Wednesday, 29 March 2017 06:51

Content, Shmontent: Why You Should Invest in Your Web Content

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For some of the web design and SEO projects we’ve encountered, we had to deal with clients who want to skip through their web content. Their idea is just to stick to content that have been written out for other marketing paraphernalia, such as brochures and such.

This is not something you’d want if your goal is to reach out to your target market online.

You need to remember that online, it’s a different ballgame. It is a level playing field – at least. You compete on the same level against your competition. The key is that you need to have all the necessary elements of an optimised web content. Content off another marketing material should never be your website’s default.

Remember that, online, content is still king. Don’t sleep on your web content. Invest in it. Here are some tips:

  • 1. Think of your target market when you write your content.
    The most important thing to keep in mind when you write your content is who you’re writing for. The point of your content is to sell your products and services. So, sell it through your words. Use words and themes that your potential clients will relate to. All aspects of language matters when you’re writing to market to your prospects.
  • 2. Format your content for readability.
    Remember that one of the bigger turn-offs in web content is having huge chunks of content. These blocks of word may be descriptive of what you offer, but they will likely be overlooked by your audience. People generally have a shorter attention span when it comes to online content. So, aim for readability. Break down your content in readable chunks. Highlight your main points using the outline format.
  • 3. Don’t forget your meta content.
    One of the important factors in ranking on top of search engine results is your meta content. Meta content is content meant for search engines. This – alongside your actual content – helps search engines know what your page is about. Important meta content includes the meta descriptions of your pages, images and links. Remember that in web creation, you audience includes search engines.
  • 4. Encourage action with Call-to-Actions.
    Your website is a way to convince people to subscribe to you or buy your products and services. So, after you’ve talked the talk, spur them into action – to either buy from you or learn more about you via a subscribe link. You can do this through effectively worded and placed Call-to-Actions. One important thing to remember here is to be specific. Do not default to the usual “Subscribe Now” or “Buy.” Specify. Examples include “Learn more about investments by subscribing to our newsletter,” or “Buy Now and Save $$$.” Lastly and most importantly – do not spam your website and meta content. While it might be tempting to stuff your content with as much keywords as possible or have as many highlighted title texts as possible – DON’T. Keep things natural and real. Search engines are getting smarter and smarter by the minute and it is never worth it to try to scam them into ranking your website on top. Optimise in such a way that you’ve covered all necessary meta and text content; your text content is aptly titled; and you’ve included your keywords where they need to be. Never overdo your optimisation.
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Tim Williams

Founder and Managing Director of A Website That Works For You, Tim Williams has lead "The Green Team" to success helping business owners take advantage of leading Web Design and Online Marketing practices.

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