HOW TO WRITE HIGH QUALITY CONTENT
Sep 24, 2012
It’s a well-known fact that a website’s content determines its search engine ranking, but more than that, it attracts potential customers. No-one is going to consider buying your product or using your service if your content makes no sense, is irrelevant or badly written. Your website is your business’ presence online, so it needs to be inviting; not just in its design, but also in its content.
Audience
It’s essential to know who your target audience is, as this determines nearly everything you will write. You need to target the people who are going to be searching for your specific service. For example, recently at The Creation Lab we have been working on a website selling Bunker Blending. People who have searched for Bunker Blending will know what the website is about, and will be looking for detailed information. However, if you are a wedding DJ targeting a much wider audience, it’s best to avoid going into detail about the model of your decks, as your audience aren’t likely to understand the terminology.
Tone
Your brand’s tone of voice is the most important factor to consider once you have established your audience. Your content’s style will reflect the “personality” of your business, so you need to get it right. To see this in action, here are some extracts from two very different brands:
Innocentdrinks.co.uk: “Say hello to our new meal deal smoothie. It's a bit smaller, just as tasty, less than 90 calories, fits happily in handbags and back pockets and also comes in mangoes & passion fruits. Magic.”
Premiercru.com: “Fine Wine has consistently out-performed all other forms of recognised investment. It has remained the steadiest form of investment, generally unaffected by recession, interest rate changes and stock market fluctuations.”
Both come under the “drinks” umbrella, but come across differently to suit their audiences.
Information
As an expert in your field, use your inside knowledge to give your customers the information they have been searching for. Informative content is an effective way of selling your business, even if you are not directly advertising. This is why having a blog is advantageous; it’s an opportunity to show your customers how well you know a subject.
Relevance
Make sure you keep up to date on the information you are providing – refresh your content regularly, giving your visitors the newest information possible. This applies to all areas of your website, not just your blog or latest news. It’s like keeping a CV updated; as you progress in your career the older information becomes less necessary. In the same way that you wouldn’t keep your school swimming certificates on your CV, it’s best to only have recent accolades on your business’ website.
Well Written
Double and triple check your spelling and grammar! Microsoft Word will do most of the work for you, but before you publish anything on the internet have a careful read of it, a few times. It’s easy to miss things in your own work so send it to a colleague and get them to check it too. You’d be surprised at how many people will disregard a website simply because of errors in the content.
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