Are you content with your web content? You’ve optimized your web copy with keyword-rich content and are confident you’ll be found on Page One in due time—but you may not have taken the time to ensure that your content is actually tolerable to read.
In today’s “I want answers yesterday” society, people will scan website content and copy quicker than you can read this sentence to see if it has what they want. Also, Ben Elowitz, the CEO of a web publishing company, recently stated in a blog post that the obsession with search engine optimization has begun to push creative and relevant web copy to the back burner.
It may be time to take a second—or third—look at your web copy and determine whether a major renovation is needed. Following a few simple steps can improve your website readability:
• Value. Companies may still be sweating out keywords into URLs and copy, but you cannot afford to substitute this strategy at the expense of valuable copy. It’s simply too easy to find answers on innumerable websites, so what’s keeping them on your page? Engaging, relevant and valuable content. Use an eye-grabbing title and follow it up with value.
• Recognize reader trends. Fathom SEO’s blog stressed the importance of knowing how people read your website copy. Readers must be able to acquire the basic message of your web page’s content as quickly as possible—or they’ll turn their eyes to the next tab on their browser. Organizing your copy with structured formatting will only extend a reader’s visit on your page.
• Break it Up. Your web page has one chance to impress the visitor. To improve your chance of keep their attention, make your copy visually attractive—short sentences, short paragraphs, and subheads make all the difference. Using subheads breaks up the copy in an organized manner that allows for flow and keeps readers scanning the entire page’s copy. As important as optimization and keyword-rich content may be, accessibility and readability will play a significant role in your site’s ability to retain visitors.
As important as optimization and keyword-rich content may be, accessibility and readability will play a significant role in your site’s ability to retain visitors. Have you seen websites that need to improve their content? How can you improve yours?