Creating readable, quality web content
Please, go ahead and tell me all about yourself. Tough to do, you say? That is why figuring out what to say on your website can be quite difficult. After all, it is not easy for a business owner to talk about him or herself. Creating readable, quality web content, however, is quite simple as long as you keep two things at the forefront of your mind.
These two things to remember always are your consumers, and those all-important search engines. Whether you are personally writing the words that will appear on your website, or simply providing instructions to a copywriter, considering who will be visiting and reading your website, and how they will get there, is something to always think about, and often the only thing you need to think about.
Why not try an exercise? Write down descriptions of the three sorts of individuals whom you consider mostly likely to visit your web site. Make these descriptions as detailed as you possibly can. Include how old they are, what gender they are, and what they do for a living. Write down what they need in their lives, what they desire, what they like or dislike, and whatever else you can think of. Suppose you run a grocery store. Imagine a customer walking into that store. What are their lives like?
Even more important, imagine their ideal experience when they walk into your store. What would constitute an ideal experience in your store on their part? Once you have imagined this, write copy that will describe the way the customer will experience that exact feeling and write it as if you were speaking directly to him.
Man or machine?
You should also consider search engines, and this can also be done by imagining people, rather than machines. Simply think about what that same ideal consumer would type into a search engine, and include that phrase in your text.
Remember, write your word copy as if you are speaking with just one person, that ideal or typical customer. On your site, write in the second person – the visitor cares about him or herself, and so will respond well to you speaking directly to them. Write your copy for people, not for search engines. Those people will wonder what is in it for them, and you should tell them.