In this series so far, we’ve talked about First Impressions, Navigation, Design, and Features and Functionality. Now, let’s look at content. High-quality content is arguably the most important aspect of a website. It impresses visitors and search engines. Let’s discuss a few specific factors.
Tailored Content to Address Queries
Your website content should be crafted to address the questions and concerns of your target audience. Striking the right balance is crucial; overwhelming visitors with excessive information can be as detrimental as offering too little. For instance, an online clothing store should prioritize information about pricing and shipping policies over personal information. Conversely, an accountant might benefit from sharing their education, experience, and family history in the local area to foster trust.
Consistency in Tone and Terminology
Your brand’s voice is a reflection of its identity. Ensure that the tone and terminology on your website align with your brand’s character. A trendy fashion brand targeting teenagers might employ contemporary slang and emphasize aesthetics. In contrast, a funeral home should adopt a compassionate and straightforward tone. For brands that pride themselves on expertise, like a top-tier power tool manufacturer, industry-specific jargon and detailed specifications can enhance credibility.
Correct Spelling, Grammar, and Punctuation
While brand-specific lingo has its place, there’s no substitute for impeccable spelling, grammar, and punctuation. Even minor errors can erode your brand’s credibility. Visitors often equate the quality of your website’s content with the
quality of your products or services.
Thoughtful Image Selection
Given the diverse and often vocal nature of online audiences, it’s essential to choose images thoughtfully. Think about stereotypes, and avoid them. High-resolution images showcasing your products, and emphasizing key features, can be compelling. Service providers might consider featuring professional photos of their team, coupled with images that encapsulate their services and the tangible and emotional benefits they offer. For instance, a roofing company might display a newly installed roof alongside satisfied homeowners.
In summary, the content of a website needs to be created from the customer’s perspective. Give them the information they want, with impressive attention to detail, and you’ll gain a client and a higher ranking in search.
Other Articles in this Series
Web Optimization: Series Introduction
Web Optimization Part 2: First Impressions
Web Optimization Part 3: Navigation
Web Optimization Part 4: Design
Web Optimization Part 5: Features & Functionality
