Creating website content is often one of the challenges that customers face when it comes to a website redesign or brand new website project.
When you’re undergoing a website redesign or if you’re planning a brand new website for your organisation or business venture, pulling together the core information and key blurb for various places across your site is crucial. Yet it’s one of the tasks that business owners struggle most with.
- Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain. (Source)
- Lists are better at keeping your reader focused than large paragraphs. Some people even completely ignore large chunks of text. (Source)
- 38% of consumers will stop engaging if the content is too long (Source)
We recommend that business owners and their marketing teams pay a great time and attention to their website copy and marketing messages as it can pay dividends when a new user lands on your site and digests your brand messaging and style for the first time.
Keep your website content concise, on brand and SEO-friendly, and you likely can’t go far wrong.
01. Search friendly content
Your website content should pay close attention to SEO and search marketing best practices, which means you must consider:
- Meta description
- Keyword usage
- Header tags (H1, H2, H3, etc.)
- Format of text - bullet points over large blocks of text, etc.
02. On-brand tone
Keep your brand in mind, if your brand is well-established review your most successful pieces of internal and online content, and familiarise yourself with the style of language and tone of voice often used.
If your website’s tone of voice differs from your usual brand voice style it may alienate current customers. Similarly, if this is a new business and your style is ‘unexpected’ (i.e. you’re a quirky, big personality, accountancy firm) then this might jar with what visitors expect and leave them clicking away from your site.
03. Conveys meaning effectively
Your content can do a great job of verifying people’s expectations of your products and services, style of work and team’s personalities. Content can also help you to confirm - in the reader’s mind - whether you’re the kind of business they want to purchase from, or if you don’t do what they hoped.