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5 Tips For Creating Attention-Grabbing Web Content

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May 22,2014

By Steve Lazuka, Zerys for Agencies


A website should consist of content that is engaging and informative, not the boring jargon often found in a company brochure. But how do you move from typical print content to attention-grabbing web content?

Here are 5 tips to help make your web content more compelling, engaging and actionable:

1) Headlines are Everything

Does your site greet visitors with “Welcome to our Site”? If so, you’re missing out on a big opportunity both to score Google relevancy points and to connect quickly with website visitors. Here are some tips for headlines:

  • Utilize headlines and subheaders at the top of the page and to split up content blocks. This helps both Google and website visitors to easily scan and see what the page is about.
  • Use emotional headlines to connect with users. Instead of just detailing what’s in a block of content, write with the perspective of how your products or services can make life better or easier for the visitor. For example, “Improve Your Memory by 50% with XYZ Product.”


2) Treat Keywords Like Hotsauce - Use Sparingly

Relevant and detailed content is a major component of being rewarded with higher Google rankings. Relevancy must be gained by utilizing keywords and phrases that users search for within the content.

However, going overboard and “stuffing” keywords can also cause the site to be penalized. Keywords should be integrated into content, but sparingly. Just enough to give it a little zest so users know the content is relevant to what they searched for.

3) Create Content for Your Ideal Customer

Content is proof of your brand’s expertise. Make sure your website content and blog articles show how you’re an industry authority. Know who you’re trying to impress and write for them - if your target is the CEO, that is much different than writing at a low level of knowledge about the industry.

  • Show that you understand the industry and your customers’ needs, and focus the content on how you can fulfill those needs.
  • Make sure your content is custom, not cookie cutter. This especially goes for selling third-party products. Sixty percent of consumers feel more positive about a company after reading custom content on its site.


4) Utilize Images for a Visual Impression

Web copy and design should work together to help promote the brand image and connect with the web user. The readability of your website is greatly impacted by the design, layout, and aesthetics. Images also help to communicate a message easily by helping to minimize text while pleasing the eye. To help increase the visual appeal of your web copy:

  • Utilize Infographics instead of long lists of data and stats.
  • Pull out customer quotes, important data points and main thoughts with contrasting text and colors.
  • Integrate videos onto web pages to complement the website content.
  • De-Clutter. Add white space between content areas and around CTAs.


5) Be Helpful, Informative and Entertaining

Attention-grabbing content ultimately caught the reader’s eye and engaged them because it connected with them. It either answered their question, or it was useful, education, or just plain interesting - it focused on what they'd want to read and not what the company just wanted to say. It drew them in with an interesting headline and then it was just GOOD content. Here are a few more best practices for getting your content read.

  • Answer questions that prospects are asking.
  • Try to focus your website content on one topic per page.
  • Link relevant content to resource or product pages to help users navigate the site and find the information they need to make decisions.
  • Every page or blog article should include a call to action. Don’t assume users will know what you want them to do next. Make it obvious what you want them to do and make it easy on them.
  • Make your content easily shareable. Widgets can be installed so users can share via email or social media which will greatly extend your content’s reach.


Steve Lazuka is the founder of Interact Media, creators of the Zerys Content Marketplace and Zerys for Agencies content marketing platforms. Follow Steve @SteveLazuka

About Zerys
Zerys is a powerful content project management tool and writer marketplace that makes it simple to manage any content project from start (strategy planning) to finish (auto-publishing). Zerys for Agencies is a custom, private-labeled solution that allows agencies to manage all their clients’ content projects from one, simple dashboard. Zerys was founded in 2008, and is now used by thousands of businesses and hundreds of marketing agencies.


For more information on how press releases are an effective way to reach audiences across the web, check out PR Newswire's article on ways press releases provide SEO value.

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