Website Promotion And Search Engine Optimisation (SEO)
Writing Effective Website Content
When marketing a product or service on the Internet, words are the most important factor in determining success.
Websites with fancy images do not lead to sales. A professional looking Website is important, but without Effective Content the Website will be worthless.
Effective Content is about using convincing words (i.e. Keyword Phrases) aimed expressly at the targeted customer. The content must be clear, concise, and credible. Effective Content evolves from a systematic framework.
For a contrast of Web design versus Content from an experienced Web Designer, see The Hard Truth About Web Design
Creating a Headline
The headline is the most important part of the content. It must demand attention. Most visitors will only read the headline. If it doesn't hold their attention, you have lost them.
Writing an Introduction
Keep the introduction brief and to the point. Let the visitor know what you have to offer.
Use Plenty of Subheadings
Subheadings are used to break up the text. They provide the readers with the highlights of a paragraph. Visitors seldom read all the Content. They mostly scan the web page, and read attention grabbers.
Writing the Copy
- When writing paragraphs, get straight to the point and avoid negative comment.
- A soft sell is more convincing than a hard sell.
- Write small paragraphs.
- Put the most important information at the top and break up points in a bullet list.
- Limit each paragraph to four or five lines. If the paragraph is longer, use bullets.
- Limit each sentence to not more than 20 words.
- Do not use jargon, instead use simple phrases.
- Use lots of white space.
- Do not bore the visitor with a lengthy page of text.
- Keep the writing short by eliminating unnecessary words and phrases.
- Each page should contain from 300 to 600 words
Avoid using fancy fonts. Select a font that is easy to read and put the text on a light background.
The Landing Page
The landing page is the page that a visitor selects as the result of a search engine link. Almost every page on a Website could be a Landing Page. The Landing Page is important, as any improvement can increase the conversion rate, without requiring higher Search Engine rankings.
The most popular Landing Page is usually the Home page. This needs the most attention. But the infrequently accessed pages also require Landing Page Optimisation. A chance visit could be turned into a conversion. All potential landing pages should be attractive – not just the home page. The goal is to inform and invite the visitor to look further.
For each Website page
- The visitor should be able to clearly see the advantage of the product in 2 to 3 short sentences.
- Clearly define and explain what the website offers in a compelling manner.
- The Website must be easy to use and attractive in order to invite the visitor to look further.
- Use images to break up the text, but use them sparingly.
- Keep the branding colours, logos, design and fonts consistent.