But flowery writers beware! The best content’s actually very simple. The web’s a place for users to achieve goals and, faced with considerable choice, if you fail to capture your audience, a mouse click will direct them away to your competitors.
Your customers will quickly assess your site, deciding whether or not to stay. Attention-grabbing headlines matter but most users are content scanners for key words and phrases. Complicated writing and clever meanings are hard to understand, jargon’s mystifying but perhaps the biggest offender are boastful/clichéd claims rooted in your own opinions.
Don’t be fooled, however, into thinking your text should be so simple it’s boring. There’s a skill to making a simple message engaging and attention grabbing. For example:
“We buy and sell used cars” isn’t as engaging as “We’re wizards in the second hand car market” yet the messages are basically identical.
Search Engine Optimisation (SEO)
Keywords, titles and tags are attractive to search engines but there’s a skill using them. Keyword stuffing in your text is penalised by Google as duplicate content. Google likes …