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Last Updated On: 22/05/2019

How To Write Engaging Content For Your Website

By The Campus Digital

Sure, design is important. Content, however, is just as important.

What do I mean?

Good copy or text on your website will trigger your buyers to buy or get your visitors to subscribe for your newsletter.

Having convincing copy compared to having moderate copy makes or breaks the success of your website.

So, how do you write better content?


You will be able to write better content by starting with the basics of copywriting. A copywriter is someone who writes the text of an ad or for a website.

A good copywriter can write in such a way, it almost becomes hypnotizing.

The effectiveness of copy is measured by how convincing it is, as in which results it delivers. In internet marketing there are a ton of options to measure this. For instance, if 1 out of a 100 people click on a link we have an effectiveness of 1%.

I’m sure you’re now wondering:

How To Increase The Effectiveness?

You can write better content by analyzing which kind of people read your content. This way we can adjust our style or our voice, to match theirs.

But we don’t only care about who they are, where they are from and how old they are, we must also understand what desires they have. Write content that satisfies their needs and leave out the extras.

There is actually a certain formula for this. Do you know what it’s called?




AIDA is an acronym for: Attention | Interest | Desire | Action

These are the 4 steps anybody goes through before doing anything.

An example:

  • You learned about Campus Digital and our blog (Attention).
  • You wanted to know how to attract customers better (Interest).
  • And thus had the desire to perform better (Desire).
  • You started reading this blog post (Action).

The utilised text is your information. You should first aim to draw the attention of your reader, by writing a compelling headline.

It’s true that with the ever expanding information overflow it has become more and more difficult, but this will drive you to write such quality. A famous Yogi, called Fred DeVito, said: “If it doesn’t challenge you, it won’t change you.”

Often the headline and the first picture/video on the left draw the initial attention. Make sure to optimise those. An example:

When selling weight loss pills don’t write “Lose a lot of pounds quickly and easily”, because this sounds like you’re selling something. Instead, use something like “How I was able to lose 15 pounds without really doing anything”.

Let’s dive into the headlines more.

Elements Of A Strong Headline

  1. Personal benefit of the reader (e.g. NASA discovered something amazing that makes you look 11 years younger).
  2. Curiosity (e.g. Are you the one that makes these 12 mistakes when shopping for a new car?).
  3. Specific (e.g. The 7-week program to lose 10 pounds without spending even 1 dollar).
  4. Easy and quick (This 25-year-old earns 2000 euros a month, working only 20 hours a week. He now shares his secret to the next 100 people).

Make sure it’s realistic though. Don’t say something like “Learn your dog to bring the newspaper in 5 minutes” because you will be called upon (do email me though if you know how to do that, I could use the help).

And now onto the main event:

The body

The main body of your content has to be interesting for your reader and get him or her to continue reading. Make sure you’re delivering on the promise you have made or create enough curiosity for a visitor to opt-in for more information.

Let your headline guide you through creating a story. A tip to create a narrative is starting with the middle part and then go back to the beginning (this is used a lot in movies and books, because it works).

Doing this creates a gap and you might already know that people want to fill the gap. A really easy example of this is a story with an open-ending or a cliff hanger, resulting in you craving for more.

To help your readers’ eyes, make sure to break up the text with…


Via headings you’re able to decrease the eye fatigue and creates more air and breathability in your story. Avoid long paragraphs and difficult words. You can even use one-line paragraphs.

Like this!

Headings also play another big role: people usually don’t start with the beginning. Unlike a movie that you have to follow from the beginning until the end, your persuasive copywriting is usually scanned before actually being read.

Readers might see your photo and some of your headlines and if you’re lucky some bold text and quotes. Grab their attention by writing compelling headlines to maximize your “Read Through Rate”.


Let’s assume you want your reader to purchase a bike. Write about the advantages it has and not something like “This bike has Shimano R2000 brakes”. Tell them what advantages it has: “This bike comes with high quality brakes, stopping 20% faster than regular breaks, to help you get home safely.”

Let’s tackle the next tip:


Providing a guarantee reduces or even eliminated the risk entirely. An example of providing is a 90-day refund or a 30 day trial. Although you might lose expenses, the added conversion will make up for those AND create additional revenue.

Another great way of gaining more trust is..

Social Proof

Proof can be delivered by “before and after” pictures, customer reviews, ratings, statistics or support from famous people, etc. Each product has its own relevant social proof. Find out what is applicable for you. And it might not hurt taking a peak at your competitors to see what they are doing, right?

Alright! You have written something really compelling with a catchy header, interesting content and implemented social proof. What’s left? Obviously the most important part.


Close the deal!

Often good content is just consumed by your readers, without telling them what to do next. Make sure to insert a desired action like filling out a form, read the next blog post or watch a video.

We promised how to increase your effectiveness earlier on. Using the AIDA-formula is fundamental, but what really helps is:

Add Scarcity

If your offer is available forever it basically means two things:

  1. Your offer is not so exclusive, therefore not so interesting.
  2. Your offer can be taken next year, stimulating postponement.

And it’s easy to figure out what postponement means for your business: it hurts your sales.

Add a restriction like: The number of available products, members, bonuses, etc. Put your imagination to work. Add a restriction and justify it e.g. “We only have 97 items left!”

Need more info or help?

Or maybe your business could benefit from professional copywriting services, feel free to reach out to us. Talk soon!


You might also like:

  1. 7 Things To Keep In Mind Creating Your Logo
  2. How To Bring Customers Back Into Your Business
  3. The Psychology of Colour in Marketing
  4. Promoting Yourself Online: 9 Ways To Actually Deliver
  5. The Buying Cycle Explained (And Why You Should Know)


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