The hardest webpage to write? Our writers weigh in

Tips and tricks for tackling tough webpages

When it comes to websites, not all webpages are created the same. Sure, it’s true that each of your pages contains valuable information for your audience. But some are harder to write than others. 

Still, you need clear, concise, high-quality content on the page. Our writing experts can help. We asked four of our top-notch content specialists to share their insights on which are the hardest webpages to write — and how they recommend overcoming the hurdles.

Here’s what they had to say:

Hannah Barker, senior content writer and editor

The hardest webpage to write: The homepage is often the hardest to write because it’s the gateway to the rest of the site. If you think of a website like an essay (even though your audience may not navigate it that way), the homepage is the introduction. 

Why it’s difficult: Writing a quality homepage can be challenging because it’s the page that relies the most on the client’s brand. It’s the information that isn’t as direct or quantitative. Plus, a homepage needs a catchy intro that reflects feelings, emotions and values. At the same time, it must give the audience a preview of what they can find on the other webpages. To write an effective homepage, you really have to know your brand, who you are and what you want your audience to know.

How to clear the hurdle: It’s OK to break the habit of writing the homepage first. Think of it as more of a big picture. If you do, writing it after you have all the other details and webpages in place may make the most sense. No matter when you start writing a homepage, keep these three things in mind:

• Follow your brand guide for voice and tone.
• Have a solid content strategy to keep tabs on all your website’s moving parts.
• Talk to all your stakeholders early. Their direct feedback helps craft the “feeling” of your homepage. 

Colleen Weinkam, senior content writer and editor

The hardest webpage to write: In general, webpages that don’t have much information are difficult to write. But homepages are sometimes the hardest. 

Why it’s difficult: Homepages — or landing pages — are different from other webpages. Most other webpages follow a pattern. They’re formulaic in how they present information. On the other hand, homepages serve as an umbrella for an entire section of the website. So, before you put a single word on the page you need to understand why you’re writing what you’re writing and how it supports your website’s overarching goal. Knowing that is vital to create clear content that reaches your target audience. 

How to clear the hurdle: Before you write, focus on information gathering. Do your homework. Research and ask questions. Getting thorough answers will help you create a framework for writing the page. And it will also reveal any content holes you can fill in along the way.

Addison Werling, content writer

The hardest webpage to write: Service line landing pages are the most difficult to write. They’re often packed with general language, like “comprehensive care,” “personalized treatment plans” or “patient-centered approach.” These terms are often used across health systems.

Why it’s difficult: Service line landing pages may be a patient’s first impression of a health system. It’s hard to be creative and make a page stand out without slipping into overused phrases. Service lines are also incredibly broad, so it’s not always clear what information should be included or left out. 

How to clear the hurdle: There are a couple of “must haves” to makes these landing pages successful. You need solid content organization so your audience can find the information they need in a snap. Conversations with subject matter experts are also non-negotiable. These deep-dive discussions often reveal the most important details for your page like program differentiators, approaches to care, patient expectations and any data about outcomes. 

Leigh Wilkins, senior content writer and editor

The hardest webpage to write: The hardest page to write is the one you save for last because you’re dreading it. For me, that’s often the landing page.

Why it’s difficult: It’s easy to feel uninspired by these pages or to be overwhelmed by the sheer volume of background material. Even frequently tackling other pages first doesn’t give you the second wind that could carry you through writing a landing page. You can easily end up running on creative fumes and experience writer’s block. 

How to clear the hurdle: Sometimes the best thing you can do with a frustrating page is to step away for a bit. Go for a walk, take a nap or vent to a friend or sympathetic colleague. When you turn back to the page, define its central purpose — that’s your North Star. Don’t forget the page’s emotional core and remember you’re writing for people seeking knowledge. You can reach them by weaving “you-oriented” language into your content. To nix that feeling of being overwhelmed, dump your notes into a Word document and organize them by theme (like treatments, expert team members or researching innovations). I often create a two-column table — headlines on one side and notes, quotes or stats on the other — to pinpoint any gaps or loose ends. If you’re still stuck, artificial intelligence tools can also help you organize your page and potentially provide a fresh perspective.

WG Content can tackle your hardest webpages

Every page has its challenges — and rewards. The secret to successful webpages? Think like your reader. Our writers are experts at using web-writing best practices to create webpages that draw your audience in. 

If you’re planning a redesign, reach out to us. We’d love to help you bring clarity and confidence to every page. 

Follow-up questions about tackling your hardest webpages