The first step in successful website content development is understanding how website content differs from other types of communication. Although other forms may impart the same information, the experience is very different. An internet user's view of a website is almost entirely under his own control. There is no binding or folding to control the flow of information and no page numbers providing a sequence. Even if website links are presented in a specific order, the user can click them any way he desires. Search engines can offer entry into a website at any page, not just the home page. Effective website content addresses these unique qualities of online communication.
Following are five guidelines website project managers can use when overseeing website content development.
Website content should be…
1. Brief
Edit content down to the most necessary for serving project goals. Offer synopses and overviews with the option to click for more. Opt for bullet points versus paragraphs when capturing the attention of users, and break up text with headings and subheadings.
2. Above the fold
The newspaper preferred placement holds true for website content. Keep the most vital content at the top of the page where scrolling is not necessary to view it. Web users generally follow an "F" pattern for scanning content, first viewing from top left to top right and back. Then, they skip down and repeat the left to right sight line before scanning to the bottom of the page. Maximize the areas most often scanned with synopses and links to most important content.
3. Cross-linked
Encourage visitors to click around within a site. Anticipate user needs and provide appropriate links so they are less likely to click out to a competitor website.
4. Targeted search-friendly
Search engines are by far the most prevalent way users find information online. Bulk up website content with targeted key words visitors might use to find the site. Utilize HTML programming features like META tags, ALT tags, and page titles to include more key words.
5. Layered in depth
Because visitors to a website span from the mildly curious to the avid proponent, website content should offer information for each level of interest. Create a content structure that provides information from general to specific as a user clicks through the site. Top or entry level pages might include less text and more graphics while deeper level pages could be more text-heavy.