When you get a web developer on board, often one of the first things they’ll ask you to do is provide content. That’s the text, images, hyperlinks, etc that will be included on your website.
Many people will not even consider this stuff until they have seen a design, but there are multiple reasons why you should look at it well before thinking visually. We won’t get into the ‘why’ right now. Here’s HOW you can improve your website content.
Make a plan – brand personality
Before you even think about the specific content, think about your brand as a whole. Think about how you want to be viewed, what you are providing to the user and what message you want to put across. Come up with a ‘voice’ that you will base your website content on.
Understand your target audience
Think about who you are trying to reach with your product or service. What do they like? What do they want to hear? Consider sending out a survey to find out.
Only include content on your website that has a purpose. If it is just fluff or filler that isn’t contributing to your brand personality or informing the user, get rid of it! Don’t repeat content endlessly and don’t just include things for sentimental reasons. Your audience probably won’t ‘get it’.
A long wall of text with nothing breaking it up is one way to send your users elsewhere fast! Put across your message quickly and concisely. Use a small amount of text and include images or infographics to break up the text and put your point across visually.
So, you have your brand personality sorted out. Make sure it comes through in everything you do. Use your tone of voice in some way on every page of your website, even down to the 404 (page not found) error page.
Spelling and grammar
This is a simple one. Write well and write correctly. If you have typos throughout your site, it can significantly decrease your credibility!
Employ a copywriter
This stuff is really important. If you are not comfortable writing copy yourself or you simply don’t have time, a copywriter is a great investment. They can come up with a brand personality that really fits your business and write as much or as little of your website copy as you like. We use Amanda Smith, an Adelaide local for our own website.
Getting your content sorted before proceeding with web development can be hugely beneficial. It makes your developers’ lives easier as we can ensure the design fits your business perfectly from day 1. It may even make the project run faster, which can save you money. It also means your message is received by the user as soon as they land on your website. Your product or service is clearly presented and you have written your copy for the intended audience. This means more sales for you.
Sounds like a win win to me!