A smart company would depend on its website, which is its number one tool for online marketing. Many firms would put out thousands of dollars just to have a website with great content and design. Once the company is done creating its own website, its members now have to think about the content that will make the site engaging.
Your site may be your number one sales tool, but its content will make the tool work. Photos, programming, and other stuff may be important to make your website aesthetically appealing to your visitors, but it is the content that sells.
Visitors will be able to make an informed decision about trying your products and services when you create strong, user-focused content. But how can you create awesome content?
When you take time to create strong, user-focused content, visitors will find the information they need to make an informed decision about trying your products and services or supporting your cause. Here are ten tips to create engaging content.
1. Create Your Own Voice
Your site must have a unique voice. It has to have personality. Every page should be written with the same personality so that your visitors will be comfortable when they continue to read and revisit your site. Your voice does not need to be over-the-top, but it should go along with your business.
2. Always Use Active Words
Active words let visitors participate, instead of just passively read your content. With active words, readers will feel as if they are part of your business, not just as visitors, but as customers as well.
3. Get Rid of Typographical Errors
Your site should not have any typographical error. Although you can occasionally make mistakes (because it’s forgivable), if you have many errors, your visitors might question your credibility.
4. Make It Short
Many visitors just skim your content to find what they want quickly. They do this to know if it’s good enough for reading deeply. Format your content so that the main points can be gleaned in a swift glance.
5. Target Your Customers
Make sure your content is about your customers. Focus on what they want and need, rather than what you will do. Write more about them rather than yourself.
6. Speak to Your Visitors
You should use words that speak to every kind of visitor personality. Each personality has different needs, so you have to address those specific needs. Form this camaraderie and you will get a better conversion process.
7. Present Benefits
Sure, the features of your product or services are good sales tool, but you should discuss the benefits to your visitors more, because they will find that more convincing. Features are logical, but decisions are made with emotion. Benefits target visitors’ emotional capabilities, giving them justification to buy your product.
8. Get Rid of Spam
Your content must sound natural. Many add keywords to content for ranking, but usually this diminishes the selling value of the content. Now that there are Google Panda and Penguin updates, your site might lose rankings because of too many keywords. Your content is your most effective sales tool, so keep it free from SEO garbage and focus on the customer.
9. Don’t Forget Calls to Action
Every page of your site should have at least one call to action. Without the call, you fail to help visitors take the next step in the conversion process. Use your content effectively by putting calls to action to guide your visitors through your site.
10. Link Out to Other Sites
Linking can be a bad way to do, but it depends on when and how you do it. Linking to other websites can establish your credibility. Be sure your links are there to prove your authority or provide your visitors more information. Also, make it sure that it won’t affect the conversion process.
Before You Go
Many sites create content to get their visitors to buy their products. However, products are not what visitors always want. Information helps sell your products and/or services. If you do not have engaging content, you limit your visitor’s quest for information to help them decide whether they should continue with your site, and eventually, their decision to buy your products. Use your content to lure in visitors, engage them, and compel them to action.