The purpose of your business’s website is to provide your customers with information about your company’s products, services, and brand, but is that all it should be doing? Your website has the power to entertain, educate, and delight your customers. Your business may be open 9 to 5, but your website is available to the public 24/7. Are you confident it is working for you? The key to ensuring your potential customers understand how you can help them and are interested enough to contact relies on one simple thing. Your website content.
Today we will explore how to write engaging website content that will captivate your customers and impact your business in a positive way.
1. Make your content easy to read
There’s nothing more frustrating than trying to find information on a website and not understanding what is written. While you and your team may fully understand the technical terminology that is used in your field, it is likely your customers do not. As Albert Einstein once said, “If you can’t explain it to a six-year-old, you don’t understand it yourself.”
Challenge yourself to review your website content with your potential customers in mind. If you can explain complex terms in a simpler way, do so! And if there are technical terms that are necessary to use in your content, be sure to define them in a way your customers can understand. Write your website content as if you were speaking to your customers in person. After all, your website should be a resource for your clients, and if they can’t comprehend what is on it, your website is not doing its job. Not to mention, technical jargon tends to be a bit boring… Don’t put your readers to sleep!
2. Write less with more focus
We understand that there are many aspects of your business that you could discuss on your website. However, the most efficient way to provide your customers with valuable information is to write less with more focus. Try to limit yourself to include only the most relevant and important content for your customers. Your content should offer enough information that readers are confident in your ability to help them and cause them to be interested enough to set up a meeting! You should not give them all of the information they could need about your business - if you do, they most likely will not call!
Being intentional with the content on each page will also help you shorten your message. Having excessive amounts of text on a page can be harsh on the eyes of your readers, making it harder to read. Consider writing your content in different sections with sub-headers to allow your customers to navigate your website easily. You may only have your customer’s attention for a short period, so be clear with your messages and provide them with the information they are searching for in a quick and efficient way.
3. Be more creative
Just because you are talking about your company’s products and services doesn’t mean all of your content needs to be super serious and seriously dull! Adding creativity to your website content can spice things up and engage your customers more effectively than just dry facts. Being more creative with your content also gives your company a distinct voice and personality that can set you apart from your competitors.
4. Invest in a professional design
While the design of your website doesn’t necessarily involve content, it affects the way content appears on your site. Be sure to create a web design that is consistent with your brand and that supports your content. Consistency with your logo, fonts, and design style is important to ensure a powerful brand message. This consistency will also help your customers connect with the look and feel of your company and recognize your business more easily.
You might ask: If I want a professional design, what would be the cost? Price ranges vary from designer to designer, but think of it this way-- Having a professionally designed website and brand is a one-time cost while creating several different styles of brochures or ads involves a different charge each time. Investing in a professional and impressive website design can reduce the cost and time of other marketing materials and make a significant impact on your company. While it may take some searching, there are professional web and graphic designers that can help you with design without breaking the bank.
5. Review your content frequently
Can you remember the last time you edited your website content? If the answer is no, it is definitely time for an update! Your audience is always hungry for new and intriguing information, and they aren’t going to get that through outdated content!
Edit your messaging with your customers in mind. If the subjects you are talking about aren’t ultra interesting, find a new way to talk about them and make them more engaging! Putting a new spin on your topics will make your customers feel more connected and in the know of what is going on with your company. Most importantly, remember to make sure you are providing your customers with valuable information that they can depend on.
During your review, don’t forget to update all of the pages on your website! No page should be left unturned! More importantly, question and define the goal for every page on your site. Be sure each page on your website has a clear purpose and serves your customers in the way it is intended to.
Remember, if you are bored with your content, your customers are too! We hope today’s blog gave you the tools and inspiration you need to revamp your website content. If you need a listening ear for your content ideas, we'd be happy to chat!