Blog

hands typing on a keyboard

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 intuitive navigation. A business owner’s dream website.

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

It looks good, loads fast and seems to work well. But the copy is bland. No, 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.

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

When we build a new website or revise a dated site, we don’t write a word of copy without a clear roadmap. We consider your goals — what you want to accomplish, the tone and voice of the content (sophisticated,  scholarly, serious,  irreverent, fun.) and what you want site visitors to do. The product or service you offer drives the content.

If you know your site could use some help but writing new content sounds daunting, here are six easy tips that might make it easier:

  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 or animator 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 or detailed 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 plain smart. Here’s an article from OptinMonster that shares some great CTAs (calls-to-action). 

Your content needs to engage visitors.

Your website may look good 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 can relate to.

If you can’t write engaging content yourself, hire a professional copywriter. It’s well worth the investment.

Do you know what you want your content to accomplish? If your answer is “not really”, maybe you need to tighten up your positioning.

 


hands typing on a keyboard

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 ...
Read More
table for 2 in a seaside setting

What are you really selling?

Businesses that know exactly who they are and what they provide have a leg up on the competition. They have ...
Read More
5 professionals jumping up in the air with joy

7 Things You Can Do Now to Get A Jumpstart On 2021

2020 has been a difficult and crazy year. Understatement ;). We’re all looking forward to a fresh and hopefully healthier ...
Read More
happy website client

If your website isn’t functional & secure, you’re losing business.

September signals the start of fall. A time of new beginnings -- change of season, a new school year, for ...
Read More
graphic image of the word create

Smart small businesses come up with solutions.

Many thanks to Lum3n for use of this Pexels image. A recent headline in the Wall Street Journal jumped out: ...
Read More

Small Business Shoutouts #2

Super Small Business Service Providers Last month, we shouted about some fun things to do during this odd Chicago summer ...
Read More

Supporting Our Small Business Colleagues & Friends

Every once in a while, I like to look back to what we were doing a year ago. In July ...
Read More

The Summer of 2020

4 months into the Coronavirus nightmare. 15 days since the murder of George Floyd. Our slated blog post for June ...
Read More

Small Business Marketing in the Throes of a Pandemic

When the world does a 360, everything you thought you knew becomes questionable. In the grips of a frightening pandemic, ...
Read More