Introduction
Reading requires much more attention than watching a video, so you need to attract the reader. What s more, writing for a screen is not the same as writing for print. So you need to attract and hold the reader s attention, then inform them with quality content.
These attractive texts will helpimprove your SEO, increase your traffic and brand awareness, and demonstrate your expertise on your Webflow site.
1. The target audience
The first question to ask is: who are we writing for? From here, we have two targets: the persona and the SEO robots.
The persona
This is a virtual representation of your ideal customer, based on real data. We ll try to determine as much information as possible, such as their professional situation, age, habits...
With all this in hand, it s much easier to write content for the right target audience, in the right tone of voice, so that readers can recognize themselves in your articles.
SEO
In second place comes your SEO (because your aim is to write attractive texts, so you need good SEO!).
- Find keywords and synonyms for those keywords
- Structure your content with headings and subheadings
- Use SEO tools to study the competition
- Read our Ultimate SEO Guide
2. The method
Because going in blind is not necessarily a good way, it s best to follow a very specific methodology.
The subject
Before you start writing, you need to know your subject from every angle, including the competition.
Study the articles available on the subject, draw inspiration from them and do better than what s already been done! More complete, more up-to-date, more detailed... Go for it! But beware of copying and pasting. Take your time and publish your own content.
Pass it on
As readers, we have a particular objective when we read an article: we need to find answers to the questions we have as quickly as possible.
- Give opinions, advice or comments. This saves the reader time.
- Be interesting. Target the information you want to convey.
- Be relevant. Your aim is to get the reader to spend as much time as possible on your site. That s why it s important to grab attention right from the title and introduction.
- Show that you re an expert in your field. Add details and personal experience.
- Add questions/answers to get closer to your readers.
- Generate emotion. Use your words to inspire action.
Copywriting
There are 3 main stages in copywriting: the plan, editing and proofreading.
- The plan: This doesn t necessarily mean writing from A to Z, but rather laying the foundations of your plan, establishing a structure, a logic. To help you, you can brainstorm keywords.
- Also, ask yourself questions: to whom? what s the objective? how do I elicit action? what are my sources? ...
- Copywriting: Once the structure is in place, you can get started. Write with your persona and keywords in mind. Don t aim for perfection right from the start - you ll always be able tomake changes later.
- Bear in mind that the first version will never be the final, published version.
- Take breaks and get fresh ideas, so you can step back from your work and come back with new ideas.
- Proofreading/correction: Once you re happy with your article, always have it proofread and corrected. This will reflect your professionalism and credibility.
- Also, we re never immune to careless mistakes or sentences that don t make sense. On top of all this, you ll have a constructive outside opinion.
3. Copywriting
When it comes to copywriting, there are several factors to take into account to improve readability and the reader s experience.
Structure
Your text should be organized into different points in a logical order. You should be able to find the different levels of headings and short paragraphs. When writing, start from the general and work towards the specific.
This makes it easy for users to find the information they re looking for.
Headlines
Use your headline to entice the user to click and learn more. So choose your titles carefully. Don t try to make false promises to attract more people, but rather describe your article.
Content
- Length: the text should be short, but not too short. The article should be at least 300 words long. The reading should not be too long, at the risk of boring the reader.
- Paragraphs: reading should be easy and automatic. It must be fluid. To achieve this, use short paragraphs and line breaks.
- Vocabulary: keep it simple and clear, so that everyone understands. Avoid jargon and overly complicated technical expressions.
- Spelling: writing without mistakes is important and crucial to your credibility.
- Timeliness: we all know that the Internet is continuous, and new content arrives every second. We therefore advise you to date your content, especially if it concerns an event.
Images
For even greater readability, integrate images and illustrations into your content. They re a real eye-catcher and an added bonus for your article.
Conclusion
If you apply all these tips, your articles will become the most attractive. Now that you have all the keys to success, it s up to you!
