Once your website’s framework is in place, you can start with the most important aspect of the site: the written website content.
Content serves two essential purposes:
Purpose 1. Website Content drives engagement and action
First, content engages readers and drives them to take the actions necessary to fulfill a site’s goals. This is affected by both the content itself (the writing), and how it’s presented (the typography and structural elements).
Dull, lifeless, and overlong prose rarely keeps visitors’ attention for long. Short, snappy, and intriguing content grabs them and gets them to click through to other pages. Even if your pages need a lot of content — and often, they do — properly “chunking” that content by breaking it up into short paragraphs supplemented by visuals can help it keep a light, engaging feel.
Purpose 2: SEO
Content also boosts a site’s visibility for search engines. The practice of creation and improving content to rank well in search is known as search engine optimization, or SEO.
Getting your keywords and key-phrases right is essential for the success of any website. I always use Google Keyword Planner. This tool shows the search volume for potential target keywords and phrases, so you can hone in on what actual human beings are searching on the web. While search engines are becoming more and more clever, so should your content strategies. Google Trends is also handy for identifying terms people actually use when they search.
My design process focuses on designing websites around SEO. Keywords you want to rank for need to be placed in the title tag — the closer to the beginning, the better. Keywords should also appear in the H1 tag, meta description, and body content.
Content that’s well-written, informative, and keyword-rich is more easily picked up by search engines, all of which helps to make the site easier to find.
Typically, your client will produce the bulk of the content, but it’s vital that you supply them with guidance on what keywords and phrases they should include in the text.
Awesome content creation tools
- Google Docs
- Dropbox Paper
- Gather Content
Handy SEO tools
- Google Keyword Planner
- Google Trends
- Screaming Frog’s SEO Spider