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How to write good content

Your website needs good text content. You can pay for someone to research your business and write it for you (and pay the bill) or do it yourself. After all no one knows your business better than you. As your business grows, changes and adapts you will be able to adjust the website content to match in a year or so.

Here’s some guidelines to help you get the best result possible:

Home page welcome text. This needs to be warm, inviting and friendly. It’s the first thing a new site visitor reads. It needs to say what you do, mention your USP (Unique selling point), include where you are located and include a call to action. Ideally 100 – 200 words in length. Don’t swamp them with too much detailed info.

Question: What problem are you trying to solve for your visitors?

For Google search engines to find you easily, the home page and intro blurb needs to include key words, which are important to help you get found in search engines.

Question: What are your potential customers typing into the search engine to find you?

For example: If you are a New Zealand based Architect with an Eco twist you will want to mention words like New Zealand, House, Design, Eco Friendly, Sustainable, Name of the company, the Region you are focusing on etc. It’s easy to edit this later, but it is more time efficient if you get this correct from the start. Make sure it is spell checked and use language and jargon appropriate to your customers. Keep it simple, clear and concise.

About us page text. This is where you can expand a bit more. Go into more depth. Your website visitors have clicked to this page to get more information so let them have it. Pick up where the intro text left off. 300 words is ideal. Remember if you have too much info people will get information overload and will likely leave the site. Online readers have short attention spans these days!

Staff blurbs. This is a great way to include your team members in the website, and make them feel extra special. Include their full name and position eg Office Admin, Sales Manager, Vice President etc.

Write about what their particular role is, include interesting info like study credentials, previous experience and add something about their personality. Remember you don’t need to share their whole life history. Keep it snappy and upbeat. Maybe include a pic of their pet dog, or a hobby if you feel this is appropriate. People relate to “people”.

Images: For a website to get that ‘WOW factor’ it needs great images. It makes such a massive difference. Hi res is a must. Grainy low res images reflects poorly on any project or company and they look even worse on a big desktop screen.

Stock images can sometimes work, sometimes there’s a legal requirement to name the photographer which can be a bit distracting. If you want to be unique and stand out from the rest you are ‘thinking smart’ to get some professional images taken specifically for the website. I can help you with this!

On a website some images need to be in landscape (full width) and individual staff pics need to be portrait (Square) so these are all taken into consideration before the photoshoot so they look great on mobile phones aswell. 50% of your site visitors will be looking on their phones.

You are investing in a quality website, which might the very first impression for a potential client / customer who may googling your Company name or trying to solve a problem that you specialise in.

Question: How do you want to come across? Fresh? Unique? Established? Down to earth? Budget? High end? International? Kiwi? Local? Eco-friendly? Trustworthy?

Call to action blurb. This will run across every page on the site with a colourful banner behind the text. There will be a button to click on. Make up a sentence to entice your viewers to click on the button. It may be a link to the contact us page, or link to your online shop for example.

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