Your site or web content is akin to the copy you might have in a print brochure. What’s on your website will be an important tool for building interest in your business, your products, yourself. The right content can put visitors on the path you want to achieve your end goal. With this in mind – it is important that you don’t just put anything on your website, but take the time to plan, strategize and create your content.
The main goal of most websites is to attract readers and customers. When you write your website content, you want to be creating information that will specifically show them how they will benefit from the product you sell or the service that you provide. So it is important to take time to consider who your potential audience/customers are and how you can address their needs and questions in a way they will clearly understand.
Next consider your goal. Is it to sell a particular product or be the ultimate resource for an industry or expertise? For example, if you’re trying to become a resource then you’ll need to produce lots of beginner and tutorial-type content to help people learn about your subject area. If you’re trying to sell a service or product then you want to populate your Website with loads of information about what you the service/products and how you’re different from your competitors. Be sure to define a clear information structure and group related content. Keep copy simple and relevant.
When deciding on content – you will also want to keep search engines in mind. Most of your customers will use a search engine to find you. They’ll type in the keywords they’re interested in and will rely on Google to tell them who is relevant to their query. For them to get the right picture, you have to be feeding them with lots of hints by using your keywords in smart ways. Search words should be used in your Title Tag, Meta Description, Navigation, Internal Links and anywhere else that makes sense on your site.
Lastly, consider the medium you are using. Web reading habits differ from print reading habits and this should be reflected in how you put the content on your site. Some guidelines for writing web copy include using bullets or lists, use links, use bold and italic formats. Lastly, write as you speak and keep it short and easy to read.
Keeping the ideas above in mind will not only help you develop a successful website but a good user experience.