| WEBSITE OBJECTIVES: | | | | Avoid flowery, overly embellished and unnecessary |
| Well organized | | | | language. Be concise and direct to draw in your |
| Well formatted | | | | readers. Don't use synonyms. Stick to the words |
| Concise | | | | phrases decided upon. |
| Appealing | | | | Short Paragraphs and Sentences: |
| FEATURES: | | | | One idea per paragraph should be followed. A good |
| - Text | | | | guideline is 70 to 80 words maximum, just long |
| Function: Describes your business purpose and | | | | enough to convey a simple idea. The same applies to |
| associated products/services. Must Contain: Powerful | | | | sentences, short and to the point. |
| call to action (CTA) Unique selling proposition (USP) | | | | Visually Uncomplicated: |
| - Keywords: | | | | When using all of the suggested formatting and style |
| Function: Google uses site information to determine | | | | techniques, including use of bold and italicized text, |
| subject matter of each page and attendant | | | | quotes and hyperlinked text, avoid overdoing it by |
| descriptive keywords to be listed for search engines. | | | | the use of too many combinations which could be |
| Aim: To appear near the top of Google searches | | | | difficult for the viewer to read so they exit your site. |
| using names of products/services your business | | | | Objectivity: |
| offers | | | | Internet viewers are interested in content that is |
| - Picking Keywords: | | | | easily scanned and quickly digested. They want |
| Method: | | | | truthful statements backed by facts without hype |
| Some keywords are too competitive and won't get | | | | and exaggeration. They want to be convinced on |
| your top billing in the search engines. Look for word | | | | their own that your product/service is the best. |
| specifics akin to your business that target your | | | | One Subject Per Page: |
| potential customers. They have to be words that | | | | If a page includes too much differing information, |
| people would use tofind a business such as yours. It's | | | | hyperlinks may be added to other pages. For longer |
| a good idea to ask people for their opinion as to | | | | pages, use the bookmark function to help readers |
| what words they would choose. They should be | | | | find their way around your site and absorb all of the |
| used liberally throughout your website and in the | | | | information available. |
| headings. | | | | - Formatting: |
| - Style of Writing: | | | | Headers & Sub-Headers: |
| Inverted Pyramid Style: | | | | Headers and sub-headers should contain some |
| You want to create relevance early on the page. | | | | keywords. They are helpful in organizing content for |
| Therefore, place a summary of the main points at | | | | readers to locate pertinent information quickly. They |
| the beginning. Expand on points in the body of | | | | should inform and relate to the paragraph content. |
| content. | | | | Bullets & Lists: |
| Conciseness: | | | | Bullets and lists distinguish information and set it out |
| Website readers are known to be interested in less | | | | for quick and easy viewing. This simple method will |
| data than on printed paper by about one-third or | | | | retain more readers who can easily scan the content |
| one-half. A good amount of words per page would | | | | for main points. |
| be between 300 to 500. Of course, this may need | | | | Summary: |
| adjustment for tech articles, newsletters or other | | | | Remember that as discerning and critical as web |
| web-based publications. | | | | readers may be, they are vital to your success. |
| Simple Language: | | | | Following these simple rules of content delivery will |
| Speak simply and clearly when presenting ideas. | | | | help ensure long-term customer loyalty and sustained |
| Studies show a lesser degree of processing ability by | | | | business for you. |
| computer website readers over the printed page. | | | | |