In person, you know your stuff when it comes to your business. You have your handshake down, as well as all the answers to your potential clients. However, on your website, your business is described and represented through its content. It’s here where you need to connect with your audience, sell yourself, and keep your visitors engaged, which is easier said than done.
Keep our list of tips in mind when writing useful, trust-building content for your website.
Demonstrate Your Value Early
In a dream world, your audience would read every single word on every single web page to get a feel for your business. In reality, however, people are coming to your website to find what’s in it for them quickly. That’s why your website content needs to clearly state what you do and how your visitors will benefit from working with you.
It’s also vital that your calls-to-action (CTAs) also clearly state what value they’ll get from taking the next step. For example, a button that says “Find Out More” instead of “More Info” tells visitors what they’re about to do. It’s more action driven and almost empowers them to make this choice.
Clear Messages > Fluffed Content
Think about the most well-known taglines. You probably think of Apple’s “Think Different,” Nike’s “Just Do It,” and even “Snickers Satisfies.” What do they all have in common? They quickly, and clearly, let you know their brand position. This is not to say you need to scrap your current tagline, but you should aim to have your messaging crystal clear on every web page.
To allow your audience to quickly find your key message, cut out the fluff around your content. Your visitors will want to know right away who you are, what you offer, and how will your offer benefit them. These points are especially true for your homepage’s headline. It may take a few drafts, but as long as all three of these questions are addressed, you’ve struck headline gold.
Make It User-Focused
Take the word “I” and throw it out the window (wait, don’t do that, let us rephrase…); your website content should be focused on the visitor, not you. If your current content is talking more about your products’ features than its benefits, or if you spent double the amount of time on your About page than anywhere else, your focus needs to be reversed.
Style Your Content Effectively
Like we stated earlier, your website visitors will skim your content to find a quick answer. To enhance the user experience and keep the user’s attention, it’s important to style your content in a way that’s easy for them to process.
Here are some easy ways to improve your content’s readability:
- Don’t make your content too small; aim to use a 16px body font size or higher.
- Headings and subheadings help segment your content and give a nice visual hierarchy.
- Break up your paragraphs to be no more than five sentences each, and don’t overdo one-sentence paragraphs.
- Bullet points, bolded phrases, block quotes and italics guide the visitor’s eyes to essential statements. Again, don’t overdo it.
Keep in mind, we are not saying that people will not read your content entirely. They will make time for your content if it’s worth their time, so never skimp on writing quality content.
Design Comes Last
This is something we firmly believe at GreenMellen, and we’ve talked about this point before. Sure, they may judge your design before the content, but they will not stick around and explore the site if the message doesn’t support or meet up to the design. Content still serves as the shining star of any website, so save your web design brainstorming until you’ve completed the messaging.
Clear, concise website content serves as your “digital handshake” in today’s world, and with these tips as your guide, you can provide the same reassurance, value, and trust to potential clients through your website as you would in person.
For more info about website content, schedule a time to learn more with us!