The following are seven tips for writing compelling website content. For a more comprehensive “how to” guide, watch for our new workbook about developing better web content.

1. Know your audience- their needs. worries, stresses, goals, ideas, etc.- and write content that addresses your audience members’ concerns in a way that is relevant, helpful, non-preachy, and logical.

2. Stop sounding like your competitors! If you want people to choose your products or services, show them that you are different from and better than your competition. Make sure that the features and benefits you list on your website address your potential customers’ needs and speak in their own common language. Offer your customers something that they can’t get anywhere else.

3. Avoid common content mistakes- such as rambling text that requires scrolling, techie talk or industry jargon, or a lack of a clear focuses message.

4. Make sure the first 25 words on each page include keywords. Use keywords and keyphrases (the common words and phrases that people type into search engines when looking for a product or service like yours) throughout your website content with the most specific terms in the first 25 words. Avoid keyword spamming (over-stuffing keywords into your content to try to increase your search engine rank).

5. Allow easy visual scanning. Make sure your content is easy for visitors to quickly scan by using clear headings, short sentences and paragraphs, bulleted lists, obvious calls to action, inverted pyramids, and error-free content.

6. Keep it current! Make sure you update your website content as often as possible to ensure that your users will continue to visit your website. Fresh content also invites search engine spiders to re-index your website and increase your chances of higher rankings.

7. Invite your visitors to participate. Use a “call to action” to inspire users to call you, purchase products, contribute to your blog, and sign up for your mailing list. If you want your visitors to act in a certain way (such as purchasing your service), then make sure your text effectively guides them toward the appropriate action.