Is Your Web Content Reeling Them in or Turning Them Away?
Whether you’re a brick-and-mortar business or an online entity, there’s one strategy you need to get right, — your web content. Without it, your efforts will end up dead in the water. Driving traffic to your site without the right content is like selling tickets to a bad cover band. The audience might show up, but they won’t stay, –and they definitely won’t be back for more. Incidentally, that’s called “bounce rate” for websites. It’s what happens when a visitor finds your site through a Google search, clicks over to your site, takes a 5 second sweep of your web presence and quickly exits.
So, how do you stop this from happening? What components do you need to not only keep visitors on your site, but engage them, draw them deeper, and ultimately win them over to become raving fans and satisfied clients? I’m glad you asked. Turning web visitors into clients is not as difficult as you might think. Avoiding these 5 common content mistakes is your first step. Let’s take a look:
5 Deadly Web Content Mistakes
Content Mistake #1 – Too Many Words
Does your content read like a college text book with paragraph after paragraph of unbroken text? Long reports and detailed studies are often necessary, but should be saved for white papers, eBooks, and other downloadable material. A first visit is a basic scan where the searcher is trying to quickly determine whether your product or service solves their problem, is cost effective, and whether they can trust you. That’s all.
You have less than 30 seconds to capture the attention of your visitor. They don’t read. They don’t want a dissertation. They scan, they skim, quickly looking for key phrases that always have to do with solving their problem. Example: You’re reading this article to find out whether your content is turning away potential clients or not. You’re trying to solve a problem.
Content Mistake #2 – Where’s the Value?
Your web visitors want to want you. Really they do. In a perfect world, they would land on your site and become so engrossed in the numerous benefits your product or service offers that they would wonder how they managed to make it through life without you. Unfortunately, wordiness and a watered down sense of value go hand-in-hand. This is especially true for business owners who write their own content. You’re engaged in the day-to-day use and continued research of your product so you may not be able to think like the new visitor who is either just beginning to research your product or needs to be taken by the hand and led down the path of discovery.
Case studies reveal that prospects are looking for the simple base value to them, especially on their first visit: How useful is your product? How much does it cost? How easy is it to use? What are the problems your product will save them from? Having that information front and center will mean better conversion rates and more satisfied customers.
Content Mistake #3 – The Pieces Are Disconnected or Missing
Each piece of content on your website should compliment and connect with each other. It all should flow together seamlessly and naturally, answering questions, solving problems and positioning you as the authority. Everything from your product descriptions to your About Us page should continue to reassure the reader that they’ve made the right choice by stopping here. Every word a visitor reads on your site either adds to the “Yes, I’m glad I’m here” column in their head, or the “Wait…What?” column. Too many on the latter and the customer’s trust level drops.
If pieces of your site are disconnected or overlooked, this throws up huge red flags in the “Wait..What?” column. Is your FAQ page blank? Are your product descriptions made up of measurements, colors and nothing more? Are prices missing? You wouldn’t go to the office with only one shoe on (hopefully), so don’t assume it’s okay to have missing pieces on your website.
Content Mistake #4 – Not Making Use of Social Media
We get it. You’re busy. Business owners usually are. But every day that you’re not pushing your content over to social media platforms is one more day of leaving money on the table. Social media sites like Facebook, Twitter, and LinkedIn should be looked at the same way you see face-to-face networking events. By setting your blog up to automatically feed new content to your social channels, you’ll continue to be “seen” and the chances for valuable connections greatly increases. You don’t have to be a social media expert to take advantage of the instant visibility. Adding relevant industry insights to educate your potential clients through timely blog posts (and sharing these posts on social media channels) is one of the easiest and most cost friendly ways to continue to position you as an industry leader. On the flip side, –If you’re not doing it, your competition is.
Content Mistake #5 – You’re Not Presenting Yourself as an Authority
I saved the best for last. When a visitor lands on your site, they want to be able to trust your content. By believing in you, they will believe in your product or service. Ultimately, we’re always selling ourselves when it comes down to it. Many website owners fail simply because they set their sites too low. If you’re not speaking as an absolute authority on your subject, your audience will soon find another resource. For this reason, it is absolutely vital to use content writers who offer the credibility your site needs to engage your readers and build trust.
Gone are the days of simply pitching your product. Your website shouldn’t read like an endless commercial. Authoritative content is about delivering information that makes your buyers more intelligent. As you consistently provide industry insights and valuable, intelligent information, you continue to position yourself as the obvious choice for the product. You are the authority.
How Do You Measure Up?
How many of these content mistakes are you guilty of making? Fortunately, there are easy fixes to all of them. Look at your website as a never ending project (in a good way) and take the time to make the changes that will earn trust and build authority.
If you’ve made it to the end of this article, you’re serious about getting your web presence on the right track. Start by knocking off some of the biggest offenders listed above, and if you’re still having trouble, contact me! It’s what I do best!
Also, take a minute and share this article with your sphere of influence (see social sharing links below). The first step to helping yourself is helping others!