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Website Content Matters

Ryan Bryant on August 21, 2018

Website Content Matters
1. Fight the temptation to “keyword stuff”

You might be familiar with keywords--they’re arguably the most important aspect of online marketing, and help you ensure you have relevant, helpful written content that Google can easily recognize and categorize.

But if you’re tempted to jam your website full of hidden keywords, or write prose that is so full of specific phrases that it doesn’t provide any value to your readers, you might want to reconsider. Keyword stuffing—the act of including keywords that aren’t relevant to your industry in the hopes of getting additional page views—is frowned upon, and can tank your website’s online ranking and page views. Google is a lot smarter than it used to be; now, the emphasis is on value and search-friendly language. If you’re not providing something of value, you won’t be getting many website hits. It’s as simple as that. And with that in mind...

2. Be brief

No need to craft a book-length opus when writing for the web. When people view your website, they’re likely looking for some specific information: your hours of operation, your services, how to contact you, etc.

Make sure to keep paragraphs brief and informative. For better or worse, attention spans have gotten shorter, and your website should be quickly accessible and provide solid, pertinent information to your readers. If something feels too long, make some cuts and break up the paragraphs. You’d be surprised at how much it can revitalize your writing.

3. Keep it simple

You might have a rich vocabulary, but you should strive to keep your writing simple and easy to understand. Channel Hemingway, not Faulkner—the simpler the phrasing and vocabulary, the wider your audience will be. That’s not to say you should write at a child’s reading level, but it can be important to be inclusive to a larger readership.

There are lots of tools online that can check your content and evaluate how readable your work is. You may need to make simpler word choices or easier-to-understand sentences so individuals from all educational backgrounds can see the value in your web content.

4. Find your voice

It’s important to write in a way that feels authentic for you. If you and your company are more straightforward and plain-spoken, then tackle your web content with the same approach. As long as you’re providing information worth reading, the style variations can be limitless.

That’s why you’ll see online content that ranges from the silly and absurd, to the serious and heartfelt. Either way, if you’re getting the right message across, the way you craft your writing can be as subjective and artful as you’d like (as long as you aren’t alienating readers with unnecessarily complex language—remember, keep it simple).

Provide insights, give tips, create value—it’s the primary way to get repeat site visitors.

You may be thinking, “You can give me all the tips in the world, but I’ll never have time to write website content.” If you've got too much going on to write, we’re happy to assist you with creating quality, SEO-friendly web content. If you feel too overwhelmed by the writing process, let Levant take the wheel. Just give us a call at 405-329-9997, or fill out our Contact form, and we’ll schedule a FREE consultation to ensure your website reads well and provides the right kind of information for your audience.