The best website content practises

As a digital agency, we recognise the importance of high quality website content. Content plays a big part on the internet, especially with ecommerce stores. Creating quality content is more than just attracting the right audience; it has to entice them and convert them. Having the right content can also play a massive part in boosting online sales.

Did you know that 10 seconds is all it takes for your website’s visitors to decide if they’re interested in what you have to offer?

Writing content for your website can be scary and most defiantly has its challenges. The number one challenge you will stumble across is readability – can your potential customers read it and understand it clearly? When your content is highly readable, your audience is able to quickly digest the information you share with them — a worthy goal to have for your website, whether you run a blog or an ecommerce website.

Since valuable information can attract customers, 48% of businesses publish content daily or multiple times a week. The types of content include:

  • E-newsletters (80%)
  • Website articles (78%)
  • Illustrations/photos (75%)
  • Videos (74%)
  • In-person events (69%)
  • Blogs (67%)
  • Branded content tools (47%)
  • Infographics (45%)
  • Microsites (44%)
  • Mobile apps (42%)


Comgem have come up with a few tips to ensure your content is KING

  • ‘How to’ guides - the higher the value of what you are selling, the more questions you will need to answer throughout your site. People are always trying to figure out how to do things, so consider writing a ‘How to’ guide that answers people common questions.
  • Reviews - 61% of customers read online reviews before making a purchase. User reviews increase conversions, and they are something the majority of customers will want to see before deciding to make a purchase. Ask existing customers to leave a review on an item they have previously purchased. After all it only takes two minutes to write a review.
  • Make your content concise and keep it simple – The less words you use to explain a product, the better! Nobody likes reading paragraphs of text just to find a little bit of valuable information. Write your product content how you would like to read it and include points you think are relevant to the products. Examine your existing content assets with a critical eye.
  • Keep on top of your grammar – You need to influence potential clients/customers to choose you over your competitors and bad grammar is not the way to go. It doesn’t sound important but could you imagine reading a product description with spelling mistakes, missing citations for research mentioned or false facts? Your potential customers will make judgements while they browse. Readers will immediately think your content and brand lack credibility if you have awful grammar or spelling.
  • Create Original Content - Original content goes a long way with Google and your visitors. Copying other people’s content will result in a punishment from Google, which can crush your bottom line. Your ideas should be original! Rehashing the same concepts or other posts over and over again is not original.
  • Create strong headlines and titles – A good headline and/or title can be the reason a customer has decided to look at your website rather than your competitors. You need to spark interest and invite customers in.
  • Get the customers to engage – Customers who are already interested in your company will hang on to every word you write. But to get a customer to engage in the first instance you will need an important and promising introduction. Tell users why they should care and what you’ll be discussing in the blog post or product information. Make them want to read it.
  • Add images/videos/product information PDF’s – You have written your product content but why stop there? Include numerous images about your product, create a YouTube video on how your product works or even attach a manufactures PDF which includes important information about your product that you haven’t already mentioned. Customers like to know what their buying, so give them the best experience you possibly can!
  • Make Continual Updates to Your Website or Blog – Starting a website and or blog takes a lot of commitment, not only do you need to think of the initial content but you need to keep it updated! If you don’t update your website or blog, then you won’t get many readers or buyers. Think, why would a customer want to read something that have previously read? Or read something that was relevant in 2008 and but is no longer important? Not just that, but search engines don’t favor sites that aren’t regularly updated.
  • Make your site mobile-friendlyWhilst all of Comgem’s platforms are responsive as standard, to give visitors the best possible experience, it’s important to prioritize mobile-friendliness in your design. More and more people are accessing websites through mobiles and tablets.

By Alanna at 29 Mar 2016, 13:44 PM