Ever thought about what type of content you should offer on your website? The answer is quite obvious: Whatever it is that your customers want and need! That probably includes details about the products and services you offer, as well as support for those same products and services.
Your website is a great spot to offer owner's manuals, how-to videos, and the like the sorts of things that actually reduce your customer support load. It's also wise to use your site to include all the brochures and catalogs and product pages you offer in an easy-to-navigate format. And if you sell your own products, you definitely need a product ordering/shopping cart/checkout path.
In addition, you can add to the customer experience by providing discussion forums, blogs, and the like on your site. Use your site to promote customer feedback and interaction but then make sure you manage these elements and react to customer comments.
You can also use your site to broadcast your latest promotions, display your latest commercials, offer corporate information for investors, host press materials for the media, and supply contact information for customers and others. In short, your website can perform lots of things for many people. It's by pointing out content.
When you're putting content on the page, consider that web users don't prefer to scroll all that much. You may get one or two down-scrolls from them although not three or four. It's the online same as putting newspaper content at the top. To that end, think in terms of short pages meaning short blocks of text. If you have something longer to provide, break it up onto multiple pages. Surprisingly, visitors are more prone to click to a second (or third) page than they are to scroll down just one page.
Obviously, writing web copy is definitely an acquired skill. Not only should you keep your pages short, however, you should also write in short sentences and paragraphs and then introduce each area having a heading or subheading. Website visitors tend to graze more than read, and your copy needs to recognize this. I call it "chunky" content both on the page and in pages on your site.
Don't be wordy, and don't be overly complex. You don't have to insult your audience, just remember that nobody's visiting your site for that deathless prose.
One more thing about website content. It's not only your human visitors you need to consider. That's right, your content can also be browsed by robots software robots, to be exact. These programs, called spiders or crawlers, are sent across the Internet by Google and also the other search engines in search of relevant pages to add to their search indexes. As such, these programs need in order to figure out precisely what a page is all about, which they do by examining the content of your copy, especially those keywords you include.
It's all in service of what we call search engine optimization, also it means you have to be of two minds when writing your website copy. Yes, you need to provide readable, compelling copy for your visitors but at the same time incorporate all of the necessary keywords and phrases that matter to the search engines and in a fashion that influences how the search engines rank a webpage. You don't want to sacrifice one for the other; never make your page less readable simply to cram in another keyword. Go for readability first and then incorporate the keywords as you can.
It's not that simple to do, and that's why some professional web copywriters earn a lot of money. And those bucks are well-spent; a well-optimized web page will rank higher in Google's search results, which leads to more new people to your site.
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