The Ultimate Guide to Website Content Writing for Australian Copywriters

Website content writing is a critical component of digital marketing in a company’s content strategy.

Writing for the web involves crafting clear, concise and purposeful text to engage readers and meet your online marketing goals. This includes copywriting techniques that include the use of headlines, body text and calls to action.

Professionals with websites need to go a step further. You require an understanding of your target audience and how best to craft content that meets their needs. What follows are seven tips on how Australian professionals and businesses should apply website content writing techniques for local audiences.

1. Understand your audience to stay relevant

Defining who you’re writing for is key to establishing your website’s relevance and optimising it.

First, familiarise yourself with the age, location, income levels and interests of your target audience. For instance, if you’re a Sydney-based mortgage broker looking to generate leads, use industry resources to generate a demographic profile of the ideal customer.

Complement this with a psychographic profile. This will help you to set the tone and pitch of your SEO copywriting. Australian consumers, for example, appreciate straightforward, no-nonsense communication. They value humour but prefer subtlety over sarcasm. It is worth the effort to do your research.

If this is outside your wheelhouse, Hunter & Scribe have years of experience and insight into Australian homebuyers and how to communicate with them.

2. Identify user intent to meet your audience’s needs

Consider what Australians are searching for online. Use tools like Google Trends to identify local search behaviours. Other tools include SEMRush, Yoast and Ahrefs. Using SEO applications and web resources like these allow you to focus your writing on engaging content for local audiences rather than what you think they should know about your website.

This includes looking for common pain points that affect your target audience and then providing clear and practical solutions. For instance, the high-level topic “stamp duty” coupled with “new construction” has been consistently rising as a pain point for Australian audiences in the real estate category over the last 12 months.

As a property or finance professional in Australia, you should consider doing a deeper dive into the topic, compare it with other topics relevant to your website and create relevant responses for all your online assets. This includes website copy, SEO blogs and social media posts.

3. Write relevant content for maximum engagement

This may seem obvious, but how often do we ask what that means? Here are some guidelines on how to make your writing relevant to Australian audiences.

Use Australian English

In the global gig economy, many website content writers do not live in the markets that they service. This requires some knowledge of local language use. A quick tip is to follow Australian spelling conventions (e.g., “colour” instead of “color,” “organisation” instead of “organization”). Be careful when using local slang and idioms. Use them sparingly and only if they add value to the content. Avoid overusing them to the point of confusion.

Use a conversational tone to create rapport

A conversational tone is an effective method of engaging and connecting with Australian audiences. This is particularly useful for SEO writing, social media posts and even website text. Aim for a friendly, approachable tone. Australians appreciate content that feels genuine and relatable. Use an active voice to make your content more engaging and easier to understand.

A good example of this is a blog that Sydney copywriter Hunter & Scribe wrote for a Sydney-based demolition company. Notice the first person conversational tone and use of contractions to create a rapport with the reader:

4. Use localised headlines and subheadings to rank in Australia

Headline writing should focus on clarity and appeal but also include references to local audiences. Headlines should be clear and catchy, giving readers a reason to continue reading, but should also consider SEO implications.

This topic alone could generate an entire blog. From power words and emotional triggers to optimising character count, Australian professionals and businesses need to be familiar with the techniques and make them relevant to their target audience. Here are three examples of good headlines and subheadings based on the trending topic referred to earlier.

[#] + [Power Word] + [Keyword] + [Desired Result]
“How to” + [Keyword] + [Benefit]
“Ultimate Guide to” + [Keyword] + [Quantified Benefit]

5. Apply SEO best practices to optimise your content

SEO (search engine optimisation) writing skills apply in any context, however it is critical to ensure that professionals and businesses understand how to use them to engage Australian audiences. These include:

Keywords: Incorporate keywords relevant to Australian users and search queries and use specific long-tail keyword phrases (which are phrases that are generally made up of three to five words) that target niche audiences or particular queries.
Meta descriptions: Write strong meta descriptions that include primary keywords and localised references.
Alt text for images: Describe images with relevant keywords to improve localisation and SEO.
Internal linking: Link to other relevant pages on your site to keep users engaged and improve site structure.
External linking: Link to credible external sources to provide additional value and build authority. Ensure that these are relevant to Australian audiences. A copywriting agency like Hunter & Scribe has an extensive repository of industry sources to increase the authority of content they produce for their clients.

6. Include regional relevance to boost reach

Tailor your content to reflect local culture, events and concerns while using examples and case studies relevant to Australian audiences. A typical example was the one used earlier regarding “asbestos removal”. This is a specific concern to Australians who intend to demolish buildings.

7. Ensure compliance to avoid blacklisting and increase credibility

Australian privacy laws and regulations have their own nuances. Be sure to check your content against any legislation including the Privacy Act of 1988. Similarly, ensure that you provide truthful and accurate information that doesn’t fall foul of Australian legislation.

A good way to keep up with Australian copywriting best practices is to network with Australian copywriters and content writing companies. A great place to start is Hunter & Scribe who rank among the best website content writers in Australia.

Finding it difficult to write your own search engine optimised content for your website? Contact Hunter and Scribe for all your website content, social media and blog writing needs.

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