November 29, 2007

The following is an excerpt from the book Fifty-one Ways to Build your Community of Clients Online: How Women are Using the Web to Grow their Business, Reach the Right Customers, and Make a Difference, by Monica S. Flores. Purchase the book online or at Amazon.

Tip 2. Think About your Content: Explain it Well

In your website, like in your business, the quality of your content is Queen. Who do you want to attract? What words or phrases do your target audience use? As you develop the content that will go on your web pages, use your keyword phrases throughout your web text.

How does your company help customers? Which qualities set your business apart from the others? Why is your business unique? I encourage you to consider your website content carefully and organize it around five main sections: Home, About, Products and Services, Testimonials, and a Contact Page. Any pages in addition to these will also assist your customer in making a decision to trust you.

When a web visitor comes to your site, having found you through a referred link or a search engine query, you have about ten seconds to capture their attention.

“Who are you? What are you about? Why are you the best? Who else uses your products or services? How do I contact you?” These are the questions your visitor has, so answer them!

Content on the web is very different from print content. You don’t need “filler” text, which is difficult for the eye to read on a computer or mobile screen.

Here are some guidelines to developing your content:

Use the five basic questions to inform your answers:

1) Who? What? Why? Where? When? How?

2) Avoid overkill: Edit your text and cut out “white noise”

3) Use bullet points and lists

4) Show, don’t tell: use samples as much as possible. A graphic designer shows slides of their work. A bath and body products store displays pictures of their products. An architect shows pictures and plans of finished buildings. A musician plays samples of their music.

5) Use active verbs: “We fix BMWs,” instead of “If you have an automotive maintenance need, we have the capacity to help.”

As you receive feedback from your employees and customers, you’ll better refine your content so people seeking you may find you with a minimum of cognitive effort. Make it easy for your visitors by being absolutely clear. Here’s a checklist for your content:

+ Clearly labeled content and navigation
+ Active voice
+ About us includes pictures of staff or partners
+ Offerings and prices clearly listed
+ Policies listed out (shipping, returns, privacy, legal)
+ Contact information on every page
+ Images and videos if necessary
+ Each page spell-checked and edited for clarity