NFIB: On the Web, content is king--or it should be. If you want people to visit, stick around and come back to your small business' Web site, give them substance. The appearance of your Web site is still important in helping establish professionalism and credibility. But the information and other substantive material you provide matter most.

One study, from the Poynter Institute and Stanford University, showed that, unlike with newspapers and magazines, people who read Web news sites typically focus on the text first, looking at photos and graphics afterward. People on the Internet operate in "Internet time" or, in other words, fast. They don't linger over Web pages as they would a newspaper or magazine when drinking a cup of coffee.

People reading Web sites, for the most part, seek substance over style and usefulness over flash. They want to get what they want quickly. Here are some ways to make this happen:

-Readers should know immediately upon accessing your site why they should stick around and what's in it for them.

-Make background information about yourself or your organization available from the home page, if appropriate.

-If your site consists of more than a few pages, provide a site map or index that displays all the interior links for those who want to get their bearings from the outset.

-It's usually better to keep text brief. Break up long passages into multiple pages.

-Text should be accurate, complete and interesting.

Beefing Up Your Web Site Content [NFIB]

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