How to Write Good Business Web Pages

Writing effective content for your business web site may seem a daunting task but it can be a lot easier than you imagine.

You're already an expert on the products and services that you wish to market - so you're more than halfway there. Also you may already have some brochures, or printed material that you can use as a reference.

Writing for web pages, or web authoring, is different to writing for printed matter, such as brochures, advertising or promotional matter. It's usually more simple, concise and to the point. You won't be writing a novel, report or thesis and there is no need for dialogue or small talk.

Above anything else, search engines like text. Following the guidelines below will attract more visitors to your web site and increase its ranking in the search engine results.

Guidelines for Writing Web Pages

1) One Page per Theme
Ideally write a dedicated page for each of your products or services. The one exception is the 'Home Page' which is best used to write an overview of the products and services offered by your website.

Each page should provide enough detail to adequately inform your visitors. More keyword text will improve the relevancy of your web page with the search engines.

2) Page Structure
Structure each page with a Title, Description and Sub-headings. This is an important area since the Title and Description will influence the number of visitors that your website will receive. Here, you can find out How to Write a Good Web Page Title and Description.

3) Write in the second person
Write as though you're talking to a friend or neighbour.

4) Write for Your Visitors
Write for your visitors, customers and target audience foremost, as opposed to the search engines. Once you're happy with the page content, we will help you optimise it for the search engines.

5) Stay Focused
Keep focused on the main subject of your page and try not to deviate into other areas or themes, other than the main theme of your website. Here, the objective is to concentrate your text and keywords to create an authoritative, theme rich page.

6) Presentation and Layout
When a visitor lands on one of your web pages, you'll have just a second or two to make an initial impression. If the visitor sees a page of just text, without descriptive headings, you can assume that they will go away.

Unlike printed matter, visitors usually scan screen content quickly looking for a link, reference or heading that will quickly leads them to the information they're looking for. Once they've found that information, you have their attention, and then they will start reading.

Help you visitors to quickly find what they are seeking by placing the main keywords at the beginning of each paragraph.

Just like the internet, your web page content needs to be like a superfast highway to information. Try to arrange the content of each web page into logical sections dealing with specific aspects. Then provide a heading for each of the sections. We will present the headings so that they can be easily seen when your page is quickly scanned by a visitor.

Search engines also know about the value of headings and pages with good headings and bold text, where appropriate, will be ranked higher.

When we code your content during web page construction, we use the correct heading tags to show search engines the importance of the various sections. We also use bold text appropriately where it is required, which is also understood by search engines.

7) The Importance of Keywords
Think about the key words that describe what you're selling and use these in your content. These are the words that visitors would have entered into a search engine to find your web page.

Place the most important keyword information into the Title, Description and first paragraph of each web page.

The Title and Description is shown in the search engine results.

This important information in the search engine results determines whether a user will visit your page, or not.

On site visitors can quickly read what each page is about.

The Title, Description and first paragraph information is very important for the search engines.

8) Write in Plain English
Write in plain English avoiding technical language and acronyms. Keep it simple, concise, to the point, accurate and easy to read. Write so that your text can be understood by all age groups, the young and the old. Write in an informal way, as opposed to formal.

Avoid sales spin and hype. It's a turn-off for visitors and search engines will recognise it and mark down your site. Do write objective factual content that will convince your visitors of the virtues of your products and services.

Your web site may also have visitors from other nations with only a limited command of English. Plain English will also make it easier for human and online translators. Write in an enthusiastic, compelling and persuasive style.

9) Extract the Essence
Describe how your product or service can help your customer.

Explain what discriminates what you have for sale from that of your competitors. For example, Why is your product different ? why is it better ? what are the benefits and advantages, what are the 'wow' factors. Why is your service better ? What is different, new, original or innovative.

For a given theme, search engines and visitors favour web pages with new, original, informative content.

10) Regional Considerations
Do you sell regionally, nationally or globally ? For example, if you're a plumber, or tradesman that operating in Hampshire, mention that area, or districts in your text. Then when someone searches for, e.g. 'plumbers in Hampshire', you page is likely to be listed higher in the search engine results than other plumbers. Search engines also account for regional requests in response to queries.

11) Check Spelling
When you've produced your first draft, do a spell check and grammar check, and ask a partner, friend or colleague to read through your copy and get their views.

Graphics

In addition to text, you may already have some thoughts on the graphical content of your web site, such as:

The graphic style and colour scheme of your web site, such as your corporate colours.

The use of images of your products and services.

Navigation link style.

More information can be found under Website Graphic Considerations.

Summary

Following the above guidelines will help you to produce useful, information rich web pages for both visitors and search engines. Consequently, your contribution can have a significant effect on the success of your business website.

Writing the content for web page is nearly always a compromise between writing for visitors and writing for search engines. Don't worry if you feel that your writing style or content is not perfect.

It can often help when you have an overview of the completed website before publication. Here, you can view your text more easily with the eyes of both author and visitor. Also, unlike a printed book, it's easy to fine tune and update your website content.

When we receive the text for your web pages, it will be further optimised to help both visitors and search engines.

During the design of your website, you will always be able to go online, into a private, area to review your content, as well as web site progress.