Damn it, why? Well, did you give any thought to your actual content? Building a Website with no content is like starting a land war in Asia – it’s doomed to failure.

So what is ‘content’?

Simply speaking it’s text that conveys information, whether that information is about a business, a product, a service, etc. The purpose of much of the content of web pages is to sell something. This can be anything from a plug to plugging next best thing in self-development.

To make sure your site conveys information that is relevant to prospective visitors you need to think hard about what it is they might be looking for. If you sell cars you might start off thinking that reproducing those glitzy adverts that apparently work so well on television is the way to go, but how many people are really bothered about how well they look driving through the fresh mountain air? Mostly they’ll be thinking how does it deal with bumper-to-bumper tailbacks? Is it any good for parking in city streets? Can it take all the kids plus their friends on the school run? Issues like road handling, safety, fuel consumption and environmental impact are far more important and people will stay around if you deal with them straight up.

Use clear, concise language. If you need to present a list of items use bullet lists for easy skimming. Ask yourself what your customers want and write with that in mind. Most of all use language that conveys not just information about the product but also defines you as a company.

Whatever it is that you are trying to do with your Website, make sure that once people come they will stay and read.