Website Promotion and Content Creation. Rules and Steps

Website promotion and content creation. Rules and steps
Nastya Kuznetsova
Content manager

Empty and defenseless — this is how a new website usually looks like. To compete with the existing competitors, it is necessary to fill the website with pictures, texts, install SSL-certificate and promote it. This scope of work may cost you years and millions if you go with a popular web agency. But you can try to do it yourself.

It is a very big and complex task, therefore in this article, we will only cover some basic aspects: give you directions and the list of useful sources and handy services.

Step 1. Add Pictures and Texts

A common name for a website’s pictures, photos, video, and texts is content. Right content may solve many issues. It sells your goods in an online store, entertains visitors of a meme website and informs readers of a news portal. Define your tasks and stick to the plan.

Сreate Texts


Your texts should be unique. When you just copy a text from other website or slightly rewrite it is bad. Such texts turn out useless for users and you may be sure — it won’t stay unnoticed. Search engines care about their users and don’t really like those who don’t. Special algorithms work against content pilferers. For example, Google Panda or Yandex AGS.

Dupli Checker is a special plagiarism checker for texts. An ideal result for you is 100%. But sometimes such result may be unreachable, especially for the texts containing special terms. It’s ok. Try to focus on the value your text can bring to a reader and search engines will notice it. Adding examples, making analogies and describing your own experience will bring a semantic uniqueness to your text.

Сopyscape will help you to fight plagiarism. Enter the link for any webpage and the service will tell if there is a copy of the texts from there somewhere over the Internet.


Your texts should be literate. Typos and grammar mistakes may cause the reader’s mistrust to you and your business. No matter if you are website admin or a lawyer, «comercial propasal» section of your website will make potential clients doubt in your professional skills.

LanguageTool checks texts for grammatical and orthographic mistakes. The service works for English and 20 other languages.


Your texts should be optimized. SEO or search optimization is a way to inform search engines about the desired target audience of your text. Try to imagine a user googling important information for him. What should he type in the search area to find your article? These words and phrases are called key phrases or just keys.

Define some keys that will fit your case and use them within the text. It is especially important to place them in headers and subheadings. In order to make sure that search engines will notice it, use tags <h1></h1> for headers, and <h2></h2>, <h3></h3>, etc. for subheadings. Don’t forget to add title and description meta tags to the page description and use the keys there. But don’t use the keys too often, because search engines don’t like it! Always put the value for readers first!

Google Keyword Planner will show the number of search requests for any particular key. Sometimes it would be better to modify your keys to fit more search requests.

Keyword Density Checker is a handy tool within the Duplichecker. It will tell you if there are too many keys in your text.

WordPress plugin Yoast SEO can optimize the whole content of your website. Newbies in search optimization will appreciate the hints this plugin gives for every SEO parameter.

— 5 best plugins for WordPress that are absolutely essential


Your texts should be proficient. It’s not necessary to be Charles Dickens to write a good text for your website. The most important is bringing the value for a reader by getting across the main idea. Show product advantages for shoppers in online store, make a meme-website visitor smiling and getting a newsreader aware of recent events.

Hemingway can show if your text has redundant words or complex phrases. The service will find reduplications, clichés, parenthetical constructions, inexact formulations, and officialese. However, you should be critical to its recommendations because it is just a machine algorithm.


Web pages should be made well. When you add a ready text to your website using CMS or HTML-code it is called web page making. You need to decide how would you like to see the result before you start page making. The continuous massive of text without paragraphs, lists and markers can frighten off anyone and make reading a difficult and endless task.

Texthandler can help you with deleting line breaks and keep indents, removing spaces from both sides of lines and double spaces, changing case (uppercase to lowercase and vice versa). It can also convert your text into HTML.

Okay, we’ve done with the text, let’s move on!

Add Pictures, Photo, and Video

Illustrations show products, catch visitor attention and affect his emotions.


Pictures should be unique. If you want to use someone else’s illustration at your website, make sure it is distributed under Creative Commons license to avoid problems with copyright. Stolen texts may worsen your search engines rating, but stealing pictures may end up with a huge fine.

If you need pictures of your products or employees — avoid using stock pictures and make your own instead. Unique pictures are the matter of a good form and cause visitor’s trust.


Pictures should have a high quality. Making pictures yourself only makes sense if you can make them good. It’s great if you are a professional photographer and graphic designer yourself. However, if you aren’t — make some calculations. Hiring somebody to make a professional photo of your staff is a good idea. But if you need to have a picture for every post in your blog — it may be better to use stock pictures.

Stock pictures are available at special websites. Some of these pictures are free, some are paid. If you choose free pictures, there is a high chance that your competitors will use that same pictures or already used. That is why we don’t recommend using stock pictures for important pages like the main page or Our Team section. But if you just need some pics for your blog — stock pictures is a good choice if they fit the main idea of the exact post.

Please remember that the main task of the content is bringing the value to a visitor. This is why product photo should be realistic and blog illustration should complement text rather than simply drag attention to it.

Here is a list of websites with free stock images: Unsplash, Pixabay, Little Visuals, Picjumbo, Snapographic, Life of Pix, Foodie’s Feed, Stokpic.

For paid pictures please check Shutterstock and Depositphotos.

If you plan to post screenshots to your website, make sure it doesn’t contain any personal data and passwords. If you make up some data especially for posting screenshot — do it carefully. Login email — seems fine, but — doesn’t. If you need to mark some element on the screenshot — don’t use motley colors and make sure that all your markers are neat and look similar to each other.


Pictures should be optimized. Always fill in the Alt attribute for all your pictures. It’s important for visitors because if the page fails to display at least he can imagine what should be there. Another trick is adding key phrases into Alts, for example, img scr=”vepp-vs-cpanel.png” alt=”Choosing a hosting control panel”>.

Optimizilla and TinyPNG can compress your pictures without losing its quality. You should always do it when possible because large pictures take a lot of space and slow down your website.

Step 2. Install SSL Certificate

Same as search engines, browsers also care about their users, protect them from internet fraud.

To show your visitors and browsers that they can trust you, you need to install SSL-certificate. It is a special electronic signature for your website. When your visitors see it they understand that they got to an authentic website. It means that their data, passwords and bank card info won’t be stolen because all this data is encrypted.

Without an SSL certificate browsers will show your website like this ↓. The browser shows a warning — website connection is not protected.

Website without SSL

If you install SSL, the browser will show a green lock. It means that the connection is safe.

Website with SSL

In most cases, free SSL certificate from Let’s Encrypt would be enough. Vepp will install it automatically, you just need to enter your domain name and give a name to the certificate. It’s also possible to install any commercial or self-signed certificate with Vepp.

Step 3. Start Website Promotion

You did a great job and now you have an awesome website. It’s time to tell the world about it. We have more work to be done!

Become a Friend for Search Engines

Your search rating depends on the content, convenience to users, references to your website and many technical characteristics like a page loading speed. Your content is optimized already. Let’s deal with the rest — register in Google webmaster panel first.

Google Search Console will show how your website is displayed in search results and its current index. The service will also give some recommendations for improving the search position.

For advanced level recommendations, you may refer to Google webmaster academy.

Use Other Websites for Promoting Yours

Think about other companies working in the same industry as yours. Some of these companies may need your expertise. They can post your materials on their websites if you offer them interesting content. They can even do it for free, but it depends on many factors like the company size, quality of materials, personal relations with their management, etc.

Add your website to business directories, especially to large thematic portals and Google My business. This is how information about your website gets on search engines maps. It will also help to raise your search rating for local commercial requests.

If you run a business website you need to pay special attention to your company reputation. Keep an eye on comments on different online business directories and feedback aggregators. Try to work with every negative review and ask your loyal customers to publish their good feedback. In fact, you can even write a few positive reviews yourself, but don’t forget that these reviews won’t help you if your clients are not happy with the quality of your services or products.

Create official accounts of your project on social media. It will be great if you can use key phrases when giving a name to these accounts because every social media has its own search system. It is a matter of good form and professionalism to use a uniform visual design for all your media accounts and websites. Do your best to be always online: make posts and communicate with your subscribers. Don’t leave a single comment or question without your answer. Social media were created for communication and you shouldn’t create it just for show.

Don’t Forget About Advertising

Advertising is the fastest, yet not the easiest way to draw attention. One of the popular types of advertising is contextual ads. This is what an average user sees when he makes a search request and it looks very similar to a regular link to one of the search results. The media advertising is represented by different banners, videos, and branded blocks. It is possible to show them only for interested users who already had similar search requests. It is also possible to configure retargeting campaign for following-up users who had visited your website recently.

Google advertising guide will help you not to waste your budget. Refresh your knowledge about key phrases and basics of SEO and study the guide carefully.

Step 4. Keep Going, You’re Breathtaking!

If you bring to live even 10% of the recommendations given in this article, it will be impressing. Creating content and website promotion are not an easy task. If you can handle it yourself — do it without any doubts. You are the one who knows your product or service better than anyone!

On another hand, now you know that web-studios do real work instead of just asking lots of money for piece-a-cake tasks. So if you believe that you can spend your time with a better output — don’t hesitate to delegate these tasks to your employees or third party professionals.

How to Maintain a Website

Check out how to automate WordPress launch and maintenance

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Nastya Kuznetsova
Content manager

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