I’m not really sure what you are looking for with this question but when you write content or create it in other ways for the web, it helps to write about something you already know a lot about or have passion for. Then that shows through in your writing.
If you are writing content on a broad range of topics this can be challenging because you have to write about things you don’t really care about. This is where being a good writer comes into play. You could try taking some writing courses if you haven’t already. There are also some tips to follow for writing good blog posts and web content. For example making text easily scannable with headings and links to relevant sources. Lots of images and videos are also good and help break up the text.
Here are some good tips,
Hope that helps,