Your website content is the foundation of your sales approach and therefore better copy will mean better conversions. All too often companies fail to write effective, persuasive and easily understood website, falling into the same traps every time. So if your website is currently a wall of jargon filled text, this post could well be for you.
Chunk your content
Website and digital content needs to be chunked into easily digestible chunks that are easy on the eye. Chunking your content into several sections, each with a relevant heading, allows users to skim read and quickly find what they are looking for. This is great as internet users are a bit lazy – often meaning that if we can’t find what we need quickly, we will leave never to be seen again.
Keep it simple
Your might sound smart using complex industry jargon and long words that you’ve spent time researching in a thesaurus, but it doesn’t work well for websites or marketing purposes. Interestingly, the average reading age of the general public is 7 years old, meaning you’ll lose many of your potential customers before they get in touch.
Often we see companies writing content that seems to be for their competitors rather than their customers. For instance IT support companies frequently use technical jargon that looks impressive to those that understand it but is very off-putting for potential customers.
Simple and succinct always trumps complex and wordy.
Keep it natural
It’s tempting to litter your content with your SEO keywords in order to try and rise through the Google ranks. Done badly however and it is obvious to users you’d rather communicate with a search engine than them.
Besides, Google rewards natural content that hasn’t been overly optimised for a specific keyword so if you are still using this outdated strategy then you are probably shooting yourself in the foot on two levels.
Never forget who you are talking to
Your target audience and demographic should be well researched and this should be reflected in your website content.
It is always far more effective to communicate to the smallest possible audience than throwing the net wide, so ensure your website content is written to resonate with this audience first and foremost.
Use descriptive anchor text
Your anchor text is what users click on to reach other pages of your website via hyperlinks or buttons. Traditionally this would normally be something like “Click here” or “Learn more”.
Nowadays you should steer away from this practise and utilise descriptive anchor texts instead. This is far better from an SEO perspective and is great for improving the user experience.
Never, ever copy and paste
Always write your own content, whether this be for your service pages or your blog pages. Although the “Google penalty” for duplicate content is a myth, if you steal your content from an existing website you’ll have no chance of ranking these pages.
Google values both originality and freshness and you’ll miss this mark if you copy and paste your content from somewhere else.
Include obvious call to actions
Once a user hits your website, reads your content and decides they are interested in your products and services, is it easy for them to find the next step? If a customer has to work hard to find out what to do next they will leave and you’ll never see them again (remember – we’re all lazy on the internet!).
Your website content should include lots of visual and contextual cues at strategic places throughout your page. This ensures it is obvious for your website visitors to find where to go next.
Another trap we often see in company website content is not communicating value. As well as being lazy, we’re also a bit selfish when we’re online – we want to know how we will benefit from taking an action.
Don’t write content that merely describes your services or products. Instead, ensure that you communicate the benefits of your services (this might be saving time, being more affordable etc). Simply adjusting your copy to promote the value you’ll bring to a potential client’s life does wonders in improving conversion rates.
We hope you’ve found this post useful and that you’ll be inspired to go away and improve your website content! As always, if you have any comments or questions please let us know.
Liam is a website designer and digital marketer based in Leeds, West Yorkshire. He spent a decade working within the charity sector before moving into the marketing space a number of years ago. Liam always strives to do something slightly different with every project and always designs to deliver results, not just pretty websites.