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The Architecture of the Perfect Website Page (Writing Web Site Content for Your Content Marketing Program)

image_-_web_site_pageCreating high quality content for your web pages has unique challenges, but the primary one is making sure your material is easy to read and can be understood by your audience. This is true of any online marketing, though it’s especially important when you’re writing web site content. After all, a first impression will make or break your brand. Once you master the tricks to enhancing your material’s readability, you’ll be on your way to creating the perfect website page. Here are a few pointers on taking your site pages from “OK” to “Great.”

Answer the key questions your readers want answered.

Unless you’re a nationally recognized brand, your audience wants to know who you are, what you do and how you can help them solve problems. The most important message you can convey is convincing them that they’re in the right place and you have the answers to their questions. If your website doesn’t do this within the first few seconds after your visitor arrives, they won’t stick around long enough to interact with your brand.

Insert your conclusion at the beginning of your content.

Writing web site content runs contrary to the basic principles behind drafting an essay, as you want to insert your conclusion at the beginning of your material. Get to the point in the first paragraph, and then spend the rest of the piece expanding upon your subject matter.

Make sure you’re writing web site content that’s short and sweet.

Once you’ve started off with a hard-hitting introduction, continue to be brief and concise as you write the remaining content. After your first draft, go through the content and eliminate any information that doesn’t directly relate to or support your premise. As a practical matter, you should also write in shorter, to-the-point sentences using common language and industry jargon. Break up long paragraphs into shorter sections to be more visually appealing.

Use bullet points and lists rather than blocks of text.

Most consumers find it easier to absorb content when it’s written in the form of a list. When you’re writing content for your web page, itemize details and use bullet points or numbers to separate out each point. Readers can scan the information more quickly, so they’re more likely to review it rather than dismiss it for being too long.

Include sub-headings to make content easier on the eyes.

Another tip to making your content more appealing is to break it into sections with descriptive sub-headings. Much like bullet points, sub-headings make it easier for website visitors to scan through and glean your message without investing a significant amount of time.

Convey your unique selling point with authority.

Your unique selling point is what makes your brand stand out from your competitors, so create content that relates this in a powerful way. You want to tell them exactly why they should choose your company over others that offer similar products and services.

Optimize your content for mobile users.

More and more consumers and businesses are turning to their mobile devices when researching products and making purchasing decisions, well advance of actually buying. Responsive web design is one way to ensure that your pages are easy to navigate and scroll through when viewed on a cell phone or tablet. You might also consider creating a separate mobile app that users can download.

Tell visitors what you want them to do with a compelling call to action.

If you’ve followed these tips on writing web site content that has your readers on the hook, you’ll have to tell them what to do next. Include a button they can click to further interact with your brand, which moves them further along in the sales funnel. Incorporate text on the button, such as “Schedule a Demo,” or “Request a Quote,” as your call to action.

There’s more to writing web site content than just churning out your company history, hours and office location. Make it an integral part of your content marketing program with these tips, and you’ll soon see a boost in traffic. What else makes a great web page? Do you have other ideas on how to create amazing web page content? Please let us know.

About Jon wuebben

Jon Wuebben is the CEO of Content Launch, which offers the first content marketing software built for small and medium sized businesses (SMB’s) and digital agencies. Content Launch also provides content writing and content strategy services for hundreds of companies and digital agencies. His book, "Content is Currency: Developing Powerful Content for Web & Mobile", helps businesses learn how to plan, create, distribute and manage content. "Content is Currency" has been published in six countries worldwide.

Jon has spoken at Content Marketing World, Online Marketing Summit, South by Southwest (SXSW), Marketing Profs B2B Forum, Search Marketing Expo (SMX), Social Media Marketing World, New Media Expo, Intelligent Content Conference, Content Marketing Retreat, Lavacon, ADMA (Australia), BIA Kelsey Small Business Forum, the Media Relations Summit and for many organizations, including Hubspot, Intuit, the American Marketing Association and Shop.org as well as industry groups in the areas of content marketing, mobile marketing and entrepreneurship. He has been listed as a thought leader in the content marketing space by countless publications since 2008.

Find out more at contentlaunch.com

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