Web writing is more than just a list of bullet points about a topic put online. I have created content for a number of leading organisations and have found that targeted content can reduce bounce rate, increase basket size, conversions and customer retention.
With this in mind, I have put together my top tips for website content creation that I hope will allow you to maximise performance and increase your revenue or overall awareness.
1. Know your audience
Before you create any kind of content you need to think of who you are writing it for. Do you have a broad target audience or one that’s more specific?
For example, the range of vocabulary will differ greatly between content for children and adults. If you’re aiming a site at the general public, be careful to use terminology that everyone can understand. It’s very important that your content can be understood by users of all abilities within your target audience.
2. Keep it concise
Users are impatient and will often skim read content. If your page is a solid block of text you can expect a user to click back straight away.
Due to several factors such as screen glare, small text, and varying contrast with displays, reading content on a screen is not as comfortable as print. Be sure to break things up with headings, shorter sentences, paragraphs, and bulleted lists.
3. Interesting titles
This is the first thing your users will read, and often may be a deciding factor for whether they read on. It also might be what users see in their RSS feeds, a catchy title may just be the factor to direct people to your page.
4. Clear language
It’s called the World Wide Web for a reason. You need to bear in mind that users could be visiting your site from anywhere in the world.
Make sure you write with the correct grammar and spelling. International users may not understand your local slang or abbreviations.
5. Check your facts
Most users of the internet are very sceptical about what they read. If you display any facts, figures or statistics be prepared to back them up with references or links. Make sure you are knowledgeable on your subject and that everything you say is correct before you publish.
6. Keywords and SEO
Be sure to include keywords relating to your topic to improve search engine results for your content. Bear in mind that you are writing for people, and not exclusively for search engines. Ensure you find the right balance so that your content is still clear, concise and engaging.
7. Images
Inserting images relating to your content can improve the look and feel straight away. Users are more likely to remain on your page if the content is visually appealing and it will assist in getting your message across.
8. Links
If any of your content relates to other areas of your site, then link it! It will help the user discover more of your site.
Your links should be named appropriately. e.g. Just linking the words “click here” really doesn’t mean much when you look at it and it’s also not very accessible for screen readers. Let the user know where they are going before they click a link and don’t make it a guessing game.
9. Review
You may have spent a while creating your page, but don’t be in too much of a hurry to publish it. Proof read, and have it checked through by somebody else who also has editing privileges on your site. They may pick up mistakes that you missed!
10. Update
When you have published your page, don’t forget about it. Some of the links on the page may become broken over time, and facts or information may also change. Occasionally reviewing your content keeps it tidy and will minimize inaccuracies.
There is so much more to write about each of the above topics but I just wanted to give you a detailed overview and hopefully some new ideas to help you get started.
Also, the majority of website traffic comes through search engines, therefore it’s vital to consider the structure of your web pages when designing or updating your site. Check out the related blog post on how to write SEO-friendly blog posts.
If you wish to discuss anything or talk to me about the best ways to promote your Internet presence then I would love to hear from you, just use the comments below.