Browsing articles in "web design"

36 Ideas To Grow From Good To Great Content Marketing

Do you have a defined content marketing strategy?

36 tips inside, if you have time to cherry pick through:

To save you time I have pulled together a few main points and provided some details:

To write well for the web, you need to understand what today’s Internet users want and expect.  Users want web content that:-

  • Is easy to skim & scan
  • Is written in a style that is direct, concise and factual
  • Is focused around their needs (not yours)
  • Has credibility and inspires trust

1. Understand how users read on the web

Users read differently on the web – unlike when they are reading a book from cover to cover. On the web, users don’t read word for word. They skim content, trying to get a quick impression of what it’s about.  They scan for the bits they are interested in and ignore the rest.  You need to understand how users read on the web, then write content in a style that makes it easy for them.

2. Write content that is easy to skim & scan

  • Be direct
  • Start with your conclusion
  • Limit each paragraph to one key concept
  • Use meaningful headings
  • Use bullet points and numbered lists
  • Include summaries or overviews

3. Keep your wording short & simple

Be brief and concise. Reduce your word-count to a minimum. Write clearly and simply. Give your users links to simple background information, so that the most casual visitor can work out what you are talking about.

4. Know your audience

Who are you are writing for?  What are their needs? What will they come to your web page to find or achieve?  What is their level of expertise? Build a profile of your various audience groups. Focus your content around your users’ needs and tasks, not around yourself or your organisation.

5. Engage your user

Imagine who your user will be, and keep that imagined person in mind as you write for him or her. Talk directly to your user. Provide interaction.

6. Build trust

  • Be factual and accurate.  Where appropriate, prove the verity of your information with links to trusted websites or by quoting trusted authorities.
  • Include only content which conforms to the purpose of your website.
  • Protect privacy and respect copyright.
  • Keep your content up to date.
  • Publish your contact details.  Provide users with a sense of knowing who is behind the website.
  • Spell-check your content.
  • Invite people to report errors, then fix them.

7. Test then refine your content

First test it yourself – review each web page while imagining how it reads to a new user. Then test it on users to learn what works and what causes difficulties. Test your content on different audience groups with different levels of knowledge. Test web page performance in all common browsers. Test, refine, test, refine, test … (You get the idea).

8. Help people (and search engines) find your content

Organize your content so that your website is easy to navigate. Use hyperlinks to articles on your own website and to other helpful sites. Do keyword research to determine what keywords people are likely to use to find your content. Sprinkle your content with those keyword phrases, paying particular attention to your article title, headings and your leading paragraph.  Provide alternate text descriptions for your images (Google loves knowing what images mean).

9. Create the right tone, look and feel

When you create web pages, aim for a unified tone, look and feel throughout your site. Aim for the right tone to suit your audience group and your subject matter. Keep the tone of your website unrelentingly positive. Use multi-media cautiously – it should enhance the page, not distract the user.  Develop an appropriate identifying brand if you do not already have one, and include it on every page and communication. Color, images and the ‘tone’ of your conversation with the user all help to create a psychological impact on  your users, and help to communicate a subtle message about who you are.

10. Be generous with your expert knowledge

Users value expert knowledge.  It can be a draw-card for visitors to your website and it helps to build credibility because it establishes you as an authority on your subject. Don’t give your expert knowledge all at once.  Organize it into digestible pieces. Give a summary first, then let your users drill down for more details.

Website Launch – Lurgan Model Primary School

Jan 17, 2010   //   Blog, web design

The evening of Thursday 14th January, was the launch of the website for Lurgan Model Primary School. For the past number of years jam Eservices have proudly provided Lurgan Model Primary School with web services and guidance on their digital strategy.


In photograph, l-r: Year 7 pupils, Mr Jason Campbell (jam Eservices) and Mr Rodger Toner(Principal).

The new website is designed to keep parents informed in an up to date way about the latest activities taking place in the school and to give prospective parents a flavour of what is on offer at Lurgan Model.

Launching the website on the 14th January 2010 at Lurgan Model Primary School, Mr Rodger Toner, Principal said “The Internet is now an important way of communicating with our school and wider community, we are excited with the potential that our new website offers, for example we now have a blog feature that allows us to stay in constant contact with subscribers and those who view the website regularly. Jason Campbell from Jam Eservices has proved invaluable throughout the process of designing and developing our website, Jam Eservices are continuing to maintain and develop our website.”

At the launch some pupils from Lurgan Model were present, some comments about the website included “I like showing my friends the photographs” and “I was able to show my mum some of my work I had done in class”.

Jason Campbell, Owner of Jam Eservices attended the website launch and stated “The web is a perfect medium for any organisation to communicate with its target audience and the general public, reaching them immediately and cost effectively, The new website gives the public additional ways to contact Lurgan Model including email address and online contact form”. Jason also commented “I wish continuing success for Lurgan Model for the rest of the School year and praised Mr Rodger Toner, Principal, for selecting a local business to provide the school’s website and additional web services”. 


In photograph, l-r: Mrs Lynn Brown (ICT Co-ordinator), Year 7 pupils and Mr Jason Campbell (jam Eservices).

Client Recommendation +1s

"great website, great feedback & more sales leads"

"invaluable throughout the process of designing and developing our website"

"Jason described the benefits... convincing me to go ahead"

"exemplary both in terms of the creative process and the physical construction of the site"

"We are delighted with the finished product and have had many positive comments from our patrons"

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