Web Design Guide: Creating Content For Your Website

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Web Design Guide Creating Content For Your Website

Crafting compelling content for your website is a crucial element that can’t be overlooked. In this guide, we’ll explore the art of crafting engaging web content that not only captivates visitors but also boosts SEO and enhances user experience.

Understand the difference between Web Content vs Print Content

Title text from CNA. example of web content

Web content needs to be concise, scannable, and optimized for online reading habits. Unlike print materials, web content should prioritize ease of navigation and quick access to information.

In the above example, you can see keywords “non-medical insurance” shown on the title and the title is also clear and concise – making the read think and be curious about the content

CNA Content Content suitable for Print

Print content allows for more elaborate designs and longer paragraphs since readers typically engage with printed material in a different way than they do with online content. On the other hand, web users tend to have shorter attention spans and are more likely to skim through text rather than read every word.

In the above example, you can see that the title is long and a mixture of information information – i.e. Heritage business, coffee and toast. This type of content is suitable for leisure reading.

In terms of formatting, web content benefits from bullet points, headings, subheadings, and short paragraphs that break up the text into easily digestible chunks. This helps users find the information they’re looking for quickly without feeling overwhelmed by large blocks of text like in traditional print media.

Video Source: NNR Group

Who is this content for?

Each web page caters to a unique audience with varying behaviors, thoughts, and understanding of content. Identifying your visitors will enable you to customize the information on your webpage to meet their specific needs and expectations.

Think about the demographics of your target audience – their age, gender, location, interests, and preferences. Consider what problems or questions your audience may have when they visit your web page. Your content should address these issues and provide valuable solutions or information that meets their needs.

By knowing who your content is for, you can create a more personalized and targeted experience that connects with your audience on a deeper level. This understanding will ultimately lead to higher engagement and conversions on your website.

What do they want?

When visitors land on your website, what do they want? Are they interested in learning about your processes, service prices, and approach to handling various situations?

Users crave relevant and valuable content that meets their needs and answers their questions.
Understanding what your audience wants allows you to tailor your website content to meet their expectations effectively. By focusing on user needs and preferences, you can create a positive online experience that encourages visitors to explore further and engage with your brand.

What do you want?

Do you want to inform, educate, entertain, or persuade your audience? Understanding your goals will help shape the tone and style of your writing.

Perhaps you want visitors to sign up for a newsletter, make a purchase, or contact you for more information. Clarifying these objectives will guide the structure and call-to-action of your content.

Think about how you can provide value to your audience through helpful information, engaging storytelling, or compelling visuals. By focusing on meeting their needs and interests, you can create content that resonates with them and encourages further engagement.

Aligning what you want with what your audience wants is key to crafting effective and impactful website content that drives results. So always keep in mind the desired outcome while keeping your audience at the forefront of your mind when creating web content.

Different sections on your webpage

When designing your website, it’s crucial to consider the different sections that will make up your webpage. Each section plays a specific role in guiding visitors through your content and helping them find what they’re looking for.

Attention (Hero Section)

  • Purpose: Capture the visitor’s attention immediately.
  • Elements:
    • Eye-catching headline
    • Subheadline with a brief description
    • High-quality background image or video
    • Primary Call-to-Action (CTA) button

Interest (Use Case Section)

  • Purpose: Engage visitors by showing relevant and relatable use cases.
  • Elements:
    • Descriptions of different scenarios or applications
    • Images or icons representing each use case
    • Customer quotes or brief testimonials related to each use case
    • Links to detailed case studies or product pages

Desire (Benefits Section)

  • Purpose: Build desire by highlighting the benefits and unique selling points.
  • Elements:
    • List of key benefits or features
    • Supporting images or graphics
    • Testimonials or reviews from satisfied customers
    • Comparisons with competitors
    • Videos demonstrating benefits

Conviction (Case Studies Section)

  • Purpose: Reinforce the decision to act by providing evidence and detailed success stories.
  • Elements:
    • Detailed case studies
    • Specific results and metrics
    • Customer quotes and testimonials
    • Images or videos of real-life usage
    • Links to in-depth articles or reports

Action (CTA Section)

  • Purpose: Prompt the visitor to take the desired action.
  • Elements:
    • Prominent and clear CTA buttons (e.g., “Buy Now,” “Sign Up,” “Get Started”)
    • Short and simple forms
    • Urgency or scarcity elements (e.g., countdown timers, limited-time offers)
    • Incentives (e.g., discounts, free trials)
    • Trust indicators (e.g., security seals, guarantees)
    • Follow-up instructions or confirmation messages
Video Source: NNR Group

An important aspect of a link is to properly communicate to users the content that will be accessed when they click on it.

Instead, use descriptive and specific language that tells users exactly what they can expect when they click on the link. For example, instead of saying “Learn more,” try something like “Learn more about our services.”

“A link is a promise, it has to set up accurate expectations and then fulfill them” – Kate Moran, UX Specialist at NN Group 

Instead of using a link that says “Book Now” and link them to a page with a contact form, try “ Contact us to book” 

When including links, it’s important to make sure they are clear and able to stand alone. Rather than using a link like “Best Web Design Agency” which could lead to either a web design service or a solution page, opt for a more specific label such as “Web Design Service”.

It’s also important to keep your link labels concise and to the point. Long-winded phrases can be confusing and may not be fully visible on certain devices or screen sizes.

For example, “Download Guide” instead of “Click here to download the guide.” Every word in the link label should be the above 3 points of the link label.

By following these tips, you can create clear and effective link labels that enhance user experience and improve navigation on your website.

Chunking your website content

Chunking your website content is essential for creating a seamless user experience. Instead of overwhelming visitors with long blocks of text, break up your content into smaller, easily digestible chunks. This makes it easier for users to scan and find the information they are looking for quickly.

Use headings and subheadings to organize your content into distinct sections. This helps users navigate your website more efficiently and locate specific information without feeling lost in a sea of text. Consider using bullet points or numbered lists to highlight key points or steps in a process.

Visual elements such as images, infographics, or videos can also help break up text-heavy pages and make your content more engaging. By chunking your website content effectively, you can improve readability and keep visitors on your site longer.

Plain Language for Everyone

Video Source: NNR Group

Remember, when creating content for your website, it is crucial to use plain language that is easily understandable by everyone. Avoid jargon and complex terms that may confuse your audience. By using simple and clear language, you can ensure that your message resonates with a wider range of users, ultimately leading to a more successful website.

In the realm of website development, incorporating SEO and UX content writing, plain language is crucial for effectively engaging your audience. By embracing simplicity in your web content, you can ensure accessibility and user-friendliness for all visitors. Additionally, using plain language can benefit your search engine rankings as many users search for content using this style, making it easier for search engines to match your content with their intent.

Writing for the Search Engine

When writing for search engines, it’s crucial not to fall for the myth that stuffing your webpage with an abundance of keywords will boost your Google ranking. This outdated practice, known as keyword stuffing, can actually harm your website’s performance by triggering penalties from search engines.

Google’s algorithms have evolved to prioritize content that is relevant, high-quality, and provides genuine value to users. Therefore, instead of cramming your content with repetitive keywords, focus on creating informative and engaging material that naturally incorporates relevant terms. 

For instance, if you’re writing about “digital marketing strategies,” mention the keyword where it fits organically, but also ensure your content comprehensively covers related topics and provides actionable insights.

Search engines aim to help users find the information they seek, so your content should be as human and easy to understand as possible.

Effective SEO writing involves balancing the inclusion of important keywords with a user-centric approach. For example, if your page is about “healthy eating tips,” instead of repeatedly using the phrase “healthy eating tips,” you could naturally integrate variations like “nutritious diet advice” or “tips for eating healthier” within a context that provides real value. 

This approach not only makes your content more readable and engaging but also aligns with search engines’ goals of delivering useful and relevant results to users. Remember, writing for search engines should always be about enhancing the user experience, not just manipulating algorithms.


Incorporating these tips into your website content can greatly improve the user experience and make your website more user-friendly. By using clear and concise language, creating descriptive link labels, chunking your content, and using bullet points, you can make your website easier to navigate and understand for all visitors. Remember to also prioritise plain language to ensure that your message is accessible to a wider audience. By following these tips, you can create a more successful and user-friendly website.

Lemonade focuses on User Experience and Search Engine ranking in our web design and development project. If you need to learn more about how we can help you with your website redesign or development, feel free to contact our team for more information. 

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