Many times, the first impression people have of your business is what they see on your website. Websites typically contain valuable information about a business and can often influence someone to choose their services over another’s. Written content is undervalued by a lot of companies today, but it can play a huge role for your business’s success. Keep reading below to make sure that you’re getting the most out of your website content.
1. Catch Their Attention
When you are deciding how to begin your content, keep in mind that most people lose interest almost immediately if they don’t find what they are looking for early on. When they click on your page, they should find highly relevant, interesting information within the first few sentences in order to keep their attention. Many copywriters and journalists employ the so-called “inverted pyramid” method to accomplish this task. Essentially, the most important and pertinent information is prioritized towards the top of the piece in order to draw the reader in and keep them interested, and the less important information appears at the bottom in the smaller portion of the pyramid. It’s likely that if you give the reader good information towards the beginning, they will read until the end.
2. Proper Grammar
Good grammar is something that is often overlooked, but should be taken very seriously when creating content for a website. When people are searching for your products or services online, you will have plenty of competition from other similar businesses. It is important to come off as professional and qualified as possible to ensure that those people choose you instead of another option. You want your content to sound smooth and roll off the tongue effortlessly. One tip is to read sentences a few times out loud after you’ve written them.
Capitalization, punctuation, structure and especially spelling are vital to giving people a good impression of your business. If you aren’t supremely confident in your writing prowess, it might be a good idea to get an MLA or AP style book. They have the answers to a lot of common questions that arise when writing.
3. Keywords (SEO)
Most people use search engines like Google when looking for particular products and services online. The results that appear towards the top of their search are much more likely to be accessed than those towards the bottom or on the next pages. The top results will be what google’s algorithms deem the most relevant content in relation to their search criteria. When writing content for your website, make sure you use plenty of important keywords that people might be using in a relevant search. Businesses are now using this “search engine optimization” (SEO) to increase their brand’s exposure to potential customers. For example, if you run a New York City catering company, your website content/blogs should include specific phrases like “local catering in New York,” “affordable catering services,” “excellent staff for parties,” etc. in order to rank higher on search engines. That is a crude example, but you get the idea.
4. Avoid Redundancies
When reading website content, one of my biggest recurring pet peeves is the repeated use of redundancies. It’s just repetitive!…
I know. That was a knee slapper….
But on a serious note, when websites just regurgitate the same information over and over again it can be tiresome for the reader. In some cases, look up synonyms of words that you may have overused in the text and reword some of it. This will make the reading easier for potential customers. Also, try to add some variety to your content. Your site should contain different pages that each have their own identity and purpose. Your content doesn’t have to be too long, but should contain quality information that promotes all aspects of your business.
5. Original Content
This should go without saying, but it is important to come up with your own content. Plagiarizing is a serious offense that can have lasting repercussions for you and your business. Yes, you can pull ideas from other companies, but producing unique, original content will go a long way with your customers and set you apart from the competition. If possible, think outside the box and offer a different approach to your products or services. Try using your own experiences, interests and knowledge to craft content that feels personal and connects with people on a deeper level.
Keep these 5 things in mind the next time you’re thinking of adding content to your website, and good luck. If you need help creating a polished product that represents your brand, contact us at Design Extensions. We specialize in website development, marketing and branding, and our in-house copywriter oversees the written content on all projects.