors. Your copy needs to be engaging and accurate. A reader will quickly abandon your page if they see mistakes or aren’t being entertained. Your brand’s reputation hinges on sharing easy-to-read, error-free copy.

Avoiding mistakes is the easier part of the equation. That’s not to say that your writing will always be perfect and you will always produce error-free copy. However, there’s no excuse for publishing content filled with misspellings or bad grammar. Solutions include reading and rereading your own writing to catch any errors, having a colleague proofread your work or utilizing a spelling and grammar tool to check your copy.

The bigger challenge, even for seasoned content writers at times, is creating content that grabs and holds the reader’s attention and compels them to act a certain way. The tone and style of your writing significantly impact audience engagement.

Copy should have a compelling headline and an introduction that creates interest in the topic and makes the reader want to continue reading. From start to finish, the piece should provide real value, and even if you’re presenting some of the same information that can be found elsewhere, your unique voice and fresh perspective should help your content stand out.

But what if you’re experiencing writer’s block or just in a rut where your writing is a little bland? Then get some online assistance to elevate your language.

Tools for Spellcheck, Grammar Check & Language Enhancement

Many content writers today don’t create a single blog post or product/service page without a digital writing assistant. These spellcheck, grammar check and language enhancement tools identify and remedy mistakes and enable you to write content that is more exciting and enjoyable to read.

Some of these popular tools include:

Enhancing Readability

The readability of your website content includes fixing errors but goes even deeper than that. By understanding your audiences’s preferences and tailoring your language accordingly, you can meet their expectations and get increased engagement.

Write clear, concise and engaging content with your target audience’s preferred tone in mind — formal, casual, conversational, etc. Other actionable tips we can share are to use short sentences and paragraphs, write with an active voice and use simple language to make your content more enjoyable.

You don’t have to naturally be a great writer. With a little help from some handy tools, you can turn out fantastic content in no time.

A person using a chat AI tool on a laptop

Harness the Power of AI to Enhance Your Content Writing

One way to streamline and enhance your content writing is to tap into the powers of artificial intelligence (AI). AI can help the content creation process in a variety of ways, from generating topic ideas and outlines to improving copy and even generating paragraphs or complete articles.

AI comes in handy if you’re struggling to summarize any part of the subject matter and need some support. Or if your tone and language seem repetitive and you could use help working some new words into your copy. Think of AI as your virtual writing assistant that can step in and help you write better content.

Tools for AI Enhancements

Writers have several AI tools they can use to write better content. Some use your input primarily to generate or refine copy, while others are part of a broader content optimization platform that includes some or all of the other tools we previously mentioned: keyword research, content auditing, SEO improvement and more.

Popular AI tools include:

Integrating AI with Human Touch

While AI tools are powerful, balancing their use with human creativity and intuition is important. AI can streamline your workflow and even create much of your content. However, accuracy, authenticity and originality are crucial.

AI can create content that contains false information, be plagiarized or just sound unnatural. Before publishing AI-generated content, be sure to fact-check, edit and add your own personal touch and insights so that the copy appeals to both search engines and humans.

Utilize Optimization Tools to Write Better Content Today

There is no shortage of optimization tools to help you write more high-quality content for your website. From keyword research and content audits to SEO suggestions and AI enhancements, these tools can significantly improve your writing so that your content ranks on Google and is well-received by readers.

Start leveraging these tools today and watch your website’s traffic and engagement soar. Your journey to content excellence begins now! Have questions about content marketing and SEO or want to learn even more? Call us at 815.431.1000 or submit this form to contact us. You can also visit the SEO & SEM section of our blog.


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