Web content doesn’t work on it’s own. There are 3 must-haves for web content to work, and it’s the combination of all 3 working together that creates a well functioning, high ranking website. What are the 3?
Must-haves – number 1 – good web design
A website is an online shop window. It’s purpose is to attract as many customers as possible who will want to interact with the company behind the shop window and to buy into the company’s goods, services or products.
Websites only have a few seconds to persuade a customer to stay within this online shop. So what is it about must-have web design that keeps a customer interested and engaged enough to take the next step and to contact, to order, and to buy?
A clean and fresh design certainly helps. Simple design is important too, so your users can find their way around the site naturally and easily.
Also, professional web designers understand how to use whitespace, or negative space, the area of the page that is ’empty’. It’s this well-designed mix of design elements and whitespace that creates a less distracting and more appealing web design.
Online customers get bored easily, so usability and functionality are important too. Every link must function fast, and every button and call to action must be positioned correctly. Demanding as little effort as possible for the visitor to move forward to the next step.
It’s well known that the brain scans quickly whatever it sees online, very different to when reading print. Good web design helps visitors to quickly and easily understand what they’re seeing, what they’re reading, and where they should be going next to lead them deeper into the site.
So what’s the next must-have that comes after good web design?
Must haves – number 2 – well-written web content
Professional web content writers know that it’s much easier to write web content when they know how a new website will look, how it will feel and how it will function. Not to say that anyone can physically feel a website. It’s more the feel that comes from the elements of the website design – the colours, the layout, the typeface, and the balance between the white space and the design.
With an outline of how many words to write per page, the tone of voice to use that will attract the right kinds of customers to open this online shop window, and how a customer will interact around the site, the web content writer is ready to write the must-have web content.
So what is the mystery must-have number 3 that helps web content to work?
Must-haves – number 3 – SEO
Must-have number 3 is SEO, search engine optimisation. Many clients contact me about writing content for their website and then say that they will think about the SEO further down the line. I say ‘no, this just will not work’.
Search engine optimisation must be incorporated into a website right at the initial stages of web design. An SEO expert will know that they are the ‘go to’ person for both a web designer and a web content writer.
A web designer will be introducing the technical elements of search engine optimisation into the website. And a web content writer will be introducing the written elements of search engine optimisation into the website.
Optimisation is all about ensuring that an online shop window, as in a website, is found easily when a customer types into a search engine keywords or phrases for that particular shop window.
So if a website is not optimised either within the must-have good web design or the must-have good web content, then there will be very few customers wanting to look into this particular online shop window.
Good web design, well-written web content, expert SEO
These are the 3 must-haves for web content to work. One definitely doesn’t work without the other. So, for anyone out there who is looking for someone to write web content for them, please do bear this in mind.
It will save you a lot of extra pennies further down the line when you are wondering why traffic to your website is poor.
And it will mean that your website will climb the natural search engine rankings for targeted search words and phrases more consistently and effectively.
And, with added must-have web content on a regular basis via blogs and articles, your online shop window will definitely stay at the top of online searches. Certainly a must-have position to aim for…surely?