Content Strategy Tips to Improve User Experience

Oftentimes, corporate sites contain a lot of content over the years, but become overwhelming for the intended audiences or personas. Here are few content strategy tips for content rewrite that are best practices for improved user experience.

Tone Guidelines:

  • Conversational, yet professional
  • Informative and educational
  • Empowering and helpful
  • Calmly confident without inflated marketing-speak
  • Passionate about customers’ needs

Style Guidelines:

  • Effective in its web writing style (see content rewrite below)
  • Greater use of bolded headers and subheads for easy scanning
  • Direct and to the point (“no excess verbiage and/or marketing fluff”)
  • Action-oriented with clear directions (for example, “Access your files now”, not “data storage is connected”)

Content Rewrite Tips:

Web usability expert Jakob Nielsen published his latest research on web reading behaviors in an Alertbox column on May 6, 2008 that “on the average web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.” The report further confirmed what Nielsen had been writing for over 10 years: users do not read websites, they scan websites.

The Canadian Press Stylebook states, “Online readers are impatient and critical. Some read the entire item. However, research suggests that almost 80 per cent of them scan the page first. They pick out parts of interest to them. Although they may read it all, they don’t necessarily read the item the way it is laid out.” This scanning technique belongs to a larger behavior of “information foraging” where users search for “information scent” to determine whether or not the page is of interest to them in helping meet their needs.

Content expert, Gerry McGovern publishes studies that readers want customer-centric, task-focused websites with killer web content that speaks a customer’s language, not organization jargon. Information should be based on facts, not opinions, with compelling data that shows exactly what customers want and don’t want, focusing on exactly what they care most about.

On-Page SEO for Websites:

  • Only one unique keyword phrase per optimized page title with a maximum of 70 characters.
  • Only 4% know who you are to call. 96% are in research mode. Use 2 CTAs above the fold: one for the 4% to Contact Us and 96% to download white papers and case studies to evaluate our capabilities.
  • Headlines and subheads on half page width only (one line 5 to 6 words to max. 2 lines)
  • 2 templates for wireframe: reduce and revise copy to fit into overview page and content page wireframes
  • Utilities contact is a pop-up window with form field to download PDFs
  • 98% of B2B buyers search in Google. Make sure you get found on the web so you can reach the people looking for your product or service. (Marketing Sherpa)
  • Google Search Golden Triangle – people focus on the top organic results that fall into a triangle at the top left corner of the screen. So it is important to rank near the top of the first page for your keywords
  • Organic Results (75% of Clicks) – Free, more traffic, smarter people and longer lasting
  • Headline with H1, H2, H3 HTML tags are seen by search engines as more important than other text
  • Page text is also somewhat important, especially bold text


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