If you’re reading this article, chances are that you, like most professionals these days, understand the value of the Internet. It may be where you go to buy movie or concert tickets, browse restaurant menus, or plan your vacations. Most likely, you also turn to the Web to research business strategies, vendors and other companies.
But what about those surfers who are researching your company? When they visit your Web site, will they find what they’re looking for? Does your site provide the information they need in an interesting format that will keep them there long enough to convince them to do business with you?
While an attractive, professional-looking site is an important start, content is king. (What else would you expect from a copywriter?) But seriously, your site will never be truly effective without well-written content that answers visitors’ questions and creates enough interest to keep them coming back.
So how do you create effective content for the Web? It may be easier than you think. With all the bad writing out there on the Internet, even minimal effort can help set yours apart. Here’s a start: Good Web content can always be described by these four adjectives.
1. Consistent. There’s nothing like inconsistency to make your Web site appear amateurish. Some businesses spell their own company names two or three different ways right on the home page. If your company name is written in all lower-case letters or with unique spacing, be sure you write it the same way every time. But don’t stop there; strive for consistency in all your content