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Marketing Technology, Inc. Blog


Website Content Overview

Posted by Linda Greenwald


 

This is the first in a series of blog posts that I am writing on website content.

Websites differ greatly in content. Some are quite simple, containing all or mostly all text. It is becoming increasingly common for websites to include content in many other formats besides text. This may include photos, videos and more.

Definition of Website Content

In Information Architecture for the World Wide Web, Lou Rosenfeld and Peter Morville write, "We define content broadly as 'the stuff in your Web site.' This may include documents, data, applications, e-services, images, audio and video files, personal Web pages, archived e-mail messages, and more. And we include future stuff as well as present stuff.”  (Source: Wikipedia)

Planning a Website

When planning your website - design, layout, navigation, sitemap and content requirements for each page should be included as part of the planning process.

Before planning website content - you need to determine the purpose of the website, target audience and the type of user experience you want the website to deliver.

Examples of Website Purposes

  • Brochure
  • Publisher
  • Retail
  • Informational
  • Advocacy
  • Instructional
  • Registration
  • Entertainment
  • Government

Common Content Pages

Examples of website content pages that are common to most websites include:

  • Home Page
  • About
  • Contact
  • Services / Products
  • Terms of Use
  • Privacy Policy
  • Sitemap

Home Page Content:  Home page content differs from the other content pages because the home page serves as a jumping off point to the interior pages of the website.

Interior Pages Content:  Ideally, each interior page of website copy will be written with a singular focus. It helps the search engines and website visitors determine what a web page is about when it covers a single subject.

Website Navigation

A  navigation tab can include a drop down menu with additional web pages in the category. For example, in the SEO Content section on the Marketing Technology, Inc. website, there is also a Social Media Content web page. The Social Media Content page is listed in the SEO Content tab drop down menu and in the left side bar navigation on the SEO Content and Social Media Content pages.

One way to visualize setting up website navigation is to picture a file cabinet with green file folders labeled by category. Within each green file folder category are manila folders that contain documents fitting that category. In this scenario, the green file folders are the category navigation tabs and the manila folders are the pages within that category. 



Content Optimization

Your website content needs to meet the needs of website visitors and search engines. 

Search Engine Optimization – on-page SEO content:  The optimization of your website pages is the first step towards getting your website recognized and ranked by search engines.

  • Keyword research is a starting point for website content optimization. Keywords are the search terms that are typed into search engines such as Google in order to find what you are searching for on the web.

The content for each web page should have a keyword focus. The HTML for each page should include a unique page title and unique page description and optionally, a list of keywords for the web page.

  • Keyword optimized content is the next step. Keyword terms need to be included in the web page content. Each  keyword term should appear approximately two to five times in the page content. A web page can have primary and secondary keyword terms. The primary keyword term should appear in the content more than the secondary keyword term. 

Website Content Best Left To Experts 

Website content writing is its own writing discipline. You may be a good writer but that does not mean you will be good at writing website content. Even a direct mail copywriter or print journalist will not necessarily be a good website copywriter unless they learn how to write copy for websites.

An expert at website content development will write custom website copy for your website that engages website visitors and brings in business.


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