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How to Create Content for Your Website

     
 

Steps to Take to Achieve Well Written Marketing Content

 

The written and image content of your SiteBuilder by AccuNet website is provided by you. Based on our experience there is a “best” way of organizing your information that will be put on the web site. These steps are explained below.

PAGE ORGANIZATION
Compile the content for your site: (text, images, downloadable files, etc.) If you already have marketing material such as a brochure, start with that and expand upon it if necessary. It is important to organize your information, we recommend the following steps: Gather, Group, Analyze, Create.
  1. Gather all possible information you might use for your site (text, images, files, etc.)
  2. Group the content so that it might be placed into individual web pages.
  3. Analyze each group to see if you have all the content you need.
  4. Create any new content that is required. This may mean writing new copy for a product or service you offer, or perhaps taking new photographs of products or prior work completed.
 
CREATING CONTENT
Put yourself in the place of your customer.  Ask yourself, "what do they want to see when they visit my site?"  Remember, most Internet users are on the Internet for information.  They want to find answers to their questions fast and easy.
  • Fast means we recommend that you don't have too many levels of navigation if you don't need it.  Drilling down is effective for sites that have dozens of pages of content.  But if you are a one service or product company, keep your navigation all visible. 
  • Fast also means keep your content concise.  Web sites are skimmed by Internet users.  They are rarely read.
  • Easy means to keep the site physically easy to read.  Keep a lot of white space around your words.  Short paragraphs is a good idea.  Use images to enhance your page.
Your content should focus on emotions, not intellect. Emotions are the gateway to making a buying decision. Zig Ziglar, a world-renowned sales trainer, explains, "People usually buy on emotion and then they justify it with logic." Therefore, appeal to their emotions first and foremost. Benefits are the language of emotion. Features are the language of logic. Even people who insist they buy logically or based on features do so because that's what makes them feel better.
 
Here's an example of how to break your product/service features into a benefit driven selling story. 
 
Before:  "The 2001 model has a 220-horsepower V8 engine, antilock brakes, traction control, automatic safety restraint system, and both front- and side-impact airbags."
 
Exercise:
  • Features (what product has) - 220-horsepower V8 engine
  • Advantages or Benefits (what features mean) - added zip to move around obstacles, more powerful than a small engine
  • Motives (what emotion/need the features satisfy)  - fun to drive, safety for passengers

After:  "This car has a very powerful engine, so it won't need to work as hard as one with a smaller engine. You'll find it a pleasure to own, especially when you want to merge or pass. The extra power will also help you avoid obstacles and quickly get you and your family out of harm's way, while the extra safety features ensure you're all safe and secure. And it's great fun to drive!"

 
We recommend that you use a word processing program to prepare your content so that you can easily copy and paste it into SiteBuilder when the content is complete. However, do not format your text in the word processing program. Any formatting must be done within our SiteBuilder HTML editor.
 
 
KEY PHRASES
Once you have the content roughly grouped into web pages, identify the key phrases (or keywords) on each page. A key phrase is 2 or 3 words together that your web visitors might enter into a search engine to find your site. A key phrase for a landscaping company might be “lawn mowing” or “flower bed maintenance”. Make sure you actually use those key phrases in the textual content of the page. Revise your content if necessary.
 
 
SUMMARY SENTENCE OF PAGE
It is also a good idea to write a one-sentence summary of each page. This summary will be used in the Description section of the appropriate page to help search engines, such as Google, present an accurate description of your product/services to Internet users performing searches.
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