How to craft engaging web content.

So you’ve got a brand new website, and it looks great. Well designed. Smart use of color. Smarter use of white space. Reasonably easy navigation. A business owner’s dream website.

But there’s one problem. Your website simply isn’t engaging.

It looks good, loads fast and seems to work well. But the copy is bland. Nah, it’s boring. It’s not written to entice the viewer but simply to provide information. So visitors to your site just don’t buy in to what you’re selling. They don’t sign up for your newsletter or your blog. They don’t opt for your special offer. They just leave. And they certainly don’t share your site on social media!

How good is that website now? Not very. If you think that site could be yours, it might be time to rethink your web strategy.

content marketing
Anyone reading your copy? Image courtesy of kaboompics.com.

Think strategically. What do you want your copy to accomplish?

Here are six easy tips to get you started:

  1. Think about the problem your products or services solve. Are you telling visitors to your site how you can help them? Don’t make them guess.
  2. Have you defined your target audience? The way you “speak” to Millennials is not the way you should “speak” to Boomers. Your copy style is important.
  3. Never  “assume”. If you want visitors to your site to do something, tell them. Sign up. Click here. Order now. Call now. Tell your friends. Short little sentences. Easy to write.
  4.  Make it easy for visitors to absorb your content. Is your product one that can be marketed with humor? Create a short clever video or hire an illustrator to create original cartoons to get your point across.
  5. Be relevant. Do you offer services for a serious issue…..for example, one that’s health-related? Easy-to-understand charts, infographics, copy with clear steps or bullet points and explainer videos are smart ways to share important information.
  6. Make it easy for visitors to share your content. If you’ve succeeded in bullet points 4 and 5, this should be a piece of cake. People share what they think others in their world will like. Content that’s interesting, amusing, informative, exciting,  compelling.But don’t forget to tell your visitors to share your content. Share icons are important but saying “be sure to share this with your friends” is just smart.

Your website may rank high but if visitors aren’t engaged once they land there, you’ve got a lousy site. Make sure your content is clear, well-written and speaks to your audience in language they understand and relate to.

If you can’t do it yourself, hire a professional copywriter. It’s well worth the investment.

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