In addition to a good design, it is important to fill your website with information that is not only relevant but interesting and easy to navigate. If you ask yourself these three questions before creating or updating your content, you’re off to a good start.
Who’s reading my website?
It is important to configure your website content to your target audience. First, you need establish who these people are. Are you targeting members, the public, the media or all of the above?
The tone and the terms you use should be different depending on who you’re talking to – just like the way you speak to a room full of executives is probably different than the way you speak to your best friend. Once you’ve figured out who your target audience is, adjust your content to reflect their demographics, like their age or their profession.
Do I have too much content?
Everyone worries that they won’t be able to get their message across, but that doesn’t mean packing in as much information as possible. With the web, it’s better to keep things short and sweet. If you have a lot of information to include on a page, break it up! Divide long sections with headings and use ones that clearly describe what the section is about. Sort of like what I’ve done here with this blog post.
Be sure to also review old content every once and a while and see what can be taken away. Even better, create a schedule so you regularly make updates and keep content fresh.
Does my content have value?
Consider what’s important to you and what’s important to your members, then use these things as a guideline for structuring your content. When writing, be specific and try to avoid using too much “sales talk”. Nobody wants to be mistaken for a used car salesman – even online – so make sure your words carry value. If you want your audience to know that membership will help them build their career, make sure you outline how or why.