As the famous idiom states “Content is King”. It really is the most effective driver for attracting traffic and keeping that traffic coming back to your website or blog. Impactful web content can help you tell the story of your brand and help drive long-lasting results through building a connection with your audience. Whether you are looking for more sales, more signups, or more visitors, telling great stories that provide value for your audience is a key to engagement and loyalty.
Digital natives have very short attention spans quite literally, and won’t wait more than 2 seconds for a page to load unless the payoff is worth it. Which means you have to create that compelling content for your website to quickly capture their attention and interest.
Below are five tips to keep in mind when creating content for your website, blogs and social media posts, to help encourage maximum traffic and impact on your readers.
Start with a clear navigation
Organise your website pages into logically-named categories with standard terms and tabs to help make the navigation process as simple as possible for the visitors. Time, again, is a factor here – visitors are unlikely to spend much time trying searching for the facts and information they require. So make the website design simple and easy to navigate, To help get started you can work your way through this comprehensive checklist of 20 website design mistakes.
A great headline works wonders
“Games Gold, Gold, Gold”, “Federal Agents Raid Gun Shop”, “Tragedy’s Sad Legacy”. What provokes web browsers to read, tweet and share an article from the humongous digital clutter?
It is an interesting headline that can entice and engage your audience to click, read, and share your content. Yes, the content that follows is important too, but a BIG, BOLD statement that jumps off the website screen is what tempts the visitor to scroll down and read further. In fact a study states that 59 percent of all shared content on social media is shared by people who haven’t read it, which implies that the headline alone is capable of carrying your piece of content a long way and garner visibility.
Include photos and GIFs to support your story
Generic stocked photos are pretty, but do they tell visitors about the real you? If used too frequently they can look forced or copy-pasted. Visitors want to see what they’re buying and who they’re buying it from, so it can often be more impactful to use personalized and unique photos about your business and your products and services.
GIFs (Graphics Interchange Format) not only make content appealing, but also help in enhancing a brand’s message with visual content. It has been observed that people only remember 20% of the text they read, which reminds us once again the ever-important power of visual communication.
Keep the website up to date
A successful content strategy underpins the killer web content that keeps people coming back for more. Consistent, ongoing content generation is key to this and assures visitors they’re going to see new things when they visit. At the same time, you might not be maximising the value of the content you’ve already generated. This can be done by constantly adding interesting data, facts and figures to the web content which would be relevant to the readership. At the same time, update the existing data with any changes or recent developments, in order to maximise value of existing content.
Include a call to action on nearly every page
Tell visitors what you would like them to do next. Lead them down the path to a sale or to contacting you. It’s great to be a quality source of information, but you also want visitors to know they can make a purchase on your website. Your call-to-action must inspire immediate activity. Nothing inspires action like FOMO (fear of missing out) – limited-time opportunities, sales, coupons, and similarly timed offers all encourage action sooner rather than later.
To be effective and foster long-term engagement and loyalty, your website must deliver true value through all the above techniques. Put your visitors’s needs and wants first, as you create an online space that is easy to navigate, attention catching, visually appealing that continually offers new experiences and encourages action.
A relevant and captivating content forms the backbone of a website, which supports and thrives the website in ways more than one: get more visitors and subscribers, retain existing ones, promoting the brand in front of the right eyes and building brand authenticity with the help of authentic and up-to-date content.