Published on Sunday, 30 December 2012 21:38
Written by Jerrica Jones
The following guidelines can help you ensure that your content is attracting new visitors and enticing other visitors to return to your site.
- The quality of your content will often define it’s level of credibility.
In the eyes of your visitors, they are directly related.
If possible, have your content proofed and, if necessary, edited before posting it to the Web.
A page full of spelling errors and typos isn’t particularly authoritative or impacting.
- The word count for Web content should typically be, at most, half of what you would
use for printed media. Remember, people read 25% slower on a screen than they do with paper.
People typically skip over large paragraphs of text. Try to break content into easily scanned,
smaller paragraphs with clear headlines. Use bullet points when applicable.
- People are not going to visit your site because it’s a great site. They come because they are
looking for something specific. For that reason, it’s important that you DO NOT save
prudent information for the end of the page. Keep all of the important information at
the beginning of the pages.
- It’s very difficult to get someone to your site in the first place.
Do everything you can to keep them there. It’s often said that when you have a visitor
on your site for 3-8 seconds and if they can’t find what they’re looking for,
or a clear path to it, they are gone.
- The more clicks it takes to get to a piece of content, the less likely your visitors will ever find it.
In most instances, three clicks is too much.
- When people surf the Internet, they are often low on patience and looking for something specific.
Even when idly searching the Web, people are still, at least subconsciously, in pursuit of something.
Bloated content makes it difficult for people to find what they are looking for, so you will
probably lose them pretty quickly. People simply don’t have time for fluff.
- Continually adding fresh content to your site is a great way to keep people returning.
If your content is old and stagnant, most people won’t have much reason to come back.
An excellent way to do this is by keeping a blog about what’s happening at your ministry and
updating regularly. Fresh content is also excellent for developing good search engine placement.
- Determine what you want the visitor to do, then tell them to do it. Calls to action are imperative.
Having a link that says “Testimonials,” is far less effective than a link that says “Read our Testimonials.”
You are calling on them to do something; giving them direction and guidance.
- Because search engines may take a visitor to any particular page on your site, each one
should be independent and specific about its topic. When writing the content for a single page,
do not assume that your visitors have read any of your other pages.
To summarize, quality content is:
- Short and sweet.
- Direct and to the point.
- Fresh and new.
- Well edited. Free of typos and spelling errors.
- Easy to find.
- Clearly labeled (Both headlines and link text).
- Not obstructed with too many graphics or overwhelming design.
- Involves the reader.
- Related to the rest of the site. (Focused)