An appealing
design will pull
people into your
web site,
but it's the
content that
will make them
stick and become
buyers. In other
words: Pictures
tell, but words
sell. That's why
your content is
one of the most
important
elements of your
web site.
Outlining
a clear strategy
for your content
is the initial
step to creating
effective
content for your
web site. First,
identify what
you want to
accomplish, what
information it
will include and
how the content
will be
organized.
Your site
should provide
information
your prospects
need to know to
buy from you
plus information
you want them to
know that will
convince them to
buy from you.
Need-to-know-type
content for
potential
customers might
include
information
about your
company,
products/services,
customers and
testimonials.
Information that
you want them to
know might
include work
samples,
frequently asked
questions, press
releases,
reports,
articles and
other material
that can educate
them about your
business. And
don't forget to
include a clear
and effective
marketing
message that
will convert
visitors into
buyers. After
all, isn't that
the primary
reason for
having a web
site?
While your
content must
cater to site
visitors, it
should also be
strategically
developed for
the best
performance with
search engines.
So be sure to
include the
right keywords
in your regular
text, meta tags,
headings, etc.
The goal is to
make your
content
appealing to
site visitors
and search
engines. If you
optimize your
content
effectively, you
can keep a
steady stream of
free traffic
flowing to your
web site.
Web
Content Writing
Tips
One of the
most important
things to
remember
when writing
content is this:
Keep it simple
and clear. Most
people find it
30 times harder
to read text on
a computer
screen than on
paper. Also,
site visitors
tend to skim
over web
content,
focusing on
headlines, bold
text and links.
So be sure to
format your web
content so the
information is
easy for people
to find, read
and understand.
Here are
seven smart ways
to create
effective Web
content:
1. Be
concise.
Cut out extra
words in
sentences, get
to the point and
express what you
need to say
quickly.
2. Be
conversational.
Don't use
complicated
words or
business
language no one
outside your
industry will
understand. Just
write the way
you talk, so
your copy will
convey a
friendly,
comfortable and
confident tone.
3. Write
in small chunks.
Group ideas by
topics and
present them in
small,
manageable
chunks of
information.
Keep your
sentences as
short as
possible and
vary the lengths
so you hold
readers'
interest. Then
add descriptive,
bold headings
that will make
the content
easier to scan.
4. Give
good
information.
Most people go
online to find
information
about their
hobbies,
products or
other interests.
Don't waste
their time by
placing useless,
self-serving
content on your
site. Make sure
you provide
information
that's not only
interesting, but
also educational
and enriching.
(In fact, many
search engines
won't consider
listing sites
into their
databases if
they lack useful
information.)
5. Use
descriptive
links.
Go beyond the
typical "click
here" link on
your Web pages.
Try something
like: "Take our
demo," "Get a
sample," or
"Order now!" Not
only is this
more engaging,
but it can
enhance your
performance with
search engines.
6. Link to
complementary
Web sites.
Include links to
Web sites that
offer
supplementary
(not competing)
information.
This will not
only benefit
your site
visitors, but it
also can boost
your search
engine ranking.
7. Keep
your content
fresh.
Keep the
information on
your site
interesting and
updated so
visitors will
have a reason to
come back.
