The Internet is a crowded place and there’s too much content online, much of which is poor quality. Many site owners fail to understand that the content on their site(s) is the foundation for making a great impression on site visitors, which can lead to better sales and higher conversion rates.
When it comes to content, the goal is to create copy that is effective and persuasive. If you find yourself with weak conversion rates and sales or a lack of traffic, then it may be your site content could use some improving.
We’ve put together some tips to help you create the best content possible for your site, no matter if you have an e-commerce or an information site. Whatever you have, these types will help get your content up to par.
Chunk Your Content
OK—that’s a strange term. What does it mean to chunk your content? Before we take a look at what that means, consider this. Research has shown that only about 20% of the content on a web page is actually read by users. Wow, that’s sobering fact, especially if you put a lot of time, energy and/or money (if you hire a writer) into creating great content. Only 20% of that content is read.
The reasons site visitors don’t read everything on the page? Lack of time. If you have a dense blog post, chances are readers are only skimming the material. That’s why it’s important to use the right type of headings and subheadings. These can guide readers to the information they need.
OK, now we’re ready to get back to “chunking” your content. Chunking putting your content into digestible chunks that are not only easy to look at, but also easy to skim. We’ve already mentioned one of the ways to chunk content and this is by using appropriate headings and subheadings to guide site users to the content they’re looking for. Readers can quickly and easily skim for the information, rather than digging in o the entire post.
Know Who You’re Talking To
When creating content for your site, always have your audience in mind. It’s important that each post be geared toward the audience you’re trying to attract to the site.
Rather than writing to anyone and everyone on the web, write to your audience. Who are they? What is their average age? What are their hobbies? What problem are they trying to solve when visiting your site? Are they looking for a specific solution or product?
Make sure your content speaks directly to them, keeping them engaged. And be sure to provide the information they need, especially if you want repeat visitors.
Keep Content Simple
Keep your text simple—remember, you want to make it easy for site visitors to get the information they’re looking for. Avoid using complex jargon or long words just to sound smart. This doesn’t work well or come off well in your visitors’ eyes. You may even come across as phony or conceited.
When it comes to creating simple content for your site, make sure to keep it simple and at about the level a 7-year-old could read. This makes the content easy for anyone to read, including those who may not be native speakers. Make the content inviting and easy for anyone to read.
One more note—avoid wordy, complex sentences. Keep everything simple and to the point.
Avoid Overuse of Keywords
Back in the day the term was called “keyword stuffing.” It was a method content writers used to quickly game Google’s search engine for traffic. This method no longer works; in fact, Google penalizes sites for overuse of keywords.
Do use keywords but use them naturally. Avoid using them too many times, or with inappropriate grammar, etc. These are surefire flags that will catch Google’s eye. Google wants your content to be written for humans. Keep it natural and avoid using the old “keyword stuffing” strategy.
Don’t Use Other People’s Content—Ever
This can’t be said too many times—always write original content for your site. Avoid plagiarism at all costs. In addition, you may not rank if you take content from someone else’s website.
Google wants your content to be natural and original. This is the best strategy to attract users to your site and get that coveted traffic from Google.
Communicate Value
One thing many company sites fail to do is communicate value. What does this mean? Rather than writing a long list of the services you provide, don’t be afraid to convey the value your service provides.
Not only is a list dry reading, it tells potential clients nothing about what they can expect if they work with you.
Instead, infuse your content with the value your services and/or products provide. Direct the words toward the reader, rather than saying, “We provide this…” or “We can do this…” Make the content speak directly the reader. Involve them in the process, while also getting across what your business can do for them. It’s all about meeting your customers as the points of their needs. This is what you need to write.
Remember a Call to Action
Remember to include a call to action. Once the visitor has finished reading your great content and decides they want your product your services, then you need to come right out with a simple all to action.
Along with the words, you can also include visual clues placed in key areas on the page. These will guide your visitor to the call to action and point them in the right direction for next steps.
Just remember to keep your call to action obvious, simple and easy to follow.
Writing great content for your site is hard work. However, your content doesn’t have to be perfect; it just needs to keep your site visitors engaged, while giving them the information they need.
It’s a good idea to review the content on your site about once a month. This way, you can monitor performance to see what’s working and what may need improving.
When it comes to content, remember to keep it simple and easy to scan. Give your readers what they need and help them to see how to take the next steps.
