Is your Website really communicating effectively to your target viewers? Is it delivering the results you want? Are you losing viewers and sales? The crucial importance of good content writing for effective Websites is often over-looked...

You need effective text content for your Website to cut through Have you noticed some Websites that have nice graphics and functionality...but their professionalism and credibility are let down by the text content? Nick Usborne, speaker and author on writing for the Web, says "Go to your favorite Web site, strip away the glamour of the design and technology, and you’re left with words – your last, best way to differentiate yourself online". Graphics and layout are really important for first impressions but the text content has the final say on a Website’s effectiveness...it holds the information you're seeking or convinces you to buy something.

What are common problems with Website text content? In the technological world of the Internet, the discipline of good old-fashioned writing quality is often overlooked. Elements of poor spelling and grammar, vague or confusing waffle, complicated verbose language, and disjointed sentences are quite common. Business owners know their own products and services, but can't always communicate them effectively to others. Also Web design companies, though usually well trained in graphic design and programming, may lack skills in content writing and general communication.

So what does Website text content really need to achieve? Effective communication is needed for a Website to inform, instruct, or sell to its target viewers in their own 'lingo'.

•Concise and to the point Viewers generally browse Websites somewhat impatiently, in contrast to printed material where they are happy to relax and read more at length. So, to hold attention, Website content generally needs to be concise and to the point. This is even more so for email newsletters. Longer text does have a place, however, where viewers are looking for detailed information or need to be convinced of something, e.g. a captivating real-world story-line to sell a product.

•Accurate and realistic claims Text needs to be accurate and realistic versus exaggerated hype, like "best offer in town" or "unbeatable value", which only raises doubts for many people.

•A personal touch Content written in a personal one-to-one manner can be effective to build trust and rapport, versus an impersonal 'broadcast to the masses'. Encountering real people and places builds credibility with a viewer. Remember the old adage..."people do business with people"...particularly for services more than commodity products.

•Meaningful headings Meaningful headings are important for viewers to be able to scan quickly to get the gist of your message, rather than having to wade through lots of text to find information they need. Hierarchical headings based on relative importance really help to guide a person's eye directly to the most important information first - a general principle of design. In a busy world of information overload, a simple clear format is more effective than busy clutter. Many Websites, even for some high profile companies, have so much information on the screen that you don't know where to look first.