Successful marketing’s more than just a presentation of facts! Website content must sparkle like a gemstone, engage customers and reinforce brand.
But flowery writers beware! The best content’s actually very simple. The web’s a place for users to achieve goals and, faced with considerable choice, if you fail to capture your audience, a mouse click will direct them away to your competitors.
Your customers will quickly assess your site, deciding whether or not to stay. Attention-grabbing headlines matter but most users are content scanners for key words and phrases. Complicated writing and clever meanings are hard to understand, jargon’s mystifying but perhaps the biggest offender are boastful/clichéd claims rooted in your own opinions.
Don’t be fooled, however, into thinking your text should be so simple it’s boring. There’s a skill to making a simple message engaging and attention grabbing. For example:
“We buy and sell used cars” isn’t as engaging as “We’re wizards in the second hand car market” yet the messages are basically identical.
Search Engine Optimisation (SEO)
Keywords, titles and tags are attractive to search engines but there’s a skill using them. Keyword stuffing in your text is penalised by Google as duplicate content. Google likes …
There’s no secret trick to a web page that will bring customers back again and again, but there are certain steps you can take to greatly improve your site. One of the key things to consider is making the site as user-friendly and accessible as possible. Your site should have a simple, easy to use navigation interface, as well as pages that load quickly and tell your visitors what they need to know up front. It should be full of great content, regularly updated, intuitive and, through a combination of these factors, provide you with a decent visitor-customer conversion rate.
If your website is for a business, you should strive to make it appeal to your ideal customer. Visitors to your website are primarily hunters, looking for select information, and if they can’t find it on your site in a matter of seconds, they’re likely to take their business elsewhere. By imagining what it’s like to be the customer you’re targeting, and dealing with every query they could possibly have about your products or services, you’ll be able to build up an important trust between you and your customer base. This can be much more effective in gaining and retaining …