16 Feb 2021, Category: Branding by Sukhbir Mehla
It is impossible to overstate the value of good website content for making your website stand out from the crowd and captivate customers.
Creating a successful website that is engaging and appealing to your audience and can outcompete your competition in search results requires striking the perfect balance of the following five elements.
Website copy is all of the written elements that communicate who you are and what you do not just to the human who has landed on your page but also to online search algorithms.
With so much competition to make it onto the front page of a Google search, many websites focus primarily on search engine optimisation (SEO). So much so that they end up serving their visitors 'keyword salad' instead of high-quality, clear and relevant written web content.
Creating compelling SEO copy for landing pages, product pages, blog posts, and such is an art. Unless you are a skilled web wordsmith, you should consider hiring a professional copywriter.
A good web copywriter will be able to weave the keywords, and search terms that lead people to your site into textual content that is interesting, meaningful and persuasive to them.
Although having keyword-rich web copy is essential for SEO, web-surfing humans are highly visual, discerning and time-poor creatures.
Using quality visual content is the fastest, most effective way to communicate with visitors why they should stick around and explore your website.
Including appropriate and carefully curated videos, illustrations, photography, infographics and diagrams provide cues, clues and important information with far less effort than reading.
Of all visual content components, photographs are the most common and straightforward to integrate into your website design.
When pairing images with body text on your website, it can be tempting to use stock photography. Just remember stock photos get licenced to multiple sites, so if it seems perfect for your needs, someone else likely thinks it is ideal for their site too.
Using a generic picture that appears in many places across the web is like turning up late to a party dressed in the exact same outfit as the host, it's embarrassing and makes you appear unoriginal.
By all means, browse stock photography sites for inspiration but then take those ideas to a professional photographer or creative digital agency and have original content created for your website.
By choosing to feature the people, products and places that genuinely represent and reflect your business and brand, you instantly create a more personal, authentic and unique website that stands out from the crowd.
In web design, first impressions are vitally important. Many web behavioural studies have shown that a visitor to a website typically spends only one to five seconds deciding whether to stay and engage or continue searching.
This is not enough time to read and process your content; instead, you need to make sure you retain them through your website and brand's ‘look and feel’.
Layout, page load speed, colour palette, visual elements, user interface design (UI), user experience (UX) and flow of your website all need to work in harmony.
Through research and understanding what motivates and appeals to your target market and working that into your website's design, you are more likely to instantly hook a searcher for your products or services and convert them into a customer.
Finally, to attract more visitors to your website in a crowded online marketplace and move to the top of the natural search in your field, you will need to do more than Pay-Per-Click (PPC) advertising.
Content marketing is creating and publishing branded content and sharing media that is of value and interest to your customer base.
Blog posts, newsletters, videos, white papers, infographics, how-to guides, case studies, photos, and social media posts are examples of content marketing.
Consistently posting quality relevant and timely content is one of the best ways to market your website and business and boost search engine optimisation (SEO).
Delivering strategic, well crafted, and customer-centred content provides an ongoing opportunity to establish and build rapport between your brand and your audience, increasing future business likelihood.
If you are looking to improve your website's content to boost search performance and user engagement Zeemo's creative team can help.
We offer a complete suite of quality content services, including original content SEO copywriting, stunning custom photography and videography, web design and marketing.