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Website Content Positioning

Content, content, content. Website content is important; really important. Content is to websites what location is to a house. As a professional website copy writer I cannot stress this enough.

First, search engines love content. Every page on your site should contain around 250 search engine friendly words, minimum. Second, internet users love content too. They are looking for information. So the words on each web page need to appeal to internet users too. It�s hard enough to write for one set of criteria but combining both is where many people writing website content come unstuck.

Search engines and internet users have vastly different agendas and being able to write to appeal to them both is a skill which takes time to learn.

Your business is what you do best and writing high quality website content is what I do best. Here�s why.

Writing for the internet is different

People reading screens do so in a very different way to people reading a printed page. They tend to �scan� for important information rather than read every word. Thus there need to be fewer words per page while still providing enough information about your product. Website content positioning is paramount.

Headlines

These are especially important when writing for the internet as the person reading your information only has to click once and they�re gone�possibly forever. You have to grab their attention and hold on to it for all you�re worth. Headlines need to encapsulate all you have to offer and draw the reader in.

Keywords

These are the words internet users are actually searching for. They need to be chosen with care then woven throughout your content in such a way to appeal to the search engines without detracting from the flow of the prose. It�s a tricky brief. Keywords need to be researched meticulously as it�s no use optimising a piece of text for a word or phrase no-one is searching for.

Large blocks of text won�t work

Reading from a screen is more difficult than reading from a printed page. Printed material generally has a resolution in the region of 1200 dots per inch, comfortable for the human eye. Screen resolution is about 72 pixels per inch so characters are not quite as crisp and clear as they would be in a typeset document. Experts have calculated that this combined with variations in brightness and contrast mean reading speed is reduced by around twenty five percent. So people won�t bother to read unless something catches their eye. Hence when you consider website content positioning�

Make use of blank space
Use headings
Use short paragraphs
Divide the text into manageable chunks
Use bullets to highlight
Use fonts such as Verdana and Times New Roman which are easier to read

The reader is only one person

Website content should be aimed at one person at a time. The internet is not a lecture hall. Yes you have the capacity to reach thousands of people but try not to think of the audience as �them�, plural. Instead, imagine one person, in the peace of his own home reading your website and wondering how you can help him.

Information

We�re back to content, content, content again. People search the web for information. They don�t want hard sell. Your website should be free from hype. Offer well written information and your credibility will soar without the need for a sales pitch.

You might be too close to your product or service

Sometimes an outsider�s view is needed to really see the benefits of what you have to offer. Your potential customer will always be asking themselves �What�s in it for me?� It�s my job to communicate all the fabulous, exclusive �I must buy this� advantages of your product or service over all the others.

Working closely with a website designer

I�m a writer. I know a lot about how the internet works but I�m not a website designer. By working closely with someone specialised in that field I can offer a lot more�

Improved customer rapport: Did you know that most people who bookmark a site never return to it? Between us we can insert devices to capture contact information and then produce follow-up emails and newsletters to build a relationship and turn potential customers into people ready to buy.

Links: Links are magical. From your web page you can link to other pages on your site containing statistics, more information and testimonials, all designed to help your potential customer to make their mind up. Links improve the reader�s experience and help channel them where you want them to go. This improves the chance of them converting from window shopper to customer.

I hope this article has explained a little about what a professional website content writer can do. If you do decide to write the content for your website yourself use the tips above to help you. If you�d like to have a chat about what I can do for your website then please contact me through the contact us page of our site.

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