Effective Web content is easy to understand, helps users navigate through the site and is optimized to attract the most attention from search engines. This article covers the basics and is designed to help you revamp your content for better results.

So, you have a web site, you're successfully attracting visitors, but they're not buying, calling, or emailing.  Writing content for the Web is not the same as writing for traditional print because people read differently on the Web, and there are other factors to consider like search engine spiders.   This short article points out some easy ways to increase the effectiveness of the content on your site, and offers you some ideas to explore further at your favourite local bookstore or online.

When viewing a page online, people don't read - they scan.  Studies have shown that people read approximately 25% less on a computer screen.   Typically, they look at headings and sub-headings first; then they scan for hyperlinks, numerals, and keywords.  Read on to learn how to deliver the most relevant information to a variety of web site audiences as succinctly as possible, and how to engage them in a call to action.

Web Content 101 - Succinct is Best

Since people read approximately 25% less on the Web, careful attention has to be given to this behavioural fact. It sounds easy, but as you'll soon find out, precise writing can prove to be difficult without losing the intended meaning. The key difference between writing for the Web and writing for offline readers is that web content needs to be shorter. Here are some tips:

• Use short paragraphs
• Use bullets, numbered lists, tables
• Highlight key points with the use of bold, underline, etc.
• Use clear headings and sub-headings
• Write, re-write, edit, publish, test and re-write

Among the most important elements of structure for online reading is paragraph length. One of the handiest tools for the online writer is the word processor's word-count function. Try it. Live by it. If you're consistently writing paragraphs with more than 50 words, you should probably lighten up. Be sure to consider the sentence fragment. Despite what some members of the literati teach, there's nothing wrong with using sentence fragments.

Write for Your Audience

It's easy to just write and write, with no particular reader in mind. The problem with this sort of writing is that nobody is compelled to read it.  Always keep the reader in mind. Also recognize that your web site needs to address all of your audiences (clients, prospects, investors, employees, etc.). Think of them as busy, impatient people who are on the Web to gather information as quickly as possible. The more time you spend asking yourself questions like "if I were a potential investor, what else would be helpful to know", the more effective the content on your site will prove to be.

Be Direct

People on the Web are looking for information; if you help them find it with ease, they will be thankful. If you make it hard to find by burying what you actually want to communicate in the second or third paragraph, no one may read your article at all.  In fact, they will likely not return to your site.  Research shows that web readers scan pages before they read anything, meaning they may scan right past your article if it doesn't jump out at them.

The exact same thing is true with search engines. Search engines want to see keywords in your page titles, Meta data and headings.  If they're non-existent search engine spiders won't be able to index your content, and most people will never find your information.

Headings Should Be Short and Direct

On the Web, you live or die by your headings. Notice the structure of this article and how quickly you can scan the entire thing to find the most pertinent information. Headings should use "keywords" people commonly use in search engines. These are the phrases people are using as search parameters to find information similar to yours. So, if you're writing about x and x, include x and x in your page titles, Meta data, headers and content. You may consider seeking help from a Search Engine Strategy Consultant to determine what keywords and phrases will be most effective.

Use Powerful Content

Try not to undersell your content. If you're writing about the biggest something, say so! Always have a call to action - e.g. "Download This White Paper", "Sign Up for our Newsletter Today", "Buy from Us - Here are the Reasons!", etc. Say what you have to say as powerfully and concisely as you can.

Proper Linking Techniques

Be sure to link to external web sites or PDF documents that contain additional information. Don't leave a visitor hanging at the end of your web page. This is called the "dead end effect", and while the web is still young, it's very common. If you're making a point back it up with figures, link to external web sites, link to a white paper, use ads on your site to promote additional products or services, or even place client testimonials on your related services pages. You want to provide and encourage your audience to find "more" information if they choose to do so.

Conclusion

Use effective content to your advantage. Change your web site content from boring and dry to active in order to make your point, and effectively encourage readers to follow your call to action. Try applying each of the five steps below to rate each of your pages. Follow the hints above to write more effective content. Of course it's always best to have someone else edit your work, as they will be more objective. Test, re-write, edit, publish, and re-test. This is one of the greatest benefits of the Web versus all other media, the opportunity to continually refine and optimize.

Hot Banana's 5-Step Web Content Test

Do these quick tests on every web page you write or edit:

1. The 3-second test. Is the web page's primary purpose apparent in 3 seconds, and without scrolling or reading sentences?
2. The "branding" test.  Is it obvious whose site this is, and what you offer in the market?
3. The "call to action?" test. Why should I care? Is it obvious what I'm supposed to do next?
4. The "yeah, right!" test. Can I trust this source of information?
5. The "clutter" test. Does the page look spacious, calm, and orderly or cluttered? Does its very appearance make me feel confident or is it too busy and unorganized?