Best practice to writing content for web
Your company website is the main gateway through which most (if not all) of your prospects will pass before becoming actual customers.
That means it needs to be designed for efficiency, appeal, and smoothness of user experience.
Without properly developing these components, inbound traffic will fail to convert or, even worse, leave without any significant engagement.
How the pages are set up and laid out isn’t enough, though, if the content itself is not relevant and interesting.
Careful attention should be placed on creating engaging material for visitors to connect with.
Here are some best practices when writing content for the web:
Make sure the introduction can hook people. The content should begin with ideas or questions or statements that shock, entertain, awe, interest, or inspire. If the reader is not hooked within those first few lines, chances are he or she will leave the page. Speaking of which…
Keep the main idea above the fold. The fold is that bottom line where most screens cut off the initial display. Make sure your first (or at least the second) paragraph succinctly explains what the content is about. Readers want to be sure what they’re getting into before going forward.
Use multimedia. Images, videos and infographics are all valid tools to keep your content dynamic. Too much text on a screen can feel burdensome for some readers, and the idea is to keep them engaged.
Use your own voice. Every company – every brand – has a unique voice. You want people who visit your company website to know what yours is, so be sure that all your content matches it. If the people engaging with the content feel the tone is insincere or that something is off, even if it’s at some unconscious level, they are more likely to leave or react negatively.
Once you’ve got the website and content ready, it’s time to start thinking in terms of ways to ensure the material is found.
The best (and cheapest) way to accomplish this is by optimising content so it can be found organically through search engines, including blogging, and aligning your bloggers with a high-traffic keyword strategy. Search engines power the internet. It’s estimated that Google alone processes over 3.5 billion queries every single day.
With staggering numbers like those, it’s no wonder companies are working hard to rank their content in those highly coveted first results pages. With 71% of traffic remaining in that first page, it’s imperative to apply proper Search Engine Optimisation (SEO) as part of your digital marketing strategy.
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SEO should be part of a comprehensive marketing strategy that includes search engine optimisation best practices. Learn why you should hire an SEO consultant.