Marketing 3: Writing Good Content

What makes visitors return to a web site? Of course, it is the content it provides that keeps the visitors coming back. Preparing good web site content is a matter of keeping your web site visitor's viewing experience in mind. Give him what he wants, fast and in a format that is easy to read on a computer screen. Here are a few tips to help get you on the right track for creating web site copy:

  • Begin with a well organized outline of the web site. Good structure is the basis of a good web site.
  • Reading online means skimming. Make the first sentence of each paragraph count.
  • Break the content into small "chunks" of text with generous white space in between.
  • Use shorter sentences than you would for printed materials. Computer users are expecting to get their information fast!
  • Use your keywords liberally, but do not "stuff" your content with unnatural repetitions. Try to select one keyword per page and use that keyword in at least one heading and 5 or six other times throughout the page.
  • Get to the point. Do not ramble. Give your visitor the information he needs concisely. Write your content out and then pare it down as much as possible, striking out everything you can...shorter is better on the web.
  • Avoid long, difficult words with many syllables which are hard to read on a computer screen.
  • Provide definitions or explanations of terms with a link or short "tip" box rather than including them in your main text.
  • Use bullets. Web visitors are conditioned to look for important information in bullet style.
  • Use headers and subtitles to set off paragraphs
  • Check for spelling and grammatical errors. Good grammar and spelling are necessary to maintain a professional image.
  • Update regularly. If nothing changes on your web site, there is no reason for your visitors to return. Make changes to your site - which are visible to the consumer - at least monthly. Give your visitor something to new to see, learn or enjoy each time he comes. Some ideas for changing content include:
    • editorials
    • feature articles
    • news clips
    • art galleries
    • reviews
    • announcements
    • interviews
    • interactive features such as polls, message boards or feedback

 

More on Marketing :

Return to Marketing Online.

 

 

Copyright © 2004. All rights reserved.
All design elements within this web site or on the linked sites are the property of Design Previews, Inc.and may not be duplicated without permission.