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It can be difficult to find quality content on the internet. Unless your site has many different people working on the web pages, providing a different degree of interest every time a visitor may click to the site can be difficult. And the pages can quickly become monotonous, which can turn readers off.

So what can you do to make your content easy to read and also be a valuable source of information?

Make your content more readable

If someone wants to read a book they will do just that. If a newspaper takes their fancy, they will stroll to the corner shop and buy one. Similarly, if they want to browse the internet, they will log on and click away. The three examples above highlight the differences between these three types of media, and although there will be some overlap between them, there are still some distinct differences.

It’s important to have a clear idea of the reading or buying habits of the people you are targeting when writing content. And remembering that you are writing content for internet readers, not those who want to browse the pages of a newspaper or read a novel.

There are a few ways that you can do this:

Get the layout right – make it look good

When writing content for the web it’s worth remembering that the layout of the content you write is just as important as what you have to say. We have already mentioned that writing for the web is different than writing for hard copy publications and this perhaps applies more to the layout of your text than the style of your prose. When scanning web pages, readers want to find what they are looking for straight away, so you need to separate long articles you have written into bite size chunks. Readers can then choose the section they want to read.

Give your content some personality – get a blog

If you can engage your readers and make your topic interesting, you will hopefully gain a following. And this is especially true if you are writing blog posts.

If a reader enjoys your style of writing or your site has a community feel, it may entice them to be a repeat visitor. And, if they need any more information about the topic you have covered, they will hopefully come back to you instead of visiting a search engine. It’s always worth having some pages on your site that are written this way. And if you haven’t already got a blog as part of your site, this is the perfect way to engage with your readers.

Your whole site doesn’t have to be this way. You always need to bear in mind that you have to give readers what they want. A good example of this is product descriptions.

Writing content for product descriptions – give readers the information they need

If your website is an e-commerce site, you may have many different product pages. And, any visitor will usually search through the different products available to find what they are looking for before making a purchase. If you only have a picture of the product with a basic description, the purchaser may not have all the information they need. This can be a problem, as the visitor will then click away to a site that has the necessary information and will most likely purchase the product there. It’s not possible of course to put loads of personality into every product page you write due to the sheer scale of the project, but providing accurate usable information is all that is needed from the content on this part of the site to make it work.

David Smith
Senior Content Writer

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from Just Search | Search Engine Optimisation & Internet Marketing Journal

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