When I first started working on websites both mine and for clients I used to focus a lot on design, speed, and SEO tools. But over time, I realised that none of that really works if your principal content isn’t clear, strong, and useful.
In this blog, I’ll explain what “principal content” really means, how to identify it, and how to make sure it connects with your audience. This isn’t just theory I’ll share how I apply this in real projects so it feels practical and relatable.
What Is the Principal Content of a Website?
Simply put, the principal content is the main part of a webpage that delivers the core value to the visitor.
It’s what your audience is actually there for whether that’s reading a blog, checking your services, watching a video, or buying a product.
Let me break it down in simple terms:
- On a blog post, the principal content is the article itself.
- On a product page, it’s the product description, images, price, and reviews.
- On a homepage, it might be your unique selling proposition (USP), service highlights, or intro video.
- On a service page, it’s the detailed information about what you offer, how it works, and why someone should choose you.
So basically, if you remove everything else ads, headers, sidebars what’s left that your user actually came for? That’s your principal content.
How I Learned to Focus on Principal Content
In my early days, I was so obsessed with ranking pages that I’d over-optimise titles, cram keywords, and stuff every sidebar with CTAs. But guess what? The bounce rate was high. People were landing, scrolling quickly, and leaving.
One day, I sat down and looked at one of my blogs and asked myself: “Is the content here really answering what the reader wants to know?”
The answer was no. I was prioritising design and keywords over actual value.
That’s when I shifted my focus to principal content. I started asking:
- Is this page solving the user’s problem?
- Is the main content easy to find and consume?
- Is it better than what’s already out there?
And that’s when I saw results better engagement, better rankings, and real messages from people saying “this helped me.”
Why Is Principal Content So Important?
1. It’s What Google Looks At
Google’s ranking systems now focus heavily on the actual value the page offers. Especially with updates like Helpful Content, Google wants to know: Does this page help people? That means the main content not your menus or popups has to do the heavy lifting.
2. It Builds Trust
When people land on your site, they decide in seconds whether to stay or bounce. If your principal content doesn’t quickly show value, they’ll leave and probably won’t return.
3. It Drives Conversions
Whether your goal is to get someone to sign up, buy, or just read another post it all starts with how well your principal content delivers. Good content doesn’t sell aggressively; it builds confidence.
What Does Principal Content Look Like in Different Websites?
Here are some real-world examples to help you understand how principal content changes based on your type of site:
1. Blog Website
- The article body is your principal content.
- Use clean headers, short paragraphs, and real examples.
- Avoid distracting ads or popups in the middle of content.
What I do: I format my blogs to keep the main article clean and focused, and I avoid overloading it with unnecessary widgets.
2. E-commerce Website
- Product details, high-quality images, price, and reviews are the core.
- Customers should see everything they need to make a purchase decision without hunting for it.
What I’ve noticed: Many online stores bury key info under tabs or overload the page with offers. I try to keep the product content above the fold and easy to scan.
3. Portfolio or Personal Brand Website
- The main section here is usually the About Me, Services, or Work Samples.
- Visitors want to quickly know who you are, what you do, and how to contact you.
My approach: On my portfolio pages, I write in first person, explain what I do clearly, and link straight to examples. No fluff.
4. Service-Based Business Website
- The service explanation, benefits, pricing, and testimonials are the main content.
- Visitors should be able to understand your offering in less than 60 seconds.
What I’ve done: For client sites, I keep the hero section short, add a one-line benefit summary, and use a CTA that matches the user intent.
How to Improve Principal Content on Your Website
Here’s how I personally improve and audit principal content, whether it’s my own site or a client’s:
1. Identify the User Intent
Ask yourself: What does the visitor expect from this page? Then, look at your page and check if it meets that expectation within the first few seconds.
2. Cut the Noise
Remove anything that distracts from the main value unnecessary ads, irrelevant links, auto-playing videos. Let the core content breathe.
3. Make It Easy to Read
Use:
- Clear headings (H2, H3)
- Bullet points
- Short paragraphs
- Visuals (images, diagrams)
I usually read my own blog aloud once before publishing if I stumble, I rewrite.
4. Show Value Quickly
Don’t make your visitor scroll endlessly to get to the point. Start strong especially in intros and top sections of pages.
Common Mistakes to Avoid
Here are a few mistakes I’ve made (and learnt from) when it comes to principal content:
- Too much above-the-fold fluff: Sliders, banners, and long intros can push real content down.
- Over-optimising for keywords: It ruins the natural flow and doesn’t help users.
- Neglecting mobile users: Principal content often gets hidden under menus or scaled badly on small screens.
- Using templates blindly: Some themes look great but push key content way below. Always customise to suit your purpose.
So this is it…
The principal content of your website is what people come for. It’s the core of what you’re offering. Whether it’s a blog, a product, or a service that central piece needs to be clear, helpful, and easy to access.
Once I shifted my mindset from “how do I rank this page?” to “how do I help someone with this page?”, everything changed. Rankings improved, bounce rates dropped, and people started trusting the content more.
So if you’re building a website or auditing one, start by asking: What’s the principal content here? And is it really doing its job?
If you’re unsure whether your website’s content is clear or useful enough, I can help. Whether you need fresh content, a second opinion, or full content strategy I’m just a message away.
Let’s make your website content work smarter and connect better.
