Tips for Writing Posts
Writing posts on a website allows more room for creativity than a blurb on social media sites. We mean that quite literally. You are not limited to the number of characters, videos pictures etc… Many small business owners have posted on Facebook or sent out Tweets, posted a pic on Instagram, and initially treat posts on their website in the same manner. Just putting a picture and a sentence or 2 about it.
It’s a mindset thing. If you have ever read a news article… You have read a post. News article = Post. For a quality post, you want to think of the reader as someone who knows nothing about you or your business. Provide the basics Who, What, Where, & When. I see far too many businesses, post incomplete posts written from the mindset that everyone has been following the conversation forever. Which may be fine for a personal social media account. Example: “Jeffery graduated today” So if you are thinking that the only people who will read that are family and friends who know who Jeffery is…… that’s ok. However, for an article/post on a business website, this is not going to be ok. A recent post I saw was a picture of some decorations being put up an event that evening, with the caption/comment “Getting ready for tonight’s event” No time, no link to an events calendar with full details or even a link to another post with all the Who What Where & When information.
So the first thing to quality posts on your website is to write it like your addressing the people in the world that DO NOT know who you are. After all, the goal of posts and social media for a business is to bring in new visitors to your website and turn them into customers.
The Mechanics behind website posts:
Posts appear in 2 parts.
1.) The summary or teaser that will have a picture, headline, & the first sentence or so of text with a read more link. This not only can show up on your website to entice the reader to link to the full article or post. This also is what shows up on your social media accounts that you auto post to, linking those readers there back to your website. The image used in this summary is selected inside the editor as a “Featured Image” and can be different than any of the images used in the full post.
2.) The full post, this can have multiple pictures, video, text, etc…. and we recommend always using at least one picture even if it is only a small thumbnail at the beginning like we used here. Posts are also broken down into categories. So if your website is about Pets, you could have different categories such as Dogs, Cats, Birds etc.. and then assign each new post you write to the corresponding group to make it easier to find.
So to recap.
Heading or Title should be attention-grabbing, provide quality details and include Who, What, Where & When. Provide contact details and call to action if relevant. Include pictures and links, and keep in mind the first line or two are going to be your summary and your search results description so make them useful work for those actions. Then it’s good to save as a draft first and preview in your browser to give a last proofread.