Writing web content

by Dave Riches

What is web content?
Web content - not always interesting!
Articles as original web content
Some easy ways to generate web content
Can I write web content myself?

What is web content?

Web content is the information contained in a web site - what's left when we strip away the images, navigation systems and other design elements. The basic content of most business web sites can be quite similar - service/product pages, about us, contact details and an enquiry form. However, every business has plenty of other information available that could also be used as unique web site content.

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Web content - not always interesting!

Many companies make the mistake of letting their web sites become 'brochure' sites. Information on the company, products and services is all that the site contains. A year after the site is launched, the 'News' page still contains just a couple of stories - one of them usually a press release about the new web site! Very boring and not conducive to repeat visits. Your ultimate aim should be to develop a site that becomes known as one of the best resources on the web for your products or services.

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Articles as original web content

Visitors will return to the site if they find unique and informative articles. For example:

• A hardware store could have articles on DIY tips and product information from suppliers
• A restaurant could have sample recipes and cooking tips
• A pet store could add articles on pet care and choosing the right pet

Whatever your business is, there is plenty of relevant information that could be made freely available for your visitors. Think about what your customers might be interested in. As your site becomes more widely known for its original content, the amount of traffic to your site will increase and in time this should increase sales as well.

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Some easy ways to generate web content

• Write an email newsletter and archive previous issues on your site
• Archive company press releases on your site
• Ask your suppliers for product information or brochures in electronic format (PDF files are ok if not too large)
• Compile answers to a 'Frequently Asked Questions' list

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Can I write web content myself?

Of course you can. But do you have the time or ability? If you enjoy writing and feel you have a good understanding of what works on the internet then write some articles for your site. However, there are many other factors to be considered such as search engine optimisation and converting the written text into a working web page. As with most things computer related, writing for the web requires technical knowledge of the internet as well as writing skill.

Many businesses spend a small fortune establishing their web site and then wonder why it's languishing 12 months later. A regular program of adding new content to the site is a logical next step. A professional web writer can produce a new article for your site every month or so as part of your normal promotional activities. As a bonus you can also use these articles in traditional print media (such as trade magazines and journals) to further promote your business.

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Contact us to discuss content ideas for your web site or to find out what search engine optimisation can do for your visitor numbers.