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Creating Compelling Content

February 8, 2011

A well-chosen word. A clear and well-articulated sentence. Use of grammar that would thrill the seventh-grade teacher who taught you how to correctly diagram a sentence.

Are these enough to produce an emphatic, “What great copy!” for a website? Not quite.

A common misconception is that a web reader is the same as a magazine or book reader. Not so.

The web is a clicking medium, not a reading medium

A web user scans the page looking for information that’s relevant. It’s up to the web writer to make it easy for the user to find what he or she is looking for. How do we do that?

We use—

  • A maximum of 400 words a page, because that’s industry best practice
  • Clear, easy-to-understand language, because there is no room for ambiguity on the web
  • Headers that guide the eye down the page and break up the monotony of blocks of text
  • Bulleted lists, because they are easy to follow, and well, because they beat the heck out of writing—or reading—filler fluff
  • Keywords gracefully placed in the headers and text to increase relevancy by search engines
  • Short words unless our intended audience is exclusively Mensa members
  • Internal linking between website pages (which, BTW, our SEO specialists love!)

The websites we craft for our client firms must, above all, create value—not just to our clients, but to their prospects and clients.

How do we do that? That’s a topic for another blog post—Creating the Value Proposition. Stay tuned!

Q4U: What are your favorite websites and why?

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