The words on your website have immense power to educate, convince, and engage visitors. But crafting website copy and content that deeply resonates with users takes skill and strategy.
Follow these best practices to create high-performing website content:
Write to Address Visitor Questions and Pain Points
Avoid generic content that provides no tangible value. Instead, address specific user concerns, objections, and goals relevant to your offerings.
For example, an accounting software company could create in-depth content answering common tax filing questions small business owners face each year. This provides genuine utility.
Research target customer challenges and unmet needs. Then tailor content to answer those concerns.
Establish a Consistent Brand Voice
Maintain the same brand voice across all pages – whether conversational, professional, or reliable. This strengthens brand identity.
Some elements that define brand voice include:
– Tone – Serious, casual, or humorous
– Language – Simple vs advanced vocabulary and phrasing
– Perspective – First-person POV or third-person
– Personality – Exciting, sincere, or authoritative
The goal is choosing vocabulary, tone, and style that best represents your business. Be consistent in website content and social media.
Use Scannable Text Formatting
Chunk text into short paragraphs with ample white space. Use descriptive headings, bullet points, numbered lists, and bolding to facilitate scanning.
Most people skim web pages rather than reading thoroughly, so optimize content for easy digestion. Breaking up blocks of text improves readability.
Incorporate Relevant Visuals and Multimedia
Relevant images, infographics, videos, and illustrations complement text-based content while increasing engagement and shareability. But only use multimedia when it supports the topic – not just as filler.
Ensure visuals have high resolution, descriptive file names, and proper alt text. Optimize videos for silent playback and mobile screens.
Craft Strong, Keyword-Focused Headlines
Headlines make powerful first impressions enticing visitors to read further. Use keywords judiciously while keeping headlines catchy and concise.
Tools like CoSchedule’s Headline Analyzer help A/B test headline variations to drive more clicks. Research popular search terms and optimize pages targeting those queries.
Close Pages with Clear Calls-to-Action
Every page should direct visitors to a next step with a CTA like “Start Free Trial” or “Download Ebook”. Don’t leave people without a direction to continue their journey.
Prominently place CTAs above the page fold or in sidebars. Use contrasting colors that stand out from the background.
Track Engagement Metrics
Within Google Analytics, assess key engagement metrics like:
– Pages per session – Higher indicates more page views and clicks
– Average session duration – More time spent on site is better
– Bounce rates – Lower bounce rates signify visitors engaged with pages
Compare metrics on different site sections to identify which content resonates most. Produce more of what already succeeds.
Creating substantial, user-focused content is challenging but drives qualified organic traffic and conversions over the long-term. Let’s connect to brainstorm topics tailored to attract and assist your ideal customers!