When writing website content you should have only one thing in mind, your targeted audience. Unlike books, rarely do people read all the content, first they scan to find, and then concentrate on the part that interests them. They look for information, or reassurance that you can supply the service or product they need. You should write for your end user, not a preconceived idea of what the search engines want.
Your content should:
- Have a structure:
- With heading, bold text or colour so that information of interest can be found quickly.
- Organise in order of importance for your client
- Use lists where possible, using either numbered or bullet points
- Use brief paragraphs and include ideally one to four sentences
- Each sentence being concise, informative and relevant
- Eliminate all spelling and grammatical errors with Microsoft's Word, the default language being set to your main clients country
- Provide links within the document to related information. Internally and externally as appropriate
The key is to make a start and publish the webpage as soon as you can. Revisit later with new thoughts and inspirations.
Finding subjects to write about
- Target specific market key phrases
- Product or services
- The benefits to the consumer and any unique selling points; perhaps how you are leading the field
- How they are used
- About your company or organisation
- Contact details
- News and coming events, this can also provide material for newsletter
- How to find you or see your products, maps etc.
- Your industry
- Your customers
- Examples of how the product or service helped them. Describe before and after scenario. You could include, testimonials, pictures, experiences and descriptions
- Interviews
- Technical experts can continually provide and add fresh content to a site. Giving feedback and inspiration for new articles:
- Candid product reviews including positive and negative aspects, perhaps the circumstances one should be used as apposed to another.
- Statistics
- Subject related website blogs
- Seasonal articles
- FAQ's - Answer the questions your customers ask
- How to guides, tutorials or advice articles providing solutions to specific problem
- Customers and suppliers are an invaluable resource and may be happy to provide technical content. Don't be afraid to ask, they have a common interest in your success.
- Background can give added value and quality content which attracts external links
- Location - Benefits and attractions
- Historical
- Evolution
- Targeted website promotions which encourage user participation and provide a potential customer
Content writing
It is always difficult to start; think 5w1h, what, why, where, when, who and how. Without considering plagiarism, look at your competitors or similar businesses. Make a list of say four headings of interest to your readers. Write related content for each using your own writing style and don't forget to check the spelling. Congratulations you've started, that most important first step.
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