Plan the website content around your customers

Steve Kellas, Content Strategy & Copywriting

What is the best way to gather the content for the website?

Creating a content strategy will help manage the process. Begin by outlining what information your customers are going to want from you, and plan the website structure around them.

Do people really read what is on my website?

No, and yes. Depending on where they are in the buying process, what information they are looking for, and what they are trying to do. They will scan to find something, then read more about it, going deeper as they become more interested in purchasing.

How long should a page be?

It depends on the type of information you are displaying, and the reader's goals. The deeper they want to go, the deeper the information can be. Shorter is not necessarily better online, especially when you consider search engine optimisation.

What does a copywriter do that I can't do myself?

Most people within a business find it difficult to achieve the level of detachment that is necessary to write objectively for a target audience. A professional writer has the mind of a business person with the perspective of an outsider.