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content is king on a website

"Your Web site either makes the sale, or it doesn't. Ninety-nine out of a hundred sites still don't get the order. We blame that on suspicious, scared Web-consumers. " ~ Ken Envoy

The above statement maybe a bit exaggerated but it isn’t untrue that the sites that do get the orders obviously have something which the others don’t. If we start listing it we could start from copywriting, content, product description, the flow of site, the design factor etc.

Did you notice something? Except the last, the design factor, the rest are all content or writing related. How rightly someone said "content is king" for a website. Content can make or break a website. The power of the written word has been witnessed many a time. Products have become success stories, resumes transformed into high profile jobs, a 10 cent brochure into millions of dollars just because of the right word.

Susan Solomon wrote an interesting article in clicz.com last week. A few things she said are quite relevant to content related issues. .

• Add meat to case studies. Including case studies on your site is critical. Potential clients will be surprised if case studies aren't there

• Use third-party validation. Favorable articles from trade publications speak volumes.

• Arbitrate industry news. Executives comb the Web for research on the competition and industry trends. Don't hide helpful information in cumbersome white papers or expensive special reports. Post industry-related information on your site, and keep it updated.

• Offer samples. Take a cue from carpet and paint sellers that offer swatches to interested online customers. Let potential customers sign up for free 30-minute consults, online seminars, or other displays of your talents.
  
• Answer e-mail with e-mail. Sounds like a no-brainer, but you'd be surprised. Don't assume the person e-mailing your organization prefers a phone call in return. The fact they're e-mailing suggests it's the communication medium of choice. Unscheduled phone calls from vendors are often viewed as interruptions. E-mail, on the other hand, can be read and responded to at the customer's convenience.
  
• Be available. Show how committed you are to new clients. Some companies allow potential customers to text-message their sales agents.
  
• Integrate your message with other collateral. Some customers still need to see, touch, and pass around your presentation pieces. Provide a printer-friendly (and attractive) version of key Web site information. Make it as simple as possible to order presentation pieces and videos online. Always update print collateral so it's well-integrated with your Web site (same look/feel and, more important, same message).
  
• Pay attention to image. Does your customer expect you to look buttoned-up or have rolled-up shirtsleeves? How you depict team members is important. If customers expects a can-do team, take pictures of your staff working hard. Use language that implies the team is helpful and understands your client's pressures.
• The article can be viewed on http://www.clickz.com/design/cont_dev/article.php/3303931

A few Content Writing Tips

IBM site has some interesting findings and tips.
(http://www-106.ibm.com/developerworks/usability/library/us-writ/ )

Studies show Web visitors don't read; they skip and scan. Will your Web site accommodate them? Also, solid, well-written, grammatically correct Web content is crucial to gaining the user's trust. Following are a few tips to help you write for the Web in a way that gains the trust of your readers and supports their style of Web browsing.

• Punch up headlines
  Web visitors scan first for headlines, so you should make every heading word meaningful. The Web is not the place for funny, cute, or silly headlines.

• Emphasize key concepts
  Help your readers scan for key concepts by emphasizing important information.

• Harness the power of lists
  Lists are great for scanning. They slow the reader down and bring attention to important information. Use bullet points when the sequence of information doesn't matter.

• Create meaningful captions
  Because Web users focus on text over graphics, make sure to caption all graphics clearly.

• Simplify for understanding
  Reading from the screen is slower than reading from print, so make your users happy by giving them less to read.

• Invert the pyramid
  The inverted pyramid style is bottom-up. To write this way, start by stating the conclusion. Then build upon the conclusion by summarizing the most interesting and important supportive information. Next provide detail about each important point. Then close with background information.

• Write one idea per paragraph
  Make sure each paragraph contains one idea only, and summarize that idea in the first sentence. The Stanford-Poynter study found that people who scan read the first sentence or two of each paragraph and thus may miss any additional points made further into the paragraph.

• Make each page stand alone
  Don't expect that users will enter your Web site at the home page and work their way through the site in an organized manner.

• Be current, accurate, and credible
  Capture the trust of your readers by offering information that is up-to-date and accurate.