Content Is Key To Any Successful Web Site

Contributed by Elaine Landau

So many people think they can write. Sure, they can write their names, messages,
e-mails, grocery lists, and so on. How many people can make words move others to feel different emotions, to inspire them to act, to invite them to change. A good writer once wrote that writing isn’t just taking a bunch of words and putting them in a row. Writing is taking a bunch of words, putting them in a row and making them dance.

The writer and the Internet
When the Internet or World Wide Web was introduced to the world, it was commonly called the Information Highway. People logged on to find an abundance of web sites that would educate and entertain. Expectations have not changed much over time.

Today, with basic computer education, and Internet training, you will be Internet savvy in a short amount of time. As you visit sites, you will become aware that many are visually interesting, but lack content. That can be pretty annoying if you are using the Internet for research purposes.

A web site without content is style without substance
As with any form of communication, beautiful photography or stunning illustrations may catch our attention. But, to keep our interest, your eyes search for the copy that will explain, educate or entertain. If the words do not live up to the expectations that the visual promised, the reader feels cheated. Resentment is the last thing you want your web site to inspire.

Build loyalty with content
If your site promises information and truly delivers it on a consistent basis, users will likely mark your site as one of their favorites. Web site loyalty is the brass ring for web site developers and web site companies. If your copy answers questions thoroughly, addresses problems clearly, allows users to shop easily and navigate effortlessly, your web site is destined to be a resounding success.

Is your web site content rich?
Some web sites are simply one person’s opinions with pictures. The last time the site was updated, you might not have been born. There may be links, but there is no guarantee that those links have anything to do with the reason you visited that web site in the first place.

Other sites provide solid references, well-researched articles, excellent referrals, and links that actually enhance your visit to that site, instead of taking you in a totally different direction.

Both can have a lot of words, but both are not content rich.
A web site needs to be relevant and timely. There is no particular need to use big words to impress anyone. The point is to communicate clearly. If the tone of the copy is friendly, that’s great. No user wants to feel that he/she is not educated or worldly enough to understand your message. Content presented in interesting ways will keep visitors returning to your site. Good referrals to timely and interesting articles is always valued by users coming to your site for research. Just to break things up, you should always include ten quick tips about relevant subjects. If you want to include humor, be sure that jokes are replaced quickly. There is nothing worse than having to read an old joke over and over again when you visit a site.

How will they find your web site?
Search engines like to see web sites updated weekly, or more frequently. A web site should strive to be search engine friendly. That can be achieved by limiting the number of pictures on the site and ensuring that the content is fresh and interesting. How do search engines know you are content rich? Search engines use spiders to collect their data. Spiders can read text, but they do not recognize pictures or graphics.

Your goal is to make your web site a favorite of visitors and search engines. To accomplish that goal, keep your content simple, to the point, timely, and interesting.

If you build your web site content rich, they will come.

About the Author:
Elaine Landau is a freelance writer, publicist, web site editor, and television writer with more than 15 years of experience in marketing, advertising, and publicity.

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