Are you able to keep your customers and prospects engaged with your content - what makes your website messaging convert a browser into a buyer or a lead into a sale? It applies to everything on your website, not just social media and bloggers. Customers won't engage with you if your content does not engage them.
Customers consume digital content in short bursts. Our usage of websites is characterized by the expectation to find what we are looking for in the shortest amount of time, and we consume information in a ‘bite-sized’ manner. Similarly, we behave in the same way as ‘consumers’ on a website when it comes to the content we read or gravitate toward.
It is imperative to realize that if you want your customer to read your service description, social media posts or an article, you cannot simply assume they are interested since they are on your site – they may not.
You need to create content that engages the reader and keeps their interest. How can you accomplish this?
Headlines that are short and sharp
The first step is to create a short, sharp headline. Customers should be compelled to read on once they see your headline.
Straight away, you need to know what the article will be about without having lost interest and not bothering to read the whole headline – if your customer doesn’t bother to read your headline then of course, they aren’t going to bother with the content either.
So, you have your killer headline, what next? How do you keep the customer on your website and funnel them towards the end goal – conversion.
Answer questions, solve problems
The way you write needs to appeal to your target audience – you need to answer their questions or solve their problems with your products or services. Think about these 3 points when writing your content:-
- Why is the customer or lead on your website – what is it they are looking for or need help with – and how can you solve this requirement for them?
- Your tone & vocabulary – will it appeal to your customer or target market?
- Your keywords – think about the wording you use and how this will ‘hook in’ the customer you want (this will also help as you will be using keywords that the user may have typed into a search engine)
You now have the customer hooked in. How do you keep them reading – and ultimately – converting?
Talk in a conversational tone
Introducing the bucket brigade. These are essential ‘fillers,’ and they are perfect for longer pieces of content. With this system, you can write one to three sentences per paragraph, but they break the copy up with ‘filler’, which gives the illusion of an easy-to-read piece of content written in a conversational manner.
I think our tips have worked if you have read this far.
Creating content that works for you and your target customers is not a daunting task if you follow these tips. We cover a range of tips and tricks in our blogs that go from a starting point, through the middle, to ensuring your website performs and ultimately converts browsers into buyers and leads into sales.
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