The FutureProof Blog

Writing Website Text – Our Planning & Creative Process

Here at FutureProof Digital we are writing website text every single day, both for this website and providing SEO Copywriting Services for our clients. A great content process follows a formula; Research, Outline, Write, Optimise. In this post, we’ll take a closer look at the content marketing process, providing writing tips and best practices for each stage of the process. By the end of this blog post, you’ll have a comprehensive understanding of our website content creation process, a process you can copy on your own site, and be well-equipped to create content that ranks, resonates with your audience and generates the leads and sales your business needs.


Creating a successful website; that’s why I’ve written this post, and hopefully, the reason you’re reading it. Many factors contribute to the overall effectiveness of a website, but one of the most important is the quality of the website text. Website content, the text that appears on each page is often the primary way that businesses communicate with their customers online. This text can be product descriptions, if you run an online store, or descriptions of what your business does, if you provide services. It can also be a blog post, like this one.

High quality website content has a significant impact on user experience, influences how visitors perceive your credibility, is a deciding factor in rankings and ultimately, can decide how many sales you make or clients you book.

Here at FutureProof Digital we are writing website text every single day, both for this website and providing SEO Copywriting Services for our clients. Our content creation process follows a formula; Research, Outline, Write, Optimise, Measure. In this post, we’ll take a closer look at the process for website text writing, providing tips and best practices for each stage of the process.

By the end of this post, you’ll have a comprehensive understanding of our process, a process you can copy, and be well-equipped to create killer website content that ranks, resonates with your audience and generates the leads and sales your business needs.

Writing Website Text, Writing Website Content, Content Creation

Research & Writing Tools

Listed below are the three primary tools that we use every day for website copywriting; Moz Pro, Chat GPT and Surfer SEO. We use others, WordPress of course, RankMath, Google Analytics and Google Search Console. These will be discussed later.

Surfer SEO - Analyse the Competition

Surfer SEO software is a powerful tool for crafting effective web content and gaining a competitive edge. By harnessing its features, users can optimise their writing to improve search engine rankings and drive organic traffic. Surfer SEO enables website content creators to analyse the competition, providing valuable insights on structure, keywords and content length to determine the optimal strategy.

Through its intuitive interface, users can access comprehensive data and metrics, allowing them to make informed decisions and tailor their content to meet search engine requirements. By leveraging Surfer SEO, users can enhance their content’s relevance, readability, and overall performance, ensuring that it stands out amidst the digital landscape and attracts the desired audience.

Moz Pro - Keyword Research & Tracking

Moz Pro is a comprehensive SEO software tool that provides business owners with valuable insights to enhance website visibility and drive organic traffic. With its array of features and data-driven approach, Moz Pro offers marketers and website owners a powerful platform to optimise their online presence.

One key area where Moz Pro excels is keyword research. By utilising the platform’s capabilities, users can uncover high-performing keywords, analyse search volumes, and assess keyword difficulty. Moz Pro’s keyword research tools empower users to make informed decisions about their content marketing strategy, enabling them to target relevant keywords and enhance their website’s visibility in search engine results.

In addition to its powerful keyword research capabilities, Moz Pro also offers an efficient solution for rank tracking. With its rank tracking feature, users can monitor their website’s performance in search engine rankings over time. By tracking keyword rankings, Moz Pro enables users to evaluate the effectiveness of their SEO efforts and identify areas for improvement.

The platform provides detailed insights into keyword fluctuations, allowing users to gauge their website’s visibility and make data-backed optimizations. By using Moz Pro’s rank tracking feature, you can stay informed about their website’s organic search performance and adapt your strategies accordingly to achieve higher rankings and increased organic traffic.

Chat GPT - Outline & Heading

Chat GPT can be utilised to generate post outlines and headings by leveraging its ability to understand and generate coherent text. By providing an initial prompt or topic, users can engage in a conversation with the model to receive a series of concise and well-structured suggestions for post outlines and headings. The model can generate a variety of options based on the given information, allowing users to explore different angles, subtopics, or key points to include in their posts.

This interactive process with Chat GPT provides a seamless way to brainstorm and organise ideas, ensuring the resulting outlines and headings are informative, engaging, and well-suited for various written pieces, such as a blog post or other types of other website content and text.

Research - Keywords & Competition

The importance of keywords

The term keywords refers to the words or phrases that people type into the search bar, looking for content online, it’s how audiences find web content. I prefer to use “search term” instead of keyword, because it can be one, two or more words that people use when they search. Incorporating search terms into your website text is the key to improving your search engine rankings. However, it’s essential to use keywords strategically and avoid keyword stuffing, this can negatively impact user experience and search engine rankings.

What Should my Website Content be About ?

Most of our clients are small businesses, either shops selling products, and they want to sell these same products online, or service providers who want to advertise what they do, mostly in a local area. This is the type of website content we’ll focus on in this post. For most small businesses, traditional keyword research is unnecessary; the name of the product you sell or service you provide is what you target. 

Sometimes a product or service will have two or three commonly used names, simply type all these terms into Google Trends, and choose the one that people search for the most. If the search term is highly competitive you might want to specialise the service or add a location, “Service X in Roscommon” for example.

What do the Competition Write About ?

The first big job is to research the topic. When we’re working for our clients we often know very little about what they do, or the products they sell, before we start. How do we know what the search engines see as “good” content for a particular search? Well, they tell us; the pages that rank for the term already, almost by definition, are what Google sees as high quality and relevant content.

The content of the first 10 results, the top 3 especially, is what Google, and the other search engines, expect to see, and what they want to offer their users as being relevant to the topic. We read these pages, and use them as a benchmark of quality for our content. Later in the process we use detailed data on the content of these pages to compare with the text we generate.

Moz Pro - Rankings & Domain Authority

Broadly speaking, the ranking of a specific web page in a search result depends on two ranking factors (although these factors can be further divided into more than 200 smaller factors), the quality and relevance of the web page, and what’s called DA, or Domain Authority. DA is a score calculated by Moz Pro, the industry leading SEO software. It’s a rating of the quality and quantity of links to your website, from other websites, a score between 1-100.

Why is this important? Enter your chosen search term into Moz Pro, or one of the alternatives, AHRefs or SemRush. If you see that the domain authority of the top 10 results is 40 or more and your DA is 10, then it might make sense for you to choose another keyword to target, for the time being until your DA improves. This might not always be possible, especially for small businesses, but it’s worth bearing in mind. There are many ways to improve the link profile of your website, but that’s for another post.

Traffic Rankings

SEO Copywriting Services

Our team of content writers understand the importance of good SEO copywriting, understand SEO, and know how to write SEO copy. We’ve been writing articles and blog posts for almost two decades. We write website content that is high-quality, persuasive, and optimised SEO content; we develop content that speaks to your audience and achieves your business objectives. Contact us today to learn how we can help you improve your online presence and drive results through effective SEO Copywriting.

What is Content Planning?

Post Outline & Headings

At this point we start to use AI and SEO content writing tools, the best software currently on the market. First we open Surfer SEO and create a new content editor project using our primary search term. Surfer SEO selects the most relevant and highest quality pages from the search result and analyses the structure; words and phrases used, number, length and content of headings, number of images, number of paragraphs, everything that Google analyses. It also gives each page a score, a number you need to better.

Every webpage is different, every business is different, I can’t tell you exactly what to write but a good place to start writing is with headings. Surfer SEO will add these for you, based on the ranking sites, and ChatGPT or AI of choice, will write a post outline for you. In many service businesses I like to write in a question and answer format. 

Let’s use the reflexology example again, and I might use the following as headings; “What is Reflexology?” “What are the Benefits of Reflexology?” “What happens during Reflexology Appointments?” “How will I feel after Reflexology?” These questions can then be answered by subheadings and paragraphs of text. More headings can be added featuring different types of reflexology, “Maternity Reflexology” for example.

Great Website Content Writing

If you run a business, who better than you to describe what that business does? If you’ve written the headings in the way described above then answer those questions, as if a customer was standing in front of you asking them. But I understand that looking at a blank screen can be a daunting experience. Open Chat GPT again. You have this project open in Surfer SEO so you know the number of headings you need, the number of paragraphs and the total word count, now it’s time to join the dots. Put the questions/headings into Chat GPT and tell it the type of website content you are writing. AI will answer the questions for you, and then it’s a case of editing and adding more keywords. Once you have a score of around 80 in Surfer SEO (or better than the competition) you’re good to go !!

WordPress Websites

We use WordPress exclusively here at FutureProof Digital, so that’s what we’ll discuss here, but if you’re using a different content management system (CMS) the process will be similar. Create a new post (or page, service etc.) and paste over the text, then add some images. We use a plugin called RankMath SEO to do a further level of optimisation. The list below is an example of what RankMath does; just follow the instructions. Metadata is also extremely important for SEO, RankMath makes it super easy to add a meta title tag and meta description tag. These are the short descriptors of your content that appear in the search results.

Now you’re ready to publish, Congratulations !! Next is a list of 10 tips for writing great text for your website, but that’s not the end. After that you have to track your progress, edit and improve. For this we use Surfer SEO and Moz Pro again.

Top 10 Writing Tips for Good Website Content

Writing text for your website isn’t easy. You have to think about your customers and what they are looking for, but also Google and what they are looking for. But if you follow a formula it can make the task less daunting. Check out the quick list below…

Write for YOUR Audience

Understand who your target audience is and tailor your copy to their needs, preferences, and language style. Use language and tone that resonates with your audience and always use an “active voice.” If you run a small business then think about who your customers are and what interests them.

Use Compelling & Optimised Headlines

Grab the reader’s attention with clear and compelling headlines that communicate the value proposition of your website. Make it concise, informative, and enticing, encourage visitors to keep reading. Surfer SEO will tell what keywords you need to use in your headlines and how many there should be.

Write Concise & Scannable Content

Online readers have limited attention spans, so keep your content concise and easy to scan. Use short sentences and paragraphs, bullet points, numbered lists, subheadings, and bold text to highlight key points or especially interesting information, you could even use a word cloud. You need a clear message; be clear right from the start what you offer, or what can be learned from the content, so your introduction is hugely important. If it’s a service page tell your potential customer why they should choose you up front, don’t make them read 1000 words first.

Focus on Benefits

Instead of just listing features, be careful of your word choice; emphasise the benefits of your product or service. Explain how it solves problems or fulfils the needs of your audience, and highlight the value they will gain. This isn’t just about price, value is what’s important.

Use Persuasive Language

Employ persuasive techniques such as storytelling, testimonials, social proof, and strong calls-to-action to engage and persuade your readers. Use an active voice and positive language to create a sense of urgency and motivate action (always avoid passive voice). You have a desired action; you want people to contact you, book an appointment, sign-up for a free trial, buy a product. Tell them that.

Make it User-Centred

Focus on the needs and desires of your users. Address their pain points and provide clear solutions. Use words like “you” and “your” frequently to make the copy more personal and relatable. And don’t be overly “salesy” people these days can spot that a mile off, and don’t forget to use some “white space” so your page isn’t too cluttered.

Highlight Credibility & Trust

Build trust with your audience by showcasing your credentials, expertise, client testimonials, case studies, or any other evidence that establishes your credibility. Provide clear contact information and links to social media profiles or reviews. “People buy from People” is the old saying, but it’s true. Link to other articles to add extra authority, even background information on other sites.

Optimise for the Search Engines

This goes without saying really, this entire post has been focused on it. Incorporate relevant keywords throughout your copy to improve search engine optimization (SEO). Research keywords related to your industry and integrate them naturally within the content. However, avoid overstuffing keywords, as it can harm readability.

Use Clear & Concise Language

Write in a clear and concise manner, avoiding jargon or technical terms that may confuse your audience. Use simple language to ensure your message is easily understood by a wide range of readers. This post has been full of jargon (sorry about that) but in general, keep the text as simple as you can make it.

Edit and Proofread

After writing the initial draft, carefully edit and proofread your website copy. Check for grammar, spelling, punctuation errors and sentence structure mistakes. Ensure the content flows well, is cohesive, and effectively communicates your message. Google checks, you should too.

Bonus Tip – Call to Action

If you’re running a business and the ultimate goal of your content is to grow your customer base then your “call to action” is hugely important. This could be a button that links to a sales page, or even a newsletter sign. Whatever it is, don’t forget… CALL TO ACTION.

What's next after Publishing?

Ok, so your post is live, what now? Is it ranking for the term you targeted? Is it bringing visitors to your website from the search results? Are you getting more customers and bookings? Moz Pro will tell you exactly this. Simply add the keyword or search term to your tracking and each week Moz will tell you your position. if you rank number 1, great !! But that’s unlikely right away, so it’s back to Surfer SEO to run a content audit. Follow the instructions and make improvements.

Take your Website Text to the Next Level

Mastering content marketing, and the copywriting process, is crucial for establishing a strong online presence and achieving success in today’s digital landscape. At FutureProof Digital, we understand the significance of well-crafted website text and the impact it can have on driving traffic, engaging audiences, and ultimately converting leads into sales.

By following our proven formula of Research, Outline, Write, and Optimise, we create compelling content for our clients, writing content that not only ranks high in search engine results but also resonates with their customers… and you can do this too.

Remember, creating content that’s effective requires continuous learning and adaptation. Stay updated and up to date with the latest industry trends and consumer preferences to ensure your content remains relevant and impactful. Embrace the power of data and analytics to measure the performance of your content and make informed optimizations.

Now it’s your turn…

With the insights, writing tips, and best practices shared in this post, you now have the tools you need to write content for your site, elevate your copywriting efforts and unlock your potential for greater business success. Implementing this content creation process will set you on a path towards generating leads, driving sales, and “future-proofing” your digital presence.

So go ahead, put these strategies into action, and watch as your content transforms into a valuable asset that attracts, engages, and converts your target audience. The future is bright, and with the right approach, you are well-equipped to conquer it.


About Adam Bermingham
This blog is dedicated to helping you stay ahead of the curve, with insights into the latest trends, tools, and best practices. Whether you’re a business owner, marketer, or web designer, we have something for everyone. We bring you expert advice, tutorials, and case studies to help you optimise your online presence.

Take your Business to the Next Level !!

We specialise in custom websites for businesses of all sizes, SEO that delivers real results and the crafting of compelling copy for our clients, that stands out in their industries. Our small team works with you to communicate your message clearly and effectively. Whether you run a small business, a personal blog, or an e-commerce site, we are the #1 choice.

Does your business need a new website ?

Does your website need to be updated ?

Does your website need optimising for Google rankings ?

Let’s start a conversation about your business …