Writing Page Content
Writing content for your web site sounds a little challenging but it is quite straight forward.
Remember that most people do not read websites with as much concentration as they read words on paper. It is harder to focus on a screen for as long and it is much easier to go to another site.
As a result web page text needs to be written in such a way as to provide the right information at the right time and to keep visitors on your site.
Remember visitors are always thinking 'what's in this for me' when reading a page so you must ensure they are getting the information they want, not so much what you want.
To do this please:
- Write short paragraphs of 2 - 3 lines maximum. If you change subject start a new para
- Avoid using too many adjectives; let web visitors decide as they are quite skeptical
- Use headings and sub headings where possible
- Use bulleted or numbered lists where possible as they are easier to absorb - like here
Ernest Hemingway was noted for his concise writing style. See what he had to say about writing well.
Site Content
Most sites will have a 'Company Message' which will be on the banner on all the site's pages. This is your companies main message and should transmit the one key thought you would like site visitors to absorb.
Page Content
Most pages will have a space for a 'Page Message'. This is given in a separate bar or under the main heading. This message tells visitors what's in it for them by visiting this page. It should therefore be short, to the point and contain a benefit, e.g. 'Discover the complete range of services we offer'.
Most sites then have one or more of the following pages and in general this is what should be covered on them:
Home Page
Your home page tells visitors three things:
- Who are you
- What do you do
- Why do business with you
Answer each question briefly and visitors will read all your points and be better informed as a result.
About Page
This page tells visitors who don't know you all about you and your business. The objective is to build interest, liking and eventually enough trust to make contact or buy from you.
Include relevant past history and experience and build a positive, competent view of your business that will make a visitor feel confident in using you.
You may wish to include CVs of key staff and perhaps photos. All photos should be of a professional nature, e.g suit and tie, white background etc.
Services Pages (s)
Give an overview of what your business offers in terms of scope to give visitors an idea of your general capabilities. Product or service groupings are useful here.
Use secondary and perhaps tertiary pages for more detailed information on individual products or services as required.
Customer Page
This page can either have testimonials or case studies whichever is most appropriate for your business.
The objective is build confidence and trust in your business as a reliable supplier who has 'done it before'.
Contact Page
Contact information in the order you'd prefer to receive it.
Visitors also always like to see a physical address on any website to infer organisational authenticity.
Further Resources
Please find two external links below which offer additional guidance on writing:
Smashing Magazine's Five Copywriting Errors that can ruin a website