Client Check Sheet John Wilkerson Professional Writer

Client Check Sheet

What is a search-friendly website or web page content?

Quality writing is at the heart of any website project. Far too often web page content is thought of as an exploration in stuffing keywords into lackluster narrative. Search engines no longer focus on keywords for page and site ranking. Instead, ranking algorithms look at the content as a platform for interaction within the entire website. Visitor behavior drives website ranking, not keywords.

This interaction is grounded in the browsing behavior of website visitors. If a webpage or article is visited for longer periods of time, it is assumed the reader took the time to read what was written on the page. Secondly, internal links within the page need to flow back and forth within the website, allowing the individual to visit multiple pages upon their visit. If the visitor follows several links within the website, the search engine scores the website higher than one that only has single page visitation.

Social sharing is another element that drives website ranking. It is desirous for the organization to build content that others want to share via their choice of social platforms: Facebook, Twitter, Pinterest, LinkedIn…

Common web page names

  • Home or Landing Pages
  • About
  • Staff Bios
  • Organizational History
  • Key Employee Interviews

So how does all this website content get created?

Most web developers gripe that writing page content is one of the largest hurdles they encounter when creating clients’ websites. It’s common for the client to promise to write the content themselves, only to not deliver quality copy or no copy at all.

The second issue is the amount of content needed to keep a website relevant. Webpages are static—they don’t change much over time. To overcome this, articles, (e.g., blog articles) are created to continually increase a website’s page count. The intent of these articles is to provide more contextual information for the website visitor and increase the overall website ranking. A fact to remember is that websites are always hungry for more content. They must be fed on a continual basis. Large organizations have teams dedicated to the creation and management of content.

Someone must write the content for the organization’s website. Many firms believe they can do the job quicker and cheaper than by outsourcing the task. This is not necessarily true. The lost opportunity cost for potential sales can quickly outpace the cost for a ghostwriter.

A ghostwriter steps in and creates website content and, in some instances, manages the content database within the organization’s website. They are independent contractors who only work when necessary and provide a professional service.

At the end of the day it is the story that matters. You want the website visitor to read the content, find value, visit other pages within the website, and share the content within their social media channels. It is also important to create content that moves potential customers along the purchasing process.

Questions to ask about your organization’s web page content

  • Does the company have a formal team responsible for content creation?
  • Who copyedits and proofreads internally created content?
  • Are you leveraging your sales team for web content?