Content creation is an art – it’s not enough to merely possess good language. Unlike writing a book or for a printed magazine, writing for the internet has its own requirements; and each type of content is different – for example, your style of writing blogs cannot be replicated for a website. Remember that people land on websites because they are looking for something specific (usually). They either want to check out products and services, know details about it, or are looking to buy. Here are some useful and simple content development tips:
Use the Inverted Pyramid
That means you need to put your most important information right at the top, and work down from there. Unlike an essay where you first present an outline of what you’re going to talk about, then you discuss the topic, and at the end, you present your conclusion. But here, we will begin from the end – it could be simply, a statement of what you do. Once they see that, they may look for additional details, so you provide those details below the all-important statement. Newspapers use this method too – which is why you get the idea of the whole story even if you only read the first paragraph.
Ensure your Info is Relevant
In other words, make sure that your information is up to date; don’t include information about products and services you no longer provide, or regions you no longer service, and so on. Regularly update your website content to ensure that it contains information that users find relevant and useful. A point to remember when it comes to using keywords: you need keywords to make your web page SEO friendly, but don’t stuff keywords, because it will put off your visitors, and may also invite penalties from Google.
Write for Lazy People
Let’s face it, most of the people who land on your site, are in all probability, lazy, or very busy. What they want, is reliable, useful, and relevant content that is presented crisply. They have neither the time nor patience to read through vast text blocks – they are scanners. You need to grab their attention and keep them interested, and you have to do it with minimal words. You have to use your words judiciously and create maximum impact. Here are some thumb rules:
- Write short, simple sentences
- Use bullet points like these
- Keep your paragraphs short
- Discuss one single topic in one paragraph
- Use headings and sub-headings to make it easier to scan
- Use familiar words (e.g -nobody searches for cost-effective accommodation, they will search for cheap, or budget accommodation)
- Avoid jargon, be conversational
- Be clear and to the point, don’t ramble
- Leave adequate white space between paragraphs to avoid clutter
- Avoid unnecessary repetition of facts
Know Your Audience
Each company has a specific target audience in terms of demographics – age, income, gender, profession, geo-location, preferences, habits, and so on. Research your audience well, and speak to them in a language they like. For example – if your target is the millennials, you may need to use a little slang which they are familiar with. Are you targeting serious investors? Use formal language, and provide detailed information on your financial products. Unless you use the tone, style and language that appeals to your target audience, you will not be able to engage with them effectively and convert them into customers.
Have Separate Landing Pages for Specific Topics
Though the tendency is to think that everyone reaches your website through your home page, it doesn’t have to be so. You can employ a targeted approach and create landing pages for each specific subject; for example, let’s say you deal in all kinds of organic stuff – whether its food, toiletries, clothes etc. So if someone is specifically searching for organic baby food, they should land on the page dedicated to that page, rather than on the home page, and navigate to the specific product page. Landing pages enjoy much better conversion rates than home pages. On each such landing page, you need to follow all the formatting tips we mentioned earlier. And remember that there should be absolutely no other information on this page.
Include an FAQ section
For any industry or product range, there are several questions that are commonly asked by thousands of consumers. Make it easy for your visitors to find answers to such questions by including an FAQ section. Do a little research to find out what users want to know, and the words and phrases they use to look for that information, and use the same on your website.
Are you looking to revamp the content on your website? IPIX Tech Services has been providing Web development, software development and digital marketing services to companies all over India, Singapore, the Middle East and the US for nearly two decades. We have the dual advantage of having subject matter experts who are also prolific writers. Just get in touch with us, and we’ll tell you more about our content development services.
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