Having an exciting, interactive website for your business is a growing must in an online age. Most businesses hope their websites will attract new customers, retain existing ones and encourage engagement. Many will invest in new design and branding, most will optimise their HTML for search engines. However, unless proper investment is made in to producing regular and quality content growing website traffic may be a struggle.
Writing content for the web is not an easy task and can be time consuming. Many SMEs can benefit from creating a content strategy.
1. Make your Content Relevant
It is important to put yourself in a potential customers shoes. When users search for something they expect relevant results.
Search engines do a fantastic job of finding relevant results for users search queries. If your content isn't what your customers want, you will miss out on potential leads. Worse still, if a user finds irrelevant or outdated information this could leave a negative impression.
2. Keep Content Concise
A majority of website visitors skim through and prefer to review information quickly. Most visitors will be on your website for a reason: forcing them to sift through lots of information is frustrating.
If your subject is broad, or you have a range of services on offer, consider breaking your content down. Add links where you can, encouraging
Explaining complicated topics in simple language is a valuable skill. Never assume your readers will have specialist knowledge on subjects. Know your audience and write accordingly.
3. Use Imagery
A majority of website use images to complement a website. People no longer want to browse a webpage - they want to experience. Good use of images boost audience engagement.
- Avoid overused images and ideas
- Make sure that if you use people they look real
- Crop an image and focus on its importance
- Ensure images are high quality and not blurry or low resolution
- Scale images and keep the file size low for a faster loading time - consider tools like www.compressor.io to reduce file sizes
- You can’t fix all photos with photoshop; so always start with a high-quality image
4. Write for your Audience
Content is king. Focus on what your customers are looking for and write keyword rich copy, linking to internal pages with a clear purpose. Everything you write should have a point. By knowing who your visitors are, you can deliver content they’re looking for.
Will your audience...
- find the content appealing?
- understand it?
- find it useful?
- want to share it?
Use a tone to connect with your audience and avoid industry jargon or bad sales pitches.
5. Check Grammar and Spelling
It looks unprofessional if a website is full of spelling and grammatical errors. Have a fresh pair of eyes read through your content, or consider using a professional copywriter to ensure your writing is accurate. There are various online tools to help improve readability, but at least run your work through a spell checker.
6. Testing Your Website
Your website should be regularly tested and improved using analytics tools and user feedback. If your users can't use your website or are unable to find what htey are looking for, then it might as well not exist.
Any good web developer should do this as part of the build process; but if you are producing your own content and linking to other pages on your site, it is important you check everything works as it should.
Test the site in different browsers and see how they behave - ask friends to check the site on their iPhones and Android devices, or look at online tools to automate this task.
Get Feedback from Test Users
Have people test your website who are of different ages and different levels of technical competency and ask for honest feedback. You can also consider using website feedback surveys on the live site to get real user feedback.
Check the Interactive Features
Try all the interactive features on your website in different browsers, including mobile and tablets. Fill out forms, enlarge and reduce images, increase and decrease the size of text. If you identify a problem, make sure you let your website designer know so that they are able to fix the problem.
Try your website out in different environments and devices to ensure it loads as fast as possible. Google Insights offer useful information on page speed as do many other analytic packages.
7. Don’t forget Social Media
Consider the social platforms that are most suitable to your business and audience and focus your efforts on those.
Sharing content and engaging with customers is a great way to help establish your brand online.
Make good use of sharing buttons to encourage users to share your content but be aware that these tools can increase page load times for visitors.