For any company that wants to survive and thrive in these constantly changing and challenging times, they must have a strong digital presence. Customers, and potential new employees, almost always turn to the internet as their first means of research, so it is therefore important that you have an impactful online persona.
So how do you make your web content stand out from the crowd? Managing director of technical public relations agency Scriba PR, Katie Mallinson, shares her top tips…
Start with the five W’s
Who, what, when, where and why – this is where you should begin, as these are the foundations on which you build your site narrative.
Let everyone know who and what you are – this could include a timeline of the history of your brand, plus an overview of what products and services you offer. An extra personal touch, which would make the brand shine, would be to introduce each of your employees on a ‘meet the team’ page.
Why was your business created? Sharing this is a great way to showcase your aims and ambitions with your audience, and highlight that there is a purpose behind what you do.
This may be stating the obvious, but where you are located, and when your opening hours are can be something that is easily overlooked, but it is important that these are clear too!
Content is king – but know your audience
It is important that you take your time to thoroughly research your target audience before you go live. Who is it that you want to attract? This is crucial for your website to be a success – it will determine the tone and style of your copy throughout and across all pages. It is a good idea to also include plenty of accompanying imagery and video content to maintain interest – you’ll be ahead of the game if you get this right!
We can’t forget the widely talked about Search Engine Optimisation (SEO), as this still plays a part in guiding people to your site. But, the days of clogging up copy with repetitive key words are thankfully over. Now, the spotlight is on high-quality and authoritative content that provides visitors with easy-to-read and value-adding articles, which keep them on your site.
You can also enrich your offering by producing takeaway prose, such as downloadable PDFs and FAQs – but it’s important to find a balance and not disclose everything too soon. Make sure you include plenty of ‘calls to action’, which will prompt people to contact you directly! Most businesses will want to have conversations with prospective clients after all.
Keep it simple and keep them coming back for more!
The most successful websites are short, snappy and to the point, but rich with information and embedded links. People tend to decide within seconds whether to stay on a web page, so you need to make yours too irresistible to leave!
Don’t have people scrolling for hours to get to the end of an article, or to find exactly what they are looking for – if this is the case, it is likely they’ll move on to one of your competitors quickly. And keep your content fresh – there’s nothing worse than visiting a website three months after first viewing it, to find that there isn’t anything new to enjoy.
If you struggle to produce engaging and to-the-point content, don’t have the time to draft articles regularly or simply don’t know what topics to write about, don’t be afraid to ask for help. There are many companies who specialise in website copy, so don’t let your site suffer because you don’t know where to start!
Once you have nailed all of these points, you will not only have people admiring your site, but you’re bound to have customers lining up to use your service!
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