2009-02-6
Day 7- Writing Effective Home Page Content
The Home page content that you author must be insightful and useful to online consumers; as well as, consistent and relevant to your company’s over-all marketing strategy.
As such, we have developed a criteria to reference when drafting your Home page text. It is meant to address four definitive questions.
Is your content:
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Clear?
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Relevant?
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Effective?
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Memorable?
Here is what we suggest:
1) Research your keywords and base your content on keyword terms that are used regularly by your target audience. These will most often contain 2 or three commonly used words.
The ideal keyword equation is:
most descriptive words + most searches performed by consumers + least competition for those words
2) Engage in only one topic per page. Are you familiar with the term, “you are all over the page”? Focus your efforts. Clarity and properly communicating your message, are as important as the content of the message itself.
3) Provide sufficent detail for an online visitor to make an educated decision, and for a search engine to quickly determine your relevance. A minimum of 500 words is required to properly convey your message.
Note: The average person reads about 6 words a second. That same person requires a minimum of 90 seconds worth of information, to make an educated decision; and move ahead with a purchase.
4) Do not write a “sales pitch”. Focus on corporate objectives and product facts. Your content should inspire the visitor to contact you; either with payment or a question (conversion).
5) Carefully consider and monitor your keyword density. Ensure that your narrative has a natural flow and progression. Speak to your audience.
Your website text content, in harmony with images, should create a memorable experience for website visitors. The narrative that you provide must build consumer confidence in your product or service, if you hope to inspire a sale. Generating traffic, doesn’t always mean generating revenues. When consumers come through the door, the money is still in their pocket.
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