How to write and maintain useful and relevant content for your website
Content is the information that is on your website.
Creating content that is useful and clear is important. Unclear, poorly written or badly presented content is likely to frustrate visitors, undermine your credibility and discourage return
Writing for websites
When writing for the web, we suggest that you:
Use headings and sub-headings.
Write in short, concise sentences.
Use the active voice where possible (for example, ‘The quick brown fox jumped over the lazy dog’ not, ‘The lazy dog was jumped over by the quick brown fox’).
Avoid including unnecessary information.
Use bullet points and tables where possible.
Use keywords, highlighted hyperlinks and bolded words to draw attention to key points.
Keep pages short.
Use graphics and visual devices where possible.
There are two questions you should address when creating content for your website:
Is the content relevant and interesting to your audience?
How should the content be presented to effectively communicate your messages to your target audience?
Maintaining useful content is important because content relevant to search engine queries will often rank higher in search results. This is an important part of search engine optimisation. You should also consider what visitors to your site will expect to see, and develop content that is consistent with
Take care to ensure your content is:
Your own (your organisation’s) intellectual property; or permitted to be republished by the copyright holder, and compliant with any other relevant laws (see ‘Legal tips’).
You can present content in a number of ways, including:
Simple text, such as on this page.
Multimedia content, like images, animation, audio and video.
You should also think about how to use hyperlinks effectively and present your content in a logical
If you require assistance with this process, professional copywriters who specialise in writing for websites can ensure your content is expressed clearly and effectively. When working with a
professional copywriter, make sure that you retain the copyright over the written content.
It can be useful to have a stockpile of future content to gradually publish over time. This can help ensure that you have content on hand, no matter what else is going on with your organisation.
With some CMS, you can schedule the automatic publishing or removal of content at specific dates and times ensuring content stays up to date. For example, you may want a promotional offer to be
published on your site during a specific time period.