Page 1 Design

In order to create a strong structure to a website, you must first understand the methods of producing effective website copy. Website copy is a key element that provides structure and goals throughout the development and design process.  Content must consistently change and evolve in order for your website to achieve all of its intended goals. Website copy and its appeal to the viewers’ eyes are key elements that work together to produce highly effective content for the online consumer and the clients for which we market websites. Through specific structure and organization, confusing and hard-to-read websites will be avoided. The easier the website is to navigate, the more time your viewers will spend on it and the more information they will absorb.

Content Information

Content on the web is written differently compared to other forms of marketing materials. It is also considered the only medium that is "interactive." When writing for a website, details are specifically placed according to what the website’s goal is and where you want to take the user.

Navigational strategies are designed into a website to help the user meet the goal of the website.

1. Write with destinations in mind
• Links should be within the content and in various locations on the page
• Calls to Actions should include meaningful links and be written in such a way to encourage the user to "act" in some way (contact, fill out a form, schedule a consultation, etc.)
• Links should occur within a bulleted list
• Always direct visitors to new areas and do not leave them in a dead spot
2. Organize and plan for future growth
• Strategize and categorize your navigation
• Know how your users consume and read the information
• Place interactive elements appropriately
• Work in harmony with other graphical links and navigational elements

Click here for an example of website design copy.

Length

Length is defined by the information that is layered onto the pages and how that information can be digested easily. Each click your visitor takes shows that they are looking for more detailed information. The level of interest also changes because they change the way they are viewing the content from scanning to a reading mode.

Website copy should be simple and easy to read. By following these techniques you can help move your user more intuitively throughout your site:

1. Write to the appropriate audience (usually a 9th grade level)
• Short and to the point
• Write for multiple audiences (remember men, women, children, seniors, etc. will all be reading your site)
• Avoid technical jargon that will only confuse the user
• People scan first before they read so avoid large blocks of text
2. Breaking up the content for easy readability and accessibility
• Using selected keyword phrases throughout the site
• Bold and italicize keywords that should be emphasized
• Use headings and subheadings to help highlight the topics
• Bullet points

See effective use of information in website design.

There is a vast amount of information on the Web. It is consistently growing and changing each day. People move through content until they find what they are looking for. Users start by scanning and eventually transition into reading once they find the information they are looking for. The main goal of your website content is to get your visitor to take the desired action (to contact, to schedule, or visit another page, etc).  It is important to not just look at the superficial aspects of your website copy. You must realize that the number one goal of content is to keep the user on the site and reading more and navigating to additional pages, in the hopes that the user will eventually be a new patient or client.