Content Writing for Websites: A Complete Guide

In this section of the website, we explore the formats, techniques, and secrets of writing excellent website content.

This section contains not just guides, templates, and similar articles related to the craft of writing website page content, but also you can find many articles that are actual examples of the content.

On this page, there are two sections: the first is a simplified checklist of how to write content for a web page, followed by a simplified list of website content SEO techniques, also known as on-page SEO techniques.

The second and last section is a list of sixteen different content formats that are good fits for website pages. Each format comes with a recommended word count, offering a helpful guideline for writers.

Website Content Writing

The distinction between content and copy isn’t just semantic—it fundamentally shapes how you approach your writing.

Content aims to inform, educate, or entertain your audience, building trust and establishing authority in your field.

Copy, on the other hand, is designed to persuade and convert, driving specific actions like purchases or sign-ups.

While word count can serve as a general indicator—with pieces over 400 words typically being more content-focused—the true differentiation lies in intent and purpose rather than arbitrary length thresholds.

In a rapidly digitizing world, understanding the nuances of content writing can open up a treasure trove of possibilities.

By using your words wisely and strategically, you can guide your readers through compelling narratives or informative articles, fostering engagement and encouraging interactions that are beneficial both for you and your audience.

Modern content writing has evolved far beyond simple blog posts.

Today’s successful content creators understand that their words must work harder than ever before. They need to satisfy search engines, engage human readers, and often serve multiple purposes simultaneously.

This complexity demands a systematic approach, which is exactly what this guide provides.

How to Write a Page of Website Content

Easily write a page of content following these guidelines.

Mastering the essentials of content creation for web pages not only enhances your writing skills but also elevates your digital footprint in the vast expanse of the internet.

Let’s delve deeper into practical steps that lead to the creation of robust web content that resonates with readers and echoes through time.

1. Pick a topic and keyword.

The very first thing you have to do before starting to write an article is to figure two things out:

A) The topic, or what the article is going to be about.

B) The keyword, or the word or sentence related to the topic that other persons are searching for, will make your article both easy to find and valuable.

The relationship between topic and keyword is symbiotic.

Your topic provides the foundation and direction for your content, while your keyword ensures that the foundation has visibility in search engines.

Think of the topic as your destination and the keyword as the road map that helps people find their way there.

When selecting keywords, consider both short-tail and long-tail variations.

Short-tail keywords like “content writing” are highly competitive but have massive search volumes.

Long-tail keywords like “how to write compelling website content that converts” have less competition and often indicate higher intent from searchers.

The sweet spot often lies in finding medium-tail keywords that balance competition with search volume.

Don’t forget to consider keyword difficulty and your website’s current authority.

If you’re just starting out, targeting highly competitive keywords might not yield results for months or even years. Instead, focus on building topical authority by targeting less competitive keywords related to your main topic, then gradually work your way up to more competitive terms.

Modern keyword research tools like SEMrush, Ahrefs, and Google’s Keyword Planner provide valuable insights into search volume, competition levels, and related terms.

Additionally, analyzing competitor content can reveal keyword gaps and opportunities in your niche.

2. Pick the Article’s Format

With the topic and keyword figured out, you must decide the format of the article. The format must match the topic of both the article and the website.

For example, if the website that will have the article is an e-commerce site, then an appropriate format would be a product review.

This is not a by-the-numbers decision you have to make, but just have some common sense about what format lends itself better to the type of content and website.

Understanding your audience is crucial when choosing the format.

Users coming to a business-oriented site might expect sharply focused, data-driven articles, whereas a lifestyle blog might benefit from a more conversational tone. Hence, tailor the format to your audience’s intrinsic expectations and the overall tone of your website content

The format you choose will significantly impact how your content is received and shared.

A how-to guide naturally lends itself to step-by-step sharing on social media, while a comprehensive research piece might be more likely to earn backlinks from other websites.

Consider not just what format serves your content best, but also how it serves your broader content marketing goals.

Format selection also influences your content’s lifecycle. Some formats, like news articles or trend pieces, have short but intense lifespans. Others, like comprehensive guides or evergreen tutorials, can drive traffic and engagement for years.

Understanding these dynamics helps you balance your content calendar between quick wins and long-term assets.

3. Decide on the Article’s Word Count

This step requires balancing thoroughness with your audience’s expectations and the competitive landscape.

While there’s no magic number, understanding current content standards helps set realistic targets.

The bare minimum for substantial web content typically starts around 600-800 words, but the current standard for competitive, comprehensive content has evolved to approximately 1500 words or more.

Word count considerations have evolved significantly in recent years. What used to be acceptable at 400 words now struggles to compete in search results.

However, longer doesn’t automatically mean better. The key is matching your word count to user intent and the competitive landscape.

If competing articles average 2,000 words and provide comprehensive coverage, your 800-word piece likely won’t rank well, regardless of its quality.

Consider your content’s purpose when setting word count targets.

Informational content typically requires more words to establish authority and cover topics thoroughly.

Transactional content, focused on driving specific actions, might perform better with fewer words and more direct calls to action.

Understanding these nuances helps you set realistic and effective word count goals.

If you pick a high number of words, just don’t fluff it when you run out of things to write. If you can’t come up with additional content to reach your objective, call it a day.

Quality should never be sacrificed for arbitrary length requirements.

Website content that provides genuine value at 1,200 words outperforms fluffy content at 2,000 words every time.

4. Assess Your Personal Store of Knowledge

You might be able to write an article from start to finish without needing to do any research. This is called writing from experience, and it provides authenticity that resonates deeply with readers.

When you write from genuine experience, your content naturally includes specific details, real challenges, and practical solutions that theoretical knowledge often lacks.

However, personal experience alone isn’t always sufficient for comprehensive content. Your experiences, no matter how extensive, represent just one perspective on any given topic. Combining personal insights with broader research creates content that’s both authentic and authoritative. This combination often produces the most valuable and engaging content.

The key is knowing when your personal knowledge is sufficient and when it needs supplementation.

If you find yourself making broad claims without specific examples, or if you’re unsure about the facts you’re presenting, it’s time to research.

Trust your instincts—if something feels incomplete or uncertain as you write it, your readers will likely feel the same way when they read it.

Cultivating a strong knowledge base is akin to having a well-tended garden—you can continually harvest from it to enrich your content.

By maintaining your expert voice throughout your articles, not only do you establish credibility, but you also create a reliable reading experience for your audience, inviting them to return for more insight.

5. Do Research

Effective research goes beyond simple Google searches. While search engines provide excellent starting points, they often lead you to the same sources everyone else is using.

To find unique angles and authoritative information, you need to dig deeper using diverse research methods.

Primary Research Methods:

Surveys and questionnaires targeting your audience
Expert interviews with industry professionals
Original data collection and analysis
Case study development from real experiences

Secondary Research Sources:

Academic databases and journals
Industry reports and white papers
Government publications and statistics
Professional associations and trade publications
Competitor analysis using tools like BuzzSumo or Ahrefs

Research Organization

Document your research systematically. Create a research file for each piece of content, noting sources, key insights, and potential angles. This not only helps with the current article but also builds a knowledge base for future content. Often, research for one article reveals opportunities for several related pieces, helping you develop topical authority over time.

Cross-reference information to support your claims and statements across multiple credible sources. This not only verifies your data but also reinforces your credibility as a knowledgeable writer.

Furthermore, using a diverse range of research materials can unearth lesser-known perspectives that may entice your readers.

The research phase is where many content creators separate themselves from the competition.

Lazy research results in rehashed content that adds no value to the existing information landscape.

Thorough research uncovers opportunities to provide genuine value, whether through new perspectives, updated information, or comprehensive coverage that doesn’t exist elsewhere.

6. Start Writing the Website Content Article

With all the work of the previous five steps done, you can sit down in front of the word processor and start to write the website content

Something I learned early on was to translate everything I know or have researched for the article into the sections that will comprise the article. You do this by identifying the most encompassing and important subtopics of the topic.

For good search engine optimization and readability, your article should have:

1) At least one to three H2 Headings

2) One to seven or eight H3 Headings

3) Whatever makes sense to you of H4-H6 headings.

As you write, naturally incorporate your target keyword and related terms throughout the content.

This organic integration during the writing process produces more natural-sounding content than forced keyword insertion after the fact.

Focus on semantic variations and synonyms (LSI keywords) to create comprehensive topical coverage.

The writing phase is where your research and planning come together. However, don’t let perfectionism paralyze you during this stage.

Your first draft doesn’t need to be perfect—it needs to exist. Focus on getting your ideas down in a logical order, knowing that you’ll refine and improve everything in subsequent steps.

Consider your reader’s journey as they progress through your content.

Are you introducing concepts in a logical order?

Are you providing enough context for newcomers while still offering value to more experienced readers?

These considerations will help you create content that serves a broader audience effectively.

Remember that this phase should integrate SEO considerations naturally rather than forcing them in later.

While you can certainly optimize after writing, considering search intent and keyword integration during the writing process typically produces better results and more cohesive content.

7. Let it Rest

When you finish your article, don’t do anything. Just close the word processor and let it rest. Don’t spell-check it, don’t revise it, and don’t read it. Do nothing. Just forget about it until the next day.

The resting period is one of the most underutilized aspects of the writing process, yet it’s incredibly powerful.

When you’re deep in the writing process, you’re too close to the content to see it objectively. You know what you meant to say, so your brain fills in gaps that might confuse readers. You’re also mentally fatigued from the creative process, making it difficult to spot issues with flow, clarity, or logic.

Time away from your content allows your subconscious mind to process what you’ve written.

Often, you’ll find that solutions to problems you didn’t even realize existed will occur to you during this break. You might think of better examples, clearer explanations, or more engaging ways to present your ideas.

The ideal resting period varies depending on your timeline and the complexity of your content. For most articles, overnight is sufficient.

For more complex or important pieces, a few days can be even better. If you’re working under tight deadlines, even a few hours can provide valuable perspective.

8. Revise/Rewrite the Website Content's Draft

The day after, yes, reread it, revise it, and edit it. What sounded great or okay yesterday may appear not that good today, and now is the moment to revise the sentences, edit the flow, and restructure it if you think it needs it.

Revision is where good content becomes great content. This is your opportunity to refine your arguments, improve your explanations, and enhance your prose.

Look for opportunities to make your writing more concise without losing meaning. Often, you’ll find that you can express the same ideas more powerfully with fewer words.

Pay special attention to your introduction and conclusion during revision. These sections have a disproportionate impact on how readers perceive your entire piece.

Your introduction should clearly establish what readers will learn and why it matters to them. Your conclusion should reinforce key points and provide clear next steps or calls to action.

During revision, also consider the emotional journey of your readers.

Are you maintaining their interest throughout the piece?

Are you providing enough variety in sentence structure and paragraph length to keep the reading experience engaging?

These subtle elements can significantly impact how well your content performs.

Call to Action Integration

Ensure your content includes appropriate calls to action (CTAs) that align with your goals.

Whether you want readers to subscribe to your newsletter, download a resource, or contact your business, strategically placed CTAs guide readers toward desired actions without being overly promotional.

9. Correct the Website Content

After you edit it, give it a pass through at least two tools: a spell checker to catch orthographic errors and a grammar checker to catch grammatical errors.

You can use your word processor’s spell checker and then give the website content a pass through a tool like LanguageTool.

Sometimes, to save time, it’s better to use a tool that does both things at once, like Grammarly.

If you are a perfectionist, after you correct for orthographic and syntactic errors, you can give it a pass through a readability tool, like Hemingway.

The correction phase is about polish and professionalism.

Errors in spelling, grammar, or readability can undermine even the most valuable content. Readers may question your expertise if your writing contains basic errors, regardless of how insightful your ideas might be.

Don’t rely solely on automated tools, however. While they’re excellent for catching obvious errors, they can miss context-dependent issues or suggest changes that actually make your writing worse.

Use these tools as a first pass, then read through your content manually to catch anything they might have missed.

Consider reading your content aloud during this phase.

This technique helps you identify awkward phrasing, run-on sentences, and places where the flow feels unnatural. If you stumble while reading aloud, your readers will likely stumble while reading silently.

10. Source Media for The Content Piece

If you don’t know how many images or photos to source for your article, follow this simple formula: Divide the quantity of words by 350. The result is the number of images your article should have.

Another rule of thumb is to use 3-4 images—one at the very top before the text begins, and then one below each of the H2s of the article.

Visual elements serve multiple purposes in web content. They improve user experience by breaking up large blocks of text, making your content more scannable and less intimidating.

They also provide opportunities for additional SEO value through alt text and image optimization.

When selecting images, consider both relevance and quality.

Stock photos that obviously have nothing to do with your content can actually harm user experience. Instead, look for images that genuinely illustrate your points, whether through screenshots, diagrams, infographics, or carefully chosen stock photography that relates directly to your topic.

Don’t overlook the power of custom visuals. Simple diagrams, charts, or infographics that you create specifically for your content can provide enormous value to readers while also making your content more shareable and linkable.

These custom elements also help establish your content as original and authoritative.

11. Content Maintenance and Updates

For evergreen content especially, establish a process for regularly reviewing and updating your content to maintain its relevance and accuracy. This ongoing maintenance ensures your content continues to provide value and maintain search engine rankings over time.

Set up a content audit schedule—quarterly for competitive topics, and annually for more stable subjects. During these audits, check for outdated information, broken links, new developments in your field, and opportunities to expand or improve existing content.

Update statistics, add new examples, incorporate recent developments, and refresh images when necessary. Search engines favor fresh, up-to-date content, and readers appreciate accurate, current information.

12. AI Integration in Content Creation

Modern content creation increasingly involves AI tools for research, writing assistance, and editing. While AI can significantly enhance efficiency and quality, it should supplement rather than replace human creativity and expertise.

Effective AI Applications:

Research assistance and data gathering
Grammar and style checking
Content outline generation
SEO optimization suggestions
Translation and localization support

Maintaining Human Value:

Personal experience and unique perspectives
Creative problem-solving and original thinking
Industry expertise and nuanced understanding
Authentic voice and brand personality
Strategic decision-making about content direction

Use AI as a powerful tool in your content creation toolkit, but ensure your content retains the human elements that create genuine connections with your audience.

13. Publish

That’s it, everything is done, and now it’s time to publish it. Just make sure that wherever you copy the text from, to paste it into the site’s CMS editor, it pastes correctly and the formatting is not skewed in the process.

Publishing is more than just hitting the “publish” button.

Before making your content live, double-check all elements: headings, formatting, images, links, and meta descriptions. A few minutes of final review can save you from embarrassing errors that might persist for weeks or months.

Consider your publishing timing as well.

Different audiences are active at different times, and publishing at optimal times can significantly impact your content’s initial performance. This early engagement often influences how search engines and social media algorithms treat your content long-term.

Don’t forget about content promotion after publishing.

Great content that nobody sees provides no value. Plan your promotion strategy before you publish, including social media posts, email newsletter inclusion, and outreach to relevant communities or individuals who might find your content valuable.

SEO Techniques for Website Content

Modern SEO extends beyond basic keyword optimization. While traditional techniques remain important, search engines increasingly prioritize user experience signals and comprehensive topic coverage.

Consider these SEO techniques throughout your writing process rather than as an afterthought:

Essential SEO Elements:

Use the keyword in the title.
Include the keyword in the first paragraph.
Distribute the keyword naturally throughout the content.
Incorporate keywords in H2, H3, and H4 headings appropriately.
Add keyword-relevant alt text to images.
Apply emphasis (bold type) to one instance of the keyword.
Create internal links using descriptive anchor text.
Include valuable external links (with appropriate attributes).
Use the keyword in the last paragraph when natural.
Write compelling meta descriptions that include your keyword.

Advanced SEO Considerations:

Semantic keyword integration and related terms
User intent alignment and comprehensive topic coverage
Page loading speed optimization
Mobile responsiveness and user experience
Schema markup for enhanced search results
Featured snippet optimization

Content Quality Focus

Write for humans first, search engines second.

While SEO techniques are important, they should never compromise readability or user value. Search engines have become sophisticated enough to recognize and reward genuinely helpful content that serves user needs effectively.

Understanding search intent is crucial for modern SEO success.

Different keywords indicate different types of user intent: informational, navigational, commercial, or transactional. Your content should align with the primary intent behind your target keywords while providing comprehensive value.

Examples of Website Content Formats

These are sixteen of the most common content formats for web pages. Bear in mind that each one has a specific structure or template and a recommended length that reflects current content standards and competition levels.

Blog post

Recommended Word Count: 800 to 1200 words

Blog posts are versatile content pieces that generally focus on a single subject. While traditionally shorter, modern blog posts require more substantial word counts to compete effectively in search results and provide comprehensive value to readers.

Short article

Recommended Word Count: 1200 to 1800 words

Any kind of website content that is evergreen and provides focused coverage of a specific topic. Short articles work well for specific tutorials, targeted advice, or focused analyses that don’t require the comprehensive coverage of longer formats.

Long article

Recommended Word Count: 1800 to 3000 words

Long articles represent the current standard for comprehensive web content. This format allows for thorough topic coverage, multiple subtopics, and the depth necessary to establish authority and compete effectively in search results.

How-to

Recommended Word Count: 1000 to 2500 words

How-to guides provide step-by-step instructions for achieving specific outcomes.

The word count varies based on process complexity, but modern how-to content requires comprehensive coverage, including troubleshooting, alternatives, and contextual information.

Case study

Recommended Word Count: 1500 to 2500 words

Case studies provide detailed analysis of specific instances, demonstrating success through measured results. They build credibility by showcasing real-world applications and measurable outcomes.

Research piece

Recommended Word Count: 2500 to 4500 words

Research pieces resemble academic papers with extensive fact-checking and source citations. They establish industry authority and attract high-quality backlinks through comprehensive, original research and analysis.

Feature

Recommended Word Count: 3000 to 4500 words

Features provide exhaustive coverage of topics or specific aspects. Well-researched features create high-value content that can establish industry authority and earn media attention.

Personal Experience

Recommended Word Count: 800 to 1800 words

Personal experience articles combine an informal tone with valuable insights. They build personal brands and emotional connections through authentic storytelling and honest reflections.

Advice

Recommended Word Count: 1200 to 2500 words

Advice articles guide readers toward specific actions or decisions. Effective advice content combines personal experience with research-backed recommendations and actionable solutions.

Profile

Recommended Word Count: 1500 to 3000 words

Business or corporate profiles describe organizations to audiences and potential stakeholders. They balance promotional website content with objective information through factual presentation and strategic positioning.

Product review

Recommended Word Count: 1500 to 3000 words

Product reviews provide objective analysis, balancing honest assessment with helpful guidance. They should include pros and cons, comparisons, and recommendations for different use cases.

Think piece

Recommended Word Count: 1500 to 2500 words

Think pieces establish thought leadership through analysis of industry trends or controversial topics. They work particularly well for generating discussion and establishing unique perspectives.

Essay

Recommended Word Count: 2500 to 4000 words

Essays allow creative and philosophical exploration of topics. Various formats (argumentative, personal, expository) work well for thought leadership and unique perspective establishment.

Rich Content

Recommended Word Count: 2000+ words

Rich content emphasizes a variety of components, including interactive elements, multiple media types, embedded tools, and comprehensive resource collections that provide exceptional user value.

Dossier

Recommended Word Count: 5000 to 8000 words

Dossiers represent comprehensive collections of descriptive content about specific subjects, containing multiple sections that inform various aspects of the topic through detailed analysis.

Pillar Content

Recommended Word Count: 4000 to 8000 words

Pillar content serves as comprehensive foundation pieces for entire content clusters. These mammoth articles contain exhaustive evergreen content covering target keywords and supporting extensive internal linking strategies for topical authority development.

Conclusion

Content writing for websites combines systematic methodology with creative expression.

The approach outlined in this guide provides the framework needed to create content that performs well in search engines while serving genuine user needs and business objectives.

Remember that effective content writing is an iterative process.

Each piece teaches you about your audience, craft, and niche. Use these insights to continuously refine your approach, experiment with new formats, and push the boundaries of what’s possible with your content.

The digital landscape continues evolving, with AI integration, changing search algorithms, and new content formats emerging regularly.

However, the fundamental principles—understanding your audience, providing genuine value, maintaining quality standards, and adapting to technological changes—remain constant.

Master these fundamentals while staying current with industry developments, and you’ll be prepared to succeed in whatever changes the future brings to content marketing.

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© Martin Wensley, 2022-2025 — Writing Website Content