Think about your web pages the same way you think about your Thanksgiving meal. Each page needs to be just as “well-balanced” as your plate on Thanksgiving. Make sure every web page on your website has a main dish and side dishes:
A Main Dish
Just like your Thanksgiving needs turkey (or ham for me), a web page needs a main dish too. Your main dish is the information your readers came for. It’s the main purpose of the web page.
For example, if you pose a question in the page title and h1, your main dish is the answer to that question. If your title is, “What Is a Class Action Lawsuit?” don’t give your readers a sales page about class action lawyers. Your web page needs to answer that question by explaining what class action lawsuits are and how they work.
Just as your guests might be disappointed without a main dish, so will your readers be disappointed by a web page whose content does not satisfy their expectations.
Side dishes are things that pull your web page together. For example, proper formatting, supporting information, and internal links make your page more aesthetically appealing and appetizing to readers.
Think of two of the most popular side dishes: stuffing and mashed potatoes.
You could have a fantastic turkey, but without stuffing (or dressing, depending where you live), it’s just not Thanksgiving. You could have fantastically written content, but without proper formatting, people won’t appreciate it. (See the example of poorly formatted content in the next section.)
Mashed potatoes and gravy are a pair — just as supporting information and internal links are a pair. If you anticipate the reader’s follow-up questions and provide supporting information to the main topic, link to a related page on your site so readers find your website answers all their questions.
Keep Readers Coming Back for Seconds
Don’t leave out information thinking it will get readers to come back for more, but make your content so fantastic that your readers come to you with all their questions or needs related to your product or service. Make sure your content and quality standards remain consistent.
Pro-tip: One thing from your Thanksgiving meal that you want to keep far away from your content: tryptophan and that mid-afternoon food coma nap. Your content shouldn’t put readers to sleep. If your readers get bored with your content, they’ll leave and won’t be back.
To avoid boring, sleep-inducing content, refer back to one of the side dishes listed above: formatting. While readers actively searched for and presumably want the information on the page and likely will not find the information itself boring, it can get boring and intimidating if your content is a giant block of text.
For example, which of the following looks more interesting?
A successful personal injury claim requires proving another party behaved negligently. To show negligence, we must establish the party owed you a duty of care, the party acted in some way that breached that duty, the breach caused your injuries, and you suffered damages from the breach. Proving negligence might require evidence such as medical records, medical bills, W-2s, paystubs, time sheets, police reports, photos, surveillance video, witness testimony, and expert testimony. We want you to focus on recovering from your injuries, so we will handle proving negligence and gathering the evidence required to do so.
A successful personal injury claim requires proving negligence. To do so, our team will establish the following:
· The at-fault party owed you a duty of care.
· The at-fault party breached that duty.
· The breach caused your injuries.
· You suffered damages because of the breach.
Our team will gather evidence to bolster your claim. This might include:
· Medical records and bills
· W-2s, paystubs, and time sheets
· Police reports
· Photos and surveillance video
· Witness and expert testimony
The information is exactly the same in both examples. But Example B is more user-friendly. Why? Because we broke up the text with bullet lists and bolded important information and phrases to draw the reader’s eye. Example B is easier to digest, while the formatting (or lack thereof) in Example A makes the paragraph seem long, intimidating, and meandering.
Continue Making the Recipes Everyone Loves
If everyone loves your grandma’s sweet potato pie recipe, bring it back every year. Don’t mess with what is working. Think of your content this way too.
If your content works for you, brings traffic, and converts visitors into customers or leads, don’t change it too much.
Don’t be a slave to trends. Don’t outfit your website with bells and whistles. Just because other websites are throwing memes on their pages doesn’t mean you need to do the same if that’s not on-brand for your website. Find out what works for you (and for your readers!) and stick to it.
However, this doesn’t mean you should post a page and never think about it again. Make sure you keep it updated with current information. Did a law change? Ensure you update any page that mentions the law with current information. If you use statistics in your content, make sure you update your content with current stats.
Make sure your readers enjoy your web pages just as much as they enjoy Thanksgiving. Give us a call today for help with content writing: 888-521-3880.