Web Content Can Boost Productivity For Your Website
By Steve Doran
Web content is key to all Website success stories. This series explores Web Content and its impact on Website success – examining the characteristics and pitfalls of bad Web content – along with effective Web content and its importance for the success of your Website.
Which is more important – written or visual content?
Although you can argue in favour of either visual or written content having more importance for Web marketing, the case for the value of writing over design is compelling.
Believe it or not, your written copy is more important than the design of your Website. Your written pieces are your opportunity to demonstrate to potential customers not only your professionalism but also what you stand for – your brand.
Three Steps To Building Your Website
Would you build a house by nailing shingles and siding to boards, then construct the frame, then pour the foundation last? Of course not. For the same reason, you shouldn’t design your Website until you have written your brand, then written your Website content.
Don’t build your Website upside down.
When building a Website, most organizations construct it upside down, starting with the Website design and finishing with the written content. They should be doing it the other way round:
- Write your brand
- Write your Website content as an expression of your brand
- Design your Website to reflect the values conveyed by your content
Authenticity Is The New Green
Writers make jokes about the term, “authenticity” – how it has become the new “green” in marketing – and although authenticity has become another overused cliché, we can’t ignore its significance for online marketing. Readers might write you off if they spot the word “authentic” in your Web content, but those same readers also insist that the values associated with authenticity be present in your online writing.
Coming Soon – Use Website content to help customers find you
