Good content on your website is very important. Here are a few pointers to help you to create effective content for your website:
When deciding WHAT to write
- Establish your business's tone of voice and maintain this throughout, e.g. friendly, professional, polite, informal, enthusiastic, supportive.
- Use an active voice and address readers directly
- Use 'we' to refer to your organisation. Use 'I' if you are blogging
- Imagine what questions visitors to your site may be asking: Does your website answer them?
- Give people useful, relevant information
- 'Less is more' when it comes to web content
- Use a blog to write educational posts related to your business
- Use different types of content, e.g. video, photos etc.
- Remember to include your keywords in your content to improve your SEO (refer to our guide to SEO)
When deciding HOW to write
- Keep information brief and to the point; people don't want to have to read a lot
- Break content into topics and sub-topics; use headings
- Keep sentences/paragraphs short and easy to understand
- Start with your key points
- Break up text with images where possible
- Use lists when you can
- Use short, common words and clear language
When deciding HOW OFTEN to update content
- Ensure the information on your site is up to date and accurate (especially contact information)
- Use a blog to create fresh content
- Use an editorial calendar to keep track of what you put on your site and how often you update it ; plan topics and when you post them
- Spelling and grammar; run the spell checker or use a dictionary/thesaurus
- Proof read, review and edit
- Ask others to read your content: Can they understand it?
- Do any links that you have included work?
Still stuck for words? Contact us, we're happy to help.
Redish, J., Letting Go of the Words: Writing Web Content that Works. (2007) Morgan Kaufmann Publishers