What attracts visitors and makes them want to stay on your website? Is it the bright colours in your web design? Is it the unique way your website scrolls? It’s good content.
But what makes content “good?” How good a content is depends on its impact and how engaging it is to your visitors. We’ve put together five tips to help you create a content strategy to drive traffic to your website and turn prospects to customers.
1. Know Your Target Audience
Your website shouldn’t only be for you. Its purpose is to help your targeted audience learn about you and how your product can help them. They’re more likely to buy from you if you do a great job convincing them that your offer will best serve them.
If you don’t know your audience or what they want, you can’t effectively market yourself or your site to them.
Make sure you research before writing content that you think will attract people. See how your competitors are positioning similar products. What makes your product different? Highlight it in your content and on your website.
2. Be Clear and Concise
Your website’s content should be clear and concise. If your website’s content is poorly written and hard to understand, people will not want to read it. Make sure your content is easy to read and free of any errors.
To ensure your website content is legible and easy to understand, write at the average reading level. You can use more technical and complex vocabulary and syntax if your audience is more advanced.
3. Write SEO-Friendly and Optimised Content
For your website content to succeed, it needs to be optimised for search engines (SEO). This means that it should be written in a way that is attractive to both humans and search engines. If your content is disliked by humans (for example, if you have a high bounce rate on that page), then search engines will be less likely to surface it in search results.
Search engines are in the business of quickly, efficiently and accurately getting people the information they need. It would help if you did keyword research to create content that will rank well in search engines.
Find out what terms and phrases your target audience uses, and include those in your website content. That will help you move up in search engine results. Many free tools are available to help you research your keywords, so use them to your advantage.
4. Use Mixed Media
Will you be drawn to websites that are nothing but a wall of text? No pictures, no graphics, just pure, unadulterated text.
Your website shouldn’t only consist of blog posts and text. It is good to use videos and graphics to share your message and value proposition with your audience.
5. Use Understandable and Direct CTAs
What do you want visitors to do on your website? Is the goal to have them complete a purchase, fill out a form or donate money?
Your website visitors need to know what you want them to do. Asking someone to do too many things at once will only confuse and overwhelm them, so focus on one action at a time. Keep your call to action (CTA) direct, clear and concise.
Now that you learned these tips, you can check your website content and see what works well and needs improvement. Do a content audit to see what you have that is performing well and what is lacklustre.
Are you looking for a digital marketing service in Yorkshire to help handle your content strategy? We assist established businesses in increasing sales by creating engaging and optimised, SEO-friendly content. Call us today!