Does Your Website Suffer From This?
According to an interview with Kelly Goto, author of Web ReDesign 2.0: Workflow that Works, the three most common website re-design mistakes are:
- Failing to hire someone specifically to write the content.
- Not having a clearly defined brand ‘vision’.
- Having no, or inefficient, specific measurable goals.
It never ceases to amaze me how a company can spend a fortune on flash design, but will bear little regard for the actual content.
The thing is, while a flash intro page is often pretty to look at, the search-engine spiders usually just pass it by. Yet if that page was full of relevant, quality copy, they would no doubt pick up key words and phrases and rank them in the engines.
You really can’t put a high enough monetary value on good writing. And to get that, you have to either have or bring in someone who has the necessary experience and skills. This applies whether you are creating a website from scratch or vamping up an existing one.
One essential tip for creating effective content is to imagine your ideal customer saying, “So what?” and “What’s in it for me?” As you write, be sure to answer both.
Whatever you do, don’t get so engrossed in describing your business, products and features that you fail to appeal to the visitor specifically.
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