Want to see a designer cringe? Ask them to start designing your website or email newsletter without content.
We cringe because we know that your content is one of the most important elements of your design.
The words and images you choose to highlight can make or break your site.
Choose your text and images carefully Choose your content with care.
The images and text you select will help your audience quickly identify both who you are and what you do.
Giving your users confidence that they are in the right place will increase the chance of keeping their attention and achieving your website objectives.
Here are some key things to remember when piecing together your content: Know your users Selecting the content for your site starts with an understanding of who your target users are.
You aren't a typical visitor.
Ensure you take ample time to properly identify who your users are, why they are visiting and what tasks they want to perform.
Once you have an understanding of who your target users are, the content you select will be more relevant.
People scan - so write accordingly Viewers read differently on the web.
Website viewers scan content, constantly in search of a handful of keywords that matter to them.
If they don't find what they are looking for in a matter of seconds they are off to the next site.
You only have a few seconds to make an impression.
Don't just copy the content from your annual report or your old website - rewrite it so your message will get communicated.
Format text properly

• Use headings and sub-headings to tease what will be found in content
• Lead with important points of information before you lose their interest
• Insert keywords in the first few words of headings and bullets

Choose imagery with care

• Images should relate to the content (sometimes you need to state the obvious)
• Photography of real people smiling at the camera gets lots of attention
• Generic stock images are boring and don't grab attention
• Images shouldn't look like advertisements - they will be ignored
• Size appropriately in a photo editor so they aren't blurry or too large (and slow loading)

Keep it simple - everything can't be the focus

• Avoid excessive repetition of elements on the same page
• Clean designs help the viewer find what they are looking for
• Display data by using simple tables where appropriate
• Minimize the number of font types, colours and sizes

Update content frequently Once your site is up and running your job has just begun.
Use your website traffic statistics to see what content is read and what isn't.
You should be regularly tweaking keywords and messaging to keep things interesting.
Managing the content on your website is an important task.
If something doesn't seem to be working or you aren't getting the results you've expected try something different.
Need help managing your content? We offer web writing workshops, or contact one of our consultants.