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Three Tips for Creating Compelling Web Content

August 7, 2009
at 12:00 pm PST

In many cases, your website is the first interaction customers have with your business. If visitors are lost, confused, or can’t find what they need, they will leave — along with their business.To provide some guidance around the subject of web content, we chatted with content guru Gerry McGovern, author of the book “Killer Web Content” and founder/CEO of Customer Carewords. Online content (as opposed to print content), says McGovern, is much more specific and to the point. Web content drives action. When creating your content strategy, start with the top tasks a visitor would perform and build content around those. The websites that fail, he says simply, are organization-centric. They say to the customer, “fit into our way of working.” In the age of You Tube and social media, websites need to focus on customer needs. Watch the video to learn McGovern’s three quick and practical tips for creating content that will help increase sales and decrease frustration.
As you think about your own web content, remember that the top level of your site, including your home page, needs to be very clear without too many links or too much information. As you get into the deeper sub-pages, provide more info or technical detail for those who want it.His final words of wisdom? Traditional marketing is about getting attention while online marketing is about giving attention. What happens after you’ve got the customer’s attention?

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3 Comments.


  1. Good advice – most of it is founded on usability principles. Make the website easy to find and then make it easy to use when they get there.Amazing how many websites fail at doing this!

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  2. Exactly – building good content requires applying the exact same user-centered principles as software, websites, or products. Figure out what the user wants and needs then address those requirements as simply as possible.

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  3. Yes, usability is very important and of course quality content. But what does quality means for the target group? Usefull Information for b2b clients and at the same time realtively curt – a balancing act

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