Create Your Own Web Content
You could generate your own text and graphical content by drawing on your existing in-house talent or by hiring outside content creators. Creating your own content gives you a greater level of control over the information that is featured on your site. You'll need to evaluate your current resources and decide whether the alternative of hiring people to create your content is feasible.
Understand How to Write for the Web
Keep a few basic considerations in mind when creating content for your Web site.
Write content that is easy to scan. People scan Web pages rather than read them, so you'll want to make your Web content short and easy to scan. Keep your pages limited to 1.5 screens of text each. Break the content up into pages this size and include links to smaller segments on other pages if necessary. Visually you can create breaks in the text by grouping the information into meaningful subheadings. Provide places for the eye to rest by using boldface text and indenting some paragraphs. Limit line width to 15 words for easy scanning. Italicized and underlined text do not work well within a Web page, since italics are difficult to see and underlined text typically indicates hypertext links.
Decide the image and tone you want to project. Consider whether you want a friendly or folksy tone or a more factual style. Consider what kind of image would best reflect your company's style.
And, of course, content must be timely, accurate, clearly written, and free of typographical errors. Have someone else proofread your content before you publish it on your Web site. It is easy to miss mistakes after you've been working with a piece of content for a while. Someone else will be more likely to notice awkward sentences or concepts that are not explained clearly.