Five ways to create great website content

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Driving traffic to your website is important but understanding how to keep them there is just as fundamental. Becky Bradburn, brand manager for UK Domain Family, believes an essential factor for attracting and retaining visitors is to create engaging website content that will improve the user experience. Here are five tips to attract and keep customers on your website for longer.

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  1. Make it easy for customers to find you
One of the first things you should consider is how your customers will find you so think carefully about your domain when setting up a company website. According to research by Insight Engineers, 81% of people in the UK prefer .uk websites when searching or buying online. Registering a .uk domain shows potential customers that you are a trusted British business and search engines are likely to rank your website higher for relevant searches in the UK.
By using the right content you can also help boost your search engine ranking. For Search Engine Optimisation (SEO) purposes, try to use relevant phrases and keywords on each page of your website that your potential customers will be looking for. Make sure you anticipate any topics they will be typing into the search engine and write a unique, relevant title and description for every page of your website that will cover these topics.
Avoid repeating phrases and words to artificially increase your SEO performance as most search engines will know what you are up to and will penalise you accordingly. It’s worth noting that Google recently made changes to its algorithm in order to move people away from tactical SEO methods. Now it rewards more natural and organic content that is relevant to your customer’s search queries. So, rather than spending all of your time finding the best keywords, it’s worth doing your market research and creating more conversational content that is relevant to your customers.
  1. Understand your audience
Secondly, it is vital to know who your potential customers are so you can find the right style of communication for your website. Knowing your audience means you can adapt the content to address the customers’ needs. When it comes to finding your tone of voice try to be real and approachable. This will yield much better results than writing in a sales-orientated way. Of course, it’s much easier to tailor your conversation when the person you are speaking to is in front of you, so with this in mind it’s worth taking the time to read your content out loud.
A great way to get started is to take a few tips from other brands that engage with their customers well. Research your competitors to see how they are interacting with their audience. That’s not to say you should emulate other brands but it will give you a feel for how they understand and communicate with their specific demographics.
  1. Keep it concise and relevant
Remember that you are providing a snapshot of your business, which is going to be scanned in a matter of minutes, if not seconds. So attention-grabbing headings are key. Most internet users scan the page for a summary so it’s important to help them find the most important information straight away. Any content you decide to include after that must be easily digestible; don’t use twenty words when four will do.
Remember that not all visitors will be experts in your market so ensure that all visitors can clearly and instantly understand what you do and what services you offer. Keep jargon and industry-specific terms to a minimum and focus on what you want the customer to understand about your product or service. 
  1. Use eye-catching images
An image on the page will be the first thing the reader sees. An eye-catching picture will express far more than a dry block of text and is more likely to keep the reader engaged. However, there are some things to consider when selecting the right image. To start with, it should aid the reader and provide them with a context for the copy. Make sure you don’t over populate the page or include too many moving or flashing images that may distract the reader from the information. Above all, make sure the pictures are high quality and look professional. Whether these are pictures of your product or your team, make sure your attention-grabbing content is in the spotlight and not an image that looks amateur or out of place.
  1. Guide the user
Users visit a website with a purpose in mind, whether it is to get an answer, buy a product or find a service. Often they are looking for something specific, so ensure navigation around your website is as easy as possible. If you want to encourage them to read a blog, watch a video or subscribe to a newsletter then you need to make these directions clear; giving the user a strong call to action. It’s important to remember that if they can’t easily find what they are looking for then they will go elsewhere.
Planning engaging and diverse content that captures the interest of your customers is a strong foundation for success. Taking these points into consideration and pausing to consider the overall impact of your website content is time well spent.
To find out more about the benefit of a .uk domain and what it can bring to your business, visit: or get in touch on Twitter @dotuk

About Dan Martin

About Dan Martin

Dan Martin has 10 years experience as a journalist writing about entrepreneurs and the issues that affect them.

After three years working as a researcher for Sky News, he joined as a reporter. This was followed by two years working as news editor for during which time Dan also contributed to Growing Business magazine. In 2006, he joined Sift Media as business editor before being promoted to editor of He also has responsibility for UK Business Forums, the UK’s most active online forums for small business entrepreneurs. In addition, Dan founded The Pitch,'s nationwide competition for small business owners. He host the grand finals in 2009 and 2010 in front of an audience of 300. 

As well as interviewing many entrepreneurs, Dan has written content for leading business organisations such as the Department for Business, Enterprise and Regulatory Reform, British Chambers of Commerce, Forum of Private Business, Investors in People and Business Link for London. Among the publications that have quoted Dan are The Times, Mail On Sunday, Financial Times, Personnel Today and Bristol Evening Post. His articles have also been published by publications including eGov Monitor, Virgin Express in-flight magazine and Personal Success.

Dan regularly speaks at events about small business and social media issues. Among the events he has presented at are the National Federation of Enterprise Agencies' annual conference, Learning Technologies, Publishing Expo and World of Learning. He has also chaired high profile debates featuring senior representatives from Business Link and the Federation of Small Businesses and Dragons' Den judge James Caan.

Dan was named the 10th most influential political blogger on Twitter by the Independent and won the public award for best B2B tweeter at the Golden Twits 2010. He also organised the Bristol Twestival, part of a global Twitter driven charity initiative, in February 2009 and March 2010. Volunteers from 175 cities around the world organised events using the social network. In total, $350,000 was raised for charity: water in 2009 and $500,000 for Concern in 2010. In Bristol, £1,500 and £5,600 was raised.


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