The Tricky Problem of Quality Website Content

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For as long as SEO has been around, the importance on quality content has been touted. In fact, quality content has become more and more important as the web has evolved, with Google prioritising good quality websites and articles in their results pages. Sounds straightforward, right?

Unfortunately not. Writing quality content is actually very difficult and is a refined art. It’s actually surprisingly common for people to get a web design company to create the layout and design for their website and then write the content themselves. The result is a fantastic eye-catching design and a load of stuffy content that bores the socks off people.

Would you hire a professional copywriter to create your website’s content and then quickly knock up a website layout for it in Microsoft Paint on your laptop? No, of course you wouldn’t, so don’t do it the other way round!

It could easily be argued that the content of a website is even more important than the design. After all, people aren’t coming to your website to look at your colour scheme or menu design; they’re coming for your content. They want to know how you can solve their problems and offer them what they want, why they should choose you and how they can get in touch with you.

You should, at all costs avoid:

  • Content that’s been generated automatically
  • Pages with very little content (under 350 words, generally) or unoriginal content
  • Hidden text
  • Content that has appeared elsewhere on the web

These are the biggest no-nos in creating website content. Put it this way: Google will know if you’re trying to be sneaky. Doing things the right way will always get you the best results. And it’ll allow you to sleep at night.

Above all, your content needs to be readable. In other words, sentences such as ‘Our innovative team of executives is experienced in providing corporate redistribution solutions to the expanding global marketplace’. *Snore* Put some life into it! Show that an actual person has written the text! (Look at that paragraph there for an example.)

People’s attention spans on the web are extraordinarily limited. They won’t read websites in the same way they read newspapers or letters. They’ll just disappear off elsewhere, to a website with far better and professionally written content.

Your focus should always be on the reader; not the search engines. If your readers love your content, search engines will follow. That’s the holy grail. Your content needs to be interesting, informative and entertaining or people just won’t want to share it. And, let’s face it, the internet is all about sharing these days. We get more and more of our online input from social media than we do from Googling our own stuff.

And remember: keeping the quality of your content as high as possible doesn’t mean getting your thesaurus out and showing off at all the big words you can use.

If you want to make sure your website’s content is professional, engaging and designed to help you get more business through your website, give us a call and speak to us about our content creation services.

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