9 Tips For Writing User-Friendly Content [+1 tip bonus]

03 Jul 2017
| Last update: 07 Jul 2017

The content of your website is your no.1 sales tool. Photos, embedded tweets and other entertaining elements can be crucial in creating an attractive, visible and efficient site, but the content is what sells. Appealing and user-friendly content permits your readers to discover more about your products and services and also how your company can help them.

Content has a big influence both on how users interact with your website and how readers can figure out what you present and what is the specific topic of each page. As valuable as an effectively optimized content is for search engine rankings, so is the user-friendly content for obtaining good conversion rates.

user friendly content

1. Voice:

The content of your website must be composed in a compatible voice on each page. It should be a voice which is generally compatible with your industry and which works well with your intended audience.


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And as Ann Handley wrote it:

“Your brand voice is simply an expression of your company’s personality and point of view. ”

2. Active words:

In order to involve the user with the content and getting them to participate rather than only reading passively, you should use active words. The content of the site should have many active verbs which motivate the reader to take the action you want him to.

3. Typographical errors:

Your website shouldn’t have any typographical mistakes. Even spelling and grammatical mistakes can give the impression of a need for professionalism. In order to sustain thorough credibility in your website, these types of errors must be avoided.

4. Skimmable & scannable:

Ahead of reading each word, visitors just skim through and scan content to discover if anything really appeals to them. Where feasible, write short paragraphs, headings, bullets and maintain a basic reading level.

Point 6 on our “Ann Handley’s Best Practices for Creating Top-Notch Content” Infographic gives more details about how you can implement this. Go through the whole infographic to find out the Top takeaways of the bestseller Everybody Writes.

5. Customer focus:

Display your content, so that it relates to your viewer’s general desires and needs. Concentrate on the viewers, not on you or your business. Take time to understand their needs and how your product or service needs to be presented in order to respond to them.

6. Persona needs:

Speak directly to the personality of your reader. When giving information one particular persona wants, it helps that persona to relate to the information faster and better. This makes it easier to convert them further on.

But, understanding each buyer persona might be difficult. Try to gather all the data you have about your audience, then group and find connections between them. Understand what type of people have all the interests and behavior you can define.

7. Benefits vs. Features:

Cite the advantages your readers will gain. Avoid describing only what your product or service does, but instead the benefits your viewers will receive from your product or service.

Focus on their experience, rather than on what you need to tell them. How do they feel or what are they searching for before they find your product? Present it in a way they can empathize with. Keep on describing the whole experience, rather than Specifications and features.

8. Spammy text:

User-Friendly Content will always sound natural without seeming overloaded with keywords. It will be easy to read through the choice of words and phrasing.

One way you can improve this is with the Human-Friendly Check from the Squirrly SEO Plugin. We’ll make sure that in your content optimization efforts, you don’t end up repeating the keyword so many times it becomes an unpleasant experience.

9. Calls to action:

Every page needs to have a finish and at least one invitation to respond. After you have adequately given the necessary information, urge the viewer to follow through with the action you hope for.

Bonus Tip for Writing User-Friendly Content:

user friendly content

As often as you can, but just when applicable, link your text out to other locations of the website as they are recognized within the body text. Carefully link out to outside sources which reinforce the information you are giving.

Too many times site owners decide to minimize the content. They get the idea that photos, tools and products are just what the viewers are looking for.

Of course, these are valuable parts of the sales procedure, but the text is important, too. Well written content enlightens and stimulates. It attracts and motivates. Even more than that, content sells.

Do you have any other tips for writing user-friendly content? Please let me know in the comment section 🙂


Andreea Muresan-Leau

Andreea Muresan-Leau

Online Marketing and Community Management at Squirrly.co
Happily managing marketing @SquirrlyHQ (http://www.squirrly.co/ ) - Apprentice of the Delivering Happiness Movement. iHeart #wordpress. Also, #GoT
Andreea Muresan-Leau