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Web Writing for your SME

A Web writer isn't just someone who writes well. Web Writing for your SME is now viewed in terms of “content creation.” What is more, reading has become multi-sensory, involving text, but also images, sound and interaction between the website for your SME and its user. Users want an optimal experience and a site that meets their specific needs

The goal of Web Writing is to improve your website's SEO efficiency for your SME, attract readers and extend the time they spend on your site by optimizing the experience, so that visitors become customers. This requires good knowledge of the users.

SEO writing for your SME.

First and foremost, Web Writing for your SME aims to index your site in search engines, using SEO (search engine optimization). You want visibility for your SME just as much as users want to find you! Analyses are therefore conducted on several levels, which are all interrelated:

A good Web writer will create quality content for your SME that is significant to the target audience (making it more popular in search engines) and structure it based on the keywords and semantic field while making sure that the text flows naturally and is enjoyable to read

Reading behaviour

Three types of people will visit your website: those who will leave after 10 seconds, those who will spend two or three minutes and those who will browse for 10 to 20 minutes. It's impossible to make every visitor spend 20 minutes on your site, but if the information is well-organized, the text is spaced out and the message is simple, it will certainly reduce the number of readers who leave right away.

A neurosensory analysis has shown that people visually scan Web content in an F-shaped pattern, as seen below:

Source: Jakob Nielsen's Alertbox: F-Shaped Pattern For Reading Web Content ( www.nngroup.com/articles/f-shaped-pattern-reading-web-content/)

There is therefore a hierarchy to apply to a website's textual content for your SME, to help users find the information they want and then continue reading. That is the Web writer's main objective for your SME.

An effective structure

Web content for your SME has to be very precisely structured if you want to extend the time users spend on a website for your SME. This is done by applying the inverted pyramid model:

If you're able to hook readers with the title and lead, they will extend their stay, greatly increasing the likelihood that they will become a customer for your SME!

Web Writing for your SME also take responsive design into account, to make it easy to browse the content on various platforms (computer, tablet, smartphone).

Interaction: a participative experience for your SME

To optimize the user experience for your SME, it is also important to invite them to participate. Certain key elements can be inserted, such as:

All of these elements facilitate, humanize and dynamize the user experience for your SME. They call on the senses, arouse emotion and direct the user's actions. What is good for users is also good for you.

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WoooooooW ! Je trouve que c'est dans les belles qu'on a faites ! :) Heille je la trouve vraiment belle. :) Merci ! Isabelle

Nous avons fait le site Internet de CUA. Elle a tellement aimé le service et l'outil que lors de son changement d'emploi à la MRC du Granit elle nous a contacté dès son entré. Maintenant elle fait la même chose à la Ville de Mégantic. Lors de la tragédie du 6 juillet dernier, les bureaux de la MRC ont été détruits. Tout ce qu'il leur restait était leur cellulaire et le site/intranet. Tout a été stable et c'est avec nos outils qu'ils ont pu continuer de communiqué. Elle tenait à nous en faire part ! Karine

Ça fonctionne à merveille, merci bien! Marion

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