Creating effective content for your site
Your business has a message, and that message is likely centralized on your business website. But is that message being conveyed as effectively as possible? All too often, business websites make everything easy to find except what the customer is looking for. In order to convey your message about your products or services, your website first needs to be able to engage visitors at their various points of interest.
One of the best ways to entice visitors to engage your business's website is to make sure that it is intuitive, built with the visitor's experience in mind, and updated with relevant content. And while that's all very easy to say, what are some practical steps you can take to implement this on your own business website? Here are some key ideas:
Make your message obvious - When choosing a direction for your website, it is important that your visitors are able to discern what your business is about very quickly. This involves planning, but the result is a business website that is easy to interact with. Easy interaction takes one more hurdle out of the way so that clients can do business with you more readily. An intuitive website maximizes potential conversion and aids customer retention and satisfaction.
Intuitive can be a very vague buzzword, though. Here are some ways to approach it practically:
- Work with your Radium3 designer to label navigation clearly.
- Place links to your own pages when your content references them. For example, if your business website is for your law firm, and you wrote a blog about your services, then place a link in your blog that points over to your services page. Or, in our case, we might want to link to our features page.
- Avoid cluttering your website with too much information in a small space. Give your visitors' eyes a break and guide them with bold, simple labels to the page that can answer their questions.
- Harmonize content with unique, bold imagery so that your website utilizes multiple senses to convey its message.
Don't waste time - Internet users are often impatient, and the internet gives them quick, easy access to many options, and if you're not careful, leaving your site may be the option they choose. In those first moments, visitors are gauging your professionalism, your skill, and your accessibility — so don't waste that time! Statistics show that you have around two to four minutes to give them what they're looking for. Here are some easy tips for maximizing their exposure to your message quickly:
- Make sure that major topics are covered on your navigation menu, or alternately are easily accessible from the pages in your navigation menu.
- Keep your text content short, clear, and to the point while still conveying an authoritative grasp of the subject matter through semi-technical language.
- Have a friend or spellcheck program ensure that your content is grammatically correct.
- Use online software like Google Analytics to track what interests visitors or turns them off.
- Work with your designer to create a layout that harmonizes color palette, visual appeal, and best selling points.
Visitors aren't necessarily looking for the business with the most. Often they are looking for a business that is easy to work with, simple, and efficient. Setting up your page so that visitors quickly find exactly what they're looking for minimizes the friction between their questions and your answers.
Make them want to come back - Entice your visitors to come back repeatedly by giving them content that is relevant and frequently updated. For example, setting up a blog with Radium3 is extremely easy. Updating it frequently conveys to the visitor that your site is active, you are accessible, and you are interested in interaction. A news feed or social media outlet is another way to create fresh content for visitors (and increase SEO visibility).
Create consistent headings - Visitors scan your page quickly to see if your service meets their needs. To help a visitor latch on to your most important points, use heading tags (such as <h1> in HTML or "heading 1" in the WYSIWYG) consistently throughout your site. Head up sections with <h1> or "heading 1" and add sub-points with <h2> or <h3>. These anchors will help guide your visitors to the information they're most interested in.
Break up content - Nothing is more of a deterrent to reading than the absence of visual cues like paragraphs. By adding paragraphing, indentations, and bullet points, you organize your content visually and make it approachable, thus increasing the chances your message is received.
Target keywords - I've put this last because it is only truly effective when used in conjunction with the other factors listed. A good practice is to know your keywords beforehand and then to find creative ways to work them into natural sentences. It is always recommended that you find a proofreader as well to make sure your content flows comfortably.
Because search engine optimization techniques like keyword targeting can be complex, Radium3 has SEO-marketing professionals on staff that are ready to help you get started on an effective SEO campaign. Get more information here.
An effective website takes work, but Radium3 is here to make sure the learning curve is as simple as possible. Our designers are more than happy to help you get started managing a world-class, user-friendly website that engages visitors on every level.
Posted on Thu, October 7, 2010
by Vince Conn filed under