Website content is often an after thought in any web design project. People can become so fixated on the way something looks that they forget about the words people consume.
However website content is one of the most important parts of any website as it guides users towards taking the right action.
Whether that’s through the top navigation bar, hero content, bullet point lists, service categories, or calls to action, website content drives them to do something.
Lots of brands leave this until the last minute, suddenly rushing something just to get the website live. However even the best web design in the world can fall flat if people aren’t compelled by what you do.
They need to understand your company, and its offering, from the moment they land on your website. They also need to know how to take action (be that making a purchase or getting in touch) which is why the words on each page are vital.
However, don’t panic!
We’ve got your complete guide to creating website content including some simple tips on how to improve your existing website content to win more leads.
What Is Website Content?
Website content is the written words on each page. Some websites have several web pages and will require a lot of website content whereas others are quite light.
Regardless of the density of your website content, the words matter.
They tell people:
- Who you are
- What you do
- Why they should care
Essentially your website content is your mouth piece to explain to people why your brand is important. You know they’re going to be flooded with lots of options regardless of what industry you’re in so you need to make your company stand out.
Another common pitfall brands make is waffling a lot in the website content.
We’ll come onto this more when providing some top tips on how you can improve, but this is one of the easiest ways to confuse and disengage your audience.
The words need to be simple and clear so people are encouraged to delve deeper into your website, increasing the likelihood of them converting.
Why Is Website Content Important?
We’ve touched on some key points above but the main reason website content is important is that it engages your audiences and draws them into your offering.
By clearly understanding who you are and what you do, they’re more likely to take some form of action. What’s more, by clearly explaining who you are and what you do, you’re more likely to capture high quality traffic, rather than confusing people with a misleading offer which causes them to disengage further down the line.
Other reasons why website content is important are below.
Explains your offering
This is arguably the most important thing as your website content explains what you do and how you can add value to your customers.
It’s important this is kept simple and straight to the point (no jargon) to make sure people are interested. If they’re confused about what you do and why, they’re more likely to return to Google and look elsewhere i.e. your competitors.
Explain your offering in concise simple points and use a mix of sentences and bullet points to help break up the web page and copy. Also listen to your customers and communicate in a way that resonates with them; after all, they’re the ones buying from you.
If you’re struggling to define your target audience (a key part of getting your website copy right) we’ve got a free audience template to help you out.
Keeps people engaged
Leading on from the point above, keeping users engaged on your website is vital to them moving through and converting. Regardless of what page they land on, be that the homepage, a service page, or a blog page, the website copy needs to be clear and easy to understand.
It should also represent your brand in the right way, communicating your unique tone of voice to embody your brand identity. For example, if you’re a veterinary service, your customers are expecting website copy that instills trust and confidence. This should be carried throughout your website content otherwise it’s jarring and off-putting.
Similarly if your brand is a fun fashion brand that primarily targets Gen-Z, this audience segment is expecting to read website copy that is fun, light-hearted, and inspiring. Reading website content like that of your veterinary practice would communicate the wrong message and would disengage readers.
Helps them move through the website
Navigation is key on any website as you can’t guarantee people are going to land on the page you want them to. For example they might land on a blog page or an about us page which is furthest away from them converting.
This is whether user experience and the right design comes into play – but equally important is the content. Through the right calls-to-action and copy, you can encourage people to move through other pages, bringing them closer to taking action.
For example you might have a section about pricing or convenience with a link to a ‘get a quote’ page. Articulating this content in the right way can be the difference in people getting in touch for a quote or bouncing back to the search results.
Improves your SEO
Whilst website copy needs to be user friendly and representative of your brand, it also needs to be optimised for search engines. Essentially this means making your copy scannable by Google so it can be stored and indexed then served to users.
SEO forms a core part of this by naturally integrating keywords throughout the website copy, ensuring search engines understand the purpose of each page. They can then serve these pages to user search queries if the content meets their search intent.
This can be something simple such as a header which reads ‘Website Design Durham’ as this is a common search term when people are looking for this service. Having this in the right structure on your webpage is signalling to Google exactly what it’s about. Threading keywords throughout the website copy body is also key, acting as a further signal.
Increases likelihood of conversions
If people are engaged, they’re more likely to take some form of action, whether that’s signing up to an email list or making a purchase. Good website content doesn’t just fill space; it guides users through your site, highlighting the benefits of your products or services while answering any questions along the way. By providing clear, relevant information, your content builds trust, helping potential customers feel confident in their decision to take the next step.
The structure of your website content is also key as by putting some thought into this you can gently lead visitors toward specific actions through carefully placed calls-to-action, product descriptions, and helpful resources (i.e. guides, FAQs, or case studies).
The more your content resonates with your audience, the more it encourages interaction from their point of initial interest to final conversion.
Supports your web design
Whilst the design of your website should be appealing to grab people’s attention, it also needs to tell them what you do.
Having lots of nice colours and images is great, but they’ll lack substance without supporting them with the right content. The words on the page are just as important as the visuals as these give people a reason to stay. They shouldn’t be left wondering what your website is all about as we all have a short attention span!
Whether it’s a product image, an infographic, or a hero image at the top of your page, a few words makes it more meaningful by providing much-needed context. Aside from that, content also helps break up the page, so visitors aren’t faced with long walls of text or endless images. It creates a good balance between words and the visuals, keeping people interested so they want to stick around for longer.
How to Improve Your Website Content
If you’ve already got website content but you don’t feel confident that it communicates the right message, here’s some tips on how to improve it.
As we’ve covered, the words on your website are equally as important as a stunning design as people need to clearly and quickly understand what you do. If they don’t get this in the first minute or so, they’re more likely to look elsewhere.
The good news is that you don’t always have to totally rewrite your website content (which can be hugely time consuming), but instead, otpimise it for clarity and ease of reading.
Check these website content tips below.
Keep it clear and simple
Your website copy needs to be easy to understand. If people don’t get it the first time, they’re not going o waste their time trying to make sense of it. Avoid jargon or overly complicated language throughout any of your website content, whether that’s headers or body copy. Instead use short sentences and everyday words so visitors can understand what you offer and the value you can add. Clarity builds trust and ensures your audience doesn’t get frustrated.
Break up your text
Having plenty of white space is not just important when planning your web design, but also when planning on where to add content. Large blocks of text can be intimidating as it looks like so much information to take in. Always use headings, subheadings, bullet points, and snappy paragraphs to make your content easier to digest. This also helps guide visitors through your page and highlights important points.
Focus on your audience
It’s about your audience – not about you. That concept often goes missing with business owners as they think about what they would like to get from the website. However, you must think about what your visitors really want to know. Answer their questions, address their concerns, and show how your product or service benefits them. Writing with your audience in mind makes your content more engaging and persuasive.
Add supporting visuals and context
Breaking up the page of content is key so include images, videos, and infographics to help explain complex ideas and make your content more memorable. Make sure each visual has a purpose and is accompanied by clear, explanatory copy so nothing is left to guesswork.
Include strong calls-to-action (CTAs)
Every page of your website should guide visitors toward the next step, whether it’s contacting you, signing up, or making a purchase. This is where your calls-to-action come in valuable as they need to be correctly placed. Furthermore make sure your CTAs are clear, compelling, and easy to find.
Why Website Content Is A Key Part of Web Design
Website content is a key part of YOUR web design as it explains what you do and why so that people are compelled to take some form of action.
It’s more than just filling some pages with words, as the words you use need to engage your audience and make them want to stay around for longer. This means talking to them in a clear and concise way, using a mix of styles and formats, balancing the right words with visuals, and cleverly placing CTA’s to push them towards the next step.
Any old content won’t do the trick as there’s lots of other competitor sites that they can go on for the same thing. You need to build a relationship with them – and quickly. If you’re struggling to write your own website content or you need help optimising it, get in touch with our marketing team. From writing website content, to SEO, to blog posts, we make sure your website is set up for success and is easy to navigate. Contact us for a chat about your requirements.
