If you ask me what the number one delay in Web site development might be, I would instantly tell you that it’s waiting for the client to write site content. It has been my experience that the most difficult task for many entrepreneurs isn’t the running of a successful up and coming small business, it is in fact, writing content for their own Web site.

When the client does eventually submit the final copy for inclusion it’s almost always in need of serious revision before publication online. It would appear as if most small business owners don’t know how to write successful Web site content. At first I though, why should they? Entrepreneurs have so much more to worry about then writing content. The more I thought about it the more I realized that in the end, you as an entrepreneur should care very much about writing quality Web site content because it can easily be the difference in your seeing a return on your Web site investment.

First and foremost, understand that all site visitors have a “what’s in it for me” mentality and as soon as you accept this fact the better off you will be. If your text does not quickly and accurately describe up front how your product or service will benefit the end user then more often than not you will lose the sale. Instead of talking/bragging about what your product does or how your product works, try instead to describe how your product might ultimately benefit the end user.

BAD
The CB Software Tornado Vacuum has a top speed of 2500 revolutions per minute and it’s filter bag can hold over 15 pound of household dirt.

GOOD
The increased speed of the CB Software Tornado Vacuum will save you time and the large filter bag size will prevent you from having to clean the filter every 5 minutes.

Second, writing effective Web site content can and should serve several purposes. In other words, you should write for humans as well as for machines. The actual text of your site should send a message to the reader as well as have the ability to be picked up by search engine spiders. Weave keywords and phrases into your sentence structure but make sure to not do so at the expense of human readers who actually have to read the stuff.

For example, the following paragraph has been optimized for search engine recognition as well as for human consumption. The paragraph reads like an actual paragraph but incorporates many important search terms (distribution software, e-commerce, web site development, search engine optimization solutions, electronic forms, auto quotes integration).

Our distribution software, which integrates in real time to our web enabled e-commerce and e-business applications, will greatly improve your business. Our web site development and search engine optimization solutions will promote and market your business. Our additional products such as electronic forms and auto quotes integration will increase your productivity while our anti-spam and anti-virus software protect your business.

Also note that the above paragraph explains how the solutions will benefit the end user and not about the methodologies used or the specific corporate processes employed.

If you take to heart our take on Web content then I am sure you will notice an immediate return on your time investment. Here are six concise tips for writing effective Web content.

1. Write objectively, concisely, and in plain English
2. Write copy that can be skim-read in seconds
3. Write useful headlines
4. Use keywords in the text for easy reading and improved search results
5. Tailor web content to promote your Web strategy
6. Use appropriate language and tone