There is one thing that virtually every popular website has in common; effective content. The definition of “effective content” varies depending on the type of website, of course. For some websites, that content might mean informative articles about topics in the computer industry, while for another website effective content consists of short videos of dogs and cats doing funny things.
Ultimately, whatever gets your website visitors closer to taking the steps you want them to (buying something, signing up for your newsletter, etc.) is “effective.” So regardless of the type of website you operate, it’s important to make sure you’re providing appropriate content to your visitors. Here are five tips for creating that content.
In order to have a good idea of what your audience wants to see on your website, you’ll need to know more about who they are. Using a web analytics tool, such as Google Analytics, can help you discover which pages on your website are the most popular (and knowing this can guide you on what content to create in the future), how they found your website (including the keyword or keyword phrase they used in their search if they found you through Google), and much more.
Not surprisingly, many popular websites provide content with a strong point of view. This often helps to bring in a larger audience, some of whom will strongly agree with the point of view, and others of whom will visit to rebut or provide an opposing point of view. Even websites that purport to focus on providing news and information often do so with a particular perspective or attitude (or at least greatly supplement their objective offerings with editorial and opinion articles). Doing this with your content might be able to help your visitor engagement.
Of course, being controversial runs the risk of alienating too many website visitors. If you find that too many of these visitors to a particular article or page on your website are leaving negative feedback, or that they leave a particular page just seconds after it loads in their web browser (you can learn this with web analytics software), then try to figure out why this is happening, and do what you can to avoid it happening in the future. Similarly, if you’re getting requests for a particular type of content on your site, then add some if possible.
While the Internet is a valuable source of reference information, most website visits that most people make throughout the day are done in order to learn or watch or read something new. Even if the focus of your website is to provide “timeless” or “evergreen” information or entertainment, make sure to add new content frequently to give your visitors a reason to keep coming back.
Depending on the size and scope of your website, and who’s currently involved with running it, it might seem a bit overwhelming to add or update a large amount of content. Consider allowing guest posts, sponsoring contests where your readers can provide content, or hire a ghostwriter to handle some of the content creation. Even if your site is a personal one, that doesn’t mean that you have to create all of its content yourself.
Finally, beware of falling into the trap of thinking that your website is ever complete or “finished.” Websites are most effective when they are viewed as dynamic (almost “living”) places for people to visit, so continue adding content to your site whenever appropriate.
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I am a professional .NET and PHP software developer. I has been designing and developing websites professionally since 1994. Currently working as SEO consultant at UK SEO Company.