The Quality of Quality Content

Kyle Faber Account Director

With every new website we work on, and every new client we receive content from, the more I come to realize how little we emphasize the importance of quality content.

A seemingly nonessential part of the website design process, the development of content is usually a chore taken on by the client. This is becuase the client usually believes that they are masters of grammar and can easily compose content that will be beautifully orchestrated by their grand conductor of a website. And while this may be true in some cases, we tend to see the opposite. Or in other cases, the client chooses that they do not want to spend the relatively minimal amount of money, in most instances, it will cost to have someone with experience develop the copy for them.

Now, this is all said in no offense of course, and if the client wants to unknowingly butcher one of the most important aspects of the project, who am I to say otherwise? Well, I think I will be the one to say otherwise, and if given the chance, what I can say [and will say], will be a very well stated point.

---

There are three main parts to a website we must create in order to obtain our final product:



These three aspects complete the website triangle, and as you can see, Content is the base of our triangle. If we remove the content from the triangle, then we remove the purpose from our website; and without purpose, what's the point, right?

The idea is for your website to be beneficial to it's purpose. We have no problem creating a great design to portray the right aesthetic feel to your audience, and we have no problem programming the function of your website to direct your visitors to do what you want them to do. However, without the conception of content, we will not know how to do either of the other two items.

Now, as a note if i may; the use of poorly written and poorly directed content is just as bad as not having any content whatsoever, and sometimes worse. If your information and objectives are not appropriately construed and designated, the resulting effects could be devestating. It could not only hinder your goals, but also drive away potential traffic as word about your website spreads through both the online and the real world.

Another thing that needs to be taken into consideration and that I think website owners tend to lose sight of, or in most instances just don't realize, is that the ranking ability of their websites relies heavily on its content. The willing for others to link to your website, for your content to show through in the SERP's, for people to come to your website all relies on the content you provide to them for those purposes. Others will not link or visit if you do not have good content, or none at all for that matter; and your website will not rank well for keyterms desired if you do not provide adequately written content, which is written for your visitors and geared towards the keyterms you are hoping to rank well for. [As a side note, techniques such as link-bait, etc. may help drive stints of traffic to your website, but we're talking about content here, not an all inclusive insight into SEO practices.]

To Summarize
The relatively minimal cost it would take to hire a copywriter to write your websites' content for you proves, in most cases, to be worth more than you writing the content yourself. If the copywriter is experienced and their portfolio strong, you will most likely find yourself the recipient of a 100% better chance at accomplishing your goals with your website.