Good Content Doesn’t Have to Be Painful

Refresh your content. Write longer blogs. Write more details. Use key words.

The list of demands for website maintenance continues, until it makes your head throb.

Keeping your website fresh with interesting, inviting content doesn’t have to be painful. Sure, you should refresh your content periodically. The introduction of new products or services is an obvious way to add information. Changes in the marketplace or a solution to a market challenge are other ways. Any awards, announcements or community service activities are also great additions to a website. Of course, if you’re redesigning your website, take the opportunity to reinvigorate your copy, too. A few tips:

Integrate the copy and design. They go hand-in-hand, so the designer should be working with the copywriter. If your design theme is racing, for example, you can use race words throughout the site to keep the reader engaged, but don’t overdo it. Themed headlines like: “Crossing the Finish Line” or “Training for the Event” can be used where appropriate, but any theming needs to make sense for you and your company. Less is more. While incorporating themed language can be clever, it can also be distracting from your message.

Pay attention to tone. Be sure the tone of your content reflects the culture of your company and speaks to your target customer.  What does that mean? If you are an accounting firm whose ideal clients are millennials with high-paying jobs, don’t have stodgy, lengthy blocks of copy explaining the tax filing process. Rather, take into consideration your audience and what your company does. It takes the work out of filing taxes – exactly what those up-and-coming millennials want to happen. They don’t care about the process, they just want it done. Your website needs to convince them that you’re the company for the job.

Determine and use key words. While key words have evolved in SEO land, they are still very useful. They don’t need to be repeated over and over again, but rather should be skillfully woven into the written content, including the headline.

Don’t assume the website designer will write your content. Most website designers aren’t writers. They certainly can have great ideas for content, and some of them can even articulate those ideas, but most of them will present the website design and navigation plan then give you a deadline for getting them the copy. What? You think you’ve hired the designer to do your website, and that should include copy, right?   If you’re not writing it, then who is? Ask your designer if he or she has a copy writer on staff, or find a good copy writer who can write original copy and refresh as needed. Click here to see how we can work with you.