Writing content for your corporate web pages is hard for most of us. You know so much about your own business, and you see it from the perspective of a supplier – not your customer or a prospective customer.
The art is to understand who you want to visit your page – and your business, and what they will need. Your writing needs to be good for humans and for the search engine spiders, but in many ways they have similar needs.
- call to Action
A good page:
- is focussed at the viewer/reader; it addresses his/her concerns and connects with one audience. If you have more than one audience, then do separate pages for each. (The AIDA phrase is a good one to hang onto.)
- has text about one topic; this means that introductory pages which introduce several topics will tend not to do well in search engines but are good for humans in providing context.
- has a strong main heading (using the H1 tag), and then a short crisp top paragraph; both of these must carry the main keywords by which you want this page to be found. Include other keywords in subsequent headings and paragraphs.
- avoids content which will obviously date (unless it can be updated regularly)
- avoids phrases like ‘coming soon’, ‘under construction’ etc; all good websites have content in this state so unless it really is coming soon, don’t mention it. “Research News Summer 2004 – coming soon” in says “This site does not get updated”.