Plan Your Internet Success – Part 7 – Create Content for Your Web Site

7. Create Content for your Web site

This is probably the most extensive and most interesting subject of all as far as I am concerned.

Many people think that they are great at writing content. With this false sense of confidence in mind, they go on to write long missives about their Web sites and businesses; thereby, losing the point, let alone the attention of the visitor.

Others read a few SEO articles about content and learn that the key is to include as many keywords as possible. So they load their text with so much stuff that it becomes a weird concoction of words that barely make any sense.

Yet, others who may have tried both approaches and failed hire a Web copy writer to do all of the above. Or worse, they pay for some automated text generation via a distribution system or publisher.

In my opinion, the secret of great content for a Web site starts with something that has been around for centuries and that is very common in all newspapers, TV shows, etc. It’s a simple headline… if you have a great headline that grabs the visitor’s attention, you already have done half the job.

How does it work for a Web site? Simple: capture the description of your Web site in a few words. In other words, whatever made you decide to start this business in Step 1 should now be explained in a few words in your headline.

For example, if you are selling used technical manuals online because no one else does, your headline may read: “The Only Place on the Internet for Used Tech Manuals”

No matter what your business is, you must encapsulate what you do in a very short statement. This statement should be in a prominent place on your index page (I suggest doing similar things with the other pages).

You may find some excellent examples of headlines in Web sites that specialize in publishing articles and writing.

Here are some resources:

Once you have your headline, it’s time to write some content. The content should explain your product or service, what you offer, detail any relevant case studies, white papers, etc.

In all instances, I suggest that you write or have someone write articles that are easy to read, not too long and that include calls for action, such as signing up for a newsletter, clicking on something to get more information, etc.

What I also recommend is to limit your index page to teasers that will tell viewers about an article and give the outline of what is in it, but requests that the visitor clicks on “read more” or “read full article” to see the rest. This has many advantages and that includes putting more items on your index page, expanding the size of your Web site to many pages, allowing you to show various aspects of your services or products on each page.

Tip — In the event that you need content in a hurry, as a temporary solution, Wikipedia allows you to use its content as long as it is recognized as originating from and credited to Wikipedia.

Finally, while this is not directly related to content, don’t forget to check the option to add a search capability to your Web site. This can only add value, especially when a Web site has many pages, products, etc.  Here are some free and paid search solutions that you can use.

Additional Resources:

You can download a complete copy of this manuscript “Plan Your Internet Success” on my website at

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