A quickly loading summary of your best features, benefits, and important points will go a long way in engaging viewer's interest. If a site visitor remains for that all-important ten second look, research shows that visitors are more likely to stay on that page for at least half a minute, and if so, there's a good chance they'll remain on that page for two minutes or longer, and follow site links deeper into your website's content.

We recommend that you check to be sure at least one clear call to action is included in that initial site content, to encourage an email or phone call, a purchase or a dialog with your staff.

Most website visitors initially scan sites rather than reading the full content of a section. They actually tend to scan in an F shape, searching vertically until they find an area of interest, then horizontally to learn more. When possible, try to place useful information in bullet point lists. Research indicates that more people read content presented in bullet point lists over content in traditional paragraph form.

Since web research has consistently demonstrated that a site visitor might read only about 20% of the content on a web page, be sure the important information is easy to find, and in bold type if possible. Consider replacing lengthy areas of text with a "market statement" that describes your organization's value as succinctly as possible, focusing on your core benefits.

Describe your company's marketing message in a way that reflects the interests, needs and wants of your intended audience. When you make it about them, and convey how what you offer can be of genuine benefit to them, you are creating content that truly connects. (If you don't have a lot of market research about your target audience, consider asking your best customers for feedback.)

Giving thought to the elements that are important to your target audience helps to establish you as an industry leader, one who is best positioned to meet a client's needs. So whether your audience is primarily college students, senior citizens or corporate CEOs, learn their interests, concerns, needs, web surfing behavior and preferences- all the demographic and psychographic data and variables that will help you tailor your message for maximum impact.

The Inverted Pyramid style of writing, also called the "front-loading" style, involves summarizing and including the important details you plan to introduce in an article or blog post within the first few sentences. This technique is valuable for website writing, since audiences tend to have low attention spans, and often simply scan articles. The front loading writing style is concise, and offers a synopsis of the article's contents by merely reading the first paragraph. Site visitors can decide whether or not this is the specific content they are searching for, and even if they move on, they'll know the salient details of the article.

Having the best information and keywords at the start of the page is also helpful for search engine placement. Another important copywriting consideration is to anticipate your potential client's questions and/or objections whenever possible, and provide answers clearly within the body of your article. Doing this can reduce reluctance to taking action, and eliminate time-wasting additional steps such as emailing you with a specific service question.

According to many studies on Internet usage, site visitors tend to pay attention to information-carrying images. So if you want readers to focus on certain information, create a relevant image, also called an infographic. Infographics make understanding and recall of information easier. (Research has shown that when people hear information, they are likely to remember only about 10% of it three days later. However, when a relevant image is paired with or incorporated into that same data, people retained approximately 65% of the information several days later.)

Your site infographics should convey a comprehensive story using text, data and images. Detailed information presented in this visual format becomes more understandable and memorable. So when applicable, consider using graphs, charts, and images to effectively demonstrate what might be too complicated or time consuming to explain through words alone.

If you haven't already done it, brainstorm with your staff and compare notes regarding perceptions about your organization, your mission statement, long term goals, and an assessment of exactly where you fit within your marketplace. In other words, when evaluating your company in relation to the competition, define who you are, what you do or provide, why you do it, and the target audience(s) you provide these products or services tor. At the heart of every brand is a pledge to those you'll serve, to consistently offer goods and services in a manner they can rely on.

Your brand incorporates your mission statement and this promise to your customers. In developing and maintaining a strong brand, consistency is key. To build customer loyalty and grow your business while maximizing profits and efficiency, brand awareness is an essential ingredient. Your unified brand strategy is represented visually on your website through your logo, color scheme, design, graphics, images, and text, and is extended throughout a company's communications such as social media sites and brochures.

Every update you make to your website plays a part in its interaction with visitors and customers, and that update is also noticed by search engines. Adding articles, videos, news, or blog posts gives people reasons to keep visiting you. Frequently updated websites offer search engines fresh content and sources of new keyword information for their search requests.

For instance, the Googlebot that crawls the web is continually searching for content that is new or updated, then it adds that content to the Google index. (A site that is updated two to three times a week, is generally considered to be a frequently updated site and is re-indexed more often.) Therefore, in addition to keeping your customers updated and engaged with new information, your content additions can assist with your search engine rankings.