A website with stellar content is an absolute “must-have” as part of your overall online marketing strategy. You want to do more than just provide your visitors basic information about your organization: you want to engage them and encourage them to come back again. If you subsist off of donations or sales, then your website needs to also provide a clear call to action. Additionally, you need to make sure your website content is search engine friendly. If search engines can’t find your website quickly, how will your potential visitors?
Your web content should be inviting, friendly and informative. Be straightforward and concise in your writing style and get your message across as quickly and clearly as possible. People have less patience with dense content online than they do with printed papers. Do the following to ensure a good visitor experience:
1) Write headlines that let visitors know exactly what they will find on your site.
2) Make sure visitors can easily find your navigation bar. There should no shortage of links directing visitors to other pages on your site.
3) Don’t be overly wordy or include too much content, especially on your welcome page. The majority of web visitors are seeking specific information and will skim your website until they find it.
4) Include a search box within your website to help visitors find exactly what they’re looking for.
Help people find your website by optimizing your site for search engines. One way you can do this is by consistently using the same keywords on your website. Keywords are the words you believe people will most likely use to search for your website. Consider a search engine like Google as an example. If you type in “natural pet food,” then Google will show you a list of sites that include those keywords. The sites that come up first are the ones that have successfully optimized their site for those particular keywords.
Research shows that most people will click on one of the first five sites listed. The majority of us will rarely click through to a site that is listed on page three of the search results. You should carefully consider which keywords you want your website to rank for. A free online Keyword Tool by Google can help you determine which keywords you should use based on the number of times those keywords (and their variations) where searched for in the past month. Choose keywords that are used often, but not so much that it will be impossible to compete and rank well for them. Avoid using keywords that are so specific that few people will think to use them.
Here are some additional keyword tips:
~ Use singular and plural forms of keywords
~ Use synonyms
~ Change the word order of keyword phrases
When working on your website, keep the above information in mind. Having a great website really boils down to two simple things: clear website copy and search engine optimization.