Content for Your Website
Friday, June 5th, 2015
Once upon a time, businesses tended to publish their brochures and leaflets onto their website pages. Nowadays of course content for websites is much more sophisticated and prepared specifically for the online market. Website content can include text, images, sounds, videos, social media links, forms, surveys, polls and animations.
The most effective website content is often created through a collaborative effort which may include the business owner and a creative agency, whose team can include a specialist website writer and editor, web designer and developer, photographer or photo librarian. This team can definitely help you create an effective website, but there are also a few things that are useful to bear in mind as you work on your core (written) content:
- You know your business best – so try your hand at creating ‘raw’ text which can always be edited later. This will help your content be as informative, engaging and ‘real’ as possible
- Most people will not read your text – they will ‘scan’ it. So write in small bite-sized chunks – short sentences, short paragraphs and plenty of headings
- Ensure important text is ‘above’ the fold – i.e. can be viewed without scrolling, especially pertinent for people viewing your website on a mobile device
- Write in a style that will best appeal to your target market – but most of all be engaging, provide useful information and offer a compelling reason for your readers to ‘take action’
- Review all content to ensure typos haven’t crept in
- Format your text to make it easy to read – choose an easy to read colour, size and style
- Avoid exaggeration and keep your support material simple (testimonials, reviews and galleries)
- Brief your team on the design style, layout and site map you have in mind and be prepared to write or edit text to ‘fit’ the design.
Consider including the following as part of your website design brief:
- Clean and clear homepage with lots of space
- A simple background that reflects your brand
- Incorporate eye-catching elements in the home page
- Include lots of space between and around text in sub-pages
- Use good quality images and compress them for web pages
- Make all text a readable size and colour
- Use simple and common fonts, such as Verdana or Tahoma
- Be compatible with a range of computer screens and mobile devices
- Model the web design on the business brand.