Sharing our team secrets in the art of web content creation. 

Writing website content is an art that blends creativity with strategic communication and a deep understanding of data.  

We asked our design and content pros to share their top tip for crafting content that converts: 

1. Always think mobile first - Jackie 

Mobile devices command the majority of website traffic. Based on this, it’s important to write and design your content as though everyone is reading your content on mobile devices, it’s far easier to adapt mobile to desktop rather than the other way around – and gets you to think about: 

• Make forms easy to complete on small screens. 

• Optimising content for page load speeds. 

• Making text readable without having to zoom in. 

• Ensuring CTAs are clear and easy to click. 

• Using formats like lists and images to make content digestible. 

• Organising your content with clear headings, so it’s easy to scan when scrolling. 

2. Clever use of images - Jenifer 

The human brain processes images 60,000 times faster than text. Whenever possible, I recommend including images, charts, and other visuals that support or better explain what you’re talking about. Your readers will more quickly grasp the concept, plus it helps when you do need to use text heavy information by breaking up long walls of text. 

3. Manage expectations and make tasks easy - Eli

When writing content for the web, provide quick access to easy tasks, and make the task as low effort as possible. Remember to set expectations by letting users know how long a task will take (e.g. this form takes 2 minutes to complete or add the read time to articles) and help your users to get prepared to perform the task (e.g. have your driver’s licence ready). I always make instructions as concise as possible and give users feedback on their progress​ (e.g. step 2 of 4).  

4. Think quality, not quantity - Jack

The average person’s attention span is around eight seconds, that’s less than a goldfish! When I want to keep them engaged, I avoid overwhelming them with anything that isn’t essential to your purpose.  Know why you’re writing and stick to it. If you can say it in fewer words, do so. Quality content is accurate, engaging and valuable to the reader – and if it isn’t, you’ll pay the price with poor rankings and visibility in search, in addition to a high bounce rate and low engagement.  

5. Pursue personas - Fiona 

I’m a big fan of personas! Every person on the planet is unique and it can be challenging to create content for diverse audiences. Creating personas provides a powerful tool for guiding content creation and can dramatically improve the usability and customer centricity of a website. By digging into demographics, data and research, you can design content aligned to different user types, experiences, behaviours and goals. 

Based on real-world data they should accurately reflect the thoughts, feelings and intent of the audiences. Understanding the emotional and rational drivers behind your audience provides invaluable direction in creating content that is both motivating and engaging – resulting in content that delights the user and delivers business results. 

6. Write for humans and algorithms – Amy  

You can’t do one without the other! My first piece of advice here is to keep it simple. Write for people, the last thing you want is a user who needs to google the words you use to understand your content. Websites are often written by subject matter experts, which is fantastic for accuracy but less so for engagement. This content is often written from a business perspective and filled with internal jargon and language that everyday people can’t understand. 

On top of that though you must also consider writing for the bots that crawl your site and serve it up in search. It’s critical to use tools (e.g. GA4 and SEM rush) to help you optimise your content for search, and whilst keeping up with algorithm changes can be challenging it’s simply a must.  

Interpreting the data is key, along with knowing where to place keywords and how often to use them. 

7. Embrace the power of storytelling – Bella 

Through storytelling, content becomes more engaging, memorable, and impactful, turning a simple message into a compelling narrative that is meaningful to your audience. Storytelling evokes emotions like joy, sadness, and empathy, helping to build trust, connection and credibility.  

There are many ways I like to bring storytelling to life in the content – we most often think of creating case studies and testimonials, but we can tell stories through business milestones and history, our vision and values, our product innovation, as well as using it to bring more ordinary content to life such as an onboarding journey. The other great thing about storytelling is that it encourages us to use interactive and engaging assets in our content like images and video.  

And like all good stories, this one must come to an end. We hope you find these tips helpful and if you need a hand with anything content related, give us a shout. We have a dedicated in-house team of pros and whether its designing strategy, creating personas, writing content or delving into data, we’re here to help.