Selling It - Web Site Content

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Web Site Content - Introduction

Quality, quality, quality. It's rule number one about content. Content (sometimes called copy) is the text presented on your web site. It's the information you provide to your visitors. The content is mostly why people visit; they want to share in your content, they want to be informed. So the higher your level of content, the better your visitor's experience will be.

In this section we discuss a variety of ways you can ensure your web site provides good quality content.

You'll find information on what makes quality content, how quality is achieved and how to write your text.

A common question people considering developing a web site ask is "What should I put on my web site?". Perhaps the simplest idea to get you started is to ask; “Who? What? When? Where? Why? How?”

Who? The who is concerned with your audience. You sell products so who are your prospects? If you sell animal products you're audience are people with animals, if you sell laser printers then your audience is people with computers. Who we are talking about on your website needs to be explained very clearly, right away. We now have the start of the content for our first page.

What? A business offers products, services or both. You need to tell your visitor what you have. From calendars and other stationary to roofing iron to legal advice, what you have to offer must be clearly explained next.

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Where? Geography is important too. If your site is to offer car repairs your service area is likely to be fairly small, unless you run a nationwide service franchise. For retail stores it’s important that prospects know where the store is and how to get there. Perhaps consider including a map.

Why? For your business, this is the opportunity to explain why your potential customers should buy. What is it that differentiates your business? Why are you the best in your field?

And finally "How?". So how are they going to buy your products and services. How can they get in touch? How do they pay? How do the products get delivered. And if something goes wrong how can they get a refund?

Using these questions should give you some ideas to build with. And whilst I've emphasized content quality. For your first attempt don't worry about quality, just write as if you were talking directly to your prospect. You are going to have plenty of opportunity to edit later.

In my view, it is the editing that results in quality content. And once your web site is up and running keep reviewing it for material. Over time customers and prospects will raise questions, seek help and so forth. These give terrific ideas for changes to your web site. So spend some time on a regular basis rereading and editing your content. And so in this section you'll find extensive information on the editing process. Good content doesn't just materialize, it develops and evolves with time and thought.

Content is what you say, and graphics are a mechanism of presentation. The graphics need to enhance the content, not detract from it. So you'll also find, what I hope, is useful information about how to use graphics to best advantage.

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