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If your web site is intended for business purposes, then you really need it to meet the needs of two distinct groups: human beings and search engines.

People need to be led. Determine from the start exactly what action it is you want a visitor to your site to take, and lead them to that path. And think from the visitor’s point of view. What is she really looking for? Probably the most important thing you need to do is get the visitor’s contact information. Give the person a reason to leave his contact information and you can contact him again in the future, even if he chooses not to do business with you immediately.

Write with short sentences and use short paragraphs. Write in a snappy, conversational tone. Use bullet points to break up your text. Bullets, bold text, italic text and the like help make the text more visually interesting and easier to read.

At the same time, you need to write for the search engines. You need to give the search engines what they want to rank your site highly for phrases that relate to your product or service. After determining the major keywords or phrases you want to target, you need to make heavy use of those words on your web pages. You need to use them in headers and in image alt tags. They should be in the title and in the meta tags.

If you use a content management system, make sure it gives you the ability to change page titles and meta tags. It would also make a lot of sense to hire an experienced web site developer to look at the code generated by your content management system to make sure it is clean and not filled with junk.

Writing for people comes first, but you have to remember the machines as well.

Contact Work Media for help writing content for your web site.