How to write and develop content for Web Sites

There isn’t as much magic and mystery behind website production, as some developers would like you to believe, but there is a lot of hard work and some very clever technology used to present your content (text, pictures, audio and video) on screen, accessible from almost anywhere on the planet.

To arrive here you have either recognised that you require a website of some sort or you have been told by your web designer that you need to provide them with 'content', but what type of content do you need and why?

Having a clear idea of why you need a website, who you are aiming at, what you want the site to achieve and how you intend to achieve the desired result, are all key parts to producing an effective solution. Even two out of four of these isn’t bad. : )

A website is not a substitute for a business and should be considered a ‘shop window’ on the internet. Even e-commerce sites cannot exist in isolation, and require behind the scenes personnel to; maintain and administer the site, source, buy, organise, pack and despatch the products. As well as dealing with enquiries, complaints, returns, advertising and promotion.

Only so much of a website/business can be ‘automated’, and sometimes the cost of building high-end software solutions out-strips the benefits that they are intended to provide.


About your market

The availability of broadband in the west of Ireland is changing attitudes and approaches to business, the same way that it has in the UK. Having a website in the UK is the norm and is often the first port of call for prospective enquiries about business products or services.

These web-savvy visitors are fickle and will expect to see certain things, and if these requirements are not met they can move on to the next business on the list with a click of a mouse.

Consider your website (and even your business) from your customers point of view. Think about the impression you want to be projecting and decide whether your cuttent image is doing this for you. If not, it can be a constant battle to attract, nurture and retain the loyalty of your client base.

A good website is about more than just a great design, which can only take you so far. In order to get the user’s attention and make that sale, get that referral, or even a repeat visit, you have to offer something.

Whether it is access to information, ideas, products or services. You stand a better chance of success by making this simple, easy and enjoyable for the user.

You can’t please all the people all the time, so when considering your target audience, aim for the majority of your customer base. More importantly, remember you are aiming at existing web users. It is less likely that a non-web user is going to change their habits just to visit your site.

Anatomy of a website

In very general terms, a website is made up of a series of common components. These are a good basis to start your website content development.

Logo or Brand Header
This identifies the website or business name, and is usually found in a constant location on the page. The presence of such a brand reassures the user as they navigate around the information, so it is clear that they are still within the same site.

Navigation
Can be in a variety of different formats, common types are either vertical or horizontal navigation. It is important that the navigation is clear and easy to use, allowing visitors to hop around the site as they wish.

Main Content
The bulk of your information lies in the main content, and is a mixture of words and pictures communicating the purpose of the website. The content needs to be clear, organised and well presented in order that your visitors can assess the information quickly and easily. Too much information is better than too little, users will pick their way through your content to find what they are looking for, but if it is not there - they can’t...

Links
Hyperlinks are the backbone of the web, and allow users to jump between relevant and related information quickly and easily. Additionally, good links coming in and going out of your site may help to improve your ranking in search engines.

Footer
Not essential, but a neat way of holding all those odds and ends at the bottom of the site. Things like contact details, copyright notice, disclaimer and legal information links.

Content Suggestions

As much as we know it would help, infiniti cannot create the content for you, as this would inflate the cost of the website design exponentially. We can, however, guide and advise on the type of content required for your site and expected by your users.

Remember that the content for your site is for your benefit as well as your users. It is possible to reduce the repetitive tasks of conveying information by telephone, reduce brochure/postage costs, and limit time-wasting enquiries by directing customers to your website.

Some standard headings are outlined below, but you are encouraged to mix it up a bit and make it your own. Expand on these themes in as much detail as you can stand, rather than just achieving the minimum requirements.

• - About Us
• - Our Team
• - Products/Services
• - Case Studies
• - Resources/Useful Links
• - Order/Book
• - Further Information/Brochure Request
• - Contact Us/Location/Map
• - Frequently Asked Questions
• - Terms & Conditions
• - Privacy Statement
• - Disclaimer
  

Keep it concise and to the point, avoid padding and repetition, do not plagiarize and try to maintain a high level of quality.

This ‘sweat’ investment will see a good return during the course of it’s life span, and will become a robust and essential tool for the marketing and development of your business. On the back of this you can build company brochures and mailshots, clarify business strategies and identify unique selling propositions and areas of opportunity.

Types of website

There are as many different approaches to websites as there are printed documents, each with a different purpose or goal. For instance:-

• - brochure sites
• - information sites
• - e-commerce sites
• - search and web portals
• - social media networks
  
• - news and entertainment sites
• - global and local community sites
• - chat rooms & forums
• - educational and reference sites
• - corporate and government sites
• - diaries and journals (blogs)
• - accessible & multi-language sites
• - subscription & pay sites
• - download centers & networks
• - online-gaming sites
• - fansites - film, celebrity or music
• - adult & special interest sites

Just about anything you can think of (and some of the things you can’t) are out there on the web. Websites are also created using different construction methods to suit their content. Examples include flash, database driven, small-screen-rendering (SSR) sites for wireless devices and content management systems (CMS).