Content is king!
The content is one of the most important parts of the website and often its ignored, given to the intern to write, or cobbled together at the last minute. Or even despite all the strategy, planning and conceptualising there is always a mad rush at the end when a few pages were left out and content is produced ad hoc and jammed into a page that does not fit it. Unfortunately, this only serves to leave a sour taste for your website visitors and worse risks turning them away.
There are three simple rules that you can follow to make your content more appealing to your visitors:
1. Use of headings
User don’t read websites, they scan them. Use good clear headings to help your readers quickly identify with your content and product. A major word of advice, drop the “Welcome to our website” heading - it is so 1990’s. Instead state what your company does, or better still use a ‘big fat claim’, such as lose weight in 21 days or top rating hostel in Bundaberg, to draw your customer into the page.
2. Me, I and We
It’s great to tell your web visitor what your company does, but at the end of the day they really want to know what’s in it for them and how do they get it. Rather than focussing on your business focus on the benefits to the user. The idea is achieve “written visualisation” with your content, that is, content which helps your visitors see why they should product to get the maximum benefit - “buy x services and your marriage will last forever” or “use bleach for a whiter brighter smile”. Have a look at a post we wrote last year about the we-we test when writing content.
3. Keep it Simple Stupid
It’s cool that you have new 24 seat Mitsi Fusos - but no one really cares. Joking aside, ignore the technical specs of your products and focus on the benefits. In fact, I remember from Kiwi Experience days that it always said in the brochure - our buses have big windows to look out and big stereos to cruise to (or words to that effect). That sort of stuff really works!
Tags: Content