Online today, the buzz is all about content marketing. Good or bad content can essentially make the difference in whether your website ranks up high in the search engine results pages, or is nowhere to be found. You’ve probably heard the term “compelling content” a lot more than you care to admit. So, what is it that makes for compelling or engaging content? Our Atlanta web marketing team decided to get together and list the most essential elements of content that compels or engages your readers.
Your content identifies with your visitors. Because you know who your target client is, you also know what they need. Your content should show the visitor immediately that you know who he/she is, and what the need is. Identifying with your visitor right away, at the top of your pages, will help keep them there, also building their confidence and trust in your business.
Can I help you? You often hear this when you enter a brick-and-mortar store, but your website should give your visitors the feeling that they are being led to just where they need to go. This can be accomplished through your navigation and its content. Direct visitors in a way that is logical, clearly worded, and easily leads visitors in the direction you want them to go.
Provide answers or solutions that are complete and accurate. Nothing is more frustrating than to think you’ve found the answer to a question, only to find it actually leaves you with additional questions. Every person who searches online is in pursuit of information, so make sure yours is presented effectively and accurately, and completely meets the reader’s needs.
Speak your target audience’s language. Depending on your industry, the language may be casual or professional; the tone will depend on your audience, and the language your prospective customers use. More than anything, you want your visitors to feel comfortable and at ease with what they’re reading or hearing.
Compelling content even when ‘making the sale.’ Visitors must be convinced that they should buy from you, and that what you have is better than your competitors. You must direct visitors to take action, whether that action is filling in a name/email address to become a lead, or making a purchase. Include a call to action on each page, as people often make a decision in the blink of an eye.
Just remember that every single word on your website counts, that your content must compel your visitor to take the action you want him/her to take, and that it must fulfill a need and fully answer questions.
Need help with your content? At EBB Web Design, our Atlanta web marketing pros can create the content you need to see real results. Contact us today!Google+