Important skills to consider when hiring a website content writer

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8 top skills of a professional website content writer

A successful entrepreneur knows when to delegate roles and when not to. As a business owner, one key ingredient for success is giving your business an online presence. Building a website can help boost your marketing efforts as well as revenues. This is a process that requires a number of personnel working towards one common goal; making sure that your website is bringing customers.

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Apart from UX experts and website developers, you need to have a professional content team. Content development is what will take the bulk of time in any website development process. Actually, after settling on a design, it is important to start developing content right away so that the website development process can move faster and smoothly.

Here is a checklist of key skills every website content developer must have:

Professional content writer skill #1: Good grammar

The first skill you may want to look for in a content writer is good grammar. Writing is all about communication, and bad grammar puts your brand credibility on the line. In addition, it is important to ensure that your content writer understands your preferred writing style. Some words are, for instance, spelled differently in American English and British English. The type of English used to update your website content should appeal to the geographic location of your target audience. To ensure that the writer has used the right format, avail your company stylebook or let them know in advance the format you prefer for your website.

However, there are some universal grammar mistakes that cannot be forgiven. These include the improper usage of close words such as their vs there, your vs you’re, possessive ‘s and plural, as well as the wrong usage of tenses and consistent voice.

Professional content writer skill #2: Originality

Duplicate content affects your website visibility on search engines. This is why small business owners and professional writers invest in plagiarism checkers and content audit tools. It is hard to tell whether an article has been plagiarized or not by just skimming through. Even the most experienced Linguist can fail to detect a product of good spinning. You can use plagiarism checker such as Grammarly and Copyscape or other free online plagiarism checkers to check post originality.

However, some modern writers are experts at spinning content in order to produce a lot of content with minimal effort. Always ask for references and cross-check with the copy you are receiving to see if it is a product of unprofessional writing practices.

It is essential to also note that apart from outright duplicate content, generic content will also place you at the bottom of the search engine results page (SERP). This is because what you are offering is already being offered by more established competitors.

Professional content writer skill #3: Research skills

From establishing the purpose of the website to determining the website persona, research remains at the core of every content writing assignment. In addition, great research skills enable the writer to have a thorough understanding of the industry they are writing for. This will not only help them with critical phrases to use in their copy but also give them an easy time when developing the copy. If someone writes about an industry or niche they have limited knowledge about, they may end up writing things that do not make sense or are inaccurate.

Professional content writer skill #4: Creativity

Creativity is about looking at something from a different angle. In addition, a creative writer has the ability to write about a wide range of topics. And this is what differentiates your brand and eventually gives you an edge in an increasingly competitive world. A lot of people don’t know exactly what they want. In addition, creativity will help the writer to gauge the user intent and produce an enticing copy that everybody will want to click.

Think about your window shopping experiences. You visit a market then see something attractive in one of the shops but the shopkeeper is not interested to talk to you. Chances of buying that product are minimal. However, if the shopkeeper sees you looking at his/her wares and approaches you with a smile and ‘This one is imported from…’, ‘This shoe matches with your trouser …’, or This TV uses modern technology and comes with inbuilt free-to-air channels’, you are likely to become interested suddenly and even make a decision to buy immediately or later.  In the same way, a professional website content writer is creative enough to know how to phrase and place calls to action to entice visitors to take action.

Professional content writer skill #5: SEO skills

Think about the entire search experience. You need to buy essential oils for aromatherapy. What would be the related results? This could be scented candles and aromatherapy oil diffuser.  When you open the Google search box and start typing, it is possible that these other related searches will show up. Related keywords are no longer what they used to be. SEO writers should be able to travel through the mind of the target website visitor and find all the keywords they may use to search for the products or services a website is marketing. Good SEO skills ensure that your website is found by the people you are targeting with your products.

Professional content writer skill #6: Persuasion skills

The main goal of having a website is to sell. Even if you don’t intend to gain financially from it, what you are doing at the end of the day is selling. You can be selling your brand, your services, products, a concept or information. As such, the presentation of such a brand, service, product or concept should be persuasive enough to prompt action from the target audience.

The first sales tool in any online business is the content. A well-written piece of content attracts people to your website, product or service and also persuades website visitors to perform some specified task. These could include signing up for a newsletter, downloading a file, buying, asking for a quote on your website or even sharing with friends. Your website content writer should have enough persuasion skills to help you to achieve this goal.

Professional content writer skill #7: Team player

Content writers don’t work in isolation. At best, a medium to large company has an SEO team, developers, sales and marketing and finance teams. He/she should be able to work within the given timeframe and budget, and according to the requirements given as well as the overall website theme. If the SEO team has provided a keyword map for each page, the content must be properly optimized for the right keywords without any cases of keyword cannibalization. The graphics designers and marketers may want copies written for their projects and campaigns. The writer should be able to step in ad provide the right copy. And in case they want graphics to go with the content written, or a page requires an infographic, they should be able to communicate clearly with the relevant team for the best result.

Professional content writer skill #8: Editing skills

Readability is very important in online writing. It is one thing to write in good grammar, and it is another to write in a clear manner. A good website content writer knows which words to use, where to put pauses and stops. The length of sentences and paragraphs, as well as the overall flow of ideas and harmony between sentences and paragraphs, contribute to readability. Every page, article or status update should be able to appeal to a novice as well as an expert in your industry.

The content should be progressive, starting from one point, building curiosity and ending at the right point. In addition, the content should be clear enough to ensure that the website visitor gets the intended message when they go through the write-up.

In conclusion, a content writer is a professional who wears many hats. He/she is first a good writer, an editor, a researcher, a good communicator, a team player, a salesperson and also someone who can see past the seen. They can see the motivations of every target website visitor as well as changing trends and prepare that content not only for current needs but also for future needs.


How to choose an ideal domain name


Get an ideal domain name for your new website

So you have decided to make a new website? The first step in building a website is getting an appropriate domain name for it. This is the permanent address where visitors who are looking for your products will land. The question that bothers most website owners is; how do I get an ideal domain name?

Two features of a great domain name

When selecting a name for your website, consider the following:

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What is domain authority and how does it affect my Google ranking?

How Domain Authority affects SEO

When it comes to search engine ranking, all pages are not the same. Some websites rank higher than others in the search engine results page (SERP). Those pages that rank on page one of Google are considered stronger than the rest. Domain Authority (DA) is one of the metrics used by Google and other search engines to measure how popular your website is.

What determines a website domain authority?

Domain Authority score ranges from 1 to 100. The higher the score, the higher the chances of your site outranking your competitors on search engines. Your DA can rise depending on how much effort you put towards making your site popular. Google shows sites that offer value to users and can be trusted as a source of knowledge.  Google also tends to trust larger and older domains than smaller, newer sites. Popularity is based on the number of inbound links.

If more people are talking about you, your Domain authority will definitely rise up. To increase this metric, people have resorted to backlink building. However, the quality of websites you appear to matter. Though there is no good domain authority, it is advisable to go for authority sites when building links.  You can also invest in on-page SEO to boost your site’s visibility and hence boost your domain strength.

How to find domain authority

You can always check any site’s DA using the free domain authority checkers on the internet. SEOmoz, popularly known as Moz, offers a free Chrome extension to measure your domain authority. Once you install this free DA checker, you can view the authority score of any website you visit by placing your mouse pointer on the MozBar tab on the browser. Other popular Google domain authority checkers are Ahrefs and Majestic.

In conclusion, your DA score affects how your website performs on search engines. It is important to work towards raising it from 1 – 100. Does your site have all it takes to appear on page 1 of Google? Get expert help from urbanacle SEO gurus.

Watch this video to learn more about domain authority (DA):



Long tail keywords are keywords that contain three or more words. One of those words is a head keyword while the rest of the words are either demographic attributes of the target audience or product attributes.

For instance, if you are in the fashion industry, you can have long tail keywords such as; long women dresses, red ceramic necklace, leather belt for teens and cheap Gucci travel bag. These key phrases are more specific than dresses, ceramic necklace, leather belt and Gucci bag.


Last year, there were 966 million active sites globally. If you are starting a new website today, you may take longer to start ranking on Alexa both globally and locally. Good SEO will boost your traffic as well as ranking. So, how do long tail keywords help you?


Long tail keywords are very specific and target only a specific niche. For instance, if you include ‘New York; in your key phrase, you will get more visitors from New York. If you include ‘children’ in your key phrase, you will get more hits from people interested in children stuff. This way, you eliminate irrelevant traffic and go for the right audience.


Since long tail keywords drive targeted traffic, this will automatically lead to higher conversions. Only the people interested in the product you are promoting are likely to find your site on the search engine results page. Therefore, every visit counts. If they do not buy the first time, they will probably buy later. Moreover, if you are promoting other related products, you are likely to sell to the same group. So don’t worry; if they abandon the first product, they might buy a related one.


Long tail keywords have low competition. Most of the established brands have already picked the headwords, and are not interested in long key phrases. If you are selling solar panels in New Jersey, you are likely to be very few. Even if all of you pick the same key phrase, you will still very few. Your page will show up on page one of Google, so you need to find other ways of attracting that click or ranking higher than your competitors.

Get long tail keywords for your niche from professionals. Email us at [email protected]

This video will help you understand the difference between long tail keywords and short tail keywords.