Almost every social media marketing tip will tell you that the “Content is the King”. However, a kings’ kingship can be challenged when it’s reign is not structured well. In simpler terms, the quality, quantity, efficiency, and hierarchy of your content can make or break your kingdom aka website.
A website is a link between services/product, the service provider(s) and the user/consumer. A good content bridges the gap between the latter two so that the service is transacted smoothly.
Before we start off structuring it is important to understand your target market, as your website’s design, template and content will be governed according.
Content in accordance to the Target Market
Your content will invite a particular set of audience, whether that’s your target audience or not is entirely dependent on the content. Well, that why we say ‘content is the king’.
For instance, an art supplies website has encyclopedic information about artists, art and DIYs. While certainly relevant content, it will invite a niche of an audience that is interested in the knowledge of art and may or may not be interested in buying the art supplies.
Now imagine you construct the same information around a certain product, such as how an artist used this product and how the buyer can use it in various forms. This content will not only invite the buyers but also inspire and intrigue them towards other product ranges as well.
Structuring Your Content
It is said that first impressions are most important, hence before anything you need to decide the outlook of your website. The font, font size, font color, background, display pictures, and other graphics related stuff. It is important to play around with this stuff to enhance certain areas and content of your website. For instance, your website name should be instantly noticeable and legible.
Additionally, not a lot of people will read a lengthy write-up, so crisp up your content, make shorter paragraphs, divide it under subheadings, add bullet points, highlight extremely important words or sentences by using bold or italics.
Menu Bar, Header, footer, sidebar
Smallest of things this could drastically change the overall experiences of your website. For instance dividing, certain tabs between header and footer can instantly de-clutter your website.
Menu Bar –
A bar that shows different pages of your website such as home, about us, product categories, how to, Contact us etc. Do not overfill your menu bar, segregate tabs in the header or footer section.
As unsaid rule headers usually have fewer tabs, so that the visitor is not distracted from the main content of the website. It can have login/sign up, Search, blog, about us, categories, social media tabs.
Side Bar –
Depending upon the format you choose for your website can have some tabs along the sidebar as well – social media link, news, and press, previous article, sales information.
You have the full liberty to play around with tab placements, there are no stringent rules, however, it is advisable to keep most relevant information in header or sidebar.
The number of pages, clubbing or segregating information is all your call. Here are a few commonly used options.
Homepage, About Us, Features/how to, Product/Service categories and ranges, Blog, Contact us, FAQs, Login/sign up, etc..
The first page of your website, make it worth your visitors' visit.
Tagline - Few words that strongly and broadly explains your target user, what to expect from the website. Basically what product/service you are providing.
Description – Paragraph of two that describes the services/product offered, a brief about the company, the USP, why should they choose you. This is basically an extension to your tagline.
Call to action - Basically, you ask the visitor to take action whether by directing them to a product/service page or asking them to view pictures or videos that further explain the product/service or ask them to subscribe to the mailing list, newsletter etc. or ask them to fill in a contact form.
Testimonials/User comments/Press - Genuine testimonials can work a charm on your consumer as they help in building and strengthening the belief your client towards you. Do not overdo on it as well, keep the testimonials between 2-5 and invite the users to explore others on a different page.
About us/Why us
As the name suggests this explains who you are, what you are, your starting point, your mission statement, your profile, your vision. Achievements and testimonials could be included in this page itself.
Embroider your USP’s and strength in this section. Mention information about the product/service, workflow, the service cycle etc. FAQs can be added to this page or could have a page of their own.
Service/ Product categories and ranges
Introduce the types and subtypes of your service/product. Always starting off with your bestseller.
An important page to have as a potential customer will feel a little more assured as in case of any query, they have a point of contact. Add your contact no., email id, social media links, address and the corresponding google map with it.
Whilst adding content to these pages do note that good content for your website will be words that are phrased as per the intellect of your target audience but aren’t too complicated for the layman; content that gives all the necessary information but isn’t too long either.
It should be inviting, relatable, persuasive, unique while being concise. As illustrated above developing good content is an important aspect of your social media marketing and you can always hire professionals to do the job for you, just visit Whiteseeker.com to ease off all your the content related worries.