Essential Tips to Write Appealing Website Content The content for a website should primarily answer three questions about the product or service it hosts.

By Bhavik Sarkhedi

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Content is king. This phrase has received a lot of attention in the new age digital market. Each business that establishes its digital presence is competing for compelling and crisp content.

At this point all are aware that the content on a website alone can work as a game changer. This is true for any new business or an established business that has not been performing well in the physical market. The product is not the only element of contact between the buyer and the manufacturer. Businesses also need a website with layers and well-thought-out content that lies within each click and each scroll. Working with color psychology and appealing elements to the brain, a substantial amount of work and effort is dedicated to make a website stand out through content. This is the reason that content is being valued so highly in the market today.

Related: How Good Website Content Helps You Earn Potential Customers

The content for a website primarily answers three questions about the product or service it hosts. To begin with, it addresses the fact whether the product or service ensures a solution to the issue. Secondly, it explains the procedures in which the product or service would aid in the solution of the issue. And lastly, the cost required to acquire this product or service. Now one may wonder what could be different if each page is addressing the same question. Besides the nature of the product or service, which in a competitive market is almost the same, the way it is presented matters. That's when the advent of an expert with a flair and feel for language works on the issue to be addressed.

It is usually a skill acquired through practice and experience with algorithms and programs. Without a doubt, creative content contributes to the website ranking higher in search results and scoring better on SEO dashboards. The procedures and tips to make appealing content can be narrowed down to a few selected areas. Listed below are a few suggested steps and techniques to help create a successful website:

Compact and simple content

Consider writing website content for a fruit juice-selling company that is just setting up business over the internet without a dedicated customer base and no physical stores. The content on the website is the only chance for the business to shine in the market. In such a situation, if a writer decides to frame the content with flamboyant language and difficult phraseology, the outcome would be devastating. The content must be framed keeping in mind that it will reach thousands of people through the various tools of digital marketing and it must be easily understood and catchy. The place to utilize flamboyance would be in blogs and company articles but the primary content must be crisp. Content such as product descriptions, communication services and navigation through the entire website should be framed through easily understood language for the greater masses to be able to read it.

Related: Why You Should Revamp and Enhance Your Website Content

Utilizing multimedia

It is time that the content business stops solely relying on the power of words and begins to value the essence and impact of multimedia. It is a known fact that our brain appeals to the elements of sight and sound and mostly remembers information recorded through the sense of sight and sound. This is the sole reason that children are encouraged to read out loud while they study so that they can efficiently train their senses. Similarly, including multimedia such as pictures and interactive forms of video and audio appeals more to the customer and site visitor. Research has shown that while looking through product pictures, consumers stay longer on audio visual presentations of the product than just the picture. These statistics prove that they value the AV format more than just static images. Content teams must consider these learnings and incorporate them within their strategies.

Keyword infusion

One of the greatest weapons or tools of online websites is keywords. Keywords are usually defined as the words and phrases through which search results are initiated and ranked. The proper amount of keywords infused within the content and well-distributed through the entire write-up increases appearances on search results. It is also important that the content writer or the team includes keywords relevant to their business and maintains a list of these terms. Incorporating these keywords results in the search engine algorithm recognizing the successful pattern and providing a first page rank for the business. Utilizing the right keywords has turned out to be a very essential tweak for new businesses and therefore they too have made sure to employ masters in the field.

Simple UI and UX

In the content business, one is expected to be aware of UI and UX, the two bloodlines to successful content. It is very important to design the web pages and content so that the user faces no difficulty while navigating through the site. Each scroll must land on appealing and well-thought-out designs and each segment of written content must be engaging. The user interface must be free from lagging and glitches so that the user experience is optimal. The visitor will be impressed, eventually leading them to spend more time on the website, perhaps even purchasing a product or two.

Engaging communicative content

The use of content with catchy phrases and precise implementation has already been established. However, an additional aspect is that the content should be communicative. The visitor must feel that they are not just seeing words on a website but an attempt from the manufacturer to communicate with them. This tactic deals in the emotions revolving around each product and results in the customer becoming more engaged with the words. They begin to attach themselves to the products as well, resulting in definite purchases.

Error free content

Finally, error free content is complete content. The concept of grammatical errors, logical errors, errors in phraseology and conveying of thoughts are unforgivable in this business. As content has only one chance to make it or break it with the customer, it is necessary that no element of speculation and skepticism is prevalent in the content. The lines should be crisp and to the point with accurate punctuation and grammar. Once this has been achieved, along with the previous points, the content is ready to serve its purpose — acquire customers.

These are just a few suggestions for this vast industry, but none will replace practice and experience. The above pointers serve as the framework, while the rest of the work is based on imagination, creativity and maximum effort.

Related: Website Visitors Trust Concise and Well-Written Content, But Can ...

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Bhavik Sarkhedi

CEO of Write Right, Estorytellers, Taletel, Bloggism and Kalam Kagaz

Bhavik Sarkhedi is the CEO and founder of content-writing agency Write Right, which serves personalized content to over 1,500 clients across the globe. He is also the founder of Estorytellers, Taletel, Bloggism and KalamKagaz.  He has penned seven books on content writing, personal branding and digital marketing, including How to Start Your Own Content Writing Agency and How to Become A Digital Marketing Consultant.

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