When it comes to web page writing, there are several skills that every writer creating these pages needs to have.
Because so much scrutiny is placed on websites today–between Google’s high standards and the short attention span of modern readers–it’s critical for the modern web page writer to have key skillsets.
Web page writers need to be adaptable, quick to learn, and flexible enough to embrace mistakes and synthesize something new from them.
I wrote today’s guide to share with you the top skills every web writer should have to succeed today. Let’s get into it!
[bctt tweet=”Got web page writing skills? @JuliaEMcCoy shares us the top 10 skills every modern web page writer should have.” username=”ExpWriters”]
Defining a Web Page Writer
A web page writer is a specialized type of content writer who writes online web pages for companies in various industries.
While this writer may also create blog posts, articles, social media content, and ebooks, he or she specializes in web pages, which is hard since web pages have become an increasingly more demanding form of content in recent years.
Web Writers Have an Important Role
Last year, Google released its Search Quality Evaluator Guidelines and, earlier this year, they updated them.
The guidelines span 145 pages and were designed to help Google’s flesh-and-blood search quality. Evaluators determine what a good web page was and what wasn’t. Within these guidelines, Google introduced two acronyms meant to help evaluators do exactly that: EAT and YMYL.
What is EAT?
EAT stands for “expertise, authoritativeness, trustworthiness” and is used to describe the three things web pages need to be considered quality.
One of the main reasons that web page writers are so important is that they possess the expertise to produce these three things in on-page content, which many novice or non-specialized writers do not.
Because web page writers understand Google’s complex standards and ranking factors, they’re the best possible person to create web page content that will adhere to it.
What about YMYL?
Secondly, YMYL. YMYL stands for “your money or your life” and is used to describe web pages that contain critical information that can have an adverse impact on a reader’s health, wealth, or safety if transmitted wrong. Examples of these pages include financial advice, medical advice, pages on divorce law, or tax information.
In the case of YMYL pages, it’s critical to hire a knowledgeable, experienced writer who can create a spot-on web page that uses facts, statistics, and stable sources to make a point. In addition to the fact that pages like this are less likely to be dinged or down-ranked by Google, they’re also better equipped to serve the target audience well.
Read more about the EAT and YMYL standards, in my guide.
10 Skills Web Page Writers Need to Have in 2016 & Beyond
With these things in mind, it’s easy to see why expert web page writers are so critical to the health and wellbeing of online content. In addition to keeping a site owner out of trouble with Google, these skilled writers also possess the capabilities to write quality web pages that deliver flawless information.
1. Adaptability
As a web page writer, you write about topics for various industries, from auto care to finance, and it’s essential for these writers to be flexible and adaptable enough to shift their voice, perspective, and tone.
Within this adaptability comes the ability to speak directly to very different audiences, understand different points of view, and morph correctly into the writer various industries need for their online content.
2. Attention to detail
Being a web page writer is a very detailed job.
In addition to staying on top of Google’s various changes (some of which are minuscule), a web page writer must also be able to track small changes and alterations in text and understand the many places in which a tiny shift will make a big difference.
This goes for things like spelling and grammar just as much as it does more complex issues like tone and voice. When a web page writer pays incredible attention to detail, everyone benefits.
[bctt tweet=”In addition to staying on top of Google’s various changes (some of which are minuscule), a web page writer must also be able to track small changes and alterations in text… – @JuliaEMcCoy on the top #webpagewriter skills.” username=”ExpWriters”]
3. Research skills
Writing good web page copy often requires heavy research, and if a writer doesn’t know how to do this, the entire ship begins to sink.
By understanding how to locate and vet sources and how to integrate facts and statistics through a piece of content, a web page copywriter can create beautiful, unique, high-quality online content that benefits the company and its customers.
4. Precision
Web page copy must be precise – both regarding the information within the content and the way it’s presented.
Readers are more than willing to walk away from long, rambling content that lacks a point or definitive direction, and it’s the web page writer’s job to keep them enthralled by using precise language and short, succinct sentences.
Without this skill, web page copy that should be flawless rapidly becomes chunky, ugly, and difficult to wade through.
5. Multi-tasking skills
It’s not uncommon for a web page copywriter to have several different pieces of content in the works at one time, for several different companies.
Without a healthy set of multitasking skills, it’s likely that these things will get confused and muddled. Instead, a web page writer needs to be able to categorize different jobs mentally and physically. One voice for one job, another voice for a separate job.
What’s more, a web page copywriter must also be able to research, write, and edit all at once, if that’s what the workload requires.
6. Technical know-how
A web page writer is part SEO, webmaster, and editor, all in one.
During the process of developing web copy, it’s not at all uncommon for the writer to also be called upon to resolve minor web issues or to figure out little formatting or presentation problems. Because of this, it’s critical that the writer in question has the skills and adaptability to work his or her way through a technical environment that goes far beyond the bounds of writing. This makes the writer more valuable and increases the offering that he or she can present to the client.
[bctt tweet=”‘A web page writer is part SEO, webmaster, and editor, all in one. – @JuliaEMcCoy’ Do you agree? Know more about the top #webpagewriter skills in this post.” username=”ExpWriters”]
7. Insistence on quality
A web page writer that is not focused on quality can easily cause a large problem for the web page owner.
Because Google pays such close attention to the quality of web page copy across the internet, web copy that is sloppy, inaccurate, or poorly constructed can cost hundreds, even thousands, in lost revenue.
With this in mind, it’s critical for a web page writer to hold themselves to a high standard of quality.
In addition to reflecting well on the writer, this also helps ensure that the web page itself doesn’t suffer as a result of sloppy writing.
8. Professionalism
As a web page writer, criticism is virtually guaranteed.
It’s impossible to work in the industry for any extended period of time without making a mistake, and, when a mistake does happen, a web page writer must be able to handle the subsequent criticism like a professional.
This ensures that projects keep clipping along at a good pace and that nothing gets held up or waylaid because of the web page writer’s inability to act like a professional.
9. Understanding the value of & how to write for different content formats
Various companies want different things in their web page copy.
While one company might want long-form content more than 5,000 words, another might want short, bulleted lists or videos. An infographic is always a great idea, too. But each requires various writing styles and types. An infographic will need short, targeted copy that can easily be put into headlines and sub-points. On a blog, long-form content that goes in-depth on every point is best.
Because of this, it’s critical for the proper web page writer to understand the need for and benefit of different content formats.
[bctt tweet=”‘A web page writer should understand the value of & how to write for different content formats – @JuliaEMcCoy’ Does your #webpagewriter have this skill?” username=”ExpWriters”]
10. Knowledge of SEO and how to write meta descriptions
While being a writer is very different from being an SEO expert, it’s critical for good web page writers to have a solid understanding of SEO. Things like meta descriptions, alt text, headlines, and sub headers all need to be optimized for SEO.
A writer who understands SEO will do a far better job at successful web page copy than one who doesn’t. I have a free ebook that covers the top questions I’ve been asked on SEO writing.
Finding Your Perfect Web Page Writer
When it comes time to find your perfect web page writer, there are a few things to consider.
First, you need to be compatible with your new writer. There’s nothing worse than working with someone with whom you do not see eye-to-eye, and it’s bound to create a challenging content creation environment if this is the case.
Secondly, it’s valuable to find a web page writer with skills or expertise in your given industry, as this will help create relevant content and ensure a deep level of understanding.
Finally, it’s also essential to find someone with a demonstrable degree of skill in web page copywriting.
[bctt tweet=”The perfect web page writer should be compatible with you, has industry expertise, and skilled in web page copywriting. – @JuliaEMcCoy on finding the right #webpagewriter” username=”ExpWriters”]
When you combine all of these three things, it’s easy to find a web page ghostwriter who can create beautiful, high-quality content for you. Regardless of what your goals may be or whether you’ve ever used a web writer before, finding someone who possesses the traits listed in this article is the first step on your way to online success.
Hire your web page writer today from Express Writers! Visit our web page services in the Content Shop.
