As a passionate and dedicated business owner you could probably write loads about your company.
You may create vast quantities of content that show off your various skills, qualifications and your experience. You might then go to highlight all your USP’s and your existing client base to instil confidence into your reader.
Nice idea, but unfortunately that doesn’t work for Google or for your customers. Let’s explore why.
This blog post will cover five of the basic techniques you should be including in your web content.
- Define your customer.
You want to communicate an idea to someone it’s probably useful that you understand who they are so you can speak in a language that will inform, possibly entertain and definitely inspire them to hit that buy button or subscribe to your mailing list.
I’ll go into the customer avatar in more depth in a future blog but for now try to identify your customer by basic demographics (age, sex, location, income level) and then look more in depth.
I like to put myself in the mind of the customer and do a basic personality test on their behalf. There are quite a few useful ones online. A simple Google search will highlight which works best for you.
- Write for your customer, not yourself.
So many people use their website to show off their relevant skills. Whilst it’s important that the customer needs to feel confident that you can do the job, remember they have already logged onto your site because they are looking for what it is that you have to offer.
If they have to make their way through reams of text to find what they are looking for they’ll simply click off – increasing your bounce rate and decreasing your conversion rate.
So, the key here is show the customer what they want to see and try not to bog them down in loads of technical jargon. Richard Branson attributes much of his success in the fact that he keeps his content simple and easy to understand.
- Get to know your personal pronouns and avoid the passive tense.
If you are talking with your clients make them feel like they are part of the conversation. Don’t be afraid to use the word ‘you’ or ‘your’ in your copy:
The Teddy bears are produced and delivered within 24 hours.
will never sound as good as:
Your delectable teddy bears will be ready and shipped out to you within 24 hours.
- Avoid needless repetition.
The key word here is ‘needless’. It may be necessary to repeat an idea or a subscribe / buy it now option but don’t overuse it. Studies have concluded that this comes across as needy and desperate.
- Use short sentences and paragraphs.
Try to keep to four sentences per paragraph as a general rule.
I could write volumes on how to create stunning web content (and will in future posts) but to begin with I think that’s enough to be going on with.
My next blog will be how to craft your content so that it ranks high on Google.
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Till next time…