How to Write Website Content That Ranks

Content is what search engines index and users read. Without well-written, optimized content, even the most beautiful website won't rank. Here's how to write website content that performs well in search results and converts visitors into customers.

Understand Search Intent

Before writing a single word, understand why someone would search for the topic you're covering. Search intent falls into four categories:

• Informational - "How to fix a leaky faucet" (they want to learn)
• Navigational - "Vermillion Digital Marketing" (they want a specific site)
• Commercial - "Best web designers near me" (they're researching options)
• Transactional - "Website design quote" (they're ready to buy)

Match your content to the intent. A blog post targeting an informational query should educate. A service page targeting a transactional query should sell.

Structure Your Content for Readability

Online readers scan rather than read word-by-word. Structure your content to accommodate this:

• Short paragraphs - 2-4 sentences maximum
• Clear headings - H2s and H3s that summarize each section
• Bullet points and lists - for scannable key points
• Bold key phrases - draw the eye to important information
• White space - don't overwhelm with dense text blocks

Write Compelling Headlines

Your headline (H1 tag) determines whether someone clicks and reads or moves on. Effective headlines are:

• Specific - "5 Ways to Reduce Your Energy Bill" beats "Energy Saving Tips"
• Benefit-driven - what will the reader gain?
• Keyword-inclusive - naturally include your target keyword

Your title tag (which appears in search results) is equally important and should complement your headline.

Keyword Usage Best Practices

Use your target keyword naturally throughout the content, but don't force it. Google is incredibly sophisticated at understanding synonyms and related terms. According to Google's helpful content guidelines, content should be written for people first.

Where to Include Keywords

• Title tag and H1 heading
• First paragraph (within the first 100 words)
• At least one H2 subheading
• Throughout the body naturally
• Image alt text
• Meta description

Include Internal and External Links

Linking is a critical part of SEO content. Include 2-3 internal links per post pointing to your service pages or related blog posts, plus 1-2 external links to authoritative sources.

Internal links help Google understand your site structure and keep visitors on your site longer. See our SEO-friendly website guide for more on site structure.

End With a Call to Action

Every piece of content should guide the reader toward a next step. For a blog post, that might be reading a related article, contacting you, or getting an estimate. Don't let visitors finish reading with nowhere to go.

Need help creating content that ranks? Our growth plans include monthly content creation. Get a free estimate to see what's included.