That’s not to say that strategists and SEOs are particularly shallow – websites are a lot about the visual elements. If a visitor of your site doesn’t like the look of things on show, they’re not going to come back. High bounce rates are often due to the poor layout and unappealing look of a page.
Content is a big part of that look. Even after the website has been designed beautifully, that content (which, of course, I’m sure is already eradicated of any spelling errors or poor grammar) needs to be presented in an engaging manner. Provide pretty content, and you’ll get a higher CTR, increased conversions and increased repeat page views.
So get your content hat on – it’s time to get your site content looking awesome.
How much content?
The amount of content you need on your site differs from industry to industry – but as a rule, you don’t want to have so much content on one page, and you don’t want to present a page with little or no information. A happy balance is required.
Certain pages often require more content than others. For sites selling services, or ecommerce sites, having the right amount of information on each page can be the difference between exits and click-throughs.
One place where many websites lack is on category pages – at this stage in the buying process, your potential customer may not be familiar with the brands on offer or your own brand image. More information is required in the process between the home page and the final transaction page.The home page of most sites do not need much content – usually just a few sentences is enough, with a good amount from an SEO perspective being about 300 words. An overview of your services or you shop is really all that’s needed, and a call to action to explore the site further.
Don’t even pack content in just for the sake of filling space out – it rarely looks good. Keep it short and sweet if you must, but be sure that the site design lends itself well to cover any unnecessary blank spaces.
In order to increase SEO, an old practice was to cram as much keyword-rich content into a site as possible. While this does work, it doesn’t look good according to Google guidelines – it’s exactly that kind of behaviour which the Penguin algorhythm is designed to penalise for.
What exactly makes content good is down to opinion, but if your content is littered with spelling mistakes and grammatical errors, it severly drives down any semblance of professionalism you strived so hard to achieve. Visitors to your site won’t notice it when you keep grammar and spelling correct – but have you ever encountered somebody who doesn’t try to give you an impromptu English lesson when you use the wrong form of ‘you’re’? No, I thought not.
One thing to bear in mind is that most don’t read websites in the same manner in which they might read books – website pages tend to be skimmed, especially if the site is being accessed on a mobile or as a source of information.
With this in mind, it’s important to arrange content in ‘skim-friendly’ bullet points and paragraphs, with subheadings and headings. Walls of text do not lend themselves to being read.
Make sure the most important aspects of your page are visible right away – and be careful about where you place your adverts, if you have them. I’ve seen sites with a Google Ads bar in between literally every other paragraph – not only does it look unprofessional, it looks rubbish.
Let’s keep making content awesome!