Creating relevant website text may seem like a no-brainer or an unqualified freelance activity. Nothing could be further from the truth! Attractive, engaging, and compelling writing often requires theoretical, journalistic, and creative writing skills. Let's not risk creating texts just to fill the pages.

Here are the steps you can take to create authentic content for your website:

1. Know Your Audience

To design good and relevant materials for your audience, you need to know exactly who you are targeting. "Who is my main audience?" is the key question that needs to be answered. Here are some helpful questions to define the reader's avata

1. 1. What are the aims/objectives of the avatar?
   2. What are the avatar's values?
   3. How old is the avatar?
   4. Is your avatar a woman or a man?
   5. What is the avatar’s family situation? Married / Unmarried / Divorced?
   6. How many children does the avatar have and what are their ages?
   7. Where does your avatar live?

2. Write Short, Simple Sentences

No matter how interesting your content sounds, if you fail to follow some simple rules for arranging words in a sentence, it may not be readable. The solution lies in simplicity:

• Keep sentences to 20 words or less.
• Focus on using nouns and verbs in active and present tense. Even if it doesn't sound intuitive, always address a single person, especially in the context of a website where you want to motivate them to take action. Be direct and charming to achieve your goals.
• Use adverbs and adjectives in moderation. Avoid overpraising like "the best company," as potential buyers do not appreciate pompous or overly flattering language.
• Avoid unnecessary stylistic flourishes and follow a common communication protocol. Present the information clearly and openly, rather than metaphorically or enigmatically.

3. Show, Don’t Just Declare

It's better to show your performance through numbers and concrete achievements. For example:

• Specific real-world examples help readers better understand and visualize messages.
• Case studies, reviews, and statistics (figures and data always have a positive impact).
• Complete texts with thematic diagrams or images (also optimized).

4. Do Not Use Slang

You're a professional, and we believe in your expertise. However, avoid using technical terms unless your audience is familiar with them. Here are two filters to help eliminate jargon from your website:

• Your site is for everyone, not just technical experts. Make sure the language is clear for those who are unfamiliar with the topic.
• Ensure the information is understandable and adds value for all visitors.

5. Make the Text Easy to Read

Use headings to structure the text. These are useful for readers who skim, as well as for search engines that appreciate organized content. Here’s what to consider:

• • It’s good to include the basic keyword in the headings for SEO purposes.
  • Use a maximum of one H1 (Heading 1) in the text.
  • Use lists whenever possible. They are easy to navigate and provide clarity for your readers.
  • An interesting idea is to structure the text with headings that resemble questions people might ask on Google. Can you organize your entire text around a question-and-answer format?

6. Make Sure Every Page Has At Least One Image

People process visual information 60,000 times faster than text. Don’t ignore media, even though search engines don’t give it special attention. Google officially recommends at least one image per page because visitors are not primarily readers. Here are some media formats you can use: graphics, infographics, and pie charts.

Useful tools for creating clear and useful media content: Canva.com and Piktochart.

7. Urge People to Take Action

You’re writing to convince. In addition to the correct use of language, also guides people on what to do next. Keep these short tips in mind and start with verbs like:

• "Download"
• "Share"
• "Join"
• "Sign up"
• "Find out more"
• "Follow"
• "Subscribe"

8. Bring Value

Yes, we’ve mentioned how important it is for the language to be simple and understandable to a wider audience. However, avoid stating obvious facts and things that are self-evident. The texts should be as unique as possible (not matching what other sites have written) and should provide detailed information.

9. Use SEO Copywriting

As a final tip, we suggest adapting your texts for SEO from the start. Here are some rules to turn your creative writing into effective SEO copywriting:

• Use keywords (the words and phrases people search for in Google) as families (5-6 words referring to the same group and a main keyword). These should be present in the title, the first paragraph, and throughout the text.
• Google understands synonyms and words that relate to the same object/domain/phenomenon, so it gives credit for using them together.
• Avoid keyword overload—use the same keyword no more than 10 times in 500 words.

Follow these 9 golden rules, and you’ll have great content that describes your service or product from the most favorable angle possible.