What is website content?
So much effort is often put into how a website looks, rather than what it says.
Website content consists of the information, the actual text, audio, images or video, that you publish on your website.
It is a natural instinct to sound professional in your text, but usually this is where things go wrong. Instead of using plain English, the content tends to lean towards jargon and long sentences that say nothing at all.
Let’s use an example to explain this point.
“ABC Plastics and our partners are committed to ensuring that your investment is optimised, well maintained and suited to your requirements. Whatever your plastics production needs, we stand ready to meet your requirements.”
If I had to ask you, what does this company do – would you be able to tell me?
Mmm, something about plastic manufacturing, but not sure what… exactly.
Better text would be:
“ABC Plastics and our partners are committed to ensuring that your industrial packaging machines are well maintained and serviced on a regular basis. We build, refurbish, upgrade and maintain plastic packaging machines in the food manufacturing industry.“
Immediately you know this company specialises in packaging machines, with a focus on plastic packaging.
Why is website content important for your business website?
Using plain English helps search engines and AI to understand what your business is about, and therefore know when to suggest your website to users.
Search engines and AI aim to bring users the most relevant information it can find. Weak website content will not be recommended, and therefore your website will not receive many organic visitors.
A business website with proper content that answers common questions increases your chances of gaining new clients. Your website represents your business. Often visitors decide to contact you based on what they find on your website.
Your business website communicates with visitors and search engines alike.
Instead, it should earn its keep.
How much is enough website content?
Your business website is an opportunity to shine by showcasing the very best of your company. Details matter, so include them.
A beautiful website with very little information is like a shop with empty shelves. It may look attractive, but there is very little for visitors or search engines to discover.
As a general guideline, aim for around 600 words on an important service page. This usually provides enough information for visitors, search engines and AI to understand what your business offers. It may seem like a lot at first, especially if you don’t feel confident in writing.
How do I write website content?
You don’t have to be concerned with writing the perfect content, but you have to give your website designer something worthwhile to work with.
Rather assume your reader knows nothing about your industry and explain everything in simple language. Do not assume that your audience has the same knowledge that you do.
If you are a plumber that installs PVC pipes, instead of copper pipes, explain why you do this and what the benefits are.
- Focus on explaining in clear simple language what your business offers,
- where you are located,
- what areas you service/supply,
- what makes you different from similar companies,
- your experience in the industry,
- examples of products and projects,
- images with proper descriptions, and
- how to contact you.
Frequently Asked Questions are an excellent way to add useful website content. They answer common customer questions while helping search engines understand your products and services.
Nobody knows your business better than you. Nobody can create valuable website content for you without your input.
A website designer will use the information you provide to create the content for your website that is user friendly and easy to understand by search engines and AI queries alike.
Avoid relying on AI to write all of your website content. Artificial intelligence often produces generic text that sounds similar across many websites. Visitors and search engines are more likely to trust content based on your own experience and knowledge. AI is best used to improve grammar, spelling or help you brainstorm ideas, not replace your expertise.
I found this very helpful thank you
This makes us happy to hear!
i struggle to write long sentences