Well-written and organised content addresses the needs of your audience by providing them with the information they want, in a format they wish to see it. It also creates a vital good first impression on your visitors. To do this involves knowing and understanding your audience and what type of information they're looking for.
Know who you are writing for
Think about who specifically you're trying to reach. You may say - students. But which students do you mean? Prospective students? International students? Returning current students? Students at the Southend Campus? Knowing who you are writing for will help keep your content focused and to the point.
Define your visitors' tasks and give them what they want
Know why the reader has come to your page and what they will want to do there. Provide the information the reader is looking for and do not be tempted to write more than is necessary, your reader is unlikely to read it and it will get in their way.
Make it compelling
Consider in detail what you want to tell users and how you can relate to them in a way that will interest and engage them.
Strong, compelling content:
- helps the reader feel that you can relate to their needs
- creates a feeling of trustworthiness and credibility to your site
- tells the readers who you are and what you do, but more importantly it tells them why they should care about what you have to say and how it will help them.
Organise your content
Organise your content carefully so that readers can find what they're looking for quickly and easily, by using:
It's important to stress that shorter, concise content generally works much more effectively. Remember, your users will want to get to what they need quickly. They won't read your content, they will scan. As a rule of thumb, only write one idea per paragraph and keep sentences short.