Drafting and organising content
/ What should go on the website?
The content of an internet website should follow the four following rules. It should :
- - be written to focus on essentials
- - tell the visitor something he didn't already know
- - evolve over time as activities progress, thus stimulating retention among visitors
- - contain the pertinent keywords for your area of activity.
/ Focus on essentials
The internet is an inexhaustible source of information (Wikipedia, websites and specialised blogs...), but above all it's a visual medium: it's less easy to read a text on a screen than on paper.
Which is why it is worth giving some thought to the content, and to the visual screen layout (ergonomics) : key information needs to be immediately accessible, whereas less important information such as that destined for visitors just wanting to know a bit more can be made available on a second level.
/ Content should to be updated regularly
If your website audience is of significance for your communication programme, then a good ranking on surfers'
listings is absolutely necessary.
Since 2007 search engines take account of content when referencing websites - hence the importance of using
rich and precise language when drafting content.
If the vocabulary used matches surfers' search keywords, it's evident that the surfers will arrive at your website.
Likewise, websites which are static and where the information is not changed regularly quickly lose their added value.
/ 'Too much information kills information'
The theory postulates hat "the more information there is, the greater the noise".' *
Once the search criteria are sent to Google, the surfer has a choice between multitudes of basically similar websites...
Once he has reached yours, if the content quickly provides the required information he will remember it and come back
on another occasion. If on the other hand the information is too complicated or unclear, your visitor will merely
move on to the next site.
* Theory developed by Claude Shannon in 1948.
