On the Internet, people are fast-paced, click-happy and easily bored.
As a result, web site content has to be written very differently from
a printed brochure. You can't just put up an online brochure and hope
for the best.
The content on your website needs to be captivating, riveting and engaging
in order to keep visitors on your site, keep them coming back and sending
others to your site. There are a number of things you need to do in order
to achieve this.
Determine your primary website objective.
What is the purpose of your site? What do you want to achieve from
your site? Define your objective and make it measurable.
Identify your target market.
Once you have determined your target market, then it's easier to write
the message to that market. Every successful business, no matter how
large or small, has a target market whether they know it or not. Even
a masseuse has a target market: which could be all the professional
people living within a five-mile radius of his store.
Identify the needs and problems of your target market.
Every market has its needs, problems frustrations and pains. Make
your marketing message stand out by identifying them. It will show that
you understand and empathize with them.
Provide solutions to your target market's needs and problems.
Identify all the benefits of your solution and how those benefits
will improve the life of your prospect and solve the problems you identified.
You can be creative with your solutions. Some examples are reprinting
helpful articles, written by yourself or industry experts; offer a tip
of the day; doing case studies; providing helpful links to industry
resources that relate to your market's problems and needs.
Present the results you've produced for other people in the same situation.
It's not enough just to tell people you have a solution; you have
to prove to them that your solution works. People will believe other
people who are similar to them that have achieved positive results.
Provide testimonials from clients and case studies of actual problems
that were solved and the results that were achieved.
Explain what makes you different from your competitors.
Prospects are looking for you to communicate your differences and
those differences need to be something the reader cares about.
You can involve readers in a number of ways: offer them something
good to read; ask them a question; shock or surprise them; get them
to join something (news group, a list, discussion group, a panel, an
association); subscribe to a newsletter; offer them a report that solves
a problem or need; or have an audio or video demonstration.
After you have their attention, you have to keep them interested This
can be achieved by making sure your content is not too technical or
boring, as it pulls the reader in. You need to list enough features
and solve more than 1 need or problem in order to keep them interested.
You want to make the reader return often and tell others about it.
Length of Content.
If the content is too short, it could result in a lower response rate
due to the lack of information; a barrage of questions from confused
or undecided prospects; or a higher level of returns since the product
failed to meet expectations.
For long text, use subtitles and subheadings to allow reader to scan
the text. If long copy yields poor results, it has to do with the content
and not the length. It may be too boring; or it didn't elevate the reader's
level of interest, failing to keep them reading. Some tips to writing
engaging text are use mental imagery to help the reader visualize; use
language to which the read can relate, use action words and active verbs;
and use analogies, metaphors and examples, including case scenarios.