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Create Compelling Content for Your Website

You might find yourself hosting a summer barbeque or gathering in the coming months. When you are hosting any kind of event, part of your job entails welcoming and entertaining your guests.

The same goes for the content on your organization’s website. Product descriptions, images, body text, infographics, and the like are the “hosts” while your website is the party. Your website’s material keeps current and prospective clients on your website, hopefully turning them into loyal customers.

Research suggests one-third of visitors will stop engaging with a website if the content is less-than-satisfactory. Sharpen your webpages’ ideas — therefore attracting people to your business — by:

Understanding the goal of every piece. Every piece of content on your website — from text on the home page to your blogs — should have a purpose. Some information is meant to persuade visitors, while some material might seek to educate consumers. Before you create any new content, ask yourself: “Why would customers on our website care about this?” If you have an answer, add it to your site.

Defining your target audience. You have a website so others can find you. The words on your website try to sell either a service or a product to your customers. You’re more likely to close the deal if you’re persuading or communicating in a way they understand. Look into the type of consumers you are looking to attract and alter your content, so it applies to the group.

Making your content readable. A study at the University of California found that the average adult’s attention span is eight seconds. That means your audience will likely skim your website and not read it word-for-word. Allow them to do that by using subheads, bullets, numbers, short sentences and paragraphs, and white space. Place the most important information at the top of the piece or page.

Optimizing information for SEO. Help search engines like Google lead customers to your website by using your previously defined keywords in your text. Another way to optimize your content for SEO is to use links. In a blog post on your website, link to an external, credible source; you’ll validate your content by doing so. Or try linking to another related page on your website to encourage visitors to keep exploring your site.

Calling for action. Every page of your website should encourage consumers to act in some way. Should they subscribe to your newsletter? Create an easy way for them to enter their email address. Do you want them to contact you? Provide your phone number or a form they can fill out.

Updating content regularly. Outdated content sends a bad signal to interested parties.  Sit down with your team at least once a quarter to review your website. Make sure all links work, add new images, change any outdated information, and post new blog content.

Need help with website design, creating material for your website, or optimizing its content for SEO? Contact us today to get started.