Content is King


With so many moving parts and mini-milestones during the web design process, it can be easy for clients to put their web content on the back burner. Unfortunately, when it comes to web design, content is king.

While the user experience and general design of the website are crucial, all of them are informed by the actual content of the website. The amount of copy on any given page can drastically affect the user experience. If we know beforehand that an “About Us” page will have 700 words, for instance, we’ll consider that length of content when designing, and work to make that content more manageable for the reader.

But that’s just one example of the nexus of design and content. We’ve compiled some important points to remember when creating content for the web that will help to increase SEO and make your site more pleasant for the average user.

1. Bullet Points and Numbers are Your Friend

Notice how I’m using them here? Modern users are accustomed to bit-sized information, and with popularity of list articles on Buzzfeed and the like, you can be sure readers will breathe a sigh of relief when your content is neatly packaged for quick consumption.

2. 300 Words are Ideal, but Don’t Bore Us

This is a constant struggle between content writers and SEO marketers. According to SEO experts, Google is more likely to index pages with 300 words or more. The problem is that 300 words is A LOT of content to take in. We suggest balancing your content and optimizing as you see fit. If your services page can handle 300 words or more, work to structure the content so that readers can consume it in parts. Walls of text are the antithesis to a high-quality, modern website.

3. Plan Out Your Content as Early as Possible

While it’s not always possible to have all your content ready before design or development begins, it certainly helps to have an idea regarding character counts and layout. We typically use a pre-development content management system that lays out pages and sections so that our clients (or our own content writers, in some cases) can populate as content is completed, allowing developers to spot possible issues early on.

4. Know Your Audience, Develop Your Voice

Your type of business will ultimately dictate the tone of voice on your website. A corporate insurance company will obviously want to employ a strictly professional style that won’t undermine their authority or trust. That said, a gastropub or bowling alley can have a bit more fun with their content, as their industry lends itself to a more light-hearted or casual tone.

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