Your website should have interesting information that will draw visitors into your site and make them want to learn more about your business. The major benefit to producing good website copy, other than being a source of valuable information, is keeping visitors on your site once they get there. Don’t let those hours spent designing and optimizing your site go to waste!
Identify the target market before developing any content. By identifying the specific demographics and needs of your audience, you can develop relatable content that will help users engage with your site.
Use the inverted pyramid strategy to convey information. Information should be listed in a decreasing degree of importance–first, provide the most interesting, crucial fact about your product, service or company. Follow with broader, supporting information as the user digs down deeper.
Content should be informative and concise. You want visitors to understand your purpose immediately. They need to quickly read information and determine the next action to take depending on what additional details they seek.
Use white space, headings and subheadings, and lists to break up information. White space makes a page less cluttered and easier to browse. Bulleted or numbered lists make skimming easier by lessening the time needed to fully read long paragraphs. Titles and headings should be descriptive so users know what information a section will cover.
Creating website content is your chance to sell your business to potential clients. It’s important for them to get a sense of who you are and what you do. They already know that you can help them, but they want to know how you’re going to do so, and what sets you apart from your competitors. Provide this information on your website.
Small businesses probably don’t have the time or resources for a long trial-and-error process to determine how effective messages are. You want to be effective from the beginning by researching your niche market. Pinpoint the issues potential customers experience and tell them how your product or service will solve their problems and make some aspect of their lives more convenient.
Content should be rich with keywords that will help describe your services to people who skim search engine results.
Good copy is also important if you decide to keep a blog of your own. You can write about topics that will interest your readers, and start conversations about current events or news related to your industry – or the industries of your clients. Show customers you are targeting that you care about their profession and that you are involved in current trends and news relevant to them.
But how can you stay informed of trending topics when you have so many other responsibilities?
Google Alerts is one way to stay up-to-date with specific topics. You can use Google Alerts to identify a topic you want to keep informed about, and Google will regularly deliver emails with information about it to your inbox.
Make sure your blog has recent information, monitor a product you’ve had your eye on, and find out when and where your business is mentioned online, all using Google Alerts.
You can visit the Alerts homepage to create, edit, and customize alerts.
To create an alert, enter a topic in the search bar at the top of the page. You can click the drop-down Show Options arrow to choose how often you receive alerts and the sources and region from which your news comes.
Alerts are sent to the email account you provide. When new information about your topic is detected online, you receive an email notification with links to full content.
Edit your alerts at any time by clicking the pencil icon on the Alerts homepage. You can delete alerts by clicking the trashcan icon or “Unsubscribe” at the bottom of any Alert email you receive.
Having well-written, informative content is pertinent in maintaining a successful business website and blog.
Working with an Editor
Finally, have a fresh pair of eyes look over all content before it goes public. It’s very easy to miss small details when you’re concentrating on the larger picture of producing content.
Writers often have trouble realizing they haven’t expressed their ideas effectively. Having fresh eyes can lessen miscommunication by allowing you to discuss aloud what you want to say and where you may be falling short. An editor doesn’t have access to your thoughts, so he or she will pick up on the grammar, spelling or punctuation errors you might skim over since you already know what a passage is supposed to say.
Even when you think your content can’t be edited a fraction more, be sure to look it over one more time before publishing it. You can never be too careful!