Last week I talked about your Website and the 4 Corners of Web Marketing. This is part 2 of the series on your website and focuses on your content.

The content on your website is very important to your end user, search engines, and also your business online. The phrase you hear all the time is that “Content is King” when it comes to your website, which basically is saying that if you do not have good content…they (users) will not come.

When I personally log on to a business website I expect that the three basics for content will be present; #1 Who you are, #2 Samples of what you do or sell, and #3 A way to get in touch with you. Content creation should obviously speak to your target audience (which you have already figured out in your offline branding and marketing plan). Content should also be fresh and changing with your business a few times a year at least. If you launch a new product or service, make sure that your site is updated with the most recent content. If you signed up a new client, let people know. If you just completed a new project, let people know.

Your content will differ in the way it is written from your offline content. Web content should be very tight, short and to the point. Remember, your users are just one click away from leaving your site, so don’t boggle them down with long drawn out content. If you can, write your web content for screen scanning. Many people (including myself) do not have the time to actually read full articles, but scan the text for interesting points and move on. A great way to get the reader in is to summarize everything in the first paragraph.

If you have the financial resources to hire someone to write your content specifically for the web than you have a great advantage when it come to Search Engine Optimization (SEO), clear branding, short and to the point, and much more. Whenever you can hire an expert in their field, please do.

If your content has not been updated recently on your site, please go ahead and get going on creating the new content asap. We are going to start to send users to your site through another one of the 4 Corners of Web Marketing - Blogging, which I will be doing another 2 part series on starting next week. As always - If you ever have any questions on the article, feel free to contact me or post comments below.