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Tips for Writing Website Content

Content is King. Context is the Kingdom. Write website content that meaningful to prospects and customers.

Content image

Website content often contains a variety of formats: text, graphic images, animation, and audio.

For many site visitors, a "picture is worth a 1,000 words." Simply describing an image is not enough. People need to see a photo of the hotel room where they are staying. They need to see photos of the products they might buy.

Some website content is formatted as text, such as (X)HTML pages and PDFs. Some people prefer a PDF format so they can email and share the text document.

And some people like to watch videos. For example, if your site sells software, showing people how to do something (such as photo retouching) is very helpful and useful.

Knowing the type of content to present and the format to present it in is important to site visitors. To summarize, successful content is:

  • Genuine
  • Trustworthy
  • Reliable
  • Original
  • Legible and readable
  • Contextual
  • Linkworthy

At Omni Marketing Interactive, we always ask these 3 questions to online business professionals to see if they really understand the concept of "Content is King" and "Context is the Kingdom." We find that if they cannot answer these 3 questions immediately, then that gives us a clearer idea of how prepared the client is to be online.

Why should I visit your website (without spending any money)?

The #1 reason people visit websites is for information. In fact, the vast majority of web search engine queries is informational queries on desktop/laptop computers, tablets, and smartphones.

Not only should your site provide summaries and details about the products, services, and information your site offers, your site should also provide content to help potential and current customers. We like to call this additional information digital content assets. Digital assets should be user oriented.

Coupons, a how-to section, or tips for buying your product or service are examples of digital assets. Digital assets should be user benefits.

The tips for buying your product or service is particularly beneficial because you are helping your potential customers make the best decision they can. It shows that you are thinking of your customers ("Let me help you make the best purchase for your budget"), not yourself ("Buy my stuff because I'm the best").

Why should I return to your website?

People usually won't buy from website right away. In fact, search sessions can last a few weeks or a month. Reason? People might search for the best option before the final purchase.

Therefore, you should give people a reason to return to your website.

Updating product or service information, timely how-to tips, or an upgraded software demo are good reasons for people to return to your site or maybe even bookmark it.

Coca Cola does not show the same commercial year after year after year because people will get bored with the same commercial. Nor should anyone show the exact same website month after month after month. We recommend updating site content at least every 1 to 3 months, even if the changes are minimal.

Changes can be:

However you decide to update content, make sure the update isn't superficial. Make sure content is meaningful to your users.

What makes your site and content better?

We expect to hear company's unique selling proposition (USP) here as well as benefits to users. If your website doesn't communicate how your offerings are better and unique, your site could be using sales and initial inquiries.

Content can be more meaningful if you can back it up with customer testimonials, case studies, and objective data...especially if these are put in user context. Does your site have digital assets to support user goals? Digital assets that are based on user mental models provide more meaning.

We also get many potential clients that have no unique selling proposition. In fact, if your calls to action (CTA) are not clear on your website, people are unlikely to do what you want them to do.

For example, if you want site visitors to call, then your phone number should be prominent on web pages. It can be placed in the masthead area. It can be placed at the bottom of the page as well (so users won't have to scroll back to the top of the page to call you).

If you make users hunt for your phone number, your site does not communicate that you encourage calling. It can make your business or organization seem less credible and trustworthy. Remember, credibility is an important part of the user experience.

We find that online businesses who can answer these questions immediately do extremely well on the Web because they are giving people reasons to come and return to their sites. They show that they are willing to listen to their visitors and adapt their site to help their visitors get what they want.

Can you answer these questions quickly? Does your website reflect your answers? Try it and see.

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If you liked this information architecture and site navigation tip, here are more links to related optimization tips and articles from Omni Marketing Interactive:

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If you have any questions about Omni Marketing Interactive's search engine optimization (SEO), website usability, information architecture (IA), or web design services, please call us at 847-426-4256.