original content plays a significant role in conversion optimization and the organic search performance of your site.

In this post, I’ll focus on how to create original content. Writing original web content can be challenging. However, it is not impossible and becomes easier with practice and a plan. Here are some key things to keep in mind to help you get started:

Identify topics where you have expertise. If people are paying for your product or service, you know something of value to others. You don’t have to be the world’s top expert on the subject, you just need to have information of interest to your audience. Provide a valuable perspective by combining your knowledge with your unique insight.

Know your audience. Make sure you know what you are writing, for whom, and why. An excellent way to really know your target audience and how to address them is through developing Personas; it takes a little time, but the insights gained are invaluable – so much so that we perform Persona Workshops as a first step for all our clients.

Plan ahead. List topics you can write about, do some keyword research, develop a schedule around product releases, calendar events, etc. Build in a draft, review, and publish cycle; this is called an editorial calendar and is very helpful to maintain regular content production.

Start writing. Starting can be the hardest part, but the most important. Write a draft, then rework it as you see fit; it is much easier to work with once it is out of your head and on paper (or screen).

Structure for online consumption. Writing for the web is very different from writing a short story or novel; web content must match the way users scan websites:

• Start with your key point (don’t bury the lead)
• Write in small, digestible chunks (provide individual answers)
• Use headlines and headings (make it easy to scan)
• Write in active voice (be approachable, not remote)
• Write in plain language (be accessible to all readers)

Edit. Edit for grammar, spelling, accuracy, references, flow, voice, and web consumption, etc. Have someone else review it if you can. Finally, remember the adage “less is more” – edit down; omit needless words.

Additionally, the content will provide a valuable secondary function – it will greatly enhance the search engine rankings for the website. Search engines can not access, nor could they digest, the raw data or reports that are the primary content of the site; the textual content will have to tell the search engines what the site is all about and can provide to the visitor.