Most People Don’t Read It Anyway, Right?
That statement is partially true. Most people don’t ready ALL of your content, in fact, most people will not read MOST of your content. However, the content they do read is going to be crucial to your website’s success. That statement along can send chills down your spine. If you have ever been given the responsibility of writing content for a website, or been responsible for integrating it into a website, then you too have gotten that feeling in the pit of your stomach. What is it about content that can bring a business savvy CEO to his knees? Content is king, just ask Google. It’s important to the success of your site, and should not be taken lightly. And the very thought of that can turn a veteran web designer into a crying girl scout.
Ok, that was a pretty extreme intro (forgive me, it’s Monday.) The real fact is that the content that you put on your site is a lot more important than you might realize. While nobody will stress the importance of good web design, graphic design and functionality more than I, content really counts, and if you don’t include solid information on your site, the rest of your efforts into design, usability and conversion could be wasted. There are several areas that need to be considered when creating content for your website.
Search Engine Optimization
Search engine optimization (SEO) is highly influenced by the content on your website. Keywords and topic focused content will make your website much more attractive to the search engines. There used to be a lot of “tips and tricks” to help increase your rankings that weren’t based on content, but those days are long gone. Google wants to provide its customers with the best information possible, to your best chance of being one of those top placements is to provide good, topic focused content. This is a subject that is far too detailed for a single paragraph, so please contact us if you have further questions.
Easy To Scan And Read
Website users are looking for quick, concise information. Your content needs to be organized is a way that is easy to scan, and easy to read. Don’t bombard people with lengthy paragraphs and bloated information. Make use of scanable headlines and break up the information often. Make sure that you get the facts out, get your point across, and be done with it.
Informative & Engaging
Website users are looking for answers. Providing those answers will be the key to keeping visitors on your site, and giving them valuable information will often be the difference between creating a new client or adding a stat to your bounce rate. Make sure the information you provide establishes you or your company as an expert, and make sure your answers are presented in a way that is easy to read by the “commoners”. Providing the service of helping your site users will be the first step in establishing a relationship with them.
The last thing that people want online is to visit a website where they feel like they’re being talked down to. Therefore, you have to make sure that your content is friendly and simple, not overly professional and ‘better than thou’ in its tone and style.
What Do I Do Now?
So highlighting the importance of content might make writing it seem like an impossible task. The reality is, for many business owners, it is. For the same reason that you hire a professional to fix your car, tile your floors, or design your website, it makes sense to hire a professional to write your content. You should still be actively involved in the content creation, but the actual writing, formatting and styling, that should be done by a professional. We recommend that all of our clients utilize the services of a content writer, it will ultimately lead to a better website experience, better site rankings, and better business.