Your content, primarily the text but including media such as images and video, is the workhorse of your web site. Well written content will use the terms and vocabulary of your target audience. It will concentrate on what is important to them. Effective content will be the opposite of “Ask not what your country can do for you but what you can do for your country” in that what is important to your customer is how you can make their life better and easier. Tell them how you will solve their problem, meet their need, and how to pick and purchase the right product or service to meet that need.

Some guidelines to keep in mind are:

  •  Do not over use trade names
  •  Use industry and consumer (user) terms to describe your products and services
  •  Content written appropriate for target audience
  •  Be aware of how your target customer searches for your product or service, use the words they use
  •  Employ your six honest serving men…* Tell the whole story, who, what, where, (when not as needed), why, how
  • Compare the terms you use in your content to those used by your competitors
  • Examine your content for dead links, outdated content, and missing information
  • Use supporting detail for technical or other audiances

* Rudyard Kipling “The Elephant’s Child” opens with:
I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.