Content and Communication
The ‘Art of Communication’ and effective website content is to keep it simple and direct. Often times, you can say a lot with a little. Some things to think about:
– Keep vision and values in mind
– Avoid ‘chunking’ or putting too much information
– Explain acronyms and technical concepts
– Use case studies and anecdotes
– Qualify facts and statistics
– Use colours to distinguish
– Use positive language
– Don’t ever rubbish your competitor to sell your product
It is important the experience of your customer, when interacting with your web site, is consistent and as close as possible to the face to face interaction with you, your business and staff. Keep the language in a style that represents the experience your customer might have if they met you in person. .In other words don’t use words that don’t accurately portray you or your business. As an example, a formal communication style would not necessarily reflect the relaxed style of a surf shop. Equally, casual and colloquial language may not suit the more formal surrounds of a legal practice.
There is no right or wrong way, other than be true to yourself and business. Be proud of what you do and how you do it.
Word Placement
The placement of words has an important impact for how we structure content on the website.
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As humans we tend to scan information as a process and rarely stop to consider one specific word. We read, digest and reflect. Therefore careful placement of important words that you want your customers to retain from a paragraph of writing can have a big impact on getting people to stop and think about what you are saying and therefore to encode that into memory (advertising companies do this).
Affirmations
Affirmations are words that carry significant or powerful meaning to people and are designed to motivate or direct behaviour. Words including:
– Strong
– Do
– Go
– Sustain
– Believe
The careful placing and use of words in your content also directly affects the search engines ability to match customers to websites.
Experience has shown us that writing content for websites is often the most challenging part of the process. Getting started is the biggest hurdle. PaxiGo recognises this and provides assistance developing your initial content. If you would like some help, once you have commenced building your site, all you will need to do is choose from a variety of sample text to develop a draft. You are then free to add your own, edit or mix and match to produce a website suited to your needs.