Quality website content is imperative to convert the desired audience into potential clients. It also leverages users towards your call to action and shareability. Properly website content development also ranks on top of the SERP, offering better visibility.
The idea is to develop relevant content both in the eyes of the user and the search engines. Here are a few pointers you should keep in mind while thinking of what should you consider when developing your website content.
See What to Keep in Mind When Creating Website Content
- Identify the Purpose of Your Content
Website content helps drive the correct type of people to your brand and makes them stay. You can use your website’s content to compel users to take necessary actions like-
- Signing up
- Buying a product etc.
Eventually leading to better revenue generation. Strategically plan your content to showcase the usefulness and uniqueness of your brand and product.
Build your content specific to your sitemap. Identify the number of pages that you will need to develop. Each of these pages solves a particular problem or provides detailed information. Although web pages have no set word limit, keep the information as crisp as possible. Writing short and to the point, lines will help users get the point you are trying to make.
- Understand “WHO” This Content is for
Identifying the target audience of your product or your website is exceptionally crucial to determine what you should consider when developing your website content. It allows you to devote focus and money to people who are more likely to be your revenue source.
This way, you generate better leads more cost-effectively. Identifying your target audience helps you narrow down the general interests and likings of these people, which you can use and reflect in your content.
Ask yourself a lot of questions based on this target audience like-
- What is your product’s USP?
- How is that helpful for your target audience?
- Why choose this product over others in the market?
This will give you a clear idea of your luring points so you can showcase them on your website better.
- Keep Yourself Updated with the Algorithms
With Google’s recent ‘Helpful Content Update’, writing the right kind of content is essential. Understand what is considered ‘valuable’ in the eye of Google and write accordingly.
These algorithms give you a clear picture of what to do and especially what not to do to rank better. Unlike popular opinion, SEO still plays a crucial role in developing website content. No matter how good you write, if you do not type in the first 2-3 pages of the SERP, your website does not exist.
Considering how algorithms keep changing frequently. Website content is not a one-time thing; you will need to keep updating it as updates keep rolling. Making updates will also help you improve your current rank offering better visibility.
- Keep Your Tone Engaging
Content developers need to be highly mindful of the tone they use. The right kind of words put across in the correct type of voice can be one of the most significant assets of a website. Write in an active voice as much as possible to keep users engaged.
Use the kind of words which go with your brand’s identity and personality. Try and keep this tone consistent throughout all the pages of your website to keep your users engaged. Adding emotions to your content is an excellent idea too.
However, be mindful that it aligns with the message—for example, users like persuasive positive or humorous content on the home page. If the same comes on a warning pop-up or a payment page, UX will drop considerably.
Create a voice and tone guide for your brand based on your website content. Try and keep parity in this voice throughout all content types.
- Structure and Section Your Pages Well
Structuring your content is key to creating an engaging experience. Along with shorter lines, you also need to aim for shorter sections which align with the short attention span of a user. Having longer and chunkier paragraphs may bore the reader, and they may bounce back from the website.
Keeping sections shorter also makes your content mobile-friendly. Considering how most people now go through websites on their phones, structuring accordingly is wise.
- Sync with the Website and Its Other Aspects
Website Content is a part of your visibility. Other aspects like UI, colour scheme, graphics, etc., also play a crucial role. Make sure that your content is in sync with the other elements. Use these elements in their best capacity to make your website look as visually appealing as possible.
- Understand Your Audience’s Grasping Capabilities
Once you identify your target audience, it will be easy for you to narrow down their grasping capabilities. Then, generate your website content according to that to help your users comprehend better.
With this, you can identify the kind of words and phrases that your audience connects to or relates with better. For example, users with a lower literacy level might find the use of certain words difficult to understand.
This might make them leave the website, increasing the bounce-back rate. We recommend using simple language even if your target audience has a higher literacy stature. This will keep your message clear and crisp and still appeal to all audiences.
- Align your Content with Corresponding Metadata
Metadata helps search engines understand your content. This allows spiders to crawl through your content to determine where your content’s visibility stands. For example, when you search ‘Apple laptop’, it shows you a MacBook instead of the fruit even though the word ‘apple’ is there and there is no mention of the term ‘MacBook”.
Although the entire metadata might be a little complicated, you can always add a meta title and a meta description to help with better visibility.
- Keep Room for Two Way Interaction.
Active feedback is the best way to improve your website content writing. Develop your content in a way to strike inquisitiveness amongst readers. Keep room for users to reach out to you as efficiently as possible. You can also develop your content to encourage users to reach out to you. This will help you in generating more leads.