This is probably the most difficult selling point to get across to people when designing or redesigning a website. Sure, people know they need to have copy on their sites but most people are perfectly fine with having their brochure’s content on their website.
Unfortunately, it usually isn’t.
In order for your online business to truly achieve its objectives, the content on your site must:
· Capture and hold the attention of visitors
· Bring visitors along a content path, building confidence and motivation, as they proceed.
· Motivate your visitors to respond, become new or repeat customers, building sales.
Content optimization is a skill that few people possess. Words sell, graphical images don't. You need to get the user to take action! So, in that spirit, we've created a list of things to do in order to improve your content:
1- Act like a reporter. Does your site answer the 5 w’s (who what when were why)? If your copy doesn’t, chances are your visitors won’t either.
2- Engage the visitor. Do you ask questions and lead your visitor to their desire goal? Hint: Hyperlinks work well.
3- Speak your visitor’s language. Your copy should reflect the same voice and tone as your primary target market. Avoid the use of jargon!
4-Create supplemental content. FAQ pages, tips pages, reference pages, how-to pages, industry glossary and related articles about your product/service work well.
5- Test & Track your results. A simple change can make a huge impact.
Whether the goal of your online business is to generate leads, sales, or to disseminate information, an effective content optimization strategy is needed to lead the visitor to the action you desire. Content optimization is a continual process of monitoring and updating. By staying true to this course, you will see the results in your bottom line.
