Both written and graphical content has to be compelling and should never repeat, bore or repeat or over make it difficult for a reader to engage with. Clearly displaying who you are and what you do is also crucial.
Good content is easy to spot. But how is it created?
Knowing a little bit about the psychology of language is a start. A recent study that the brain segregates speech into words and intonations, thus the brain processes more than just the words being spoken. Unfortunately written content does not have the audible voice to add tone & emphasis to our words. This means we have to clear & direct to create content that is easily processed.
The content must engage them and fulfill their need with the sites product or service, what makes it even harder is the site has about 30 seconds to do this before the user “bounces” from the site. Ideally you shouldn’t be pitching a sale on the homepage, engage the user to click to the product or service section to find out more. The homepage is a greeting; make sure it graphically represents what you are about. It presents an invitation to the user to enter the store by saying “We are a leading XXX company, please come in”.
The goal is to engage interaction by click through products, social links, videos or with web 2.0 applications, then to purchase or phone in direct. When writing for clarity, you must be direct and reveal something useful. Adverbs and adjectives are often seen as spammy, they also take up too much space. Content must have an impact and drive a tone that the written content is missing. As adjective that does not reveal something about the company is a waste. Questions of most site visitors will be:
- Who are you?
- What do you do?
- What much does it cost?
- How can I reach you?
- You must answer these questions directly and engage the visitor by using pronouns like you, you’re it implies personal and active communication.