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Understanding the Importance of Web Content

January 12, 2016
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When embarking on a website redesign or launch, the content you showcase should be a top priority. It’s not just about being relevant and current; it’s about establishing trust and authority in your domain. With Google’s emphasis on Expertise, Authoritativeness, and Trustworthiness (E-A-T), the content you produce should resonate with these principles.

Websites primarily serve to attract new clients and retain existing ones. Achieve this by curating content that appeals to both segments. Features like detailed product/service information, genuine client testimonials, and timely news updates can significantly enhance user engagement.

Your content should pivot towards addressing the needs and concerns of your visitors. Instead of focusing on self-centric mission statements, highlight how you can add value to their endeavours.

Empathise with Your Audience

Put yourself in the shoes of your potential clients. Anticipate their queries and address them proactively. They might be wondering:

  • Who are your past and current clients?
  • What are your fees?
  • How credible is your brand in the market?
  • What quality of work can they expect?

Answer these questions in a straightforward manner, avoiding industry jargon that might alienate some users. If your website contains step-by-step processes or forms, such as registrations or online purchases, make sure you explain clearly and concisely what they need to do at each stage. This will ensure your drop-outs are kept to a minimum.

Structuring Your Content

Web users often skim through content. Facilitate this by:

  • Breaking up text with relevant subheadings.
  • Using bullet points for easy readability.
  • Incorporating engaging visuals or infographics to highlight key points.
  • For lengthy articles, provide a concise summary with an option to read more.

Regularly updating your website with fresh content, such as news or blog articles, is crucial. It not only keeps your audience engaged but also signals to search engines that your site is active. When updating content, be cautious about removing old content as it can impact your SEO. Instead, archive it to retain its SEO benefits.

Source Credibility

In the age of misinformation, it’s critical to ensure that any claims, statistics, or data you present on your website are backed by reputable sources. Linking to authoritative sites not only enhances the trustworthiness of your content but also signals to search engines that you prioritise accuracy. Always fact-check and avoid sharing unverified information.

Author Expertise

The credibility of your content is often judged by the expertise of its author. Especially in industries where specialised knowledge is paramount, such as healthcare, finance, or law, content should be written or reviewed by subject matter experts. Including author bios with relevant qualifications can further boost the trustworthiness of your content.

User Feedback

Engaging with your audience and gaining feedback can provide invaluable insights into the effectiveness of your content strategy. Regularly surveying users or providing a feedback mechanism on your website can help you understand what resonates with your audience and where improvements are needed.

Mobile Optimisation

As mobile web browsing continues to surge, it’s essential that your content is tailored for mobile users. This means ensuring that your website has a responsive design, with content that’s easily readable on smaller screens, shorter paragraphs, and touch-friendly navigation elements.

Engagement Metrics

Monitoring metrics like bounce rate, average session duration, and pages per session can provide insights into how users are interacting with your content. A high bounce rate might indicate that users aren’t finding what they’re looking for, while longer session durations suggest that they’re engaging deeply with your content. Use these insights to refine your content strategy.

Content Accessibility

Inclusivity should be at the forefront of modern web design. Ensure that your content is accessible to everyone, including users with disabilities. This can involve using larger, readable fonts, ensuring sufficient contrast between text and background, providing alt text for images, and ensuring that your website is navigable with keyboard-only inputs.

Multimedia Integration

Diversifying your content types can enhance user engagement. Consider integrating multimedia elements like videos, podcasts, or interactive infographics. These elements can break up long stretches of text, provide varied ways for users to consume information, and can often explain complex topics more effectively than text alone.

Regular Audits

The digital landscape is ever-evolving, and what worked a year ago might not be as effective today. Regularly auditing your website content ensures that it remains up-to-date, accurate, and aligned with the latest SEO and E-A-T guidelines. This involves checking for outdated information, broken links, and ensuring that your content continues to meet the needs of your audience.


Web content is more than just words on a page. It’s a reflection of your brand’s values, expertise, and commitment to serving its audience. By prioritising quality, relevance, and user experience, you can create content that not only ranks well in search engines but also turns visitors into loyal customers.

Content is just as important as the design of a website, so it must be a key consideration for business owners and managers looking to refresh or re-design their site. For more information, please contact us on 01202 684400 today.

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