Why is Content of a Web Site Most Important?

Do people visit your web site to view your graphics or read your content?

People seek information when surfing the Web therefore content is the most important aspect of your web site. Without it your web site will not attract visitors or retain their interest. Graphics are used to enhance your content. Even if you have a very simple design but have great content you’ll attract lots of interested visitors.

For example an offline store allows visitors to see, touch, smell, taste and hear their products whereas online the content on your web site must persuade visitors to buy your products mostly with text and images but may also include video and audio.

Types of content

The written word is the most commonly used type of content. Expert copywriters write copy that captures the thoughts and emotions of their readers. It prepares the mind of the visitor to subscribe to a newsletter or purchase a product. Keywords placed strategically within the content attract the search engine spiders thus boosting your web site traffic.

Audio and video

Some of your online audience prefer to listen and/or watch content rather than reading it. Most people are familiar with watching television, listening to music or playing video games. Using audio or video content will attract a wider audience.

You’ve probably heard the phrase ” a picture is worth a 1000 words.” This is also true on the Net. Images are used to add value or illustrate content. Site owners use images to create slide show presentations, portfolios or photo galleries.

How to correctly display content on a web page


  • Use headlines, sub headlines and bullet points to organize your content
  • Use the same font for the main content of all your web pages so it looks consistent throughout the web site.
  • Only use commonly used font found on most computers ie arial, times roman, georgia, verdana
  • Use large or bold font for headings and subheadings
  • Arrange your content in short paragraphs of 5-10 lines
  • Keep your lines short (15-20 words) it makes them easier to read
  • Use plenty of white space between components on the page ie text and images
  • Don’t allow visitors horizontal scrolling..it annoys them
  • Don’t make your page too long so visitors have to scroll down several pages to read it.
  • If your page is gets too long link the content to another page


  • Use text links instead of images, flash or javascript so the search engines can spider your content
  • Place your navigation bar at the top or side of your web page
  • Include navigation at the bottom of your web page if it’s a long one to visitors won’t have to scroll back up
  • Navigation links should change when moused over so visitors know it’s a link
  • Don’t make the link colors the same color as your content
  • Use textual links within your content to navigate to other areas of your website

Search engine optimization

  • Include your main keywords the meta tags, headlines, navigation, links and content
  • Use h1, h2, h3 tags for headlines and sub headings
  • Use anchor text to link to other sections of your web site
  • Use the alt tag to optimize your image descriptions
  • Reduce page loading times by reducing image size and amount of images on the page
  • Validate your code to check for html, xhtml errors
  • Repair broken links
  • Use cascading style sheets (CSS ) to style your content

To attract a constant stream of visitors to your web site, add fresh, unique content on a regular basis in the form of articles, blog posts, comments, video and/or audio.

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Herman Drost is a Master CIW Designer,
owner and author of:

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