Content is King
Time and time again content has proven to be the single most
important component of successful web sites. Virtually
everywhere you surf the web, you can locate just about any type
of information or content you are seeking. With this thinking in
mind, what would make people utilize your web site? Furthermore,
what would persuade people to return? The answer to these
questions could hold the answer to your web sites long-term
health.
WebSiteEstates.com (http://www.websiteestates.com), a free
on-line marketing resource, is a perfect example of a web site
that thrives on delivering content. While I am managing editor
of the web site and control the editorial content, I have
proactively been involved in examining how our users interact
with our web site and their involvement with our content over
time.
What we've learned is quite simple. If your content is good, you
will over time acquire web site visitors. To retain those
visitors often takes a little bit more. While the number of web
sites on the Internet continues to escalate, the value of solid
content will only continue to rise. Here are some concepts that
may help make your site the 'stickiest of them all.'
Well-Organized Content
You may have the best content on the planet, but if people can't
find what they are looking for, it's useless. One idea is to
break your content into appropriate subcategories and make sure
those subcategories are clearly representative of the content
behind them. Also, be consistent in the placement of content for
up-dates on the site. You don't want to confuse repeat visitors
who become accustomed with the navigational structure you have
set forth from the beginning.
Refreshed Content
When possible, up-date the content on your site. If the content
is exactly the same as the last time that user viewed your site,
why should they stay? Furthermore, why should they return again
if they believe the sites content will be exactly the same as
when they left. Also, try and be consistent on your up-date
schedule. Whether it is daily, weekly, or monthly, the user
knows when to return for the sites latest content.
Multiple Deliveries of Content
Offering the content to be deliverable to their email account is
a definite luxury that many web site visitors may definitely
take advantage of. If you have multiple topics of content, you
can offer the option to select which topics they are interested
in receiving instead of all of the content at once. The key here
is to give the user control of the content they are seeking.
Feedback to Improve Content
There is no better market research that the insight from your
site visitors. Make sure your web site has open channels of
communication to allow visitors to let their opinion be heard.
As with any web site, you should always respond promptly to
suggestions or at least make note that all suggestions will be
reviewed and taken into consideration.
Allow Visitors to 'Spread' the Content
"Recommend a Friend" or "Send this Page" are very good features
to have on a web site. It makes it quick and easy for users to
spread the word to friends and colleagues. You may also consider
inserting a link "Print this Page" to further assist users in
displaying your content