Writing for Websites
The following is not a comprehensive list of required criteria, nor are the items explained in great detail. If you are reading this, odds are you have an inkling of what it means to write a website. Accordingly, the following ideas need to be taken into account. If you do not know what certain terms mean, find out!
Concepts: Web pages, not Website; Different keywords on each page; One page, one topic, one key message.
Page topics: Provide information (products / services); Specific / range of products; Direct sales; Attract customers / members; Create lists of customers; Save money on publicity; Get feedback (products / services); Provide information to members.
Aim for high quality content: Ease of use; Quick to download; Easy to find; Easy to read; Be credible; Be profitable.
The kind of response you want: Comments; Bookmarks; Visit another page; Visit another site (links); Inquiries etc. Consider carefully: META description; META keywords.
Names and Titles: Page title; Alt img tags; Noframes tags; Comments tags; Headings H1-H6.
Put keywords in title, headings, body text, META, hyperlinks. Have a unique set of keywords for each individual page.
First 10, 20, 50 words to be a complete set.
Doorways: Submit several pages to search engines.
Regularly change and resubmit pages to search engines every 6 weeks or so.
Hand out emails to staff. Add company signature at bottom of emails.
Font: Dark text / pale background (unlike this site); No italics at all – they blur; Left-align only; No tiny text, no invisible text, unnecessary repetition of keywords, not too many keywords in META tag.
Plain English: Short sentences of 15-20 words. Avoid: Phrasal verbs, negatives, slang, unusual idioms or idiomatic phrases.
Write to be scan read: Use many headings and specific headings. Hyperlink headings work well as people like to use them to skip through pages. 3-5 bullet points are good.
People scan/skim-read webpages, they do not scroll much.
Do not assume all have big screens.
Links – relevant ones with keywords. Write articles for other sites' newsletters – they will link to you. Post regularly on related discussion boards.
Frames: Can be trouble for search engines. Create a NOFRAMES tag and put real content inside, near the top.
Tables: Not near the top. Pics: Not near top.
Inspire trust: Worthwhile content; User friendly; Good writing/content; Moneyback guarantee (on products/services); Company name (and sometimes address) on every page; Promise not to sell info; Links to elsewhere; Last update – month; URL on business cards.
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