If you have a website, you know by now that SEO is crucial and that you have to take time for website speed testing occasionally. These are things that ensure your site is found, and that it provides a great user experience.
However, do you go beyond that? If not, you may be missing out on the ability to convert more people who land on your site into actual, paying customers. One part of your site that may not be getting the attention it deserves is your content. This is a huge mistake.
Not only is content effective, but it also costs 62 percent less than traditional marketing methods. As you can see, content matters. Keep reading to learn how to make the most of your content marketing efforts.
Create Content for Your Customer
In many cases, a website is created by “decision makers” in a company gathering around a table and brainstorming. In many cases, they write for themselves. They include the mission statement, professional verbiage, and other elements that aren’t geared toward their target audience.
This isn’t only ineffective, it’s one of the fastest way to have a potential customer abandon your site to go looking for one with content that is designed for them.
The very best websites are the ones that have customer-centric content. These are designed with the sole purpose to provide information to your visitors in an organized and compelling manner. This type of site will let them see what your business is all about, what you have to offer and how you are going to make their life better.
Have a Conversation
No matter what your English teacher told you, no one wants to read something that seems like a term paper. This is a huge yawn!
This means you need to create content for your site that is written in a way that visitors will feel as though you are talking directly to them. Use words such as “we” and “you” for the best impact, and contractions are encouraged. Believe it or not, you are going to get better results using an informal, friendly tone, than a stuffy, professional one.
Avoid Using Industry-Specific Jargon
It can be tempting to try and show off your knowledge by using industry jargon that only others in the industry would understand. However, this isn’t going to impress your customers. In fact, there’s a good chance it’s going to encourage them to bounce away.
Instead, use familiar words that the average person will understand.
Hang Up the Hype
Someone coming to your site isn’t looking for hype or spin. They want transparency. In most cases, a person is coming to your site to get more information. This is why you need to present the facts. This is what is going to help them make an educated decision about you and what you have to offer.
When creating your content, put all of your cards on the table and be sure that your visitors can make their own conclusions about your business.
Don’t Forget the Call to Action (CTA)
If someone lands on your page, and they stick around, they want to know what to do next. This is where your CTA comes in. Be sure you have created clear, concise CTAs that let your customers know what the next step is. Without this, they may just bounce away.
If you want to create compelling content that turns visitors into buyers, then make sure to keep the tips here in mind. Content is still king – regardless of what others may say.