Website content is a bit like a retailer's shop window - it needs
to be constantly updated in order to attract customers and to keep up
with the competition. However, many start to think about their content
only when site ranking drops or conversion rates go down.
Managing your content on a regular basis is time consuming especially when search engines change their algorithms and site administrators have to come up with a new optimization strategy. Here are a few things you can do to check the effectiveness of your web content and to make sure that you are not sending your site visitors to your competitors.
Is there too much text on the page?
Web users are generally put off by too much text on a page especially if it is not formatted properly, that is, if it's not organised into digestible chunks, separated by headings and lists. Information rich pages can be confusing for users who want to quickly find what they are looking for instead of having to search for it. If you need to place a lot of content on a page, consider using links to other pages, accordions or be ruthless and cut out all the 'fluff', or as usability guru Steve Krug puts it, 'Get rid of half the words on each page, then get rid of half of what's left'.
Is your content easy to understand?
When writing web content, it's best to stick to plain English as words and phrases that are familiar to the author might not be familiar to the customer. Industry language can confuse readers and should be avoided in favour of simple terminology. One way to check readability is using the function Show readability in Microsoft Word. Aim for the Flesch Reading percentage of 60%+, which would be the reading level of a 12 year old.
Are you calls to action clear and prominent enough?
Calls to action can sometimes get lost on 'busy' web pages. This is certainly not a good thing as they are often the most important elements on the page. Once you've got your visitor onto your site, you want them to take the next step which usually involves purchasing a product or signing up to a mailing list. Buttons should be placed in close proximity to the product and have enough white space around them to make them stand out. The more descriptive the call to action the better as the user is more likely to click when they are absolutely certain what that action entails.
Did you choose the appropriate format for your content?
There are tried and tested formats that are extremely effective when presenting particular types of content. Long and complicated pieces of information can be presented in manageable chunks when published in a suitable format. When having to explain a complex process to customers using a bulleted step by step list helps users to follow your instructions more easily. Guides work in a similar way and can incorporate sub navigation such as tabs to spread out the content across related pages. Infographics, timelines and product reviews are also useful formats which can be used to get your information across to your readers in a clear and straightforward way.
Is your content up to date?
Maintaining the accuracy of information on your website is vital in order to be considered professional and reliable. No matter what industry you are in, it's important to check your content on a regular basis and see if it is still valid. Even evergreen content such as guides and FAQ's, needs to be revisited from time to time to to ensure that you are offering your readers relevant and valuable information.
Managing your content on a regular basis is time consuming especially when search engines change their algorithms and site administrators have to come up with a new optimization strategy. Here are a few things you can do to check the effectiveness of your web content and to make sure that you are not sending your site visitors to your competitors.
Is there too much text on the page?
Web users are generally put off by too much text on a page especially if it is not formatted properly, that is, if it's not organised into digestible chunks, separated by headings and lists. Information rich pages can be confusing for users who want to quickly find what they are looking for instead of having to search for it. If you need to place a lot of content on a page, consider using links to other pages, accordions or be ruthless and cut out all the 'fluff', or as usability guru Steve Krug puts it, 'Get rid of half the words on each page, then get rid of half of what's left'.
Is your content easy to understand?
When writing web content, it's best to stick to plain English as words and phrases that are familiar to the author might not be familiar to the customer. Industry language can confuse readers and should be avoided in favour of simple terminology. One way to check readability is using the function Show readability in Microsoft Word. Aim for the Flesch Reading percentage of 60%+, which would be the reading level of a 12 year old.
Are you calls to action clear and prominent enough?
Calls to action can sometimes get lost on 'busy' web pages. This is certainly not a good thing as they are often the most important elements on the page. Once you've got your visitor onto your site, you want them to take the next step which usually involves purchasing a product or signing up to a mailing list. Buttons should be placed in close proximity to the product and have enough white space around them to make them stand out. The more descriptive the call to action the better as the user is more likely to click when they are absolutely certain what that action entails.
Did you choose the appropriate format for your content?
There are tried and tested formats that are extremely effective when presenting particular types of content. Long and complicated pieces of information can be presented in manageable chunks when published in a suitable format. When having to explain a complex process to customers using a bulleted step by step list helps users to follow your instructions more easily. Guides work in a similar way and can incorporate sub navigation such as tabs to spread out the content across related pages. Infographics, timelines and product reviews are also useful formats which can be used to get your information across to your readers in a clear and straightforward way.
Is your content up to date?
Maintaining the accuracy of information on your website is vital in order to be considered professional and reliable. No matter what industry you are in, it's important to check your content on a regular basis and see if it is still valid. Even evergreen content such as guides and FAQ's, needs to be revisited from time to time to to ensure that you are offering your readers relevant and valuable information.
