Write Better Web Content

Writing web site content might look easy, but let me tell you – it’s harder then you think.  Most people can write.  Our high school degrees require it.  The challenge is – most people can’t write well. 

In many instances, companies don’t spend money on professional copywriters / marketing writers (especially in start-up technology companies – where the content is highly technical and budgets are tight), so it’s usually up to a random marketing person to pony up. If you live in that reality, below are some quick tips that can assist in making content generation a bit easier.

How important are keywords?

Yes. Keywords are absolutely important.  With that said, don’t overload your web site content to such a degree that readers can’t understand what you’re trying to say.  For example:

MarketingLAUNCH marketing services are the most effective marketing services in the industry.  Marketing services is what we do, and our proven marketing techniques assist small business in marketing their services.

TIP: Before you start writing, research and decide upon a handful of keywords (for a specific page) you want to include and keep that list in front of you when you’re writing.  Then integrate those word/word groupings if and when you can — avoiding the saturation point.  Strike a balance, informative content with keyword descriptors only as it makes sense.

Don’t waste people’s time!

When writing for the Web, get to the point – and fast!  Remember that reading on the Web (short content blocks are best) is entirely different than print (mostly long elaborations).  You have to keep it short to maintain interest (think Cliff Notes version).  Not too much, not too little – again, the key is finding the right balance per quality and quantity of content.

Focus on your key strengths

Instead of writing about “ALL” the benefits your product/service offers and being all things to all people, find a “FEW” of your key differentiators and focus on those.  If you try to present too many competitive advantages, people won’t remember any of them.  Stick to a top few and hammer them home and you should be on your way to effective online messaging.

Create a functional layout – critical for readability

There are some key elements you should always include when writing for the Web. 

1.  Make sure to include a header and/or title.  Something at the top of the page to tell me (and search engines) exactly what I’m going to be reading about.  Make it specific.  Use words I understand.  No cute phrases or fluff that has no relation to what I’m about to read. 

2.  Also include the main message within the first few sentences.   If I have to spend more then a few seconds on your content, I’m clicking <back>. (Bye-bye customer.)

3.  In turn, to ensure I do move forward as I read, make sure you include relevant links within the content I’m reading, that move me from one content block to another “related” content block.  Seamless messaging is key.

As you can imagine, there are many more techniques you can use.  Hopefully these will keep you focused on a top few that can make a difference – right now.  Have your own ideas, please share…

NY Times: Blog Till You Drop (Dead)

Wow, below is an interesting article.  Initially, I began blogging to collect my own content in one central location – much like a marketing reference guide.  Then I began writing for others who might gain value from my content, in turn trying to keep up with the Jones’s.  Now I’m back to focusing on my original strategy.  You’ll probably see only 3-5 posts on average per month (so sign up for my e-Updates).  The added stress is definitely not what I’m looking for, although I enjoy this medium (when I have time for it).  You read… you decide.

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In Web World of 24/7 Stress, Writers Blog Till They Drop

By MATT RICHTEL : April 6, 2008

           

SAN FRANCISCO — They work long hours, often to exhaustion. Many are paid by the piece — not garments, but blog posts. This is the digital-era sweatshop. You may know it by a different name: home.

     

A growing work force of home-office laborers and entrepreneurs, armed with computers and smartphones and wired to the hilt, are toiling under great physical and emotional stress created by the around-the-clock Internet economy that demands a constant stream of news and comment.

     

Of course, the bloggers can work elsewhere, and they profess a love of the nonstop action and perhaps the chance to create a global media outlet without a major up-front investment. At the same time, some are starting to wonder if something has gone very wrong. In the last few months, two among their ranks have died suddenly.  Read more >>

         

       

Consumer Advertising (Quote of the Day)

“The philosophy behind much advertising is based on the old observation that every (wo)man is really two (wo)men—the (wo)man (s)he is and the (wo)man (s)he wants to be.” Quote from William Feather.  Read entire article: Ideals and Promises: Selling an Achievable Dream to Your Target Market >>