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Tips on Writing Great Website Content |
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As
marketers or business owners, many of our clients are responsible for the
marketing communications for their companies and are tasked with writing the
content for their website. This can be a daunting task, especially if you've not
had web copywriting experience.
So, where
do you start? What do you focus on? What tone or style should you project to
your audience? How long should each section or topic be?
A website
is a representation of the company and brand behind it, and it must engage and
invite visitors to an online brand experience with the ‘story' it tells - through
great content, design and user interface. These are essential ingredients of a
successful website and the most important of these is having good content.
Without this, a flashy design or fancy layout will not be enough to hide the
fact that the company or brand doesn't seem to have any much to say.
Here are
some tips on how to go about writing great website content and encouraging
search engine optimization (SEO):
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Successful content should speak to and appeal
to the targeted demographic group.
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Content should be succinct - you don't need to
write a novel to get your points across.
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Most website visitors will skim through content
on web pages that interest them, so make sure your first paragraph encapsulates
the main points of what you want to say.
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Content must always be relevant to search
engine users - i.e. think of and use keywords within your content frequently
that your target audience might use to search for your site. This includes
using keywords in your page titles.
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Content must always be accessible to search
engine spiders - i.e. come up with a list of words and phrases relevant to your
business, its services and web page content for use as keywords and meta tags
for each web page.
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Content should be contextually valuable to
garner inbound links - i.e. articles, case studies and white papers, etc.
should contain content that encourages other websites, blogs, industry
associations, etc. to link to them. The higher the number of quality links
(note the emphasis on ‘quality' and not quantity) to your website, the better
your SEO.
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Think about how you can link content from one
page to another to encourage internal page linking and cross-selling of your
services.
Remember,
relevance and quality of content NOT quantity, determines the successfulness of
your website content.
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