Your web designer is busy working on your web site. The technical and navigation elements of a great site are coming together. But, what happens when your web designer asks you to provide the site’s written content? More often than not, panic sets in. A mix of marketing, information and public relations, the word “content” is intimidating. It doesn’t need to be.
With some key guiding points, you can produce writing which promotes your product and services, adding to your company’s brand and web presence.
A quick guide to effective content writing:
- Have a look at your competitor’s sites. What tone or styles do you like? What don’t you like? With a bit of research will make finding the look and feel of your writing easier.
- Write as though you’re telling a friend about your product and services. By narrowing your audience to one person, your writing will become relaxed and casual. The words will flow naturally, as though you’re having a conversation.
- Avoid cutting and pasting information from your current print advertising. Writing for the web is not the same as writing for postcard or brochure campaigns.
- The information on your site should be the information your clients and audience are looking for. Tell them what they want to know not just what you think they should know.
- Break up information with short, to-the-point passages. Readers scan web sites quickly. The shorter the paragraph, the more likely it will be read. Make it easy for site visitors to find the information they need.
- Pictures are worth a 1,000 words. Use them. Include other types of images such as charts and diagrams. Lists are an effective way to provide information which can be referenced quickly.
- Don’t get tied up writing for Search Engine Optimization. Using keywords and phrases is important for SEO, and you want to use them, just not to the point where readers notice.
- Avoid techno-babble. Explain your products and services in simple terms. Your industry probably has its own jargon. Use it, but sparingly. You will lose your audience if they feel they aren’t in the know.
- Tell your audience what to do next. Register for a course, sign up for a newsletter, download information or comment on your blog. This is known as a “call to action”. You are building a relationship with clients. They should not only be to be part of the conversation, they need to be.
If you can’t put together your content yourself, Sudymo Web Services can help. We have experienced writers who can give your website the unique voice it needs to stand out from your competition. Contact us today to get started.