Ok, what follows is some guidelines on what to keep in mind when writing content for your website. Its mostly focused towards business websites but most ideas are applicable to personal sites too.
- Stay Connected
You have to engage your readers; the best way to do is make sure they are the focus. Whether you are selling or just informing, its easier to keep somebody interested in your content if you are relating it them. For example, yes its important to tell them your electric banana peeler is a great product, However, its more important to explain how it solves their problems and makes their life better.
- This Isn't Shakespeare
Its very tempting to write in a formal and flowery style but its not always effective or appropriate. Short and concise sentences are often better. Make sure you do your keyword research and understand the words and phrases your visitors will expect.
- Stay Focused
Stay on topic, don't wander off onto other subjects. If you've got things to say about other/related topics, create another page and link to it. It helps to plan out your pages so when you come to write content for them you already have a list of things that need to be said.
- No Essay Writing
Typically website visitors skim read. They scan the page looking for stuff that attracts their attention. So avoid heavy bodies of text if possible. Incorporate headings, bullet points and images into the flow of your page to allow your content to breathe. Highlight some keywords and if you're got related pages on a subject try to wrap links around appropriate keywords.
- Call To Action
Don't end the page or section without telling the visitor what to do. Whether it be to contact you for more information/help, direct them to another page or whatever is appropriate. Left to their own devices, they'll more than likely wander off!
- Realise You Wont Get It Right First Time
Writing content is usually a process of refinement. If you think your content is wrong, dont automatically discard it and start again. Try to identify what you think is right about it and build on it.
What follows widens the subject a little but its still essentially about content on your website.
- Gravity
It never hurts to give you or your business some depth. On that line of thinking pages like "About Us", "Testimonials" and "Case Studies" and are valuable in establishing trust & credibility.
- Headers & Footer
Make sure all your content is framed by a header & footer. Your header should always include your website/business name along with a strap-line and if appropriate contact details. A footer should include a smaller navigation, and a link to take a visitor back to the top if they've had to scroll down.
Remember that visitors will not necessarily enter your site via the front page. On every page they should be able to answer the questions: "Where am I?" and "Where can I go?". A new visitor's attention span is only seconds so you've got to make sure that information is plainly visible everywhere.
- Your Gateway
Remember your home page is the gateway to the rest of your site. Don't rely purely on the navigation to direct users to other pages. Typically a brief introduction followed by an invitation to explore other areas of the site is a good way to go. You can see an excellent example of this right here on Freeola. Look at their
homepage. Short concise introduction followed by a series of boxes that direct users to main areas of service.
- Design Isn't Everything
"Content is king" - I'm personally sick of hearing this phrase. It is true though. :) The site design should be appropriate to the subject. You might want pretty patterns or bright colours as part of your design. Never forget they are secondary to content though. Your website design should be about making your content accessible and easier to read. It shouldn't be a distraction from your content.
