Hi folks! In the past, you’ve heard my thoughts on why you need good photography on your website, and how to choose good stock photography (if you have to). Since I’m a designer, my first thought is always going to be “make it look good!” so having good photography is certainly a good first step. I’m also pretty obsessive about language – anybody in the office will tell you I’m the official Cuberis grammar police. That’s why you need to know that just because your content already exists, doesn’t mean it’s quite finished. Spelling and grammar aren’t everything – and basic, generic text on your website isn’t necessarily the best way to go.
Let’s face it – nobody knows your business as well as you do, and nobody is more qualified to write about it. However, this can sometimes put you a little too close to the problem. You should be asking yourself: Is this readable? Is it long enough or too long? Is it essential? Often, folks think that the amount of text on their website is somehow going to make their business look more legit. But really, it’s what you say and the power (and simplicity!) of your words that will ultimately stick with a potential customer.
Early in the stages of a new website launch, it’s a good idea to take a look at your content. Sometimes it needs clarifying, sometimes it needs to be broken down into smaller pieces, and sometimes it just needs to be completely redone. Bottom line is, it needs to be short enough and compelling enough that a visitor will actually read it. This is why we often suggest our clients discuss their content with a qualified copy writer to help distill the overall message, solidify site content, and even add some great SEO keywords that’ll help with Google results. It’s also great for content to be reviewed (and perhaps rewritten) by someone outside of your field – this way you’ll know it can be understood by a potential user who may not be familiar with industry-specific terminology. Spending some time going over content that already exists may sound like an unnecessary step, but you will be so glad you took it.
PS – If you’ve heard the term Content Marketing – that’s a whole different (but incredibly valuable) thing. If you’re interested in how Content Marketing can impact your viewers and your SEO, check out Virginia’s thoughts on content marketing and how you can get started.