The 5 Key Elements of Outstanding Website Content

It’s astonishing that 98% of marketers use written content more than all other content types, but only 5% of them know how to create and run an online content strategy successfully. Could this be the reason why there is so much well-written web content on every search engine that often goes unnoticed?

If there’s one lesson that novice content marketers should learn at the onset is that creating outstanding website content for their target audience is pretty much similar to cooking food in the kitchen. To yield utterly delicious food, you need to combine a variety of healthy ingredients in creative ways.


Similarly, you need to combine a variety of key elements to come up with outstanding web content.

Since 95% of marketers out there are just winging it, you need only to include the key elements of outstanding web content below to rank well in search engine results and gain a huge advantage over more than half, if not all, of your competitors:

1. Compelling Headline

On average, eight out of ten people read the headline, but only two get past the headline to the main story. This is why your headline determines how outstanding your content will be.

To create a compelling headline, you first need to understand what you are trying to do with it. The goal here is to try and get the user to read the next sentence. And then that sentence will try to get them to the next, and so on and so forth, up to your call to action. That said, if your users stop after reading the headline, there is no hope for you.

These tips will help you come up with a good title.

  • Keep it short and sweet - A Buzzsumo analysis of Facebook and Twitter headlines found that posts with about 65 characters get the most engagement.

  • Make it clear - Don’t make it too ambiguous that it doesn’t explain what is in the content, and make use of numbers in such examples as, “5 ways to save money”, “10 tips to start your year on a high note”.

  • Use better wording - There is a very small chance that you are writing on an original topic. Why should they click on your heading and not the hundreds of others literally next to yours? The secret is to make use of better wording. For example, instead of “How To Bake a Cake”, use something like “How To Whip Up One Of The Best Darn Cakes Ever”.

2. Interesting Hook


Once your headline has got them hooked, you are almost out of danger of them bailing.

Here's another interesting fact: 57% of the time your readers spend on your web page is spent on the first screen-full of content before they have to scroll. For those who scroll to the second, they only spend 17% of their time there, with only 7% on the third. Only those that you have truly grasped will go past that.

Unlike school papers, where we hold on to the main argument until we have to reveal it, the hook comes first in content writing. The rest of the content is used to offer supporting facts while trying to inspire action.

This is important because most internet users have very short attention spans. After the first few seconds, they have already decided they have all that they need and unless your content is promising, they won’t go any further.

3. Good User Experience

One of my favorite quotes is:

“You never get a second chance to make a good first impression”- Will Rogers.

No quote could be more relevant to this point than that. You have less than five seconds to make your first impression, or you will lose 88% of your website visitors.

On top of that, if your website visitors have a bad experience online, 44% of them will tell their friends about it. We all know that word-of-mouth is a powerful advertising tool. So, it’s important that you create an excellent user experience to ensure that very few (if not none) of your website visitors will bounce.

Luckily, there are several search engine optimization strategies for web content that can help you hook visitors to your website. The following are the tested and proved ways of promoting good user experience that keeps online shoppers on a website:

  • Speed up your website

Apparently, website visitors care more about speed than all the bells and whistles brands want to add to their websites. Speed is an important element because every one-second delay translates to 11% fewer page views, 16% decrease in customer satisfaction, and seven percent loss in conversions.

That said, you should ensure that your website loads at a lightning-fast speed. You can increase your website speed by enabling compression, reducing redirects, and improving server response time among others.

  • Opt for a responsive web design

Everyone who has spent some time on the web has at least once come across a website that has frozen or crashed. If you have, did you go back to the same website? It’s highly unlikely.

The way your website looks, sounds, feels, moves, prompts, and responds to the actions of a user are very important in keeping them there while trying to inspire action.

  • Use an attractive layout

Another eye-opening statistic is that 38% of online shoppers stop engaging with a website if they find it unattractive. So, you should make your website look beautiful by using an attractive layout that’s easy to the visitors’ eyes.

Besides making your website look good, an attractive layout helps guide your website visitors’ eyes and tells them where to look. It can highlight your Calls to Action, draw visitors’ attention to special offers, and help users identify clickable elements on your website. All these things can help, not just with search engine optimization, but also with converting potential customers to quality leads.

  • Consider mobile-friendliness

Lastly, your website should provide the same quality user experience across all devices. Most mobile users judge the entire company and website based on the experience they get on mobile. After a bad experience on mobile, 48% take it to mean that the company doesn’t care, and 52% will be less likely to engage with the company.

You can have the best accessible content out there, but as long as the website is not aesthetically appealing, or gives a poor user experience, no one will ever get to read and appreciate it.

4. Active Voice

Writing in active voice creates active content. Active voice sentences clearly and quickly sate the action being formed, which helps eradicate confusion. They are succinct, clear, and easy to understand.


Passive writing, on the other hand, makes a statement sound as if it weren't active and possibly lowers reading comprehension. This is because it takes more time for readers to understand what they're reading and this is typically done by asking more questions.

When writing website copy or blog content, you should write in active voice because active voice helps your website copy feel active and alive, rather than passive. Active voice creates a more dynamic text that's easy to read.

5. Unique Brand Voice

If you are writing website copy for your website, whether it's on a web page or in regards to selling products and services, you should write high-quality content in your own unique brand voice. By doing this, you will make sure that the website content is written so that it is linked to your overall business goals and the website's target

Developing your website's brand voice is not just about learning the right words to use in your blog posts, but also about understanding how it should be used.

You don't want website copy that reads like a robot wrote it. It's extremely important to have a unique personality; website visitors will appreciate the effort you put into writing original content in your unique brand voice.

Creating Outstanding Web Content: Easier Said Than Done

The fact that dynamic content is critical in increasing traffic and ultimately sales make it worth all the attention it has been getting. With the above tips, you will be able to create accessible content that will allow you to take full advantage of the potential of a successful content marketing strategy.

Nevertheless, combining all the above elements to create original content for your website is one of those things that are easier said than done. Many people have found out the hard way that creating website content can be difficult, especially if you’re not a professional copywriter.

Luckily, you can outsource this complex task so you can focus on other important aspects of your business.

Let a Professional Copywriter Do the Heavy Lifting for You


The easiest way to ensure that the quality of the content on your site is up to par with industry standards is by hiring an expert in this area. If you’re looking for a professional copywriter to help create effective content that will improve your online presence and drive more leads or sales, Your Freelance Writer, Victor Kananda, has the right team of professionals ready to work with you on any project at any time.

Our goal is to make sure our customers are satisfied because their success is our success. We offer a variety of services, including Copywriting, SEO writing, Article Writing & Ghostwriting, Content Marketing, Guest Posting, and much more.

Contact us today so we can start helping you create outstanding content, attract more leads, and sales!