10 Website Content Necessities for Your Business
Updated: Jul 6, 2018
Website content can be tricky, but it isn't rocket science. There are, however, a few tricks of the trade that can help you write the content your audience wants to read, and keep them coming back for more. Whether you're writing your own website content, or looking for someone else to write it, here are the content characteristics you should be looking for.
Uncomplicated Content. Every audience member is not an expert on your subject, but many may be. It's important to focus on the people who know the least about your subject matter, and then escalate content up from there to address people who know the most. No one wants to read content that makes their brains hurt (okay, some of us do, but not most); they are looking for quick, helpful information written in an easy-to-understand format. If they want to navigate to more complicated information, make sure you give them the opportunity with links and more complicated white papers, blog posts, or researched articles.
Content Aimed at Your Audiences. A good range of uncomplicated to more complicated content should be your goal, with different content aimed at different audience levels. Don't make the mistake of assuming your clientele knows nothing about the subject by talking down to them or that they know everything by making the content too verbose or wordy. The idea is to win repeat visits from every possible audience type that might visit your website; the demographic may change over time -- your content should, too.
Concise Content. The importance of conciseness cannot be stressed enough in online website content -- people have less and less time these days to research projects and find the best products and services for them. Some people even pay other people to find things they want or need rather than wade through the massive offerings available today. The directness of your content is the key to getting more clientele -- make it readable, make it direct, and tell them immediately that your business can fulfill their needs.
Knowledgeable Content. Content for your website should demonstrate your business knowledge in your industry, but also inform and educate your clientele. Content that is too lofty, too verbose, or peppered with industry lingo is irritating to say the least. You don't need to prove you are the best at what you do, but that you are both reliable and capable of helping your clientele.
Industry- and Niche-specific Content. Make sure the content on your business website fits your industry, and links to other industries and niches that might help your business expand. Fitting your current niche is important in order to recruit and maintain clientele, but you should always have your eye on the possibility for expansion and leave those content doors open on your website or in your marketing materials.
Content that Stands Out. There's nothing worse than repetitive content that doesn't answer any of client questions. With so many content agencies out there, this is one of the main issues I see with website content, and it can be remedied by hiring a talented, creative content writer or manager who can write unique content for your business that tells a story and is engaging to your audiences.
Conversational Content. Your clients don't have time to read boring, complicated, or off-topic website content or blogs on your site, and you don't have money to spend on it. Content should draw readers in by speaking directly to them in business language they understand. Conversational content has been shown time and time again to pull in the most clients and appeal directly to their sensibilities in marketing.
Grammatically Correct Content. While every web content writer and editor I know prizes grammatical content above all else, the reading public may not. Whether they know it or not, it's disrupting to read grammatically incorrect content, and distracts the reader from the purpose of the content. It also detracts from your business' knowledge and professional appearance. Do more than spellcheck your content; hire a professional writer who can get it right the first time.
Content You Want to Read. Have you ever visited a beautiful website with horrible content? It's very off-putting to find that the content on a site doesn't fit the level of professionalism or the topic because a faceless content agency was hired to do the work. Researching content is the most important part of fitting content to a particular industry, niche, or audience, and should not be skimped on. Read over all the content your writer provides you with, think about where it should go, and if it doesn't fit have it rewritten or don't publish it online.
Storytelling Content. As the content writing industry becomes automated and more repetitive based on SEO ratings and key word searches, the storytelling component is being lost in the morass. Unique, engaging content must tell a story, appeal to your business' audiences, and engage readers through revealing truths and goals about your business. Your story should shine through in your content and tell your readers and clientele that your business is solid, real, reliable, and ideal for their goals.
Unfortunately, hiring a content agency to produce your online website content is a business crapshoot. Will you find the perfect person for the job? Can you find someone to reliably write weekly or monthly blogs for you? Will you waste all that time going through an agency only to find their employees are not qualified to write for your business? In my experience, it's not worth it. Small content agencies or individual content writers or managers are the best way to go, and they save you time and money. Whatever you choose and whatever your budget, I hope this article gives you a good idea of what to look for in your Perfect Online Content search. Please contact me at firstname.lastname@example.org if you need creative, unique, engaging online content of any sort.