Website Content Writing Strategy

In this blog we will be discussing a practical example of working out a Website Content Writing Strategy. Simply put we will be looking at what content or what will you be writing about on your website. There is many places to add your website text e.g. Home Page, About us page, Blog , Faq's , Photo Gallery Descriptions.

We have been recently approached by a Birding Safari Tour Guide based in Cape Town, South Africa to assist in getting him a website and to help him appear on page 1 of Google.

What should he be writing about?

Well first off all he should definitely on either his home page and about us page start off with exactly who, where and what he is.

"Birding Safari Tour Guide based in Cape Town, South Africa"

These words should definitely feature somewhere on these important pages. He can expand and use words such as best, luxury, qualified, experienced if that applies to him. People do Google these longer tailed phrases. The important basic lesson is that you can not expect to be found for certain search terms or key words if these words do not appear somewhere in your website text. These are the very basics of effective website copywriting. Other basics are to include these words in the heading of pages or to consider to have the most important Keywords as part of your url.

But what next? Our websites allows for unlimited pages. There are hundreds of photographs which can be added to the website and you can literally blog daily. The question we are asking is what should the business be blogging about, what photographs should be added? 

Should he embark on a project to list all 1,800 or so bird species on his website and give a detailed description on each bird? After all content is king? This would probably takes years to complete. The fact of the matter is that there are other websites already listing all bird species of South Africa. More practically we will use the example of the Penguins at Boulder Beach. Just about every website in the South Peninsula or Cape Town in Tourism will have a visit to Boulders Beach and the Penguins of Boulders beach listed as a place to visit, something to do in Cape Town. Just have a look when you Google "Penguins at Boulders Beach" . Only one Guest House futures on page 2 in the search results , looking at pages 1 -3 yet many Guest Houses would have mentioned the Penguins at Boulders Beach on their website.

Should our Birding guide client write about the Penguins of Boulders Beach or not? He definitely should since he would be doing a Peninsula Tour and these birds will be part of the Itinerary but he should not think that by writing about the Penguins of Boulders beach that he can reasonably expect traffic on his website for that specific search term. He should not only consider search engines when writing website text. His website will be visited by people finding the website by alternative means than search engines.

But how can he be found ? What should the focus be of his website text? 

Instead of uploading hundreds of pictures of birds on his website and describing the birds he could be uploading pictures of himself and actual birding safaris he has undertaken, actual places visited. He can talk about the photographic challenges, this nice meals and experiences he and his Guest has had on Safari, on the Birding Safari to be more precise. He should write about the Birding Safari Experience. Adding information on individual birds or if a very rare bird has been spotted can be great new information which ads value to the web and it will work over a very long period of time to bring in traffic to the website.

But there are things or terminology in the Birding world which can be written about like the Big 6 birds of Kruger which might not yet have been covered exhaustively on the internet. another factor is whether you enjoy blogging and whether you are knowledgeable of the subject. One should never only blog or add content to your website for the purpose of attracting website traffic. Hopefully , like me , you actually enjoy blogging or writing about your specialist subject field. It is not always about the immediate possible benefit of website traffic. The heading of this newsletter / blog is "Website Content Writing Strategy" . I do not expect to be found for this search term anytime soon. This topic has been covered to death by specialist writers , some very big and popular websites on the internet. But I ad this blog for the benefit of my clients who would have found my website via other search terms. My new clients sometimes surprise me by telling me that they have read my past blog entries or newsletters.

I will forward a copy of this email, or not, to our new client. I think once he is aboard because he has already been a bit overwhelmed with information on our service offering. (Enough for one day)

To sum up:

He should talk more about this:


Than about this :


By doing this he will be writing and centering his website text around :

"Birding Safari Tour Guide based in Cape Town, South Africa"

These strategy decisions are extremely important because you will need to spend time on your website text and even more so in competitive environments. You better have a clear vision and focus on what you will write about. Considering that time is money the shortest and most economical route may be to go for a simple neat conversing website and go straight for Google Advertising. It might be cheaper than hours and hours spend doing website text , trying to outperform companies who employ a couple of professional scriptwriters or outperform companies who have been at it longer than you. If you do it right you need only once have to invest in Google AdWords. That is is you view the income dependent on your Google Ads and reinvest resultant income in your Google AdWords account before spending the money elsewhere. 

Whether or not hours are going to be spent you should :

  • Do the basics well first eg include important words get to the point (what, where, how)
  • Have a clear strategy on what content you will add to your website and the angle of your content.

You can test the competition by simply searching the search terms you would like to be found for. You should then have a realistic undeniable benchmark to beat.

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