The #1 Reason why your Online Content bombs
Aside from the elements of good writing like grammar and punctuation, writing content online that appeals to your audience seems to be a challenge for many companies.
Sometimes, even after I’ve done a 4-page PDF breakdown assessment of a website, I’m often disappointed to observe a company still sticking to the same old jargon-filled content as before. It rarely hits the mark if I am not writing the copy, which is not my arrogance. Companies try to do it “on the cheap” and ask the web designer to write content.
<insert me slapping my head in despair>
I’m sad because I know the content is inadequate for Google ranking and client capture and retention. The #1 reason why your online content bombs is because you’re doing what every other business does.
How to Write Content that Converts
My clients, who value my work and retain my services, hire me because I am good at what I do. My superpower is taking a complex subject and making it understandable to an audience. So, below I’m taking a few key points to help you understand what your audience wants: –
- Jargon-free content – keep it simple. Don’t use big words
- Use conversation tone – write to one person, your ideal client
- Keep the writing succinct – get rid of the fluff
- Stop talking about you – if you are good at what you do and your company has an excellent reputation, keep it to the “about” page. Use “you”, “you’re and “your” instead of “I” and “we”
- Keep sentences short – 3-4 lines tops
- Lots of white space – in my study of consumer neuroscience, I learned about eye-tracking software. Results show that we scan for relevancy
- Break up the content – with headings and subheadings – it helps with the reader’s scanning habits
- Have mobile-friendly images – Google gives priority to mobile-optimised content, so if your website is slow to load because of large image size, it could affect your results
High-quality, front-end content should be your priority. It’s not something to skimp on or rush through. Get it right from day 1, with every post earning its keep.