Often the most difficult process in building a new website (or revamping an existing website) is figuring out what the website should say. Sure, a designer and/or developer can help you figure out how the site should look, work, flow, and function. But the actual content on the website – the pieces that are going to catch the eye of your prospective customer – is up to you. After all, it’s your site, isn’t it?
There’s many companies out that that will offer to help you with this part of your site. And that’s fantastic. But how much can someone really learn about your company or products after a few phone calls and a meeting or two?
The best person/people to put together the content for your website is you. You know the ins and outs of what you do. You know the history of your company. You know the services and pricing of your products. Can you tell a marketing person all of that information? Absolutely. Will it be as good as if you wrote it yourself? Possibly.
The best way to tackle it is two fold – first, come up with all of the content you’ll want on your website (which I’ll talk about in a bit), and then have a web professional review it. Someone who lives and breaths the web is going to be able to evaluate the content not only for grammatical and spelling but can also evaluate the content for web friendliness.
Content written specifically for the web needs to have a few key attributes about it
- Concise – you don’t have to say everything in Tweet-like form, but getting to the point is helpful. People don’t often want to spend a lot of time reading things on the web.
- Search Engine Friendly – A web professional can help ensure that your content includes certain keywords that will help search engines find your content and rank you better.
- Images – it’s no secret that people have a short attention span, especially on the web. Including some images can catch someone’s eye and entice them to want to read your article.
- A timestamp – knowing that the information they’re reading is up to date will make them more likely to contact your business.
With that said, some common things that you should think about writing for to include on your website
- About Us – a short history of your company, when you were founded, who founded you, how many employees you have.
- Executive Biographies – if your company has an executive team, or board members, including some information specifically about them can give your business a more personal feel.
- Contact Information – phone number, mailing address, a Google Map embedded on the page, any social media links, etc.
- A clear message for your homepage – assume everyone that comes to your website starts on your homepage – you have 15 seconds to catch their attention. What will your message say?
- Services – what are you trying to sell? A detailed list including pricing will get a potential customer’s attention. A web designer can arrange it in a nice aesthetic way to catch the visitor’s eye.
- A Blog – while some people will never want to blog in their lifetimes, it can be good for business. Having new fresh content on your site on a semi-regular basis can draw back return visitors to the site.
- Products – if you’re selling an actual product, it should include a detailed description, pricing, and multiple images.
What content you should ultimately have on your website depends on a number of factors, including what type of industry you’re in. A large company selling thousands of products online will need different information on their site than a tiny biological research company, for example. If you’re unsure about what information you should include, consult a professional. Either a marketing firm, a designer, or web developer. Someone who spends their days building the web will be sure to guide you in the right direction.