How To Create The Best Website Content
April 12th, 2013
When deliberating about which information is the most effective for providing the best website content, there are multiple factors to consider. It is not just about dynamic visuals and efficient functionality but also the written aspect of the web pages that inform the users. The important guiding principles for this literary element, includes data that is useful, credible, friendly and original.
Subject matter should be helpful by assisting visitors to make purchases, answering queries, teaching readers something new and building a trustworthy relationship with customers through good will, so they are more receptive to being influenced. Consistency in the production of useful and original content creates credibility for sources posting information. Once credibility is established trust follows and can be supported via your ‘about us’ page and guest spot interviews from experts. Do not write content merely based on the expectations of search engines, such companies implement these tools to judge your written material as people do. Therefore create content that people can relate to as well as including keywords, descriptions and titles for SEO requirements. Originality is key in any creative endeavour and as such ensure your written information is as unique as possible even if it is covered elsewhere. This not only shows well researched work that has been understood and personalised with original thinking but also drives more traffic to the source. Additionally use content curation which involves reviewing or discussing other opinions on the same topics.
Content encompasses a wide range of infographics which enables information to be conveyed in ways that words cannot achieve on their own. This allows users access to optimised specific data so they are able to retain it during their busy schedules. This is a means where graphics are utilised to enhance the interpretation or absorption of detailed information on a single page vehicle. Different categories exist to define the various types of content available to produce an informative website. Site content is usually the page denominators that customers expect to find on an online site such as home page, about us, contact us (form), frequently asked questions (FAQ’s), terms of use and privacy policy etc. Whereas marketing content focuses on directing organic traffic to your website in a non advertising search engine manner known as inbound or content marketing. This is executed via blog posts, newsfeeds, articles, videos, podcasts, slideshows, ebooks, social media links and white papers (an authoritative report or guide mainly used in business to business marketing and government, that explains policies, philosophies, ideologies and the ethos of an organisation so the readers are helped with problem solving, decision making and understanding issues).
Websites that are content managed (WordPress, Drupal, Joomla etc.) offer flexibility to admin users by allowing them to update their content regularly, as well as complying with basic SEO packages. To showcase strong web content, web copy is required that will attract users, engage and entice them to initiate desired actions. Writing for this cyber stage is a niche area that often rests on the foundation of a mantra that promotes “content is king”. It is a field that compliments design and development and yet is of unparalleled importance in substantiating information for readers. As with all great ideas in any artistic form, the essence is the story, or key information from which everything else germinates and is fleshed out by the tinsel of all other areas that decorate it. Specialists that provide wording for web are known as content writers, web writers, copywriters, seo copywriters and so forth. This entails a high aptitude for literacy as proof-reading, editing, spelling, grammar, a flair for language, selective wording, well researched, knowledgeable and creative writing skills all come in to play. As long as writers remember the audience they are targeting and authorship does not emanate from an egotistical perspective.
Overall web content is more than just web copy, as it’s the combination of words, graphics and efficient navigation that adds weight to relaying information. Other methods that contribute to good content include 37 Signals (web content tools for freelancers and small businesses), 1-800-Got-Junk (full service junk removal for key messages and keywords), Key Media (condenses reading material), Swaglove (eliminating spam words) and Creative Engine & University of British Columbia (UBC) (matches products with customers needs).
Once website content is made search engine friendly and accessible (including descriptions for images that cannot be detected by browsers and rely on text alternatives instead), it enhances the core message of the site including its services. Additionally, the content of a website is usually shaped by multiple elements including user task analysis, goal accomplishment, readability, site navigability (eye tracking studies), website speed and user experience.
When constructing the written part of website content, one of the fundamental tips to remember is that an online audience is different to those who read books etc. This is due to the constant distractions the web offers with advertising, thus reducing the concentration span of visitors. Further considerations for producing successful web content involve legible font selection, succinct paragraphs with well punctuated sentences, proper formatting and page layout, interactive content, information that is rich in knowledge, hyperlinks, relevant images, presenting an articulate thought process and avoiding common language errors.
Once a website is built, the content, design and style can bring out the best in sites or vice versa. The continual evolution of technology is always a necessary reminder for artisans of the web industry to adapt their creations on a regular basis. The remedy for optical boredom is catchy visual news, similarly intellectual users require mental stimulation when reading which is delivered via fresh ideas and interesting topics often marked by compelling titles. Content that is also motivational and promotes self improvement can be inspiring and encourage debate. A combination of aesthetics, humour and creativity can provide entertainment that encourages users to be more attentive. Regular news reports are also useful and non-profit offers that give users free tips or prizes, also generates excitement and instils a sense of gratitude amongst recipients. After all, the web is primarily a place for sharing.
The best web practises include getting to the point as early as possible so readers won’t lose interest which often entails a strong introduction. SEO is important but not to the extent where it over shadows the substance of what is written. Landing pages should be used strategically. Construct web pages with content that users eyes can scan through quickly. Be consistent, develop a style guide, be objective, use dynamic images and headlines. Express yourself in active tense whereby if you’re a company, represent your voice as the collective ‘we’ to show teamwork. Fundamentally as a writer, find your voice and know your audience.
Good writing is the basis for high search engine rankings, therefore a professional writer is essential for maintaining a compelling website. Furthermore, keeping the content regularly updated is the solution to staying at the top. Additionally distributing your content to other websites increases visibility. Google is just one example of having value in identifying websites with good content and rewarding them with page ascension. Bullet pointed lists, text that is relevant contextually, widgets that successfully link your website to other platforms, dynamically loading Ajax pages and again originality – all engender the best content for websites.
There are companies that provide credible and experienced writers for creating website content. Copywriting can cover all aspects of web copy including articles, leaflets, contracts and directory listings, as well as service descriptions. A well informed and skilful writer can write about any subject, combining a wealth of academia with a personable approach. Good, full-bodied web copy can mean the difference between yielding content solutions that drive traffic to its optimum level and a flawed website.
Web content is the visual, textual and aural website constituents that form the user experience. This broad spectrum includes animations, texts, images, sounds, videos, documents, applications, e-services, personal web pages, email messages and other emerging web technologies accommodating future requirements. Websites that also offer translation options achieve global appeal by overcoming language barriers. Newsfeeds, articles, and videos may garner interested followers, however if the web copy is weak it will not fully engage web visitors. Copywriting involves the act of writing copy (text) to advertise to readers a viewpoint that markets a product, service, idea, opinion, or person. Alternatively when the focus is on educational rather than promotional content, the title ‘content writer’ may be preferred. Moreover, copywriters are enlisted to create solutions for marketing communications, social media posts, online advertisements, jingle lyrics, commercial scripts, press releases, billboards, white papers, catalogues, brochures, postcards, sales letters, direct mail, taglines, emails and internet content. The latter is therefore marketed more successfully with the varied skills of a writer that can generically harness all of the aforementioned areas of expertise.
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