What Should You Consider When Developing Your Website Content?
May 18, 2023
There’s a lot that goes into figuring out what you should consider while developing website content. And rightfully so. Content is pertinent for a website’s success.
Why is Content Important for a Website?
Content is the backbone of a website, and here’s why –
- Attracts and Engages Visitors: Great content can help you stand out from your competitors and capture the attention of potential customers.
- Builds Trust and Credibility: Quality content can position your website and brand as a thought leader and expert, which effectively builds trust and credibility.
- Enforces SEO Efforts: Search engines reward in the form of higher rankings to websites that provide helpful content and add genuine value to the users.
- Drives Conversions: Compelling content can help you drive conversions by encouraging visitors to take action.
Essentially, your website’s content is possibly the first point of contact between your business and customers. Good content communicates your brand values and USPs to potential customers effectively.
It can also act as a fantastic tool for branding, but only if the content is consistent with other digital and marketing channels, like social, email, etc.
Simply put, you must consider a lot of things to create website content. Don’t worry, though. That’s what this blog post aims to help you with.
So Here’s What You Should Consider When Developing Your Website Content –
Put Time Into Research & Ideation
Research and ideation are critical to start creating content for your website. This stage is ideal for brainstorming ideas and gathering information to create good content.
Define The Objectives
Begin with defining the objectives. What do you want to achieve with your content? Are you looking to increase brand awareness, drive website traffic, generate leads, or educate your audience? Having answers to questions will help you focus your efforts and create content that is tailored to your specific goals.
Identify The Target Audience
Once you’ve defined your objectives, the next step is to identify and research the target audience. Who are you creating content for? What are their needs, interests, and pain points? By understanding your target audience, you can create content that resonates with them and addresses their needs.
Learn What Competitors Are Doing
It’s also essential to research the competitors and see what they’re doing in terms of content creation and marketing in general. This can help you identify content gaps in your own content and equip you with the knowledge of the successes and failures of your competitors. So you can avoid their mistakes, capitalize on what they got right, and even identify areas to push your POV and create something unique that sets you apart from the competition.
Find What Your Target Audience Is Searching For
You must learn what the users are searching for, and keyword research can help you achieve it effectively. For this, you can use Google Keyword Planner and tools like Semrush, Ahrefs, or Ubersuggest. The right tool depends on your objectives and the type of website you have. The idea is to find what queries users are searching for as well as the search volume and keyword difficulty.
Create a Content Plan or Strategy
Once you have acquired proper insights from researching and ideating, create a content strategy. This will help you organize content creation activities. And as website content plays a vital role in achieving business goals, you can prioritize what kind of content you should focus on.
Now, it’s time to start writing, and here’s how you can do that –
Create A Wireframe (Lay Down The Structure)
Before you start writing, you must have a skeleton of what the content is going to look like, as well as what sections you must cover. The idea is to –
- Use the insight from the research and ideation part,
- Jot down the outline of your main idea,
- Research the particular topic/subject you’re writing about,
- Talk to experts for thought leadership, and
- Organize everything in a logical order.
Create What Appeals To The Audience
Your content should speak directly to your target audience in a language and tone that resonates with them. Consider their needs, interests, and pain points to tailor your message accordingly. This is where you capitalize on the power of storytelling to engage the customer.
Get To The Point Quickly (Be Concise)
The average time spent on a web page is 53 seconds (Source: WebsiteBuilderExpert). So when it comes to online content, attention spans are short, and the competition is fierce. To appeal to the target audience, you need to get to the point quickly by being concise. Focus on your key message and avoid unnecessary fluff or filler. Keep your paragraphs short and use bullet points or numbered lists to break up your content and make it more scannable.
As mentioned above, when it comes to online content, attention spans are short. So we advised you to use the power of storytelling and get to the point quickly. But not everything has to be text-heavy. Use visuals to break up the text and make the content more engaging for the reader. And consider using tables, graphs, images, GIFs, infographics, shorts videos, etc., to illustrate the key points. Visuals can also help you communicate information in a more digestible and fun way.
Persuade Readers To Take an Action
You must be persuasive. Website content is an asset that contributes to business success. When you’re creating content that’s not informational, you must write like a conversion copywriter, encouraging readers to take an action – signing up for a newsletter, downloading a whitepaper, or making a purchase.
Now, you can do that by –
- Using action-oriented language
- Using strong CTAs to make it clear what you want your readers to do next.
- Showcasing the benefits to the reader for taking an action.
If you get these things right, you’ll be on your way to creating good content.
Get the Post-Writing Shenanigans Right
Now comes the things you need to do after you’ve created a good piece of content.
Make it SEO-friendly
You need users to be able to find your content, so you need to ensure it ranks higher on search results. For that, make it SEO-friendly. As mentioned above, you need to use keywords in your content. But there are other things too –
- Optimize the keyword density, proximity, and frequency (Note: Please avoid keyword stuffing)
- Optimize the meta tag, description as well the alt-tag and description of the images
- Make sure the content is crawlable and readable by search engines
- Optimize the content for featured results on search
Promote it Diligently
Using search engines, visitors come to your website content, but that’s not the only channel you need to focus on. You need to make sure the content reaches your target audience. You must share your content through social media, mailers, WhatsApp marketing, etc. If you’re creating product/service pages, you can promote them through Digital PR, influencers, and paid advertising.
Update the Content Frequently
Finally, to keep your website fresh and relevant, update your content frequently. It ensures there’s no content decay and keeps the information relevant. Also, you get brownie points from an SEO perspective, too.
The Repercussions of Not Taking Website Content Seriously
Now, there are repercussions of not taking your website content seriously.
Here are a few –
Poor Search Engine Rankings
Optimizing your content for SEO isn’t enough if the content itself isn’t good. Search engines reward helpful content and the helpful content update from Google enforces that to great effect. Unhelpful and generic content means your website isn’t going to rank higher on search engines. This will make it difficult for potential customers to find your website.
Higher Bounce Rate
If your website content is poorly written or uninteresting, visitors may leave your site quickly. This can lead to a higher bounce rate. And bounce rate isn’t just going to impact the customer perception; it’ll also impact your rankings on search results, as it is an important SEO ranking factor.
Missed Business Opportunities
Your website content is an opportunity to showcase your brand, your products or services, and your expertise. If your content is not engaging or persuasive, you may miss out on potential business opportunities. You can just forget about converting users if they just abruptly leave the website altogether. For instance, if you do not use CTAs effectively on a web page, visitors will leave the page without taking any action.
That’s it, folks.
These are all the things you must consider when developing website content.
If you want to develop a result-driven content marketing strategy, please contact Techmagnate for SEO-led content marketing services.