All web content should be catchy. A lot of it is not, admittedly, but when it comes to the website of your business, every single word should contribute to your success. Your site’s content is one of the assets worked hard on during the SEO process, and it should return the favour.

Sadly a lot of business content for the web is, frankly, boring. This comes from the formal style of business communications that has developed over the years. On the internet, formal business communications have intermingled with marketing techniques to produce a brand of content that is at times too slick or too clunky.

One of the best things you can do for your content is to keep your audience in mind. Although the general mass of the internet needs to be considered, particularly when planning out the strategies for your content, individual content needs to be written with the individual user in mind.

Many businesses make the mistake of writing without sufficient thought. Even when sourcing your content from professional search engine optimisation companies, the design of your content can impede how it comes across.

There are some crucial things to consider if you desire to improve your content.

Keyword choice

The keywords you need within any particular piece of content need to be chosen at the very beginning of the design stage. Some companies overlook the need to brainstorm linked keywords and plot out link anchors in the planning stage as well. A thorough plan of the links you want to feature within a piece of content will ensure that there are no misunderstandings between your business aim and the ultimate finished content.

Subject matter

It’s almost too obvious to note, but the topic of each piece of content on your site needs to have an interesting point. If you don’t have a reason for saying it, your site users won’t really have a reason for reading it. This doesn’t mean that you are necessarily restricted in your topics for content. Any topic can be interesting if looked at from the right angle. Find that angle, and your users will see it too.

Avoiding jargon

Nobody likes to be patronised. Your site’s content needs to sit at the right level that respects your users’ intelligence. At the same time, you want to avoid confusing users by using technical jargon when it’s not needed. If in doubt, run your keyword list and the finished content past someone not from your industry. Anything they query should be explained or taken out.

Respect your readers

All of the above points essentially lead to this one point. Respecting your site users as individuals will keep you from taking up their time with valueless content. When designing your content, one of the central questions you should ask yourself should be ‘Why would my neighbour, cousin or aunt want to read this?’ Having a specific type of person in mind can also help direct the tone of your content.

You can talk to our experts at SEO Consult about enhancing your site’s content strategy.

Get Involved