Content is King.
While that might well be true, the real challenge here is coming up with ways to create unique, consistent and engaging content. That not only addresses your customer’s needs but also the ability to keep them on your website longer. It’s not enough to create content that captures people’s attention or provide the information they need or just drive traffic to your website.
Potential customers must have a reason to stick around and potentially do business with you. You must hold their attention long enough for them to learn the details of your business and how it will solve their problems. Trust plays a major role in converting new website visitors into paying customers.
For how long do your readers stay on your website? Go to Google Analytics for this data. If an audience does not find a reason to stay on, higher bounce rates and low conversion rates will follow.
So how do you deal with short average duration sessions?
How do you encourage your audience to stay on your website for longer?
Show your value proposition
Website visitors lose interest quickly if you make it hard for them to determine what you do. The Google Search Engine churns out thousands of results instantly. Therefore a confused prospect will easily find another business that defines their value proposition and how to fix the issue at hand.
Have one sentence at the top of your landing page that highlights what you do. It should be specific to your ideal customer, not everyone. The pages below should provide visitors with more specifics on how you can solve their issues. Finally, lead them to where they can make a purchase or contact your sales team.
Avoid jargon in your website copy
Long, jargon-filled paragraphs and headlines confuse and alienate your audience. You should present interesting content that keeps readers engaged. Short, catchy headlines should demonstrate what a reader can expect to find on any page. Paragraphs should be four concise sentences or less. Keep in mind that your audience is from all over the world and should, therefore, understand your content. Be professional but with a conversational tone that draws readers.
Educate rather than sell
Website visitors engage more with content that educates rather than with promotional content. Create a hub of resources that inform your readers and potential customers of the topic at hand. More emphasis should be placed on inbound marketing. Strive to post content that encourages conversation among your readers. The engagement will keep them around longer building a sense of trust in your platform.
Include your target audience in your blog content
Content that resonates with audiences and builds trust in the process has to include your target audiences within the content itself. Centre the narrative around a character related to a target audience or specific to an individual or brand. This builds huge trust with the visitor one click at a time.
Present additional business information using humanization elements
Your “About Us” page is best suited for this. Provide website visitors with an overview of your business values, how your organization works, your company culture, unique philosophy, among other useful information that might build trust.
It’s advisable to add major accomplishments or images of people who power the brand along with their brief bios. This will create a level of familiarity and will humanize your brand.
Keep the website design modern and easy to navigate
A modern, clean and responsive website with high-quality images lowers the bounce rate significantly. This also applies to a mobile-friendly website and a quick page load time. It grants legitimacy in the eyes of the visitor even before engaging with the content. These technical elements should be in line with the messaging of the brand. A consistent tone of voice, language and image style, colour palettes and core messages throughout the website are important elements. If the user experience is amazing, customers will care about the products and services you offer.
Place Call-To-Actions in strategic locations
Place CTAs in areas that urge the visitor to access more content.
Set a goal for each page with a corresponding call-to-action that in turn drives a related conversion. A conversion could either be email address collection to build a mailing list or a call with a sales rep to discuss your offerings or even sending visitors to a relevant blog post on your website.
This ensures a higher rate of conversion for each page that’s tailored to a specific interest. This is an opportunity to give them the additional information they are interested in, proving your authority and building trust.
Improve readability across your content
If you want people to complete reading your blog posts, they must be easy to read and understand.
Yoast SEO has a readability check that helps with this.
Ensure your content is easy to read on all devices.
Routinely audit your site to fix broken links that can alienate readers.
Break up your content with sub-headlines and lists. Also, use highly visual content to encourage engagement.
Interlink your content (inbound links) to boost page views in each session
Ideally, your readers should take time with each piece but also view more pages from your website. Relevant Interlinking is a good SEO practice as well as a great way to drive traffic to more of your content, or landing pages. Alternatively, you can add “related posts” at the end of a blog post using plugins.
In conclusion, if you can consistently drive traffic and get visitors to spend more time on your website, you’ll eventually boost your sales – and therefore, grow your business.
If you liked this post, read on how to get clients fast!