Content creation is central to a website that pulls in and retains audience attention, while also being easy for web users to find through effective search engine optimization (SEO). Website copy includes any of the text found on a website, from its home page to the “About” section and the organization’s contact information.
Businesses have a special responsibility to host well-edited, structured and informative copy that engages and educates site visitors. Although SEO is often the focus of content creation literature and advice, Google recommends making web users your first priority. In fact, search engine algorithms favor high-quality original content that is more likely to benefit web users.
Quality website copy with well-executed SEO measures can have a positive impact on revenue. Increased web traffic has been shown to boost sales leads. According to Marketing Sherpa, organic traffic converts to leads at a 16 percent rate on average.
Whether you’re writing for a new website or editing older copy, I have compiled a set of tips for professional content creation to boost visibility, user experience and marketing reach.
9 Content Creation Steps for New Websites
Initial drafting stages are an opportunity for your business to refocus its branding through content creation.
Your website should be ready to serve as the first point of contact for new and potential clientele. If your company’s branding is on full display with details stating the features and benefits of its services, you’ll be better equipped to reach potentially busy, distracted visitors.
For those very early on in their web design process, this Three Girls article provides advice on getting your business’ web presence off the ground. Once your website is built, it’s time to prepare text and graphic content for its individual pages. Content creation – from visuals to SEO – is both an art and a science. If you are just getting started, follow these steps to fill in blank space on your new domain.
- Create a list of principles that set your business apart
Think about the company’s origin story – what inspired the founders to share their concept with the world? Also, think about achievements and landmarks over the years. What is exceptional about this business that shapes its consistent delivery of quality?
2. Decide on 1-3 calls to action for site visitors to follow
According to The Daily Egg, calls-to-action (CTAs) are prompts that encourage people to take a specific action after arriving on your website. They may urge people to visit your online or brick-and-mortar store, take advantage of offers or provide their contact information. Rank CTAs from most to least important to determine where and how they will be used in your web copy. Your top CTA should drive sales most directly and appear prominently on your home page.
3. Choose fonts and colors to represent your business
This is an opportunity to get creative with content creation! Knowing your guiding style principles early in the process saves work later while establishing a platform for the overall vision for your content. If you have a working logo, find fonts and colors that reflect its text and graphic style. At minimum, choose a primary typeface for titles, and a secondary font for body text. Concerning color palettes, most businesses use a mix of bright colors and neutrals to set the stage for a website that balances visually-engaging aesthetics with professionalism.
4. Designate a purpose for each page with SEO in mind
Review your list of principles and calls to action. Decide on what basic information and resources you want hosted on your website. Organize these items or ideas under page subject headers. If you are working with a web designer or programmer, make it a priority to actively communicate with them about anything that requires their expertise, such as page creation, deletion or menu development.
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A typical business site may include the following pages:
- Home – an inviting
