Last week, I responded to a general request on LinkedIn from a business owner who had just updated his website and wanted feedback on content, design, SEO, and code. What did I look for when reviewing his site for content? And, by extension, what elements should your website copy contain?

Clear Message

Above all, your website should have a clear message about what you do, who you do it for, and how do you do it. The implicit question viewers are always asking is, “Is this site meant for me?” Be sure the people you want to reach will answer, “Yes”!

Logical Flow of Ideas

If you have read some of my other posts, or follow me on Twitter, you know that “incorporate a logical flow of ideas” is one of my favorite pieces of advice. Think about it this way: If you are a passenger in a car in which the driver is confused and keeps taking wrong turns that don’t seem to lead anywhere, you probably don’t want to stay in the car. But, being driven by a competent driver who knows where she’s going, you will be more likely want to stay in the car for the entire trip. A logical flow of ideas is like a confident driver–it will get your readers (passengers) where they want to go.

Proactive Responses to Anticipated Questions or Concerns

The better you know your business, the better you know the common questions and concerns posed by potential clients, customers, funders, or donors. Another thing viewers will look for when reading your website is the answers. Make them clear and easy to find, and provide a way to reach you for additional questions.

Effective Site Structure

In addition to each page being a document, your entire site is a document as well. Make sure it’s organized and easy to navigate.

Clear Call to Action

Remember, the reason you have posted a website in the first place is to get people to do business with you. Make sure they understand how to do it. Let readers know how to work with you, what steps to take to engage with you, and what to expect when they do.

What keeps you reading a website? What makes you click away?

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years. Click here for contact info.