There are a number of pieces that make up the puzzle of your website. A lot of them – like graphics, colors, and videos – are there to add visual appeal. Others are there to add functionality to your site. But one of the most important pieces is the one that delivers your message – the content.
A lot of people think they can write website content, and if you surf the web, you’ll come across content in a ton of different styles. But you’ll also find some sites that have content that’s effective – and some sites that don’t.
Here are a few things that the good ones have in common:
- A point. That they get to, quickly. Rambling on and on doesn’t work on your website. Good content writers know exactly what they’re trying to say, and say it succinctly. There’s a place for long paragraphs and complicated language, but your website isn’t it.
- A consistent tone that works for your brand. The writing across your site should really sound like the same person wrote it. And that person should seem like your brand in human form. If you’re an upscale, sophisticated business, the writing should be formal. If your business is casual and laid-back, the writing should be light and relaxed. Be sure that your business vibe and your writing jive.
- Plenty of emphasis on benefits. The writing’s gotta be persuasive, and benefits persuade. A lot of web content focuses on the features of businesses or the services they provide (i.e., what the services do), but writers who take the extra jump and explain the benefits (i.e. what the services will do for the customer) always end up with more effective content.
- Well-placed keywords. Let’s face it – search engines are reading your web content too. In order to get noticed by Google and Bing, you’ll need to incorporate keywords that clients may be searching for. But you have to get them in there stealthily so the search engines see them but the humans aren’t annoyed by keywords that don’t seem like they fit.
Don’t let your website be like one of those people who look great until they open their mouths. Make sure your content is written by a pro so your website will look and sound fantastic.
For more pro services that you probably need, check out IntelliSites’ Albany Web Design services section.