One of the best things about the web is the almost endless real estate available for you to populate with content. For the most part it doesn’t cost you much - but it could cost you customers if your content is not presented effectively!
Deborah Zanke of Message Communications offers some great advice for those about to embark on writing content for their websites.The biggest mistake organizations make with their websites is with writing that isn’t suited for the online world. There is a lot of research out there that has tracked how people use the Web and what they read on a given page. What we know is that people are very purpose oriented online. They are looking for specific information. They want to find that information and get out. If they can’t find the information they are looking for quickly, they bounce from a site and look for a better resource.
Why people visit your site
Visitors don’t want to read your mission statement or explore the particular philosophy you have on your industry. They want to know what you can do for them, how to access your goods/services and where to find you. You have to write the content on your website to fit this reality.
Style
Eye tracking studies indicate that online readers do not read entire pages of text. They scan a page to see if what they are looking for is there. Again, reading is purpose-oriented. Make it easy for your visitors by following these tips:
- Be concise -
Write half the number of words you would use in a paper document–even less if you can. Sentences should be short. Paragraphs should be no longer than two or three sentences. If your reader has to scroll down the page to read, you’re likely going to lose them. - Use headings -
Headlines help readers find what they are looking for so use them as often as you can. - Use bullet points
- Also helps scanning readers and breaks up your text for easy reading. - Bold key terms - Easier for scanning because they’ll stand out.
Testing
Remember that you are immersed in your business and so, to you, everything about it is interesting and engaging. That’s why it’s hard to cut down the content on your website. The best way to prove to yourself that you have the right amount and kind of content on your site is to test it. Analyze how your site is being used–what pages are visited frequently as well as those that get few visits. Get customers to offer their feedback on your site–what do they find most useful?
Great websites are a marriage between design and writing
Without content that meets your visitor’s needs, even the most flashy and well-designed site will not get the attention you want. Design and writing need equal attention.You can read more good advise on communicating effectively at www.messagecommunications.ca
