- Posted by Adam Smith
- On 27/06/2019
Have you ever visited a company’s website and promptly left without a clear understanding of what they offer? Don’t worry, you’re not alone!
Pages filled with technical jargon and complex explanations that are a chore to read is one of the biggest reasons why potential customers disappear off to a competitor’s site.
None of us have the time to decipher labyrinthine prose – we’re all too busy. We want to know what the business offers in simple terms that are easily digestible on our smartphones.
Here are eight ways you can improve your engagement through content:
1. Keep It Simple
Write your content for a 15-year-old who has never heard of your product. This is not to say you must dumb it down, but it will focus your mind on getting your core message across in an easy to understand way. Write short, simple sentences and strip out the lingo.
If the 15-year-old analogy doesn’t work for you, write it for your 80-year-old Aunt Mable instead!
2. Order, order!
As we’ve already mentioned, we readers have short-attention spans so always start with the most important stuff first. When you’re happy with this part, you can start drilling down with additional supporting information.
Some people will get to the bottom, but don’t be disappointed if most don’t!
3. It’s You Not Me
Content should always be customer focused. How does you product help your visitors? How does it meet their needs? Will it solve the problem they have?
You may love your company and have reams to say about it but ultimately visitors want to know what’s in it for them.
4. Show, Don’t Tell
Case studies are much more powerful than general statements. Examples of how your product has helped someone in the real world will give a much clearer picture of the benefits to potential clients.
It’s also good SEO (Search Engine Optimisation) material as well so don’t hold back!
5. Don’t Pose With Prose
Don’t try to be too clever or creative. Flowery prose packed with words which fell out of general usage in Shakespeare’s time will not entice someone to buy your product. Use easy to follow sentences and words which don’t demand too much from the reader.
Keep the other stuff for the novel we know you’re working on!
6. Do The Scan Scan
Very few people read every word of a web page. Most of us scan documents looking for the bits that are relevant to us and our needs.
To help communicate your message to scanners ensure your headlines, bullet points and captions all convey your key message.
Do this and your website will become ideal glanceable material for the daily commute.
7. Google Works In Mysterious Ways
Not everyone who arrives at your website will enter by the front door. Often people will land on an internal page which has matched their search query.
This means that every page on your site is a potential entry point. Each page should tell the reader what the company is about, be easy to scan and have a quick call to action.
Include easy to follow links as well – don’t rely on your nav bar to guide visitors around.
8. Taking Stock (Away)
Pictures are a fantastic way of communicating with people, especially when used alongside on-point content. But go easy on the stock images if you can. professionally taken personalised images relating to you and your company are invaluable.
People want to see a human face and that’s yours!
If you’d like to have an informal chat with a member of the Topline PR team drop us an email at firstname.lastname@example.org or call 07543 195476.