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257Chapter 16: Tapping the Internet’s Marketing Power

Creating content

Content is the term used to describe electronically delivered information.
Documents (copy), photos, and graphics are all part of content.

Keywords are words or phrases that describe the content of your page. When
people seek information online, they enter keywords into search engines. If
the search request matches your keywords, your pages will appear in the
search results. How high on the list your site appears is a topic unto itself. See
“Optimizing your site for search engines,” later in this chapter, for information.

As you prepare content, use the following guidelines:

ߜ Organize content by the page. Rather than writing your site as a unit,
think in modular terms. Focus each page on a single topic with unique
keywords, which you should place in the headline and several times in
the page copy. By using unique keywords on each page, you’ll cast a
broader net for catching Internet users seeking information under vari-
ous keyword searches. Be aware, though, that this approach may send
people not to your home page but to an internal page of your site. So
that they aren’t disoriented, be sure that each page carries clear identifi-
cation for your company along with a link to your home page.

ߜ Limit your words. Know what you want to communicate, prioritize your
objectives, and keep your message to the point. Go for visibility over
volume. Online, people demand clarity and easy of use.

ߜ Make it easy to skim. Use short, bold headings, bullets, lists, or other
devices to make your pages easy to scan.

ߜ Talk directly to your customer. Use short paragraphs and sentences.

ߜ Make the visit worthwhile. From the first moment users arrive, give
them a reason to stay on your site. Use quotes, testimonials, headlines,
graphics, or other quick-to-grasp methods to telegraph the message that
they will find what they’re looking for on your site.

If you write your own Web site content, ask someone who is good at editing
and unfamiliar with the technicalities of your business to review your mater-
ial. This will help eliminate jargon and keep content focused.

Site navigation

Navigation is the way users move around a Web site to find and access infor-
mation. Sites use menu bars and colored or underlined text or icons to help
users find and link to designated pages.