One of the most overlooked parts of creating a new website is the content. It seems like nobody likes to write, but they sure do like to provide cool images and ideas about the design. Yes, the design can grab people's attention and the images make the site look professional, but the content is what keeps people on your site and what makes them choose you over a competitor. I could definitely argue that content is the most important part of a website. So how do you make the content more engaging and something that people want to read? Here are a few tips and things to think about before you start writing your next website masterpiece.
Chop It Up
These days, people have a very short attention span so long chunks of text are usually avoided. If someone wants to read a lot of text they will open a book. Use headings to organize your content and make it easily scanable. If your headings interest the reader they will take the time to read the content below the heading. Using bullet points will also help readers scan the content to find what is important to them. Considering the average time on a page is usually measured in seconds, you want visitors to find what they are looking for quickly. Breaking your content up and organizing it will help them do just that.
Tell Them Why The Content Is Important
You don't have to be a journalist to understand that people want to know what's in it for them. At the beginning of each content piece, you should have something that lays it out. In this blog post I state "Content is what keeps people on your site and what makes them choose you over a competitor." This tells the audience that if you want to be chosen over your competitor, you should keep reading to learn how to write great website content. Make it easy for a reader to discover the value of your content.
Write Content for Your Target Audience
This might be the most important aspect of content creation. Writing with a specific audience in mind will help you attract that person. We call this a persona. Before we do any keyword research, blog topic brainstorming, or campaign creation we identify a target persona. Your tone, vocabulary, and context should all be geared around what is important to that persona. This persona should be the type of customer that you want to attract.
Start With Keyword Research
Unless you are in the CIA and you don't want anybody to find your website, choosing the correct keywords for your content is important. Use a tool like the Keyword Planner in Google Adwords to help you identify keywords that are frequently searched for and aren't too competitive. If you are small business in Tulsa that sells auto insurance, you probably won't be able to rank for the keyword "auto insurance." However, you might be able to rank for "Tulsa auto insurance," or "Tulsa auto insurance agent." Craft your content around these keywords by placing them in the title, in a heading, and in the body text. However, don't over use the word. This is considered "keyword stuffing" and can actually have a negative affect on your SEO.
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We hope that these tips will help you start creating some outstanding website content. Content writing isn't the most glamorous task in building a website, but it will go a long way in helping you achieve your digital marketing goals. Take the time to do it right and it will pay off in the long run. Also, don't be afraid to come back and revise your content. Content is king so make sure yours is on point!