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Part 2b - Creating Quality Website Content

Content is one of the key factors that separate useless websites from extremely useful websites. Content is the information, tools and resources your website offers. It might range in format from articles to product descriptions to images, but it's all content.

Quality content is the most important factor of a website. Here's why:

• Websites with mediocre organization but great content will be visited and revisited. On the contrary, websites with great organization but mediocre content will become virtual ghost towns.
• Websites with average design but great content will be visited and revisited. On the contrary, websites with great design but average content are quickly forgotten.

Website content matters — a lot. With the exception of graphic artists and other design professionals, people do not visit business websites to admire their designs. They visit for the content. They want to shop or learn, and both of these require quality content.

Technology Cannot Compensate for Weak Content

Here's a prediction for you. I predict you will never hear the following phrase uttered by one of your customers or prospective customers:

"Well, this website's message is a little unclear ... and I'm confused about what exactly they want me to do ... and come to think of it, they never really said how they could help me. But the website sure is pretty, so let me pick up the phone and call right away!"

Quality Content Carries Value

If you've ever used the word "filler" when talking about website content, you've failed the value test. But it's not too late to change your ways. People who regard web content as filler are the same people who create worthless websites that do nothing but clutter up the Internet.

Later, these same people say, "I can't figure out why my site gets so few visitors." Or, "Why won't anybody sign up for my newsletter?" Or, "Why isn't my website generating leads?"

Think of it this way: When was the last time you surfed the Internet thinking, "Man, I hope I find some good filler today."

Quality content gives readers something valuable. In turn, value wins visitors, repeat visitors, subscribers and customers. Valuable content generates buzz and increases "pass along" rates. Valuable content turns strangers into readers, and readers into customers.

If somebody visits your website and says, "Wow, this is great stuff. I have to remember this website," then you've passed the value test.

Quality Web Content Focuses on the Reader

This concept goes hand-in-hand with the value concept. Providing reader-focused content is one of the quickest and easiest ways to increase the overall quality of your website. Ask yourself, "How much of my website talks about me? How much talks to my reader?" If you have more of the former and less of the latter, you have a self-focused website. Nobody wants to visit a website with such a skewed focus.

Quality Website Content is Clear and Honest

If your readers don't believe your content on the first read-through -- mission failure. If, for instance, you cite your ability to simplify the reader's life by providing the best purple widgets available anywhere, then you should anticipate the next question the reader will ask: "Why should I believe you? Everyone else says the same thing."

I would not make a claim like this unless I had a page full of testimonials or some kind of independent research that supported my claim of offering superior widgets. If you're being honest, then state it and support it. If you're not being honest, then don't even state it.

Make Your Content Easy to Share

Most people know how to email a web page to a friend. But sometimes, just having the "Send to a friend" button spurs them to take this action. It's a visual reminder that says, "Do you know somebody who would enjoy this information?"

Here's a real-life example of viral content in action. My wife gets at least one email per week from her mother, with information about homes for sale in the area. Her mother loves to click the "send to a friend" button, and so do a lot of other people! It's a viral approach to web content.

Of course, you have to start with quality content, interesting content, useful content, etc. People will only share websites with others if they are truly impressed by some aspect of that website.

Aha ... now we are seeing how these components of website content reinforce one another. Quality content increases the likelihood that visitors will recommend your site to others. Quality content also increases the likelihood that other webmasters will link to your website. (Remember those all-important inbound links we talked about in the SEO chapter?)

So quality content helps you increase your website's direct traffic and search engine rankings at the same time!

Give Your Web Content a Purpose

What is the purpose of your website content? How does your content move the reader toward that purpose? If you have articles on your website, are they there just to inform the reader? Or are they also intended to move the reader toward some objective? Do you have special tools and resources on your website reserved for those who sign up to use them? Perhaps you ask that visitors provide their name and email address in exchange for a special report that will be emailed to them.

These questions all relate to purposeful content -- website content that is created to support some sort of objective.

Don't get me wrong ... there's nothing wrong with creating content solely to inform your readers. I do it myself all the time. But when you're trying to evoke a response from the reader -- a signup, a phone call, an email or a purchase -- you have to shape your content accordingly.

Maybe that informative article "pre-sells" a 15-page tutorial on the same subject, one that the reader will have instant access to once he or she fills out this short form...

Maybe that before-and-after case study leads to a information-request form where the reader can get a quote on similar products / services...

This is purposeful content.

If informing the reader is a stop along the path to your ultimate goal (such as evoking a response), then you should attempt to move the reader toward that goal every chance you get. Don't be coy about it; be straightforward and clear. If you want a certain response, ask for it. And give the reader a damn good reason for taking that action!

Related service (off site):
Website content development by Austin SEO Guy
Real estate web content