Website Copywriting: How to Plan the Web Page Content for Your Site

Whether the website copywriting you are focusing on is reworking the existing site or you are planning to launch a new website, planning the web page content is the key to a successful rollout of the site. Before you put pen to paper or fingers to the keyboard, create a web page content plan. Once you have a plan in place, you can use this as your website copywriting guide to fill in the details.

Outline the Web Pages of the Site

Start by creating a website structure, which is an outline of the pages that make up the website. All website have a home page, but the sub-pages or additional pages your site plan contains are up to you. Your website may be as few as three pages or include hundreds of pages of content. After you outline the main pages of the website, jot down notes under each page headline. Include notes on the information you want to include on the page.

Conduct Keyword Research

Several free tools exist for conducting your own keyword research or you can work with a SEO professional to help you pinpoint the keywords you should concentrate on in your website copywriting. When assigning keywords to use, focus on one page of your site at a time and choose one primary keyword and two to three secondary keywords for each page. The keywords should vary from page to page also to help each page of the site to rank in the search engines. Add the keywords to your outline of the website structure.

Commence Website Copywriting

Now it’s time to turn your website outline into website copy. In other words, put on your website copywriting hat so you can add web page content to the site. If you can’t write the copy on your own because you don’t possess a skill for writing, then see about hiring the SEO company or a professional freelance writer to do it for you. Otherwise, commence website copywriting by turning your website structure outline and notes into paragraphs, bullet points and call to actions. Weave your keywords into the copy in a natural and readable way, but also make sure the keywords are scattered throughout the page. So, you’ll want to include the primary keyword in the beginning, middle and end of the copy and then work in the secondary keywords where appropriate.

You may find it easier to write the copy as you normally would. Then go back and see where you can switch out the words you used for one or more of the keywords that are on your list for the website page.

Planning is the key to success for many ventures in life and in business. Planning a rewrite or a launch of your website isn’t any different. When you plan accordingly, it ensures the website copywriting and the web page content are in alignment with the goal you have–to create a website that attracts the right audience and converts into sales.