King content

Your content really is king, I know it’s been said a squillion times before but I’m saying it again because it’s true! So often, the content is the last thing on the client agenda when a website is being built, when it should be first. The content is the very essence of why you have a website at all.

Writing your content should be central to your ongoing web strategy. Here are some tips which should help you hone your style and keep writing.

1. Write about things people want to know.
   Always think about your audience when you are writing content and ask yourself if the information is useful and appealing. Understanding your audience and knowing what interests them is the most important part of successful writing on the web.
2. Write useful headings (and lots of them).
   Use headings throughout your site to lead your audience to the content and break up the text. People are more likely to ‘skim’ through content on a screen, searching out the information they want. Headings for important sections of content assist your audience in finding what they are looking for.
3. Use language people will understand.
   Make sure that you are using the words and terms that your audience will understand, these are the words they will be searching for on your site. Use these key words and phrases in the headings and also within the text.
4. Write one idea per paragraph.
   People read information on a screen more slowly than on paper. They tend to prefer smaller chunks and find long paragraphs of text off-putting. Use short and to the point paragraphs with all your content.
5. Use a less formal style and don’t waffle.
   Try to use a more conversational style in your writing. People are less prepared to wade through formal, wordy text to find the information they want so get to the point of what you want to say. Follow a journalistic style which puts the most important information at the top and the least at the bottom and don’t write an essay. Read what Jakob Nielson has to say about blah-blah text.
6. Use a clear layout (like this!)
   
   • Make sure your content is easy to read.
   • Use bulleted or numbered lists where appropriate.
   • Use bold text for important information.
   • Use a consistent style with headings throughout (see 2. for more on headings).
7. Update content a little but often.
   Keep your website content fresh. Following the ‘little and often’ maxim will make sure you are not overwhelmed by having to write but will keep your site up-to-date, fresh and interesting. Block out some time in your diary each week to spend writing.
8. Link to relevant content elsewhere on your site.
   People often search out links in the text as a way of finding the information they need. By creating lots of links to other relevant content on your website you are providing a useful route through your site.
9. Create lots of links to information outside of your website.
   This demonstrates that your site is a reliable source of information and will increase the usefulness of your website for your target audience. Choose your links carefully and link to credible sources.

Categories: Strategy | Tips and tricks

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