The quality of a website’s content is detrimental to its overall performance. From the information users access to achieve their goals, to how the user finds your site through search engine results. Every user experience that takes place on your website is directly affected by the information and media presented. It is important to understand what makes up the overall content of your website, and how it affects your users. This is vital to the success of your website, and will make the site a more effective tool. This in turn will help your site reach more potential users.
Originality is Key
According to Webfuel, “the content of the website is what will keep [users] coming back.” Many search engines will filter out websites that have poor or copied content. Most users will not move past the first page of search results, therefore if the site does not rank high, users will not find it. The better quality provided to the users, the higher rank within search results.
Original information that is often updated will entice users to continually revisit the site based on their interest. Originality is important because it affects search engine results as well as the unique information or perspective provided to the user. The originality of the content will also impact the user’s connection to the site. Kissmetrics provides two rules for creating quality web content:
1. “You get what you pay for.”
2. “If you don’t have anything useful to say, then don’t say it at all.”
They suggest that following these rules is vital in finding the right “path [to] making quality content that will yield returns for years to come.”
Headlines (like this one) Are Important
Content also applies to the many headlines that are used to present it. According to Copyblogger, about 80% of users will read the headlines on your website, but only 20% will continue to read the body of text that it supports. An effective headline can and will make the difference between a user visiting your website and choosing to scroll on in search of something more.
Accuracy Builds Trust
Validity and accuracy are important to the overall quality and impact it provides to the user. If users were to continually find a site’s content to be misleading or false their trust in the site would be lost. Return visits will be unlikely if a user does not trust the site. Statistics, for example, must be accurate and accompanied by the source from which they were obtained. This helps the user trust that the information on the site is accurate and worth their time.
Original writings, enticing headlines, and accurate information will make a great foundation to the most important aspect of a website’s effectiveness in obtaining and retaining users.