Make your web content

AWESOME7 Key Things to Remember

AWESOME web content explained

A is for Accessible

W is for Web-search Friendly

E is for Engaging

S is for Style Consistency

O is for Organised

M is for Motivating

E is for Error-free

Accessible

Simple – target a 12 year old reading level. Remember that people read in an F shape (prioritising words at the top, on the left, and subheadings).

Use Alt tags – for accessibility you can use Alt tags on links and images to help people with vision or other impairments who may be using web reader software.

Chunk your text – use bullets, subheadings, subpages, tables, etc.

Web Search Friendly

Keywords – do your research into the right keywords and target one keyword per page.

Ensure you have a few hundred words on a content page (i.e. a page where you are answering a user question) to provide search relevance for users.

Meta-data – use your Content Management System (CMS) to add the keywords and descriptions into the tags, keywords, etc. sections.

Engaging Interesting – nobody has a boring business –

someone somewhere cares. But drop your industry jargon and keep it interesting with language that targets emotional responses. Regularly add to and update your web content.

Informative – people want details. Product specs. Prices if possible. They are researching, not just shopping or enquiring.

Customer-focused – what information does your customer want? Why are they visiting? Write for the customer, not yourself or your boss.

Style Consistency Formatting – use the pre-formatted styles provided in your

CMS. Don’t be tempted to use fancy fonts because it really does look unprofessional. Heading 1 (H1) and Heading 2 (H2) etc. also provide information to search engines.

Brand voice – decide what your brand sounds like. Professional, smarty pants, fun, friendly, informal, intelligent, etc. Develop the voice and use it consistently.

Across all pages – apply these two principles across all web pages.

Organised

Intuitive – look at other websites. It’s not smart to get creative with website architecture. It makes users impatient and grumpy.

Broken down – work with an expert, or even a group of friends, family, clients, staff, etc. to break your products and services down logically.

User-focused – structure your site content in a way the customer will understand.

Motivating

Include calls to action – place some kind of call to action on every page. Doesn’t have to be phone now! It could be: view case studies; see our products; or enquire about costs.

Create a journey through your website – place internal links take people on a journey through your website, which will increases dwell time and build your brand’s story. Make these links logical, not random – and develop pathways that lead gently towards enquiry.

Use external Links – genuine, logical links to your site from your social media presence, from industry peak body sites, from directories, etc. are still good for SEO. Genuine and relevant external links from your site also provide credibility.

Error-free Grammar can be tricky. It might sound right to

you and screamingly wrong to someone else. Get someone who excels at grammar to check it.

Get your spelling right. Many CMS’s have a spell check. If not, paste your copy into a Word document and run a spell check. Correct it and upload it.

Ensure everything works – make sure all your links work, your images are sized correctly, and your headings and subheadings are formatted correctly. Get people to go through and test all the links. You can also use a broken link checking app – there are free ones on the web or in some CMS’s.

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sasha@razzedcommunications.com.au

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