Five Things to Consider When
Drafting Effective Website Content
It has been estimated that 80% of website users do not actually
read website content, but rather scan text for important or
highlighted words and phrases.
Here are five things for you to keep in mind when writing
effective content for your website.
- Get
To The Point. Use short, simple paragraphs, and get
straight to the point. Focus on your readers and what's
important to them, highlighting the important
benefits about your product or service and leaving out the "hard
sell" copywriting.
-
Write for Easy Scanning. Present your website content
in a well-laid out, easy-to-navigate format. Bulleted lists are
great for making it easy for your viewers to find the important
information quickly.
- Use
Keywords -- Just Don't Over Do It. Finding the right
mix of engaging website content that is not only easy to read
but also keyword-rich to help boost search engine rankings is an
ongoing challenge. Be sure to use keyword-rich content wisely,
as using not enough keywords you'll most likely not be found,
while using too many keywords within your website copy may
actually negatively impact your search engine rankings. It's
been estimated that your keywords should represent between 2%
and 5% of the content within a page for effective online
copywriting.
- Be
Objective. Strictly using your website content to boast
about your product or services is not only boring, but it also
may negatively impact the way visitors view your organization.
Develop a trusting relationship with your visitors by presenting
beneficial information about your product or services in a
neutral, unbiased tone. As mentioned before, focus your website
content on what your readers are looking for and what's
important to them.
- Be
Credible. With the literally millions of websites
currently online, if you fail to establish trust with your
website visitors within a few seconds, your competitors are only
a Google search away. Be sure to present credible content to
your visitors that is also free of any spelling or grammatical
errors.
By following the tips above when drafting website copy, your
organization will be in a better position to produce professional
website content that is not only readable and credible, but also
allows visitors to obtain the information they need with ease.
Reprinted with permission from Boston Interactive’s monthly
newsletter.
Chuck Murphy
President
Boston Interactive
529 Main Street, Suite 210
Charlestown MA 02129
www.bostoninteractive.com
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