If you’ve read our blog for a while you might have noticed we often quote Gerry McGovern. His article Honest Marketing Works on the Web contains not only a good rant about the frustrations of airline ticket pricing, but some words of wisdom as well:
The Web shifts the balance of power away from the organization and towards the customer. It is the customer who searches. It is the customer who compares. It is the customer who evaluates. It is the customer who is highly impatient, with their finger always on the Back button.
Web marketing is not about finding fools. It is rather about serving searchers. We go to the Web because we have a question and we want an answer. Please answer the question, Mr. Marketer.
The importance of the text on your website cannot be overstated. You might be tempted to focus on how pretty or cool-looking it is. But if your text isn’t doing it’s job, there’s less of a chance that people will find the site in the first place or stick around once they get there. Here are some of the things we recommend to make the most of your site’s content:
- Ensure the important text is visible to search engines in the way the site is built. Your site should be built with current web standards and including text alternatives to any images or flash that contain important text.
- Avoid linking to PDF or Word documents, which the search engines can’t scan as well as a web page (if at all).
- Consider using the services of a professional writer who’s experienced with writing for the web and search engine optimization of content.
- Aim for a design that supports the text rather than undermining it. Part of that is making it easy-to-use: clear navigation, standard scrollbars, allowing the text to be resized without breaking the design, etc.