To market your organization, a well-written website will not only increase visitors’ interest in your products or services, but also quickly identify the key messages you are trying to get across. The modern web user enjoys great content in the form of reading blog posts, getting involved in discussions, consuming videos, and viewing high-resolution and highly relevant images.

But delivering those key messages and content features on a website is not necessarily easy for everyone to master. There are, however, standards to making your content easy to understand and stand-out as well as keep your audience from surfing away from your website.

Here are four tips on developing content that grabs attention:

— A clear message has to be stated at the top of a page. Keep in mind that readers lose interest in text that doesn’t tell them what they want in brief sentences that are easy to understand.

— Use titles, sub-titles and bullet points to enable readers to rapidly and efficiently go through your content.

— Keywords are also vital. Your site won’t attract traffic without the correct “street signs” for the search engines. Proper keywords must be well research and crafted while taking into account the way the majority of us search the web for information.

— Plan out your content by setting up Google alerts and following industry related websites. Create a calendar to keep track of when you will add new content to your site and the type of content (blog, video, white paper, etc.) that it will be.

Websites that feature quality content enjoy the benefits of high search engine positioning and good conversion rates. Ever year, it seems Google puts more emphasis on developing a mixture of quality and quantity when it comes to content.

The takeaway: businesses should develop great content for the very reason that it is what people want when they arrive on your website.