[Infographic] 7 essential tips on how to build and organize effective content for websites

Do you want to produce great content for websites? So get to know joana's story

Have you worked as a Designer, especially for the web, ever had to produce content for the client? You may not...

Perhaps the company you work for has a team of Architects or Webwriters that define what the content will be like and also your organization.

Customers may even make the content available. But not everything is always that perfect, is it? You can be a do it all, a Freelancer .

So if one day you find yourself in a position that in addition to creating the site, simultaneously you have to assume the role of editor, it would be nice to know, before, these seven tips to build content for sites. Do you accept the invitation? For that, how about knowing joana's story?

I then anticipate that during the course of this story you will understand about:

So enjoy and enjoy a good coffee while you read.

Once upon a time...

Once again a very competent Web Designer who worked in important Agency of a large Brazilian metropolis. Her name was Joana. You know the woman in the photo below with the seductive look?

How to write great content for websitesAdapted work - Source: http://en.wikipedia.org/wiki/File:KatrinaKaif.jpg - This archive is licensed under Creative Commons

So. But what matters now is to describe Joana professionally, rsrs.

Know that the ability that Joana possessed and still possesses, to correctly interpret a briefing and turn problems into successful results was notorious. And she also had a good relationship with her team that brought together, as well as her, very well-qualified professionals.

In this company where he worked the functions were well segmented. Each employee took care of is an expert in his field.

Joana's job was to build layouts that were always praised for always fulfilling the communication objectives of the project.

She handled a lot of Photoshop and Illustrator. But you think he'd stop there? Of course she went a little further. He even knew how to develop using HTML and CSS, and understood the needs of developers. She'll even just learn to mess with a CMS to become more independent.

And do you know why she ventured into other areas? Why was it grafted?
No! Because she had a dream. She dreamed of becoming a Freelancer and working in a corner of her own, perhaps one day having her own agency.

But something bad was about to happen...

At this point I imagine you're wondering:

"– But what history has to do with tips for writing content for websites?". And I answer you: EVERYTHING.

And I tell you that this is a POWERFUL strategy that I will explain to you in the course of the article in a bonus topic. I anticipate that it will enhance your content.

But now I'm going to take a little break from Joan's story to give you the first tip of this article. Follow me the good ones!

[TIP 1] Don't throw up sales content and product features at home

The big goal of a company is to make profits and so completing sales are goals to be met.

However the big problem of dumping sales content and clogging it with the features of a product, which we often don't even understand, is that people don't connect emotionally with what is offered.

Of course you should show the functionalities of your customers' products. But why not show first what transformation these will bring in people's lives? Why not show the results they can provide?

sales content

Have you noticed that in most virtual stores in Brazil not something is considered strategic? You even end up making a purchase because of the price or discount compared to another store, and nothing else.

Where's the loyalty? There isn't one. All because there is no identification on the part of us customers, with any of them. There's no relationship.

The vast majority of stores do not provide information of interest to the public, blogs, or forums. And product descriptions are almost the same among all competitors.

And most suppliers are more concerned with showing that their product is bold and other adjectives to counter the competitor. But what will this positively change the user's life?

So, as a tip to end this sameness, enhance your content by merging logical arguments with emotional and persuasive elements. Relate to the content attractive benefits to the product or service.

A good example found in the book "The $100 Startup" by Chris Guillebeau, is from an English importer of Spanish food.

He could present his product to the public being just from a company that imports food from Spain, which would be a waste from a marketing point of view, but he preferred to serve his target audience creatively by relating his product to an emotional benefit. Here's how he rightly promoted his business:

"Long live España! Celebrate the Mediterranean lifestyle without having to leave home."

Good going on with Joana, in the last chapter something bad was about to happen.
What would it be?

... and the worst happened. Even though Joana is a great professional, a beautiful lousy day, she received the news (that old story) that it is likely that some of you even know well:

"Then Joana. Our company is undergoing a redesign. You've been a good maid, but we just have to cut staff."


At first it was a tassy. But Joana is a warrior and did not hit easily. Even though he thought it was not the time he decided to anticipate the plan to become a Freelancer. Now in addition to a good network of contacts, which she owned to get some Jobs, she had time to work.

And it wasn't long before Joana got a first job as a Freelancer. His first mission was to build a website for a small business. And especially this one she wanted to create everything herself, from prototyping to adapting to the last details before going on the air.

But then came the second trip in Joan's plans.

Despite venturing into other areas she did not dominate everything. And this first client would not offer content to the site. Either she'd have to build it or she'd have to hire someone to do it.

Joana knew how to communicate well with shapes and colors. Writing wasn't something she dominated. Not because she didn't like it. All that was missing was practice. She's always received the contents ready.

At first it hit a frustration. Then came the idea of hiring a copywriter, which would solve the problem at that moment, but then she thought this would be a solution. However, the budget would not always fit this option. And as he intended very much to do this first job alone decided to face the challenge and went on research on techniques for building content on the web.

Resulting from this study she came to important conclusions that you will see in the second tip (Write it down because it's important).

[TIP 2] Go far beyond that a simple essay

To provide rich content to your audience you can adopt different types of formats, languages and attractive elements. This list below provides enough information for you to craft compelling content. See:

  • Worry about ways to manage all digital information on the website, with Webwriting techniques.
    These techniques are not limited to simple online essays. They include all kinds of information, whether in texts, images, video, among others, in order to convey objectivity, relevance and credibility;
  • All content should be focused on your target audience;
  • The type of language used should be appropriate to the public in a way that they understand;
  • It will be efficient if you use calls, compelling titles, and self-explanatory to capture the user's attention quickly;
  • You can enrich key calls with photos, icons, or illustrations;
  • Calls to action should offer benefits to users;

Even more doubts hung in Joana's mind...

Our heroine was already with the Briefing answered in hand, already knew the target audience and with this information about content construction was almost ready to develop it.

But she thought, "How do I organize and rate the content?

[TIP 3] Organize your content through mind maps

THE mental map is a technique of organizing thought through diagrams used to hierarchize information. She assists in the organization of ideas and subjects.

You can use paper and colored pens to build a map. There are also software that assists in the task.

The method consists of graphically gathering the subjects related to a central theme. Hence, with the help of our brain, we make connections between topics and ideas related to the central theme.

As we can see in the chart below created by Joana. Here we have the central theme:

Map central theme

Now the complete map with content classification (Click on image to see enlarged):

Mental map

To build her map Joan used a nice online software called Mind master. With it you can create amazing maps in a practical, organized and fast way. Learn more about how to organize ideas in this article of David Arty.

[TIP 4] Semantically architect the content of your site

It's not one of the easiest things. Especially when you use a content manager where templates don't have semantic code. Of course everything can be changed, but this is subject to another article. Later the "Chief" will make articles on HTML available which will make understanding easier.
semantic web

However if you have a more advanced knowledge about this language it is indicated to mark the content so that the machines can understand the context of each of the information. And how to do that? Assigning meaning tag corresponding to the content block. The following example:

This is the most important title of this page!

When you correctly define the most important page title within the HTML label h1 machines cannot yet understand the meaning of what is written, but they will certainly identify that it is a title.

And you have no idea how semantically writing code can positively influence the ranking in search engines.

To learn more about Web Semantics I point out this excellent article: Semantics, patterns and what you have to do with it.

[TIP 5] Develop text content for website optimization

You can even learn about SEO (website optimization for search engines) to help your pages better position themselves in organic results. But something is fact:

It will be of no use to sacrifice your content by writing only for robots, aiming to position your pages well in search engines, if your text does not meet the expectations of your audience.

Even more so that Google and Bing algorithms are constantly changing and any radical way of trying to manipulate the results may be useless.

You can be sure that by following the previous tips you are contributing to a good optimization of your site. It is important to write content for humans. They can go viral and search engines will realize the relevance they have.

But what you can do is, even without being an expert, fill your keyword content with parsimony. Keywords are words designed to be found by search engines. for instance:

You want to optimize a client page that describes content about imported phones. The keyword in question is the term "imported cell phones".

Then you can enter this keyword and even other variations such as: imported smartphones, in the page title, in the body of the text, in the attribute "alt" images, etc. This should be done without hindering the user's understanding of the content.

[TIP 6] Employ usability, good readability and readability in your contents

Content in addition to being exemplary must also be well presented and accessible. Each information must be arranged based on priorities, well identified and easily found during navigation.

Concern about usability must be constant to facilitate user interaction with content. The way you stithethe content can make a difference at this time.

You should ensure the readability of your content by worrying about the ease of character identification.

Therefore, if possible, avoid:

  • Typographies with characters that are difficult to identify;
  • Styles that make identification complex.

In the text of the figure below you can notice that letters such as "a", "o" and "g" are difficult to identify.

Low legibility typography

Another point is to ensure readingability, which consists of not hindering the reading of texts making it pleasant and functional. So if possible,avoid:

  • Bad contrasts between text color and its background;
  • Text justified in blocks of very wide content;
  • Bad diagramming;
  • Inappropriate font size;
  • Exaggerated manual kerning and tracking.

Try reading the text below:

Example of poorly readable text.

Just tell me. Did you find it easy?

meanwhile. How's Joana doing?

Speaking of Usability, search engines, SEO and Semantics, these are subjects that Joana, our heroine, has mastered since the days of her former job. I think her story is going to a prosperous end.

And as promised I will now reveal the Powerful Bonus strategy that led me to describe Joan's story. Shall we check it out?

[BONUS TIP] Learn the hero's journey method

Before arriving at our infographic I want to explain that for a good part of this article I used a narrative technique widely used in advertising and nowadays in digital marketing called Storytelling, whose goal is to tell Stories.

It is a powerful strategy to emotionally engage the target audience, especially when trying to identify with their perspectives, their daily lives and with their own life experience. (It gets more powerful if used in videos).)

Narrating Joana's story I used a Storytelling method called the Hero's Journey. And I took the opportunity to present in the context of this narrative other techniques that can help you in the construction of web content.


With this, while you tell a Story you can also solve a problem of your target audience or lure it to an action call. In this article, I used to answer possible questions about content creation of readers of this blog. And as I would say David Arty: Did you understand friend Galucho?

And then you ask me:

"Oh, so you're showing me that I can insert stories into my content?"

exactly! Why is it a way for you (your company, or your client) to demonstrate your views by seeking to position yourself as the best at what you want to do.

But an important observation: The use of Storytelling applied to a customer's marketing should be in the way of the historical reality of your company or product. Don't fool consumers! I clarify that Joanpresented in this article is just a mere fictional character that I now use to exemplify this concept as if it were a real-life story.

Storytelling can create a close relationship between the company and the consumer when the narrative conveys a unique story of a product, service, or company itself.

And a Story will be perceived as great when in addition to fixing in memory bring benefits to the life of the consumer.

From there people are more open to recommendations of products and services that the site offers.

People like good stories. Even more heroes. Usually the heroes on their journeys are following their lives normally. They have dreams, just like our Heroine Joana, however at some point something bad happens and change their lives. But like every good hero they turn the situation around and win.

It's a way to go, from A to B. Get out of the comfort zone, face the difficulties and only reach point B by overcoming obstacles.

You must have seen it somewhere, didn't you? At the movies?

[TIP 7] Infographic: Six tips to make your texts more attractive

Now the Chief of Design leaves tip 7. It's actually infographic with a compilation of extra tips on content building.

Want a high-quality version of this infographic? Then click on the image below:

Infographic suggestions to make your texts more attractive

» How about putting this Infographic on your website? (Copy and Paste html code)

Conclusion of Joana's Story

What about Joana? Did she get what she wanted?

It's too early to tell if she'll succeed as a Freelancer. But claw she has. And one thing's for sure. She didn't give up when she came across the perrengues.

After she built the mind map, organized the next steps and followed the other tips, she excelled, built all the content of the site, delivered the project on time and as always was praised.

She's already busy with other jobs. I also praise because she collaborated a lot with her research in tip number 2.

Final Conclusion

It's not a first rate that we'll be able to build great content. This requires practice. There are also other ways to build web content. The important thing is to note that in addition to the layout design, the content it transmitted can also influence the success or failure of the project.

You can share here in the comments section if you know any. Make yourself at home!

And if you find yourself or have ever been through a situation similar to Joana's, we'll be happy if you leave your statement. Tell your story!

If you liked the story of our character and the concepts passed in this article share with your friends.



The $100 Startup. Open the Business of Your Dreams and Reinvent Your Way to Make a Living – Chris Guillebeau

Semantics, patterns and what you have to do with it - Dani Guerrato, Tableless - http://tableless.com.br/semantica-padroes-e-o-que-voce-tem-a-ver-com-isto/

Interview with Ilan Brenman "The art of storytelling in the corporate world" – HSMInspiringIdeas (Youtube Channel) - https://www.youtube.com/watch?v=f0VMw7F0yNo

Product or Result: Which to focus on? - Érico Rocha, Digital Ignition - http://www.ignicaodigital.com.br/produto-ou-resultado-em-qual-focar/

Ed Francisco

hello! This is Ed Francisco, a Chief of Design since its first lines of content and codes.

Speaking of code, I believe HTML is the most remarkable web technology that has allowed me to get to where I am, and also write these lines about me for you.

I have a degree in Production Technology (this is where I got to know HTML) and a Technician in Digital Production, Web and Multimedia (where I improved my knowledge of HTML).

I'm from São Paulo from the East Zone. I ventured trying to unravel the mysteries of the web since 2008.