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Digital Penmanship: The Ultimate Guide to Content Writing for a Website

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Why is Website Content Important?

Digital penmanship refers to content writing for a website. The idea is to create compelling content in-line with search engine requirements. It has replaced traditional pen and paper handwriting.

When it comes to websites, content is king. Website content includes valuable information about the products and services provided by the company. It helps to increase traffic, build an audience,  and generate sales leads.

If you are a content writer in Dubai, you know that compelling website content with effective implementation of SEO strategy is invaluable. There are more than 1.13 billion websites in the world today. However, 92% of Google Traffic is enjoyed by those ranked on Google’s first page. Content is your number one ally in securing Google’s first page.

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The Ultimate Guide to Content Writing for a Website

Compelling content has to be thoughtful, engaging, crisp, and solution-oriented. A content creator should take notes and brainstorm on what, when, and how to write.

This section contains a step-by-step guide to writing compelling website content in 2023. Irrespective of the issue, you can always follow this format or template to ace your blog or copywriting content.

1. Understand Your Audience

A quality blog should be like a meaningful conversation. For that, it is essential to know your audience’s interests, preferences, likings, and dislikes. After knowing the audience, you should start by finding common ground to grab their attention.

The pitch varies for a product, service, or informational website. However, the basic idea is to assume the reader is someone who

  • Is searching for a product/service
  • Doesn’t understand the market dynamic
  • Isn’t aware that your product, service, and information can solve his problem

Any content covering these aspects gets the approval of readers.

2. Define Your Brand Voice

The brand voice reflects the personality of your business. It highlights the mission, vision, and policies of a company. The brand voice should be compelling and strong enough always to be noticed. It helps you stand out among the crowd—plenty of free and paid software is available for creating a captivating brand voice.

Once you set the brand voice, you should incorporate it into website content. All fundamental technical or copywriting blogs should include your brand voice.

3. Structure Website Content

In content writing for a website, structuring means how the content is laid out. The blog topic’s niche, outlines, internal and external links and page connectivity should be done to facilitate the audience. According to statistics, more than 36% of visitors leave a website due to poor structure. As a writer, you want to avoid taking this risk.

There are 4 major types of website structure;  Hierarchical, Sequential, Database, and Matrix. After consulting the experts and analyzing your requirements, you should only adopt a structure.

4. Write Attention-Grabbing Headlines

Headings are the gateway toward the body of content. People use headings to decide about reading and skipping an article. To pass this test, make the headings engaging and clickable.

Follow these 5 steps to generate attention-grabbing headlines

  • Align it with public queries
  • Make it Unique
  • Be-specific and precise
  • Use numbers
  • Develop a sense of urgency

5. Write Engaging Copy

Content writing for a website comprises words you use on the homepage, about page, product page, and all other key website pages. Copywriting is an essential step toward generating web traffic. More than words are needed; in a quality web copy, every sentence should provide something valuable to readers.

Focus on these points for writing an engaging web copy

  • Highlight Benefits over specifications
  • Always put the voice of the customer first
  • Align brand values with customer queries
  • Include stats, quotes, and data to solidify your points
  • Test the copy on high-traffic pages

6. Craft an impactful Calls-to-Action

A Call-to-action or CTA is the hook line you use on online ads, websites, and landing pages. A typical example of CTA is “Shop Now”, etc. A CTA should be direct, concise, and compelling, forcing the readers to visit the inbound link.

The tips to craft an impactful CTA are

  • Start with a strong verb
  • Give the audience a reason why they should take the following action
  • Use the fear of missing out
  • Use numbers to trigger brain patterns

7. Incorporate SEO

SEO or search engine optimization means updating a website’s content to increase organic traffic.  It provides a framework for identifying the right niche, keywords, and content to rank your website on top. Without SEO management, no content or website can reach the top.

These steps can incorporate SEO:

  • Find the right Niche
  • Do keyword research
  • Identify the topics
  • Get Quality backlinks
  • Optimise on-page stuff
  • Publish great content
  • Track the Progress
  • Update regularly

A successful SEO implementation can guarantee Google rankings. However, it is a long journey. You should always hire professionals to make your website content SEO-Friendly. Reach out to a freelancing platform to get UAE’s most trusted SEO-optimization services.


In the modern world, you can’t survive without an online presence. With the world being influenced by the digital revolution, churning out compelling web content has become necessary to get organic traffic and sales. This blog presents a complete guide to content writing for a website.

Follow this 7-step formula to ace your writing game. If you are a UAE resident, find freelancers in Dubai to upscale your business. Hire freelancers for comprehensive web designing, blogging, and SEO optimization services to rank your website on top of Google’s SERP. So, don’t miss out.


1. What is digital content writing?

Digital content writing is the procedure of writing, editing, publishing, and updating content in digital form. It includes blog posts, copywriting, product descriptions, ebooks, e-journals, and video scripts.

2. What is the difference between copywriting and SEO writing?

The main difference is their purpose. SEO writing aims at ranking content on top and generating organic traffic by providing useful information while copywriting is about converting the readers into leads and eventual sales.

3. What are the 5 pillars of content strategy?

To launch a result-oriented content strategy, you should focus on these 5 pillars

  • Know your audience.
  • Map the content strategy to the sales cycle. …
  • Generate quality content
  • Promote content
  • Analyse and improve the content

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