Before we start making the necessary content for a website, we need to know some key elements. If we don’t do some research beforehand and expand our knowledge of what we’re going to write, we risk having ineffective content, and in the end wondering why our site isn’t converting. For this it is important to follow a strategy established from the very beginning and to do our research before writing anything.

The content of a site goes hand in hand with its design and architecture. We cannot make content if we do not know or do not have a vision of the final product, and for this it is necessary to know:

• The needs of the user we address
• The needs of the business we write about
• The structure and architecture of the website on which our content will appear
• Interaction mode
• Website Design
• Brand

These elements are totally different from traditional content delivery options, because users have a different interaction with online than with print. They go from reading static content in a newspaper, magazine or presentation brochure to dynamic content, from which they can learn much more information. And this is where we can lose our users. With almost an unlimited amount of information at their disposal, they will search in several places, compare products and recommendations, and if we don’t give them what they need, that is, relevant content, they will go to the competition, where maybe certain things are explained better.

We must understand from the very beginning that people do not read online, but scan most of the existing content. Even if we, content creators, want to believe that users sit and absorb every word we have written, we have to put ourselves in their shoes and recognize that we do it most of the time. If the text does not take over us from the first sentences (or even from the title) it is too unlikely that we will still be looking for relevant information somewhere inside the text. Even we are the end users of many sites, so we should look at what they are doing wrong, so that we can avoid those mistakes and be able to deliver relevant and unique content, one that keeps our reader on the site and then converts.

Even if many times our clients want to make the content themselves, in the idea that they know their business better, and we just correct it and put it on the page, we have to explain to them that there are certain elements that we follow and that are important in creating content, but also that we can make a correct and coherent text that sells. After all, this is our specialization and that’s what we prepared 🙂 for. Last but not least, we must remind them that we have a clearer vision of the final site and that certain texts must be made according to the design established in advance.