Get in touch

Got a project in mind? We’d love to hear from you.
Use the contact form or drop us an email and we’ll get back to you as soon as we can.

Office open Monday to Friday, 9am – 5pm

Tel: 01576 526900
Email: [email protected]

For emergency out-of-hours support please email [email protected] in the first instance as this account is monitored regularly, or call 01461 536 202.

Creatomatic Ltd
25 High Street
Dumfries and Galloway
DG11 2JL

Company number: SC422843
VAT number: 184828370

One of our team will contact you within 24 hour of sending this form.
Home > Blog > How to > Writing website content: A best practice guide
View all posts

Writing website content: A best practice guide

Some best practice tips that might come in handy when writing content for your website.

Iona St Joseph


So, you’re getting a brand new, all singing, all dancing website. Congratulations! You’ve got the classy photography, your branding is on point, and the site design is second to none.

But what about the words? A lot of people find it’s harder than they think trying to pull together the content for their new site. Having to sit down and write pages of content about your business, especially when you’ve got to fit it in around everyday life, is tough to do, so we’ve put together some best practice tips that might come in handy.

Know your audience

Who is your website aimed at? The language you use on your site is going to differ if you’re selling motorbikes or prams or fishing rods, so make sure you have your customers in mind. If someone new comes to your website, how are you going to make them feel? Why would they choose to shop / book with you? Know who you’re selling to and what you have to offer.

Answer the obvious questions

Make sure that visitors coming to your website aren’t left with more questions than answers. If you’re trying to get people to stay at your holiday cottage, for example, you want to make sure you are giving them all the information there and then. How many people can it sleep? Are pets allowed? Does it have a highchair? Is there disabled access? How about parking? It makes it easier for customers to know what you offer, without having to get in touch with you directly.

You’re the expert

If you are writing about your business, whether it’s fishing, electrician services, or running your own gym, you are the expert. You know what your business offers, what skills you have, what makes you different, and the kind of people you want on your website. So, make sure that’s reflected in the content!

Don’t overcomplicate things

That being said, you don’t need to go into too much detail. Potential customers and clients aren’t going to want to know every minute detail of your college experience, or that tiny little job you did as a favour for your mum’s best friend’s granny when you were just starting out. Keep your customers informed, but not bored. No-one wants to wade through pages and pages and pages of content to find out whether you can fix their gutter or not.

Break up the text

Huge blocks of text don’t look nice, and they’re certainly not that exciting to read. Bullet points and lists are a great way to get information across, but at the same time keeping it short, sharp and to the point.

Remember that you’re talking to people

As a general rule, try and talk to people online the same way you would in real life. Don’t SHOUT AT THEM IN CAPITAL LETTERS, or bombard them with jargon. No one needs that much synergy in their life. Ensure your tone is clear, consistent, and something that people want to engage with – just like you would in person.

Include the need to know information at the top of the page

As a general rule, people do not tend to have long attention spans whilst browsing online, so make sure you include the need-to-know information, like contact details, near the top of the page. From there, you can filter down into more detail and the more niche information that you want to include but might not be as essential to the customer.

What makes you special?

It’s worth making sure you highlight what makes you stand out against your competitors. Maybe you’ve been working in the industry for years, or you’re born and bred in the town your trading in. Things that might not seem like much could also be the reason people choose to buy from your business.


More stories like this


Writing website content: A best practice guide
By Jack Ogston
21 Jan 2021

Google My Business Ranking Factors

Four Google My Business features we generally consider to be the most important ranking factors when optimising for local search.
Writing website content: A best practice guide
By Jack Ogston
30 Oct 2020

Why you need to update your WordPress plugins

If you have a WordPress website, the chances are that you will have come across plugin update messages when editing your site.
View all posts