Web Design Tip of the Week 2 - Website Content

Although website content is not directly related to web design, I have decided to include is as one of the first web design tips due to the value it offers for running a successful website. Most web designers and online marketing experts will agree that content is arguably more important than quality of web design. There are many websites that do not stand out for their web design quality, but are nevertheless commercially successful. On the other hand it is rare to find a successful website that offers poor quality of content.

Content on a website is one of its most important assets. Professional web design will be of little value to your company without valuable content. There are many factors responsible for running a successful company website. Although quality of web design will be responsible for creating that initial impression required to engage the user’s attention, value of the content will be ultimately responsible for converting website traffic into enquiries or sales. The true value of the phrase ‘Content is king’ cannot be emphasised enough. In my experience as a web designer and internet marketing consultant, I have learnt that any time spent on creating valuable website content provides maximum benefits in the long run.

Website Content – Top 10 ways to improve website content

1) Make sure each page in your website has something valuable to offer

Content should be at the heart of planning the structure of a website. Every page should be designed with its content in mind. The first and foremost factor to focus on for a web page should be the information it offers for visitors. Once the web page offers something useful for the user, the design of the web page should be addressed.

2) Use language that is easy to understand

Although it may be important to use some industry jargon to maintain professionalism, use of simple language will make your information accessible to a larger audience.

3) Use bullet points and lists

Bullet points and lists are known to increase readership and make the content more appealing for the user. Many studies have shown that the same content receives much higher viewership if it is written as a list. Examples include ‘Top 10 lists’ or ‘Top methods’ articles.

4) Use a mixture of mediums to present information

Appropriate use of multimedia including audio, video and graphics can make the content more appealing and interesting for the user.

5) Refrain from providing too much detail

It is important to ensure you are able to maintain attention of the user. Providing too much information can end up losing the interest of the user. Short summaries tend to work better for high level pages. Detailed information can be made available for further reading if needed.

6) Focus on usability

There are many ways in which you can improve the usability of your website content. All content on the website should be ideally no more than two clicks away. Similarly, placing links to related articles at the bottom of the web page can improve usability as well as overall page views of the website.

7) Provide multiple sources of information and viewpoints

‘Case studies’, ‘Customer feedback’ and ‘FAQ’s’ are some examples.

8) Ensure the content is easily searchable

It should be easy for users to find information on your website. Offering a search feature on your website is the most common method to ensure users can find information with ease. Correct use of tags, description and Meta tags are other ways to ensure this. Making sure the title is self explanatory is even more important.

9) Avoid too much advertising

Although it is important for many websites to generate revenue from advertising on the website, there should be a healthy balance between general content and advertisements. It is important to ensure the majority of the content is free from advertising. It is advisable to use a ratio of 80% editorial content to advertisements. Using a higher percentage of advertising can damage the value of your website.

10) Analyse visitor statistics and take action

You should monitor your website statistics closely and improve your content as required. Google analytics is an excellent tool to monitor user behaviour on various pages of your website. In addition to the number of visits, Google analytics offers detailed information on popular pages of your company’s website. It tells you which pages are read most, how much time users sped on each page on average as well bounce rate of every page on your website. The results can be used to re-organise or amend content as required. Successful businesses monitor such results closely and take measures on a regular basis.