In today’s day and age, a website can make or break a business. The online world is extremely competitive, and with there being so many websites out there, it can seem impossible to compete. However, with a little hard work and determination, you can start to greatly improve your site. Whether you are a technology expert or are brand new to websites, this list can help you create better content and start getting a leg up on the competition.

We should specify that by “content”, we basically mean any text, images, videos, animations, or even sounds on your site. It could be business information, contact information, blogs, product pages, images of your location – you name it! Anything on your site that could add value is content. With that being said, let’s dive into our five ways to produce the best website content!

1. Define your goals

This point may seem simple and intangible, but it is vital to developing a great website. Before you take off and start creating content for your website, you need to know exactly what you are doing and expecting. Many times, businesses don’t have a clear direction with their site, and while their content is good, it is not cohesive. This can confuse a user and drive them away. Is your site designed to create engagement with users, give information about your business, or strictly drive sales? Knowing this information upfront can help you develop a content strategy perfect for your website.

While you must know the direction of the entire website, you also need to know the goal of each specific page. Many pages on your site will have completely different goals. For example, a homepage serves to give company and contact information, while a blog serves to increase traffic and a products page looks to increase sales. Knowing page-specific goals allows you to create content relevant for each page, and give each page a specific purpose.

The key is this: design each page with the entire direction of the website in mind. If your only goal for a site is to increase sales and promote products, then almost every page should have something about a product on it. The blog page, while designed to increase traffic, could also include spotlights on products or outline particular deals the business is offering. Each page should work towards its own goal but still follow the direction of the whole website. The entire content strategy of your website will be more cohesive and easier to understand if you define its goals before making your site.

2. Do your research

Make sure you have all the data you need to make your content the absolute best it can be. You should research everything possible to ensure your site is up to date with its information. Learn more about your competitors too. You can’t know what you are competing with if you never look. By knowing what competitors are putting out on their websites, you can get ideas of what they do well and what their weaknesses are. Then, you can make your site in a way that takes advantages of the flaws of your competition.

Keyword research is critical for SEO and getting your website found by users. If you focus on the wrong keywords, your website could get buried beneath many others. Before you produce any content, you should find which keywords offer opportunities for your website to get noticed. You need to know what words to focus on when you create your content. After you have all the data you can gather, create great content that focuses on the specific keywords with the most opportunity. In doing this, you will greatly improve your chances of being found in search results.

3. Focus on quality over quantity

In content creation, quality always trumps quantity. A page should only have information that is relevant and useful. Many times, people think their website will have better SEO and get more traffic if they just contain more words, but this is not the case. Including content that is not entirely relevant makes user experience plummet. Users only want to see the content they need, and they already don’t read much of what is on a page. Users (on average) read about 20% of the content on a web page (Nielsen Norman Group). They will become overwhelmed if a website has too much content.

Search engines don’t just reward more content either. The algorithms for search engines are extremely advanced, and they can detect if someone is just “fluffing” up their site but not adding any valuable content. These pages will not perform any better.

Don’t get us wrong here. If you have a ton of quality content to publish, whether in blogs or certain products or services pages, please publish it to your site. We are just saying that you should ALWAYS focus on the quality of your content instead of the amount of content on your site.

4. Improve your site’s layout

You may be thinking that this has nothing to do with content – well think again! Improving your site’s layout by adding images can improve your content, and changing the text layout will get more of it read. Images are a great way to convey information that otherwise would not be noticed. Users spend an average of 5.94 seconds looking at a website’s main image, compared to 5.59 seconds looking at a website’s written content (Sweor). This shows users prefer more images as opposed to bland old text. By using more content-rich images, conveying messages could become a whole lot easier.

Did you know it takes 2.6 seconds for a user’s eyes to land on the area of a website that most influences their first impression (Sweor)? Improving your text’s layout could prove essential for getting the right part of your site noticed in a first impression. The way most users first check out a website is by doing a quick scan. They don’t actually read too much of the information, other than the bolded words or headings. Make sure your headings are exciting and spell out exactly what is on your site to get the best results. Also, consider making paragraphs of texts into bulleted or numbered lists to make them stand out to the reader. Look at which of these is easier to read:

There are five ways to produce the best website content. The first is to define your goals. Next, you have to do your research. After this, focus on your content’s quality over its quantity. Then, improve the layout of your site. Finally, regularly update your content.

Or…

5 Ways to Produce the Best Web Content

  1. Define your goals
  2. Do your research
  3. Focus on quality over quantity
  4. Improve your site’s layout
  5. Regularly update your content

Almost any reader would say the list looks better and is easier to read. Making most of your text appear in ways a user would want to read is a great way to make your content get noticed.

5. Regularly update your content

Finally, you need to regularly update your content if you want your website to perform well. This is important for two reasons. The first is that you are providing users with the most recent and relevant content. If your site stays stagnant for too long, consumers will notice this and realize the site could be out of date. Also, a regular user could get bored after realizing nothing new is being presented and may visit a competitor’s website instead. Keeping your content new and fresh is a tremendous way to keep giving your users the best content possible. It can also keep returning users excited about your site.

The second reason you must update your content has to do with SEO. When search engines crawl websites, one of the things they look for is new content. If a website does not change for a while, search engines notice this and penalize the site. Not regularly updating your website’s content could make it plummet in search results. However, if your content is regularly updated and improved, search engines will reward your website and you should expect some upward movement amongst search platforms.

Wrap Up

With these five tips, you should be on your way towards producing better and more applicable content on your website. If you aren’t sure how all of this works or are looking for someone to make or improve a website for you, give us a call! Here at Pixel Press, we are all about helping our customers market their business in the best way possible – specific to their particular needs. Reach out to us today!