Try out some of our tips below to polish your content and website structure.

  • Develop a good website structure. The easier and quicker it is for customers to get around a website, the more likely they are to use it. Break down and arrange the information you're intending to put on your website in the most logical and user friendly way. One way of approaching this is to draw a siple map or outline of the site on a sheet of paper
  • Find your voice. Your website should reflect your business's personality. So choose a tone of voice for your content that reflects that personality - funny or serious, emotive or clinical, informal or formal.
  • Tailor to the medium.  Users interact with online content differently than they do with newspaper ads or direct mail pieces. So existing offline content needs to be adapted for your website. Use short sentences, clear headings and bullet points. 
  • Most important information first. Many users won’t scroll down through a whole piece of content. Always put the most crucial information at the top of the page where it can be seen immediately.
  • Speak their language. Write content using the kinds of words that your customers would use, not your colleagues – avoid industry jargon.
  • Use images. Wherever possible and appropriate include good-quality visual and audio-visual content – useful and interesting photos and film clips can add immensely to the appeal of your site.
  • Clearly communicate your benefits. Include the information about your products and services most likely to persuade customers to choose your business over your competitors.
  • Clearly brand your site. Make sure people know they're in the right place. 
  • Keep your content fresh. Over time, there’ll be changes in your business – you’ll offer new services, discontinue products, win awards or move premises – and your website will need to be updated promptly to reflect those changes.



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