Creating Great Content for Your Website
Your web content should work as a marketing tool, which is why it’s essential to make sure it’s great! But what is great web content? Here are some tips for getting started.
1: Keep a Goal in Mind
In order to create great web content, you need to know what you want it to accomplish. For example, when building your landing page copy, you should give visitors a reason to remain on your site, help them find what they’re looking for, and get them to take action. You can have additional content designed to persuade, educate, or entertain, but knowing what exactly you are trying to accomplish is the first step to achieving it.
2: Grab Their Interest
Use titles, subheadings, and captions to show what the content is about and what benefits people will get from reading it. You can also use images and additional design elements to entice your audience as well. Visuals are just as essential as words in terms of web content.
3: Make Your Content Valuable
Great website content provides your readers with something useful. Answering frequently asked questions your customers or prospects have is one of the best ways to come up with ideas for web content. Checklists, lists, and quizzes are some great ways to provide valuable information.
4: Keep Your Content Simple
People are busy with the everyday hustle and bustle, meaning they don’t often have time to read a bunch of web content. Make your content easy to read, brief, and enticing by using lots of subheadings, bulleted lists, and short paragraphs. Writing like this also makes your content easier to read on a mobile device.
You’ll want to try to keep your web content at or below a 6th-grade reading level. People like simple writing, and you’ll get your message across to a broader audience. If you want to check your writing’s grade level and get tips on improving overall readability, check out Hemingway Editor.
5: Make Content Specific to Your Reader
You should be creating content designed for your target audience. When you write with a specific type of person in mind, you’ll be much more effective. You can either create a buyer persona or use someone you actually know.
Most businesses have more than one type of target customer. If this is your business, make sure you create web content for each target customer persona. For example, if you own a painting business, your customers may include commercial and residential property owners, both of which have different needs and interests.
6: Encourage Readers to Take Action
The main goal of your website is to get people to do business with you. So, you need to make sure every piece of web content gives them a reason to do so by giving them a clear call to action (CTA) at the end. You can motivate your readers to take a specific action, such as calling to make an appointment by a specific date to get a discount on a service. Or you can have them take more general actions, such as going green or getting in shape. This way, you can help them achieve a goal that is aligned directly with your business.
7: Build Your Brand
Think about your brand. Your web content should always be written in your brand voice. Is your brand serious, fun, passionate, quirky, authentic, or informal? Whatever your brand voice may be, your main goal is to keep your content sounding consistent throughout your website.
8: Enhance Your Web Content using Your Website
Your website supports all of your content, so you’ll want to make sure it’s easy to navigate and mobile-friendly. More and more people are using their mobile phones to browse or make purchases, so chances are pretty good that customers are viewing your website on a small screen. Create simple text with lots of breaks to help make your content more readable. You can use a mobile-first design to create a website that’s easy to use, no matter the device. You’ll also want to ensure your website is optimized for speed – people won’t stick around waiting for a website to load!
9: Stick to SEO Principles
Search Engine Optimization (SEO) is crucial to attracting new customers. You should incorporate keywords and phrases into your web content that you want to be found for, just be careful not to go overboard. A website filled with keywords in every other line looks obvious and will be penalized by search engines. You can use tools such as the Google Keyword Planner or the Bing Keyword Research Tool to find keywords. Make sure you use keywords in your headlines, subheadings, body copy, meta descriptions, and tags.
If you’re a small business, it’s a good idea to focus on long-tail keywords. These are keywords with three or more words that are specific to what people may be looking for on your website. They also have less competition online.
- The Importance of SEO and SEM for Your Business
- Easy Tips for Increasing Your Search Rankings
- How to Create Awesome Meta Descriptions
10: Build Your Online Presence
Share your web content on social media and in your email marketing campaigns. Include your website URL on your printed marketing materials and add a link to it in your email signature. You can also include share buttons on your content so readers can easily share it with their friends, post it, and pin it. The more places you promote your web content, the more people are likely to see it and take action!
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