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Writing For The Web: The Ever-Changing World of Digital Content Creation

A dog sits on an office chair in front of a computer

Website writing is a very niche form of content creation. If done well, it can complement your veterinary website design while increasing quality traffic to your site. If done poorly, however, it could hinder your site’s performance. Here are some web writing best practices you need to remember when it comes to creating quality, effective content for your website:

Keep That Copy Choppy

Although it might seem counterintuitive to anyone who has taken an English class, web writing should be short, to-the-point, and easy to digest. When users come to a website, they want to find the information they need as quickly as possible. Because of this, you want to create content that: 

  • Uses Short Sentences: Long, complicated sentences make it difficult to scan a page. If someone is in their car searching for an emergency vet, the last thing they want to do is to wade through convoluted content to find out if your hospital has emergency services. Short sentences are easy to consume and still informative enough to give people the answers they need.
  • Repeat Information throughout the Page: Your writing teacher might have dinged you for repeating yourself in a school essay, but it is very important to do so in website copy. This is another way to simplify the act of scanning a website to get necessary information.
  • Create Visual Breaks: Just as we’ve done in this blog, adding bulleted lists or creating new section headings (H2s in web speak) visually breaks up the content. The easier it is for someone to glance at a page and have their eye go directly where it needs to, the more user-friendly your veterinary website design will be. 

Avoid Terminology That Can Date Your Website

Certain phrases decrease the longevity of your website content, so it is not as relevant within a year or two. If your hospital has been in business since 1984, for example, you should say “practicing medicine since 1984” instead of “practicing medicine for the last thirty-seven years.” This way your content will still be accurate in 2022 and beyond. You should also try to avoid terms like “state of the art” or “advanced,” which become outdated very quickly. 

Always Include A Call To Action

All of the content on your website should be designed to get a user to take some kind of action. Whether you want them to schedule an appointment, or contact you for more information, you need to be cognizant of reminding people to take action on each page. Review your website content to make sure that every page gives some kind of instruction to do more than just read the content. You can also include links to other pages of your veterinary website when it is relevant. 

If you are ready to update your veterinary website design or need help writing web content, Beyond Indigo Pets is here for you. With decades of experience building custom websites in the veterinary industry, we know what it takes to make an effective and attractive site. We also offer digital marketing packages that give you the flexibility to make your marketing meet your needs. To learn more, visit us online or call (877) 244-9322.

Have questions about this veterinary industry marketing topic? Want tips on what else to look out for or how to improve your business' marketing? Come ask questions, share solutions, and join the conversation on VetMarketingTalk, a new online community designed for the veterinary industry and powered by the marketing experts at Beyond Indigo Pets. Click here to sign up today—FREE for the first 30 days, no credit card required.