Writing content for your site - Six Steps

Probably the hardest part of developing or redesigning your new website is the content.  It is also often the task that most effects the time it takes to get your new site up and running.

Even if you are redesigning an existing site, you probably want to refresh all the content, including images, tag lines, call-out boxes, headings, captions even the page footers, this can be a lot of writing. 

If you are the business owner, you know your business best.  You're website content must closely represent you and your business.  Unless you've got a marketing team working for you that already knows your business model and key business goals, This is one task you can't hand off to an outsider.

Don't let this scare you off.  You can do it, with a bit of planning.  So here are a few pointers to get you started.

1. Plan

  • List the goals of your business or organization such as sell products, offer services, etc.
  • List the goals of your website such as educate visitors, develop leads, complete sales transactions, gather data, etc (read more about why you have a website).
  • Identify the type of content that relates to each of your business and website goals such as product information, services descriptions, contact information, testimonials, etc.
  • Organize the content into groups of similar types such as product information, educational content, etc.

2. Identify your calls to action

  • A call to action is asking your site visitors to do something--presumably something that supports your business goals.
  • Calls to action can be anything that draws your visitor closer to you and your business
  • Examples might be, redeem a coupon, call for free sample, download form or sign up for newsletter.  Be creative but focused on your business goals.

3. Write your content for web readers

  • Website readers typically scan top to bottom looking for key points, then scan left to right only on points that catch their attention.  Few readers actually read every word. 
  • Break your content into small chunks.  Think of a few paragraphs per topic versus a few pages.  Smaller paragraphs are better than long paragraphs.  Long exhaustive articles are harder to write (and harder to read).
  • Identify one or two key points of each content chunk and write to those points. 
  • Start the paragraphs with these key points and/or use them as sub headings or tag lines for your topic.
  • Highligh key points with call-out boxes or quotes.

4. Identify Key Words

  • Keywords are very important for search engine results.  These are the words that someone would use when searching for your products or services.
  • Identifying keywords is part science part creative.  You will intuitively know important search words for your business.  The trick is finding keywords that bring them to your business rather than a competitor.
  • Very important!  Do not assume you know most of the important keywords.  You are not your customer.  Ask for opinions on this.  Conduct an informal "man on the street" survey to find out what words they would use to find you.  You'll be very surprised at what you hear.
  • Once you have list integrate these search terms into your content. Do not just stuff as many as you can into a page.  Search engines are very savvy about this.  To avoid being penalized by search engines, weave your keywords into your content so it makes sense to your human readers.  
  • This may be an interative process, write content, review for keywords, adjust content, etc.

5. Review & proof

  • Don't underestimate the value of a good proofreader.  Use someone that knows your business and someone that doesn't

6. Revise & Refresh

  • Once your content has been published, start planning for your new content.
  • Fresh content keeps visitors returning to your site.  People can easily spot old, outdated material.  It reduces your credibility and the likelyhood they will take your call to action.
  • Plan for news release, product updates, industry news, educational materials, tutorials, how to articles, etc.  Again, be creative but focused on your goals.