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Creating great website content takes time and requires skill and organization. Content is the biggest challenge for clients and leads to serious delays in launching a website. Here are a few tips and resources to help you through the process.
A few years ago, I wrote Website Content in 5 Easy Steps, however the problem persists with nearly all of my clients. The best plan of action is to be realistic from the start of the project. Ask yourself it would be more realistic to hire a copywriter who is dedicated to completing your content and has experience in crafting your message with a focus on SEO.
Website Content Planning
To get started, you should include the following areas in your website content:
- Home page copy and branding
- Key bullet points
- About Us, About the Firm
- Services and/or Practice Areas
- Resources based content (blog, information content)
Each page should have a call to action with a clear path you hope for your visitors to follow.
Resources for Website Content
- Branding message: Start with your message, what is the experience you want your visitors to have?
- Keyword research: Spend some time researching keywords that will support your SEO efforts. Your website content should always include keywords to help draw search engine traffic.
- Outsource: Find a copywriter that knows how to write for the Web.
- Lawyerist posts: a few other posts on web content.
Tips for Website Content
- Break it Up: If you want your web content to be user friendly, you have to make it digestible. That means breaking it into small chunks, usually with one main idea in a paragraph. Separate information into digestible “chunks” to facilitate scanning and reading.
- Descriptive Titles: Eye tracking studies show that headings grab our eye and facilitate scanning. Pinpoint your message with headings to meet the needs and behavior of your audience.
- Clear Language: Use bulleted lists, relevant links, and stay away from obscure expressions and jargon and use clear and simple language. Add examples to make it even easier for reader to understand.
Once your content is created and everything is acceptable, launch your site. This may seem elementary, however I have witnessed countless rounds of revisions and frustration where clients backtrack and second-guess themselves. Keep in mind that no website should ever be completely final and static and your website content should be accessible so that you can edit, revise and add to it. Don’t waste time over-analyzing each word, use that time instead to write a new blog entry and work towards being a content curator.
(photo: Student with spiral notebook from Shutterstock)