Web content is of critical importance to a company's online image. Good, useful web content drives search engine traffic as much, or more than, littering keywords. Good content encourages inbound links to a web page, legitimately boosting its search engine traffic. The secret to successful web writing is establishing a balance between keyword density and interesting, informative content.

1. Avoid typos, bad grammar and poor punctuation.

This is the simplest way to make your content understandable. Inaccurate copy turns people off, it sends a bad message about your company's general accuracy and attention to detail.

2. Writing style is important.

Don't get carried away with long descriptions and flowery language. Online readers prefer short, to the point sentences rather than lengthy ones. There shouldn't be any sentence that doesn't absolutely need to be there. Break up your content by using paragraphs, headings, and lists. A block of unbroken text is hard to read, so create visual interruptions. People read web content from top to bottom, and headings help draw their eyes to the most vital information.

3. Speak to your reader's problems.

People typing keywords into a search engine are usually looking for something specific. It is likely that their current service or product is malfunctioning and they need something better. When writing a product description try to imagine the types of problems someone might have and make sure that your content addresses them.

4. Intrinsic quality of content matters.

People notice poorly researched material. Don't dash off content that means nothing and has little to do with your products or your brand. Every word you write on your website should be relevant to the message you are trying to send to your potential customers. Also, make sure your content is interesting to the audience you want to draw to your site. It's all about keeping people around long enough for them to connect with you through a call to action.

5. Display a call to action early.

Displaying a call to action prominently is an important part of creating useful web content. The goal of your site is to get people to do something that benefits you or your company--what is it that you want them to do? Be very definite on this point, and make it easy for them to respond to your call to action.

Writing content for the web is not as simple as you might think. Unlike print, people on the web move quickly, so you've only got a few seconds to grab their attention. Don't waste readers time with filler words and self-indulgent content. They are only concerned with themselves so make sure that you and your content are too.