Beef Up the Content of Your Web Site

September 2007
by Reid Goldsborough

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Beef Up the Content of Your Web Site

by Reid Goldsborough

On the Web, content is king. Or should be. If you want people to visit, stick around, and come back, give them substance to satisfy them.

The appearance of your Web site is still important, helping establish professionalism and credibility. But the information and other substantive material you provide—the “content”—matters most.

Several studies have backed up this commonsense notion.

One study, from the Poynter Institute and Stanford University, showed that, unlike their behavior with newspapers and magazines, people who read Web news sites typically focus on the text first, looking at photos and other graphics afterward. People on the Internet operate in “Internet time”—fast. They don’t linger over Web pages as they would over a newspaper or magazine while drinking a cup of coffee.

Another study, by Forrester Research, showed that what people value most at a Web site is “direct paths to the content I am looking for.” Next was “proper labeling of menu items.” After this, people most valued “great search.”

How to Make Visitors Happy

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