When designing your website, Fyresite often asks you to supply us content. Content is important for your website, and good content is imperative for a successful website. When asked for content, you may not be certain what would be good content. Worry not, this blog is here to help you break down what makes good versus bad content. 

What Good Content Looks Like For…

  • Brand Guide 
    • Ensures our designers work within your brand 
  • Logos 
    • Vector graphics preferred 
    • Outline font strokes
    • If using variations, knowing use case helps 
  • Fonts 
    • If using a paid font, be sure to include license in the font file 
  • Photos 
    • High resolution
      • The resolution needed will depend on the type of image. For example, a header image has an ideal resolution of 1024 pixels, while a background image is ideally 1920 pixels wide x 1080 pixels high. Logos will vary depending on if it has a retina option or not. 
    • Variety of  
      • Products
      • Lifestyles
      • Stock 
    • Have SEO (Search Engine Optimization) descriptions 
      • Should be done ahead of time
      • Should have descriptive titles, file names, captions, and text for images 
      • Should use a descriptive alt title
        • Improves accessibility for people who can’t see the website, such as those who use screen-readers or have a poor connection 
    • File size
      • File size for images should be as small as possible without reducing quality in order to optimize your site load speed 
  • Written Content 
    • Should be optimized for SEO and your users 
    • You can learn more about SEO practices here
  • High-Quality Reviews 
    • Ideally with images of the reviewer and your product
      • Images of the reviewer helps your customers trust the review more 
  • Videos 
    • Should be high-quality, 1080p
    • Shows variety of 
      • Products
      • Users
      • Lifestyle 
      • Reviews 
    • Can be used on product detail pages, homepage, banners 
      • Smaller videos are ideal throughout the site 
      • Longer videos can be embedded 

In addition, good content is ready before the project kicks off. This ensures that your website can be finished on the scoped timeline. If you wait until after the kickoff, then the timeline may shift and cost you more money. 

What Bad Content Looks Like For… 

  • Brand Guide
    • Brand is undefined and/or inconsistent 
  • Logos
    • Blurry, low resolution
  • Fonts 
    • Paid font either not paid/without permission
    • Licensing not in the font file 
  • Photos 
    • Blurry, low resolution
    • Does not show products/people in good way or at all
    • Outdated
    • Generic/overused stock photography
    • Uses logos of another company
    • File size is large, slows down site speed 
    • Based solely on a trend, not ‘evergreen’
      • While sometimes content based on a trend or season will work for your brand, they are not ideal if you don’t want to change the photo with every new trend/season
    • Not enough options 
      • If you are low on photos, reconsider how many places you want photos on your website 
  • Written Content 
    • Too short or too long 
    • Not focused on products or what value they bring 
    • Formatted incorrectly 
    • Outdated information
    • Not optimized for SEO 
    • Bad grammar, spelling mistakes
    • False claims 
      • Making false claims will fracture the trust between you and your customers
  • Fake Reviews 
  • Videos 
    • Low resolution
    • Low production quality 
    • Don’t have a clear purpose 
    • Doesn’t play/load

More Helpful Tips

For more helpful tips regarding good versus bad content, one of our top designers, Eric Daily, has shared his best practices. 

Written content is arguably the most important asset to your website. It should be original, actionable, and answer a question. Learning how to define and reach your ideal customer with your messaging is everything. Here are some tips to creating effective content for your website:

  • Be Useful
    • The most crucial role of content is to provide answers and value to your audience 
    • Structuring your content in the form of answering questions is an easy way to improve google ranking as well, so become familiar with your audience’s knowledge gaps
  • Be Memorable
    • People want to know there is a real person behind every company interaction
    • Avoid using cookie-cutter phrases that have become overused by businesses everywhere. 
      • Try to approach your writing with a unique point of view that may differentiate you from your competitor’s messaging
  • Be Original
    • Your audience is aware they are constantly being advertised to. It is common to put up barriers to avoid ads whenever possible. 
    • Use personal experiences and storytelling to create a rich image of your brand and what it stands for. Writing from a unique point of view will improve your conversion. 
  • Be Focused
    • Keep in mind that your audience isn’t investing too much time and attention into reading your content. 
    • People skim when browsing to save time. 
    • Be sure to format your content in a way that can be easily digested while scrolling through. 
  • Be Brief
    • Use shorter sentences to make messaging simple and clear. 
    • Don’t confuse or distract the reader from the primary goal. 
    • Your website should always direct the audience to the next step of the process. Deliver the key message and clearly outline the next steps you want your audience to take. 
  • Be Thorough
    • Always double check and triple check spelling, grammar and punctuation. 
    • Hire a professional copywriting consultant if you need help moving forward with your website content.