Way back, when the web was new, building product suppliers could be forgiven for merely copying their brochures and putting them online. Since then expectations of your web site’s content have changed vastly, so cutting and pasting your brochure copy simply won’t do.
When someone visits your web page they expect to find the information they seek immediately. They won’t want to be taken through an introductory paragraph of self-congratulatory spin, nor enjoy a portrait of your smiling chairman. No, they want to cut to the chase, to find the product they’re seeking, to find the relevant supporting information and to make contact easily.
Here are 6 tips for writing content for your website:
1. Use simple words and if possible keep to one idea only in each paragraph.
2. Rather than leaving your main message or call to action to the end of the page, put it first. You can then add the supporting reasoning in sub paragraphs.
3. Keep the text concise and meaningful. Avoid using unnecessary words and instead use paragraph headings.
4. Make important words stand out with hyperlinks, bold or a different colour and do ensure those links are descriptive, e.g: “more on masonry nails” rather than saying “click here”.
5. Centred text is difficult to read so align all words to the left hand side.
6. Don’t think of your web site just in terms of words. If pictures and video can deliver your message better and faster, then use them.
Having a strategy will help enormously so if you haven’t got one then do read our article on content marketing for construction companies which will help you audit, plan and develop for a content marketing strategy.
