Why You Need Good Website Content

Imagine arriving at a website that’s beautifully but has nothing interesting to say. Or worse, a poorly designed site with a clunky design and confusing content. Most users will leave a site like that — and according to research, people will leave a website within 10 seconds if it doesn’t meet their expectations.

So, is your website’s content up to par? OR are you chasing potential customers away? Having good website content can make a difference. Here’s why you need amazing content — and how to get it.

Decide who your audience is.

Your website is a major part of your digital marketing strategy. Treat it accordingly and have a clear idea of whom you’re trying to reach. What information will appeal to them, and what tone and style should you use? You should craft your content for two main purposes: to lure traffic through organic search (content marketing) and to convert visitors into customers.

Figure out where you’re an authority.

No matter who your audience is, they want to be able to trust you. That’s why your content should stem from your expertise. Don’t try to duplicate others’ strategy to copy their success — people can tell. You should always have a 100% unique take on your chosen topics. Let your company’s story and brand promise drive your content. You’ll make a larger impact on your website’s visitors. 

Know how to craft content.

Save the lengthy, verbose content for the academics. On the web, people have short attention spans and even shorter amounts of time. You need to connect with them instantly and use short, engaging paragraphs (like we’ve done here). Take an active voice and relatable style to make your ideas easy to absorb. A good rule of thumb is to write for an 8th-grade level or less. You can measure this with the Flesch-Kincaid test, available in tools such as Microsoft Word and Grammarly.

Leverage strong visuals.

We’re a visual species, and people expect to see ideas communicated in visual form. You don’t need to write out all your content. Mix in some illustrations, graphics, and even videos to better connect with your visitors. Just be sure that you strike a balance. Low word counts can harm your SEO!

Trim the fat. 

It’s always a good idea to have less, not more. Websites with tons of information or menu items are confusing — and confused visitors tend to leave. Pare down your content and regularly remove anything that’s not relevant to your current goals. You should also make sure that your site’s navigation and any calls-to-action are clearly labeled. Your visitors are much more likely to take action if there’s a clear path to do so.

Optimize for search engines.

By following the above guidelines, you’re already well on your way to having SEO-friendly content. Still, it’s worth the time to check your pages for SEO. First, you need to identify your target keywords and keyphrases. Next, work those words and phrases into your content in a natural way. Readers can always tell if you’re trying to “stuff” keywords. Finally, ensure that all content uses the proper heading structure and HTML tags. These little details boost your SEO in a big way.

Wrapping Up

Great website content is simple web content. It’s tuned into your audience’s interests, crafted for a clear, strategic purpose, and coded with clarity and proper structure. Convoluted content, on the other hand, is off-putting — and could even hurt your search engine rankings. That’s why it’s well worth your time to make sure your content is done correctly. When you have good website content, you’ll reap the rewards.