Quick Guide to Writing Website Content

Writing content for your Website (or any marketing material for that matter) can be quite challenging. If I had to give one piece of advice it would be to keep your content as informal as possible so it’s not refined it into generic marketing drivel. What good is a Website that sounds like a million others?  I’ve found that it’s often the first pass at writing your content that can be the best at establishing that authentic tone that truly resonates with your visitors.

The Vital Elements for your Website

Effective communication on your Website can be compared to effective Interstate highway billboard communication — your visitors are going 70mph and if you’re not concise and clear they won’t bother slowing down to read your message. Research has established that visitors to your Website will make a judgment within a few seconds regarding the credibility and quality of your business (initially based on the graphic design) and then they will want these fundamental questions quickly answered:

• Who are you?
• What do you do?
• Where do you do it?
• How can they learn more or try your product?
• Why are you the best choice?

This last item is called your Unique Value Proposition and is extremely important . . . in fact it should permeate all elements of your marketing communication.

The Front Page

The front page of your site is that “billboard” that needs to provide answers to these questions or a clear one-click path for your users to get those answers. Don’t make your visitors guess about these answers or which link to click to get them, otherwise they’re apt to just leave and look elsewhere. Website visitors tend not to be very patient.

Provide Proof

For those visitors who are interested in your unique value proposition, a vital supporting section is the proof section . . . it’s one thing to say you’re the greatest at this or that, but offering your visitors credible proof is going to carry exponentially more weight than you just saying so. Examples of proof sections include testimonials, portfolios and/or photos of your staff and or customers engaged in providing your products or services to clients.

Photos as Proof

As the old saying goes, “A picture is worth a thousand words,” and this couldn’t be more true on your Website. Visitors are not going to invest the time to read 1,000 words about how great you are (even if they did, they wouldn’t believe it) but they can’t help but seeing a prominently displayed photo that, if done correctly, can instantly and powerfully communicate your values and help establish trust.

The Web is cold, impersonal and untrustworthy by nature.  Avoid at all costs stock photos with cheesy models posing. The only thing you’ll accomplish is to make people wonder if your business is legitimate. Rather, make this an opportunity to develop an instant personal bond with your visitors which you’ll find is extremely potent towards establishing credibility . . . offer photos of you in an authentic setting, whether it’s a photo that provides some personal insight on your bio or photos that show your business making real customers of yours happy.

Even if your budget is low, consider hiring a professional photographer to work in conjunction with your Web designer. While you may spend a bit more on the project, you’ll be establishing a significant competitive advantage.

I’m still amazed that with all the material we offer on our site, and the myriads of photos of our past projects, I often have prospects and clients commenting on my profile photo which shows me with my family. People want to trust the firm they’re hiring and my willingness to share this type of photo is very effective in helping to establish that bond (as you might of guessed, that’s the photo on this page).

For more explanations and examples, visit this demo site of ours and read through the pages (keep in mind, you don’t have to have every section on your site).

Lastly, here are some additional resources on this topic:

• Keys For a Successful Web Site — An older blog post of ours
• Make the Message — From Monelle Smith at Gemstone Media
• Web Credibility Report — Stanford University
• Advanced Common Sense — Steve Krug’s Usability Website

As an addendum and emphasis to my recent post about importance of upgrading from IE 6, Amazon posted the following announcement to their seller accounts on March 11th:

Internet Explorer 6 no longer supported

Mar 11, 2010

We would like to inform you that as of the end of March 2010, we will no longer develop Seller Account pages to be compliant with Internet Explorer 6.

Internet Explorer 6 is no longer supported by Microsoft and is widely considered to be obsolete. It has multiple security flaws and is considerably slower than recent browsers.

This decision allows us to use all modern web development technologies and create an up-to-date user experience.

Although existing seller tools might continue to work for some time with older browsers, if you are still using Internet Explorer 6, we strongly recommend updating your browser to a more recent version now to make sure all Seller Account pages work properly on your computer.

If you are unsure which browser version you are running or how to update your brower, please contact your local system administrator or help desk for assistance.

Hints and tips for the styling and layout of your text content

With the vast amount of text being posted online and via social media these days I thought it would be beneficial to share this very brief tutorial for how (and how not) to style all that great stuff you’re sharing online. These tips apply anywhere you might post text—whether it be in one of our content management systems, WordPress, Facebook, Blogger or even old fashioned MS Word, these simple design principles will help insure your message gets the credibility that it deserves.

1. Learn to use <shift><enter> (Windows) or <shift><return> (Mac) to insert line breaks with no vertical spacing. This practice helps insure you maintain close proximity of related content and greatly aides in readability.
   People often just hit <enter> between lines of text which adds awkward and undesirable vertical space.

   Example using <shift><enter>	Example using <enter> only
   My mailing address: RisingLine 111 S. Broadway St STE 101 Boise, ID 83702	My mailing address: RisingLine 111 S. Broadway St STE 101 Boise, ID 83702

2. Don’t change typefaces (fonts). In fact you cannot change fonts/typefaces in our CMS text editor but many other text editors allow you to do so. The typefaces for your Website are specified in a single Style Sheet that was developed specifically for your site and insures consistency across all pages of your Website. Consistency in the presentation of your content is a cornerstone of good design.
3. Don’t change typeface colors. For a professional consistent presentation of your content the colors are controlled through the Style Sheet. Emphasis colors (such as the color of your hyperlinks) have been selected by your professional designer specifically to harmonize with the color palette of your Website.
4. Use the "font size" selector very very sparingly. Avoid at all costs using the "font size" selector to increase text size. This practice will invariably create inconsistent and amateur rendering of your content which cannot be controlled from the central style sheet. The only reason we retain the font size selector is for those rare occasions where a line of text needs to be reduced in size.
5. Avoid using "U" Underline to emphasize inline text. People will think the underlined text is a hyperlink. Rather use the "B" (Bold) or "I" (Italic) icons to emphasize a word or sentence.
   

   For professional and consistent presentation of your content…
   Do	Do Not
   News and Announcements We are extremely pleased to announce the opening of our second storefront in the beautiful city of San Jose, California. Please join us for our grand opening on April 3rd.	News and Announcements We are extremely pleased to announce the opening of our second storefront in the beautiful city of San Jose, California. Please join us for our grand opening on April 3rd.

6. Use the "Format" selector to change heading text size and create a logical hierarchy of content. Using this method allows consistent presentation for your site which is controlled by the Style Sheet.