Why a Content-First Approach Matters for Your Website

When organizations ponder why their website underperforms, they often turn to a flashy interaction or a trendy visual design element as quick fixes. However, the problem often lies in the content—either too much copy, or it's hard to read.

Words matter

If you have doubts about the value of content, consider it from a Minimum Viable Product (MVP) perspective. If you remove everything but the words against a white background for your website, it should still work as intended.

Who is your website for?

Users visit your website because they're seeking information or want to do something—not to see an online brochure of your products or services. If visitors can't find your phone number on your Contact Page or download a spec sheet for your product, they leave forever. Moreover, they've probably gone to your competitor's site.

What do your users want?

Most organizations believe they know their users; however, many admit they haven't done any user research.

Although most organizations have analytics, few grasp the insights of the numbers, percentages, pie charts, and bar graphs mean.

Which pages do users most frequently visit on your site? Most traffic for a website goes to less than ten pages.

How long do they stay on those pages? If you have a high bounce rate, it may mean visitors can't find the information they're looking for or can take the action they expect.

Organizations often think that displaying a "wall of text" presents them as experts in their industry. In truth, this often overwhelms users and reduces the findability of what they seek.

You're already doing user research

You might think you need to invest in expensive and lengthy user research to understand what users want from your website, but that's not the case. For one, user research does not need to cost much money or take a long time. Even interviewing five users can offer a wealth of insights.

An experienced content researcher will start by asking to see your customer support or search logs if you have them. If not, they'll speak with customer service or the sales teams. These public-facing associates connect daily with your prospects and customers and know their most frequent complaints and questions.

Speak in your users' language

Research shows users prefer a concise, conversational writing style when reading web content—regardless of education level. If your user says "trade" when referring to their profession, don't use "vocation." It will "discombobulate" your user!

Less really is more

Users scan the information on your website instead of reading every word. They need just enough text to answer their question or help them do what they need to do. Anything else is a distraction, and to borrow a phrase from the Marie Kondo toolkit, it doesn't spark joy in users.

Writing is designing

Display copy in short paragraphs with plenty of white space to help users scan information faster. Headings and subheadings assist users in finding what they're looking for quicker and aid with search engine optimization (SEO).

Remember, it's a conversation

Although a brand voice varies from organization to organization, web copy should sound human. Users appreciate plain language without much jargon. A conversational style builds trust and user engagement. Moreover, it makes content accessible for visitors using screenreaders or for whom English is not their first language.

Make your content more findable by using clear, concise copy. Keep in mind, though, that brief doesn't necessarily mean short. If each word doesn't assist with the heavy lifting, it's fat, so cut it for a message that's on point.

The proof is on the page

Are you curious about how these content-first principles can help your website's performance? Put them to the test. The analytics and conversions will demonstrate the results.

Need help with your content?

To learn how SHERPA can help with your digital content, call us at (404) 369-0219.