8 Web Writing Tips When You Get Stuck

Many coaches struggle to write content for their websites.

8 web writing tips

As you know, if your content isn’t engaging and exciting, people won’t read it.

As a result, visitors don’t learn about how you can help them and don’t connect with you as a person and then they don’t contact you about coaching.


Here are 8 tips to make writing website content easier, faster, and more natural so that your web guests dig into your content and see how awesome you are 😉

1. Shift into the mind of your ideal client

As a warm-up exercise, take a minute and imagine one person who is in your target audience.

It could be a great past client who got a lot of help from you or perhaps you spent some time identifying that ideal person for you.

Imagine you are right there with him or her. You’re having coffee. You’re having a great chat. You are connected and you are coaching them in a magical session.

What are they thinking? What’s keeping them up at night? What do they struggle with? What do they really want in the end? What is it that’s going on with them?

A good 5-10 minutes of thinking about that person will put you into a great headspace for writing great, helpful articles.

2. Remember that it’s just a draft

I’ve heard that the art of writing is really the art of re-writing.

So forget trying to get it perfect the first time around and just write.

Just get things down.

Tell yourself, it’s just a draft.

Don’t sweat it.

You can edit it later. You can trash it too.

3. Speak in your own voice

Write in your normal, conversational, happy-to-be-me voice.

Write like you are emailing a friend or chatting on an instant messenger.

Let it flow.

If you find yourself trying to be smart or trying to be intellectual, you’ll find it rough.

Let your own voice come through. People love that!

4. How much to write?

In general, shorter direct writing is better.

However, you must write enough to cover your points.

For your first draft, I wouldn’t worry about length, but instead just relax and aim to teach.

5. A quickie on formatting

If you want to emphasize words, use italics.

Bolding is great for the first sentence of paragraphs and not so great if used too much.

Since underlining is used to denote links, avoid underlining for emphasizing (unless you’re one of those crazy copywriting marketers testing out a wild looking page full of highlights, arrows, and stars – in which case, knock yourself out ;P)

Use bullet points when listing things like a chapter summary of key points.

Use numbers when you’re list refers to a specific number of items. For example you”ll use a numbered list and NOT a bulleted list if you’re writing  about 5 steps to success or my 3 favorite books.

Never bold everything on a page. It’s incredibly annoying and horrible to read.

6. The We/I Issue

Some coaches wonder if they should write from the perspective of “we” implying they are a big company or use “I” as an individual – fearing to look like a small, one-man-band coaching operation.

People won’t care if you’re a small coaching outfit as much as they will care that you’re trying to be something you’re not.

And thus, I suggest you write using “I” instead of hiding behind a “we”.

Think of yourself as the spokesperson for your business. The face.

But with that mind, the key to great content is to make sure you’re using a lot of “you”.

7. Use an active voice

Instead of writing, High levels of stress are often caused by poor life balance, be direct and say, Poor life balance causes high stress levels.

(But even better, say it in your own unique voice, which for me would be, If your life’ is out of balance, you’ll become a stressful mess.)

You might, sort of, want to possibly avoid wishy-washy words like may, might, sort of, could, can, can be, virtually, up to, as much as, help, like, believe, possibly because like they can possibly be a bit weak, sort of.

Write with an active voice.

8. Don’t try to be smart. Aim to be helpful.

Focus on caring and being real as opposed to trying to sound like you know everything.

Write about what you do know and feels strongly about.

Write to connect with people.

To care.

Got another handy writing tip, tool, or trick? A fave? Please share.

6 Responses to 8 Web Writing Tips When You Get Stuck

  1. Mary Rosenbaum March 12, 2010 at 9:35 am #

    Great post Kenn. I would add that when creating your blog stay on brand whenever you write – if your ideas resonate with your readers you want them coming back for more. Consistency and constancy are important in maintaining a well read blog.

    • Kenn Schroder February 15, 2017 at 3:39 pm #

      Thanks for that idea Mary.

      “Stay on brand” … awesome!

  2. Mary Franz February 14, 2017 at 11:02 pm #

    Using these tips make website writing easier, faster, more natural AND more FUN!

    Mighty good tips to keep handy. Thanks!

    • Kenn Schroder February 15, 2017 at 3:40 pm #

      Mary, if someone asked you how to write for the web, what would you suggest? What might be one big learning or aha that you’ve discovered on your journey?

      • Mary Franz February 16, 2017 at 4:25 pm #

        Beyond what’s in this article?

        It would have to be telling a client story to illustrate a point.


  3. Mitzi Bockmann February 15, 2017 at 1:18 pm #

    Hey Kenn, this is great. i really like the idea about writing about YOU instead of I or WE.

    And of course the natural voice is so important.

    thanks for the reminder!! 🙂

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