Writing Effective Content for the Web

Content is the meat and potatoes of a web site, and it's ultimately the reason people keep coming back.  How do you make yours the select cut? By crafting content that becomes an asset to your company, content that drives traffic to your web site and connects with your audience to generate sales leads.

Many sites provide a company history, an explanation of different products and services, and a way to contact their staff or purchase their product - the who, what, and how respectively. So what's missing? The answer is simple; most sites lack the compelling "why" story. A web site that only details how great a company is does little to inspire prospective customers. Rather, you should tell your prospective customers a story, based on experience, about why they will be better off having worked with you.

Telling a story can help you connect with interestd parties by holding their attention and painting a picture of their potential success.  No form of communication has a longer history of success than stories; they communicate values, paint pictures, and, so important in a world of reused messages, they can be memorable and entertaining.

A common practice that hinders effective web content is the recycling of information from print materials such as brochures, catalogs, or direct mail pieces as these materials usually direct readers to a company web site. When your prospective customers arrive at your site, don't make them re-read the same material. Instead, deliver complementary, in-depth information and reward them for going to your site by providing industry tips and expertise, white papers, and case studies.  Don't forget to present information that provides the "why" story, as well.  Give visitors value and you'll be rewarded with repeat traffic, a reputation as an industry expert, and more sales opportunities.