How to Write the Best Web Content for Your Business

Matthew Brennan, Copywriter
5 min readJan 3, 2022


Convincing your audience to take that extra step and become a customer is tricky, even when it comes to the Internet. A big step in this process is creating the best web content possible. It’s not enough to simply rank for key search terms. The message needs to be warm, and persuasive.

There’s a phrase tossed around a decent amount in marketing circles. Your audience needs to know, like, and trust you in order to want to do business with you. The content your business publishes will create the initial impression that many have on your business.

Below are some tips and tricks for creating the best web content you can for your business. You can implement these into your message in order to improve your website presence.

So, How Do You Create the Best Web Content for Your Business?

Write Captivating Headlines

You can create the best possible website pages and blogs. You can pour every last bit of knowledge into them and write them as strong and convincingly as possible. But if you slap a boring headline up top after the fact, these pieces aren’t going to help you in the least. This is because your readers are making the decision on whether to continue reading based on the headline.

A headline should entice people to click. Tell them about the benefits they’ll receive. Will they solve their problem? Will they be able to make money? Will it ease their mind?

Strong action words also help here. You can find out more about how to create captivating headlines. If you’re going to write your own copy, learning how to improve your headlines is a necessary skill to improve on. This is critical in writing the best web content for your business.

Incorporate More Subheads

Your readers are busy people, and your website may not be the only one they’ve visited in the process of researching your industry. It’s important to make the content as readable as possible. This means incorporating as many subheads as you can into the copy.

Subheads guide readers through transitions. They let people know what they’re about to read. Another key aspect to subheads is that they break the copy up into manageable chunks. It keeps your readers from feeling overwhelmed by large blocks of copy.

Keep Paragraphs Short

This is another key aspect to not overwhelming your reader. Think back to the last time that you were reading something online. Chances are you felt your short attention span at work. There are a lot of distractions both on and offline. Keeping the paragraphs short will help guide your readers through the content, and ultimately get them to act.

Alternate Sentence Length for Rhythm

When all your sentences are too long, the reader’s concentration can wane as they continue on through the copy. When they are too short, it might feel like they’re reading a children’s book. To create a manageable rhythm that keeps readers moving through the piece, you can alternate sentence length. This keeps them moving.

As you do this, keep in mind that the copy needs to be easy to understand. Too many long sentences in a row can make it difficult to understand.

Eliminate Jargon

The simple truth of the matter is that your customer will not have the same level of knowledge about your product or service that you do. You have studied your industry and have an in-depth knowledge of all nuances involved. You are the professional. Your reader is looking to have a related problem addressed.

The large words aren’t making you look smart. They are frustrating the reader and preventing them from understanding the message you’re trying to provide. If you can talk to them in a relatable way, you’re on your way to creating the best web content for your business.

Use Photos and Graphics

The web is still a visual medium. Photos, infographics, illustrations, charts, or tables help provide the reader with another way to understand your message. Incorporating these visual elements also breaks up the text and make your message more manageable to digest.

You’re likely to attain more conversions when you can show your reader what you’re talking about instead of just telling them.

Make Sure It’s Mobile-Friendly

More people are checking your website out on their phones and tablets than ever before. There’s nothing more frustrating than looking up a website, and not being able to read whatever it was that they had to say.

Incorporate Links

The theory here is simple. The more links that you strategically provide, the more opportunity your readers have to investigate your related pages and blogs. This keeps them on your website for a longer period of time, and provides them with additional value.

Additional links within your blog posts also have added SEO value, helping people to be able to find you more easily.

A Persuasive Call to Action

It doesn’t matter whether this is a web page or blog post, you are operating as a business and you are there to make money. Your reader understands this. With web pages, make sure that readers understand the importance of the product or service that you are promoting.

Blog posts are more nuanced, but can still provide a call to action. Maybe you want the reader to call, download, share, or subscribe. That’s ok, too. Let the reader know what you want them to do. Writing the best possible call to action is critical in website conversions.

You Can Hire a Professional Copywriter to Create the Best Web Content

Anyone can write good web content, but it’s a difficult process. There are lots of reasons to hire a professional copywriter to help you create the best web content for your business.

You may not have the time to invest in this endeavor. You may be a numbers person, instead of a word person. For whatever reason, it may just be easier to outsource. If you’re looking to hire a professional copywriter for your next project, contact me today!

Matthew Brennan is a Chicago copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.



Matthew Brennan, Copywriter

Bridging businesses to their customer base via top-notch content. A sucker for music that rocks and a good football game.