While writing content for your website, you may feel the need to provide all the options to the readers in a hope that they may find what they are looking for. This usually ends up having a reverse effect. Readers will get easily confused and abandon the search or move on to the next website. Seizing the interest of readers in this exploding digital universe can be very tricky. An average user spends around 15 seconds to scan and look for relevant content on a web page in first visit. This is all the time you got to capture their attention. Filling you website/page with useless jargon can cost you heavily.
You may be tempted to write page after page about your services or product description with pure intention of providing information. But this does not work anymore. Content that is well structured and to the point will do you more good. Good website writing is the key to increase conversion rate. Well-written content that’s optimized for the web rises to the top of search results and holds readers’ attention. Mantra is, “Keep it short, keep it interesting”.
It’s all about them
Is that piece of content there to serve the customer? If it is, have you made it easy for them to access and find? Here again user experience is of utmost importance. They are really not bothered about you and your company or products. They simply want to know what benefits or solution you’re providing for them and how you are better in it than others. Every time you put up content on the website, consider the true purpose of the content itself. This is how you deliver good customer service even before they have made a purchase.
Whatever you put up on website should reflect your trust in it. In return it will gain your readers trust. Content must reflect credibility in what you are offering. Content that is too wordy, has too much marketing ‘fluff’ or just isn’t clear won’t gain you that trust.
Present a clear picture
You may actually be the best in the industry, but if you are not able to present it to the potential customers, it is a lost cause. Overuse of content takes away from the value and quality of your messaging. Either the best messages get lost in the jargon, or your website is repetitive and it causes users to lose interest and they will click away. Repetitive content will also harm your Google rating. Strike once, strike hard!
Guide to concise, user-friendly but quality content
Word Count: Limit the number of words on each page to about 300-400 words (except for blog).
Capture interest with images: Use illustrative images. Visual treat generates interest, but do not overuse images as they may slow down your website.
Start with a brief summary: Write an introduction that is concise, factual and direct, so that visitors will get quick overview. This will also be beneficial for search engines.
Headings: Arrange your content under meaningful headings so that a reader can quickly and easily skim your content and skip to the sections of interest. Use of keywords in your headings will help boost your position in search engine results.
Unique paragraph for a unique topic: Each paragraph should just cover one topic. Most importantly, state its purpose it in the first couple of sentences. So, even if someone skips reading the rest of that paragraph, you’ve already delivered the most important information in those first few sentences.
Sentence length: Maintain simple sentence structure. Avoid cascading multiple points in a single sentence. Keep sentences down to 20 words or less. This ensures that your content is easy to skim in a glance without compromising information. Don’t be over-wordy, or add fluff pieces.
Use lists for layout: Using bullet points and lists makes content easier to read.
Headlines: Dot your page with an attention-grabbing headline. This is sure remedy to gain readers attention straight away.
Use verbs: Allow users to be clear about the needed action eg, Get, Buy etc. Use more verbs and not too many adjectives in your content.
Testing the content: Get feedback from other people. Let them read your content. You will definitely get insightful feedback and get to know the area of improvement.
Call to action: This is what everything trickles down to. Have a simple call to action on your page that does not require much effort from the readers. No one will sit around filling long forms. It is best to have one-click action button. Get them to sign up, get a free quote or whatever so that readers stay with you after they’ve left your website.