This short article, explains the basics of writing web content that will rank well with Google and other search engines.

1. Walden Pond Design Guide to Writing for Your Website
Whether it’s a client coming into your office or a customer into your store, you want to give the best
impression of your company. You want people to walk away satisfied, with all their questions answered
and with the confidence that your products and services are the best on the market. The same principle
applies to your website, and the language you use matters.
Think of your website as a virtual store or office. Since you can’t be there in person to explain
everything prospective clients need to know, the writing on your site is the best tool you have to tell
curious consumers who you are. You also want your website to come up more often than your
competitors in web searches, which will depend on the key words you use on your site.
*Consider the following example:
Our garden store carries many gardening supplies.
*Now, take a look at this example:
Annie’s Garden, located in Beacon, NY, specializes in meeting all your gardening needs. We carry all kinds of seeds,
soils and nearly every tool under the sun – such as sunlight measuring tools, sun sticks, weed grabbers, circle hoes
and more!
Notice the use of location words, the name of the store and the list of products sold. By using specific
language, you increase the chances that Internet searches will bring up your site.
The most important thing to remember in web writing is that people use the web in search of specific
information, with questions they need answered. Good web writing must cater to the consumer’s
expectations, by providing the clear, easily accessible information they desire and by directing them to
the purchase they want to make. The last thing you want is to confuse your visitors with convoluted
language, vague headlines or poorly labeled graphics. The job of the web writer is to make searching
for information easy, and that’s not an easy job to do.
*Take a look at the following headlines for a building company. They aim to show off the type of work
the company does:
Headline 1: Buildings
Headline 2: Houses
Now, consider the following – more specific – headlines:
Headline 1: Metal-framed commercial buildings in New Haven
Headline 2: Colonial houses with New England charm
The second example provides the consumer more specific information to find just what they want.
The above examples are just the tip of the web writing iceberg, but if you plan to write for the web,
consider the following essential questions, and you will be off to a good start:
 Does the voice of your writing match your company’s personality?

2.  Have you accurately, clearly and concisely described your product or service?
 Is your language visual and active?
 Have you made optimal use of hyperlinks?
 Have you used key Internet search words to your advantage?
 Are your headlines informative and intriguing?
 If customers rely on your company’s expertise, have you produced appropriate
biographies for your most important team members?
 Have you edited and proofread for grammatical and spelling errors?
Writing compelling copy for the web is no easy task. Luckily, if you need help with any aspect of the
job – whether it be the writing itself, a good edit or proofread, or even just some advice on getting the
job done right – Walden Pond Design employs an expert web writer, editor and brand consultant who is
there to assist you.
Just contact Andrew@WaldenPondDesign.com or 860-304-6369 for more information.