Content is king – so don’t chop its head off!

Every website designer proclaims that “content is king”. But only if it’s talking about the actual content!

There was a time when “content” meant specifically that the words ‘filling a space’ were referring directly to what they were speaking about. Now of course, the development of online marketing and the importance of search engine optimisation means the content can often be seen as a mere ’vehicle’ to carry the all-important SEO keyword links to drive traffic to a specific website or page.

The continued prevalence of the idea that content is just a ‘space-filler’ is not only one of the reasons why there are so many terrible websites, but it is killing the real purpose of ‘content’. For a visitor to have a good ‘website experience’ that would encourage repeated return visits, means quality website design not only gives instant access to visually attractive and navigable layouts that gets the visitor quickly and easily to what they are looking for, but they should also discover new and interesting information and background about a company or industry services and products.

Many organisations think that they can save money and write site content themselves. Aside from the different approach each type of page application demands, e.g. writing the Home Page is different from writing a blog entry or an email marketing newsletter or a Case study, there is of course the basic problems of spelling, punctuation and the writing has to be understood for the message to be clear.

In addition, there is the actual, and often not understood reality of :

• The time it will actually take you! ( Blogs and articles need to be written daily)
• Getting the tone just right and focused on your specific market sector audience.
• Knowing which exact SEO keywords / phrases your target audience exactly search for and respond to.
• Putting thoughts into words to say what you mean in short easily digested paragraphs of concise 1-4 line sentences only.
• Ensuring the message is clear and straightforward, without resorting to tired clichés or business-speak jargon.

The real purpose of online content is to impress your first time visitor, confer authority on your organisation – and keep visitors returning to read your daily uploaded blogs, articles, news, information that is of genuine interest to them and encourage sales conversion.