WHAT ARE THE DUTIES OF A WEB CONTENT WRITER?

WHAT ARE THE DUTIES OF A WEB CONTENT WRITER?

A person typing on a laptop at a desk with office supplies, including a colorful pen holder and sticky notes, in the background.


The majority of writers online identify as content writers — probably out of the need to belong, or ignorance of the different sub-niches that exist within content writing. 


And when I see such generalists with their social media presence justifying nothing as a content writer, I find myself asking, “Are you even a writer?”


For writers like myself who have found a way to identify our place in content writing, trust me… the clarity and sense of purpose it brings along is everything.


As a web content writer, it can sometimes be confusing — whether you are more of a content writer or a copywriter, whether or not you want to focus on writing blogs, at the same time you want to be addressed as a web content writer — and not just a blog writer… because you think, feel and believe you are more than that.


Recently, during a mentorship gig I had earlier this year. I rediscovered myself, figured out other aspects of web content writing I haven't explored since I identified as a web content writer, and I felt so bad for cheating myself all this time. 


"How could I have been so short-sighted?" I asked myself. I had so many other duties than just writing blogs and articles — make no mistake, I enjoyed writing blogs and articles every time I am on the keyboard or with my pen.


So, what are the duties of a web content writer?

A desktop monitor, laptop, and smartphone displaying a travel website with a scenic landscape image and options to reserve tickets.


The name (or should I say title) itself is self-explanatory — WEB CONTENT. You would easily guess — all the content on a website. So, let's look at what is expected of a web content writer, and according to Wikipedia, some of them are:


  1. Understand the business concept and develop audience-centric content that aligns with the brand's messaging and objectives.
  2. Check for keywords or generate a keyword, and research limitations for the keywords.
  3. Create or copyedit to inform the reader, and to promote or sell the company, product, or service described on the website.
  4. Produce content to entice and engage visitors so they continue browsing the current website. The longer a visitor stays on a particular site, the greater the likelihood they will eventually become clients or customers.
  5. Produce content that is smart in its use of keywords or is focused on search engine optimisation (SEO). This means the text must contain relevant keywords and phrases that are most likely to be searched by users in web searches associated with the actual site for better search engine indexing and ranking.
  6. Create content that allows the site visitors to get the information they want quickly and efficiently. Efficient and focused web content gives readers access to information in a user-friendly manner.
  7. Create unique, useful, and compelling content on a topic primarily for the readers and not merely for the search engines.


Did you notice how “blog” wasn't mentioned at all in the list? That's because, as much attention as might be on blogs, that is not the only duty of a web content writer, not even 40% of it.


Breaking it further and explicitly, a web content writer


  • Writes blogs in the desired intent of an employer, client or self


  • Research keywords, the intent behind the keywords, to be able to develop the best piece with higher chances of ranking on search engines


  • Write the "About us" page of a website. I feel like I'm falling in love with that section of a website, as it gives me the chance to shape/document the identity of a brand.


  • Singlehandedly, or in collaboration with a web copywriter, writes marketing and sales copy for a website.


  • As much as this looks like the work of a copywriter, it doesn't. A web content writer also writes product descriptions.


  • Ensures every piece of content on a website keeps visitors on the website. Thus, increasing the chances of conversion. This personally inspired my LinkedIn profile and banner.


  • Above all, stay abreast of what people are looking for online, industry-related trending topics, and more. I know a lot of writers struggle with this, so I made this free cheat sheet to help you.


The list goes on and on, but I believe you now know better what the duties of a web content writer are.


If you are still hiding under the umbrella of a generalist content writer, trust me — You're missing out.


Find your place, and own it

Attract your tribe, and represent them well.

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