There are a few things to keep in mind when writing website content:

1. Keep it short: Website readers are impatient, so they scan website content – it’s often too much work to really “read” on the web & there are so many sources of information that people will find another source if yours doesn’t immediately deliver. Also, because of the nature of the medium people read more slowly and avoid large blocks of text. You can deliver a longer message below the fold or on other pages of your site, but avoid information overload on landing pages.




2. Keep it organized: So, if you work hard and have found a way to delivery your message in short, punchy bunches – how do you display it so that it’s visually appealing? You could try a list, or a grid. Either of these options give people’s eyes a chance to rest on a single item before moving on to the next one. Also, consider placing information in places where people might need it – even if it’s not in a consistent place on each page, or is tangental the current topic. For example – if your website is about nutritional deficiencies and you’re planning the content on the page that talks about Iron Deficiency, place a testimonial or patient profile that has to do with Iron Deficiency there on the page. There’s no reason that shouldn’t also be on a page of testimonials, or patient profiles, but placing it where it reinforces your message helps build your authority.
3. Keep it meaningful: No one likes a hard sell – and web users are a particularly skeptical bunch. Most people have become immune to the exaggerated hyperbole that exists on the web & ignore it when they see it. Rather, keep your headlines short and clear, and make sure your content is offering something to your user. It might be instruction, it might be support, it might be laughter – but make sure you write it while thinking of what your audience will get out of it, not what you will get out of it.

With those tips in mind, check out what your competition has done . . . Is there a common method for grouping your type of content? Are there common navigation elements your users will be looking for? What about the level of language?

Now you have the information you need to start writing! Figure out the major categories of content, and assign a location (ie: page) for each one. Then, think how you can simplify. You may not need all of your pages linked from the primary navigation along the top of each page. You may not need a full page of just testimonials if you can strategically place them throughout your site where they’ll have more impact.

Whether you’re building your site yourself, or have hired someone to do it for you, the time you spend editing and organizing your content now will make the build much more efficient & the end result much more successful!

Related posts:

1. Ways to interact with your site visitors