Working with content every day, I feel the need to speak of its importance. Whether it’s a new website or one that needs a little freshening up, content is usually the last item on the list. If one does not decide to use the services of a professional copywriter, the task can be pushed to a corner, ignored, and left until it is the last remaining item, similar to kids selecting their teammates. There, poor content waits for a bit of the attention design and navigation receives.

When deciding what or how much of it to write, try to imagine going to buy a new car. You aren’t there to hear the full description of what a splendid car you are looking at. You just want the facts: gas mileage, price, and warranty. Use this as a guide for content. You want to deliver the point you are trying to make without losing your audience. Usually, if a visitor sees paragraphs on a site’s pages, they might scan the first, and either move to another page (meaning your content failed in delivering your meaning), or worse, leave the site altogether (the worst blunder of all). Visitors are showing a trend to no longer take the time to read lengthy explanations. They want it short and sweet.

To keep your content brief and to the point, use bullet points, powerful and relevant headings and keep the length of the text to a minimum. Describe who you are, what differentiates your business (from the perspective of how the client benefits), and why the visitor should choose your services (or purchase your product). Your content should intrigue, invite, educate and entertain the visitor, without boring them.

If the design of your site is the bait, content must be the hook. Content’s task is a bit more daunting than given credit for. The World Wide Web is a very competitive place. Make sure your hook is razor sharp.