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The web content

This article deals with web content. Content is the most important website resource, more important than design, graphics or any other element.  Its structure is:

• Content appropriate for your readers.
• Self-service design.
• Text format.
• Content structure.
• Keywords and quality links .

Content appropriate for your readers:

Your text must address the concerns of your readers, that which is important to them, and in their language.  Explain the problem you are resolving and how you are doing it.  This is what interests the people visiting your website, much more than your history or the products your company has on offer.  The quality of your content is much more important than the quantity. This content must be well written and current.

The key is that the appropriate content must reach the correct person at the least cost possible.  The reader is trying to find something useful on your website as quickly as possible.  If you do not present this information clearly, he will soon go somewhere else and you will lose that visit.

The most important website indicators are how many people find what they are looking for and the time it takes for them to do so.

Self-service design:

A website is a self-service and this type of service is based on convenience, speed and economy:

• It is convenient when the user barely needs to think.
• It is speedy when the time it takes the user to find what he wants is reduced.
• It is economical when with little effort the user can effect his transaction or obtain the information he was looking for.

If your website achieves excellence in these three areas, the reader will be very happy indeed and will return to your site and recommend you to his friends.  The self-service design requires a complete focus on simplicity and message clarity. You must also know how your users think and how they interact with your website.

Text format:

Remember that your users scan your pages, reading odd phrases and words here and there within seconds to get an idea of what your website contains.  The format of your text must be appropriate to this.  Use bold, and paragraphs of minimal width and with one single central theme.  It also helps to use a different colour for certain key words that you wish to emphasize.

The font size is important.  It is more difficult to read on screen that it is on paper.  The font must be large enough to be able to read well.  Moreover, it is not advisable to use a fixed font size, but to make it changeable so that the user may opt to increase or reduce it with their browser.

Content structure :

Users do not like long texts, preferring short ones with concise messages.  The most relevant information on any given page must be presented at the top of each page, without needing to scroll down to read it.  How phrases begin is key to capturing the reader’s attention.

Try to use a language that all your readers will understand, preferably in an informal manner and with a conversational tone.  Adapt your communication manner to that of your reader and bear in mind that it is not advisable to try and be too funny or boast too much.

Use the "inverted pyramid" style: the conclusions and more important information should be presented first, and thereafter the details and back-up information.  Go from the specific to the more general.  Ideally the user will find essential information on the first line.

Kewords and quality links :

In order to position your website well with search engines you must know the keywords with which users search for your type of websites.  You must use these keywords repeatedly in your text, two or three times at least.

You must bear in mind, however, that your relationship with your reader is fundamental, and the message you are conveying must not be conditioned by the search engines.  Moreover, if you exaggerate too much the use of these key terms, the search engine could penalise you and leave you out of the list of results.

The links to other sites are the very foundation of the internet and an important factor in quality content.

It is advisable to put yourself if the users place and browse your own website trying to cover all requirements. What links would help you and what links would confuse you?

I hope this article about web content helps you to improve the results you achieve from your investment in the Internet.

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