Super-size vs. Super-skinny
theEword copywriter Tom Mason discusses why bigger is always better when it comes to websites
Size zero websites are, like their model equivalents, skinny, unattractive and unlikely to sell a product.
These size zero websites – as the name suggests – are poor, scrawny domains which lack substance. Or to put it another way, content. They’re got all the essentials but lack any real information.
To function to its full potential, a website needs to be chunky with words; information, soft pitches and faqs.
In order to appeal to users and search engines, sites need to have some meat on them. A website needs to be a size 14.
What size 14 websites can offer users
A voluptuous website offers is far more attractive to users.
- When a user lands on a website, they want to be able to find the appropriate information for their needs. A website with an array of content is more likely to supply information for a specific user query. If a browser has all the information at their fingertips, they are more likely to convert into a paying customer.
- Content can communicate expertise. A site undernourished with content will be seen as inferior when compared to a domain which is crammed with information and resources. A business needs a website which portrays them as experts.
- Reassurance is essential if you want to turn a browser into a paying customer. Pages focused on the history of a company and its corporate culture give users the opportunity to indulge their curiosity and discover more about a product or service. This additional information is essential to gain the trust of a user.
What size 14 websites can offer search engines
Content is vital if a site is to rank for a variety of search terms. While a small website may only rank highly for one or two queries, a larger website can cover a number of topics and term.
Website A ranks for the phrase ‘cats’. It has one page of content which talks about the variety of cats customers can purchase from the site.
Website B also ranks for the term ‘cats’. It has a number of different pages on the various breeds users can buy. Therefore, it ranks for terms relating to a variety of cat types.
The greater the volume of content, the more opportunities there are to rank for a greater selection of terms. Website B will be found by users hunting out a specific cat breed, whereas Website A will not.
A large website also gives you the opportunity to set your own link anchor text. Anchor text is one of the main features search engines use when deciding what phrase to rank a website page for. Having a large quantity of content allows you to optimise links for an array of search terms.
Feed your website
SEO content needs to balance the demands of the reader with the demands of the search engine. First and foremost, content needs to be well-written as it the user who will be buying your product, not Google. Content needs to persuade and inspire.
Contact theEword for more information about SEO copywriting.