Website content development is a profession that has grown in earnest for the past 10 years and has been widely practiced for this amount of time or longer. Until recently, website developers and professional writers were the main source of content creation for the web.
Lately, the popularity and availability of CMS (Content Management System) websites has allowed the non-technical user the ability to update a website with ease.  Many CMS’s are custom built. Some are easy to use, while others are clunky and still require the user to input basic code. To use a CMS, no technical expertise or knowledge of writing html code is required. The skills needed to upload new content to the World Wide Web in a well-built CMS are similar to those used to operate Microsoft Word.
With such newfound ease in content management, organizations, companies, and individuals should be posting regularly to their websites to receive maximum exposure on the search engines. Many stakeholders in companies and organizations are excited to implement CMS websites at first. Soon enough, many managers and executives begin to realize that the quality of the website writing is either disorganized or lacking – something.
Actually, developing content for a website is more complex than simply assigning the duty to writers in command of standard written English. Even professional writers with little experience in website writing can benefit from additional training. Employees with duties related to content development for websites need to be trained specifically in website writing, in order to be most effective at writing content for a CMS website.

Companies and organizations that do not consider this vital element in transition when implementing a CMS website are in danger of producing content that is not up to website writing standards.

Here are a few techniques professionals must master to be effective website writers:

1.    Website Writing with links:  A good website writer will write with both internal and external links.  The external links will act as a bibliography for the writing, citing sources within the text.  The internal links will effectively point the visitor to other places on the website where related information can be found. When search engines crawl a website, they look for internal and external links.

2.    Website Writing effective headlines, subheads, tags, and photo captions.  Many professionals who are proficient at writing proposals, business letters, and memos, fail to understand the importance of snappy headlines, succinct subheads and pithy tags.  These attention grabbers not only break up text, they also allow the reader to easily view the text in parts. Photo captions, with individuals pictured identified from left to right, are good form for website writing, or any kind of writing. Yet unless they have a background in journalism, some professionals remain unaware of the requirements for photo tags. Professionals in many fields have not been schooled in headline writing. Nor do they understand that casual website visitors may need to scan the material when they are in a rush.

3.    Writing brief chunky paragraphs: Reading a website is different than reading a book. The visitor expects to obtain information quickly. Website writing is concise and to the point. Often, business writing is quite the opposite. It is lengthy, verbose, and jargon laden.  Again, professionals who are excellent writers and experts in their fields need to be taught to summarize, shorten, and abbreviate writing. These same professionals need practice eliminating or explaining jargon so the reader receives the necessary information easily. The visitor should not have to read extensively, or comb the website for what he or she needs.

4.    Using keywords and search engines for research:  Many beginning website writers could benefit from learning how to use search engine filters more effectively to find the information they need quickly.  Learning how to use keywords in on-line research is an important tool for the website writer, who must research information. Becoming adept at the skill of using keywords to refine research parameters also saves time.

5.    Keyword Writing:  Using some primary keywords in website writing materials can help bring the desired persona to a website, or even to a specific page within a larger website.  Learning how to identify the keywords visitors are most likely to use is a skill in itself. Business writers who are assigned writing duties for a website need to acquire this skill if their writing is to be found by the desired visitor consistently.

There are other issues with the implementation of CMS websites. Many of them are related to content development.  Check the Sidhe Communications website for articles and blogs related to website writing, website promotion, and website content development.

Heather Syzdek, an Asheville web site designer and business associate of mine at http://www.Jaymunda.com once said “If you are wiling to pay thousands of dollars for a high performance web site, why wouldn’t you hire a professional to write it?” This is a question many companies don’t consider as they build or redesign a web site. I’ve had many clients say “I’m a great writer, I can handle the web site content myself”, but what they aren’t considering is the technical aspect of writing for the web. Developing and writing web site content involves the consideration of many different details. Web site writing experts should have a clear understanding and demonstrative knowledge about web site programming, graphic design, search engine technology, keyword analysis, web site analytics, market research and branding. Your web site content should be consistent with the company image you are building in other forms of marketing and media. You should also have researched the online behaviors of your target markets in order to attract your perfect customers via the search engines.
The 5 Steps of Web Site Content Development

Step 1. Internet Marketing and Promotional Evaluation

A web site writing specialist must first review your existing marketing plan to identify your current image and branding goals. The evaluation of your existing marketing plan and the individual strategies you have implemented will help the writer understand what has succeeded in the past and what has failed. This will help the writer fully grasp the professional identity and marketing voice you want reflected in your web site content.

Step 2. Keyword Analysis

The foundation of search engine ready web site content is keyword analysis. Once your web site content writer has defined your target markets and brand goals your web site visitor behaviors can be explored through vigorous keyword analysis. Niche markets will be explored, in addition to larger target groups. Once customer behavior is considered carefully and thoughtfully content development can begin.

Step 3. Web Site Content Writing

A good web site writer will know how to format your web site content for the search engines and manage the keyword density. You want your main keywords to be prominent, however, you also want to retain the creative integrity of the content. Understanding the nature of search engine technology is essential for this step. A professional writer should also be able to write marketing copy that is in line with your company image and brand. The voice reflected in your web site should match the marketing voice you use in advertising, direct mail and other promotional strategies.

Step 4. Make Good Programming and Design Recommendations

An experienced web site writer will know the basic ins and outs of search engine optimization and web site design and programming. Keywords and phrases can be recommended to programmers for inclusion in various parts of the web site code. This allows the search engines to identify keywords and phrases both on the back end and the front end of the web site. Keyword suggestions within the actual web design, such as keyword menu items, will allow web site content to be used to its potential. This consistency will increase your search engine readiness.
Step 5. Web Site Analytics Reports

Any web site content developer must be able to review and report on the web site analytics on a monthly or quarterly basis. These web site analytics will show clearly what content is most popular and which keywords are generating more potential business. When hiring a web site writer ask them if they can read and report on web site analytics and how often they will make an evaluation of the web site traffic and visitor behaviors. This is a technical skill you can’t afford to go without!

Until next time…

Sarah

Blogs: they aren’t just online journals for teenagers and  techies…

Many companies and business people are unaware that one of the most powerful organic search engine marketing tools is the web log or blog.  In previous posts we have discussed the importance of keyword analysis and understanding of your online target markets.  Once keyword analysis has been completed and you have defined your Internet audiences with thorough market research a blog can be a simple, search engine friendly way to broadcast your marketing message to customers and the search engines alike.  Using target market keywords to write your blog posts will help you attract the search engine traffic you want so your web site will get more than just more hits.  The conversion factor of these hits into solid leads and sales will increase your ROI and bottom line.

The Power of Your Virtual Reputation: Position Yourself as an Expert 

In addition to being a powerful keyword marketing tool, a blog can also help you brand and build your company name online.  On the Internet it is essential that you focus seriously on developing credibility and an expert reputation in your industry.  In the virtual world credibility is an important issue.  Unless you are a nationally branded product or business potential customers do not know the difference between you and your competitors until you tell them.  Blog content should be carefully developed with keywords in mind and to feature your passion, benefits, philosophies and expert knowledge.  Blogging can help you define your professional image and create the foundation for a virtual reputation that will last long into the future.  Not only can you speak directly to your potential customers, but you can also network with other industry experts.  Building alliances with other well known industry big wigs also increases your credibility with your clients. Choose these allied partners carefully and intentionally.

DIY Blogging: A Search Engine Marketing Tool Anyone Can Use 

In the world of blogging anyone can succeed if they follow some basic guidelines.  On the Internet you can find numerous resources about search engine optimization-SEO and search engine marketing-SEM to provide Internet writing tips and help you develop a list of keywords.  Once you have created this list simply begin writing and the more the better.  Blogs should be posted once per week or more in order to be highly competitive.  However, any time your can write and post a blog it will benefit you.  The more time you spend working on your blog the faster you will begin to see search engine and marketing results.  The results of blogging can be tracked by reviewing your web site analytics and clearly analyzing your site visitor behaviors every month.

Professional Bloggers Offer Great Benefits 

If you don’t have time to complete research and writing every week I suggest you consider hiring a professional keyword writing specialist to manage your blog posts on a regular basis. A professional blog writer can help boost your search engine ranking quickly once they have completed a thorough keyword analysis on your target markets. They should also be able to analyze your web site analytics and generate reports on the success of various keywords and the performance of the blog itself.  The blog program you choose must be search engine and user friendly.  I recommend WordPress to my clients.  For more information on blogging services and keyword writing contact the team here at Sidhe Communications. The first hour of consultation is always free!