Don’t just put your brochure content online

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.

About Stuart Dinnie

Stuart has worked in the world of digital marketing for over 15 years. With his measured and planned approach, he has delivered robust digital strategies for construction companies to achieve real business growth. He now heads up the team at Pauley Creative as Managing Director and is leading his team & clients towards digital marketing excellence. He’s worked with over 100 construction clients; helping them on their digital transformation journey, providing sustainable strategies that return year on year incremental growth, delivering award-winning websites and adding value from board level to marketing assistant.

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