7 Top Website Content Tips To Increase Engagement

Content and Design

A Must-Have Guide For A Successful Website

Which should come first content or design? Both. In this blog post you will discover in-depth best practices, insider nuggets, and common sense tips to absolutely guarantee winning content for your website. And for web designers, these are content tips that call for seamless integration with current web design trends. Sound good? Let’s get started.

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1. Set Goals

Without proper goals, how do you know where to start, where to go, and how do you know when you’ve arrived? Here are The Top Three Goals:

  1. Establish a strong brand foundation that demonstrates your experience and expertise with your services or products
  2. Create a cohesive visual brand, used consistently, to establish trust as a leader in your niche
  3. You need a messaging strategy to deliver impactful content. You must have a hierarchy and an overall story to tell about why people should care about your brand.

2. Accept that Content and Design Have A Symbiotic Relationship

A car needs an engine, axles, tires and on and on, but if it doesn’t have style—no one will buy it. You can’t have a successful web experience without great content or creative direction. In many ways content dictates design. When redesigning a website or designing one for the first time—there should be a healthy symbiotic relationship between content and design. I recently read an article by a coder, who also advocated the premise, “Start With Content.” Start your web project with actual content, not lorem ipsum, so your designer and programmer can help you best.

If you are a business, how do you go about developing great content? If you are a web designer, what tips can give your client so they can provide successful content? This blog post will answer both questions.

Let’s assume two things at the outset. 1. A content and design strategy is a good thing and 2. You want your content to pass the 10-second rule. You realize that no one is obligated to read your web content, so you need to make the most of the shot you get.

3. Remember The Top Three Factors That Go Into Web Content

Now, let’s get to the heart of the matter—content. The three main questions to ask about your web content:

  1. Is your content a feature?
  2. Is your content a benefit?
  3. Will the content motivate?

You want to keep these three items in the back of your mind at all times. The goal of course—the number one priority is ORIGINAL CONTENT—these initial three questions will help form your original content. These three key questions will prevent your content from going stale or wasting space. You will always stay on-brand if you focus on these core elements. Whether you are selling products or services—the texts need to answer one of these three questions. And if you are a company with originality and integrity, great content will be inspired.

4. Learn Your Home Page Anatomy

Navigation > Hero image > Tier 1 tiles > Tier 2 tiles > Fat footer. This is the bare minimum, the skeleton that embodies the standard model of today’s winning responsive web design. “Tiles,” represent key benefits or key services and each may also be set up by an impactful headline. The anatomy speaks to both content and design symbiotically.

If you have three key benefits of your company that you lead with and then have four products that you feature on your home page—this is an example of how content dictates design. The designer immediately visualizes three tiles that will need to be near the hero image and then another strata of the web design for the product descriptions—at bare minimum. As the saying goes, the biggest mistake with content is writing too much and the second biggest mistake is writing too little. You’ll need to learn what balance is right for your company. Whatever keeps engagement and motivation at a peak level is the right amount of copy for you.

5. Test Your Web Design Strategy

Test Your Web Design Strategy for The Seven Most Essential Qualities Of Successful Web Development. Assuming that the content is original and well-optimized (you’ve done some keyword research), there are other factors that trump keyword integration in the initial stages of content development. Let’s look at the top seven factors that any website should consider before going to the programming phase.

  1. Is it an attractive and cohesive brand statement?
  2. Is it on-brand?
  3. Is the navigation easy to understand?
  4. Will it work technically?
  5. Is the content on-message?
  6. Does the content offer a multi-tiered experience for the web visitor from scannable to in-depth?
  7. Will the content motivate the visitor?

If you can check off each one of these 7 questions, your website will very good. Each question touches on specific areas of visual or content development that should be reviewed very carefully. How do we go from “very good” to “great?” Read on.

6. Make Sure To Focus on Your “Words To Own”

For your SEO and for your brand—the final juicy tidbit, and this will even help with your Adwords or social media campaigns, is this all-important question:

What words do you want to own for your brand and for content marketing?

What words or phrases must absolutely be associated with your online brand?

Irregardless of marketing cost—what words or phrases must be associated with your brand? Make sure to weave them into your content.

7. Prolong Engagement With Internal Linking

Now that you’ve written motivational content and developed an impactful website design—when possible, promote internal linking. An internal link is one that points to another page on the same website—it’s like a text ad link for another area on your website. The link, called an anchor text, should be descriptive. This will help motivate the visitor to keep learning about your brand and add longevity to web engagements.


Make it original, write features and benefits that motivate your brand, find words to own and descriptively encourage internal linking—then put it all into an on-brand web design. Visit Part II, the wireframe process for content strategy success.

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