For a business owner, starting on a new website build project is an exciting time, often focused on design, functionality, and user experience. However, amid the code and visual elements, the significance of quality content can’t be overlooked.
It’s the difference between an OK website and a great one.
If a new site were a house, the builder will first add solid foundations for the rest of the build. A website needs a solid foundation to be built upon too and this is the site structure. (pages and features).
Once this is done the walls are built in the in the agreed place and for our website this means content. Words are the bricks that your site is built from. If your builder needs 1000 bricks to build a wall, he takes them from a seemingly endless supply and it’s unlikely the wall will not be finished.
You make the bricks
If a website page needs a 1000 words then they are taken from a pile you have supplied and if there is not enough, then the page cant be built, or needs things removed until there are enough bricks to make something. Pages are shortened (or even removed) and designs are compromised. These compromises reduce the quality of your new website.
From a working relationship perspective, this is also the time that disillusionment can take root, with the business owner unenthusiastic with the results so far, disappointed with progress and frustrated they are unable to supply enough content in the timeframe needed.
Good content has an energy and it powers creativity.
At a practical level, it provides the designer with options to present key information in a more visually engaging way. Nobody wants to view a website that is page after page of words, but the person building your site can take these bricks and create amazing shapes and new ways to use them if they have enough.
They cannot make bricks for your business.
If you have thought about the purpose of your website and what you want it to convey, then getting words down on paper is the best way to ensure the creative process will be an enjoyable one throughout the project.
When is it needed?
Before you start. Too often we see business owners use their new website project as as the trigger for their own business review or transformation program. We’ve waited weeks and sometimes months for business owners to get us the words describing their company and what they offer as they refine, book photographers, review existing services (and add new ones), ask for and wait for testimonials from customers and countless other activities.
What’s this Latin nonsense?
One trick us web folks use is to fill the blanks with placeholder text, AKA Lorem Ipsum. The idea is that by using generic and non-english text, then a page can be reviewed to see how it might look once the correct content is in place.
Nice idea – but it doesn’t work. In our experience, business owners cannot see past this to visualise the end state, so it only serves as another reminder the site needs content and looks weak so far.
Headings tell, pages sell
A key part of the website design is structure – the organisation of content in a way to take the visitor on a journey designed to get them to take an action you want them to – ideally helping to inform and persuade them to buy your product or service.
The structure is the part your designer takes care of, they set out the pages, titles, and navigation designed to help visitors navigate around your content easily.
Quality content goes beyond informing; it builds trust and creates a connection with the audience. Whether it’s through engaging blog posts, informative articles, or captivating product descriptions, content acts as the bridge between the website and the visitor, creating a feeling of curiosity and trust.
SEO and content Integration: For a website to be effective, it needs to be discoverable. The integration of SEO practices with content is key. Careful selection and placement of keywords, coupled with a well-structured content hierarchy, contribute significantly to improved search engine rankings.
Many business owners worry about SEO while failing to understand THE most important aspect of SEO is content.
| Content | SEO benefit |
|---|---|
| Quality and Relevance | Crucial for higher search engine rankings |
| Keywords & Metadata Optimisation | Strategic placement enhances search engine recognition |
| Content length | Longer, valuable content positively impacts SEO |
| Frequent updates | Regular updates signal relevance to search engines |
| User engagement and dwell time | Interactive content increases user engagement and SEO impact |
Content is the primary communication tool: Beyond aesthetics, a website’s purpose is a communication tool. Clear and concise content ensures that information about your business is conveyed effectively. Including strategic call-to-action (CTA) elements enhances user interaction, guiding visitors toward your chosen actions.
Content and brand Identity: Your website is an extension of your brand. The content should reflect your brand values and maintain consistency in messaging. This not only reinforces brand identity but also helps in building a recognizable online presence.
Content types for effective design: Text content is crucial, but the should be balanced with visual elements such as icon boxes, lists, numbers, charts, images and videos to enhance engagement. Striking the right balance ensures that the content is both informative and visually appealing. Numbers, stats and facts are especially powerful, so if you have them, use them.
Navigation simplicity: No matter how great the content is, if users can’t find it easily, it loses its impact. Organising content logically and providing easy navigation ensures that visitors can quickly access the information they seek. Menus, links, buttons, search and archive pages are used to help move around content.
Content updates for SEO: A static website quickly becomes obsolete. Regularly updating content not only keeps the information relevant but also signals to search engines that the site is actively managed, contributing to improved rankings.
Tips for creating great website content
- Don’t worry about headlines or the homepage (yet): Too many business owners worry about the headline, homepage, intro text, etc. In reality, this is the last page to be finished up as it generally needs the other pages to be created to reference.
- Focus on your story: The “About” page is one of the most important pages as it is here where visitors will go to find out more about your business and what makes you different from the competition. This is where you need to think about selling the most.
- Services / Product pages: These need to be descriptive to help answer questions visors (including Google) might come looking for answers to. Add real images where possible and talk more about benefits than features. Talking of questions….
- Frequently Asked Questions: This is a great page to cover bits and bobs you are struggling to find a home for, as well as provide a place to educate visitors on the most important things you want them to know.
- Start early: As soon as you have decided to update or refresh your website, start getting words on paper. Do not underestimate the importance of your time in this as the principal voice and driving force for your business.
- Get help: If you are struggling to find the time, hate writing, or just want to leave it ot a professional, getting support can be one of the best ways to maximise the investment of a new website. We can help as we partner with talented content and copywriters who will interview you and create the content you need for both the website and other marketing channels.
Every business is different and every website should be designed to meet the objectives of that business – content is the secret sauce that makes this happen and helps your business website stand head and shoulders above your competition.
