The content of your website includes the words and images you use to engage and inform your audience. Begin planning the content of your website by thinking about the various groupings of information you might want to share. Some examples might include listing and describing your services, an area to describe yourself and/or your staff, a blog to write on topical information in your field. If a blog is of interest think about the categories of information you plan to write about.
Once you have defined a list of areas to write about, it’s time to begin writing content that people will want to read and that is optimized for Google. This type of writing is called SEO or search engine optimization. In a nutshell, SEO is a method of writing that makes the content easier for search engines to read and understand. In turn, search engines then rank your content higher than the content of other sites.
There are many articles and courses out there on SEO copywriting. We will cover a few basics here for you to consider as you begin writing each area of content.
Create unique, accurate page titles
Your page titles and headlines should accurately describe the content in words that people would use when they type into a search engine.
Write quality, easy to read content
Creating useful and engaging content will likely influence your website’s influence more than anything else. Think about words your audience might use to search for the content and incorporate those words into the content.
Make your website easy to navigate
The navigation of your website is important in helping your audience find the content they want. It also helps search engines understand the importance and hierarchy of your content. Make it natural for users to go from general content to more specific content.
Optimize the use of images
Do you have images of your office? A headshot of yourself? Images help visitors see the unique offering your business brings to the table. There are two items to consider before placing images on your website.
- Does the image align with your brand? Is it authentic, bold and consistent?
- Do you have rights to use the image?