Everyone has heard the cliché stating that content is king and it rings true now more than ever. High-quality content is not just necessary, but it is also critical for converting prospects.
- 70 percent of buyers learn about a company through blogs rather than ads. (1)
- 82 percent of buyers enjoy reading content from a company blog. (2)
- Nine out of 10 buyers want access to content. (3)
If prospects cannot find content on a company’s website, if it is not the information they are seeking or if the user experience on the website is frustrating, they will go elsewhere. So, how can businesses create a positive user experience?
Companies should make it clear to website visitors exactly how, in what way and with whom their information is being shared. Doing so will win their trust.
Companies should steer clear of wasting prospects’ time with distractions such as opt-ins and offers. Going overboard and including them on every page is not a good idea. There must be context for opt-ins and offers so they relate to the content on any pages that include them.
For example, if a pharmaceutical organization is launching a new medication to treat diabetes, only pages that relate to issues caused by diabetes should feature the product announcement.
Additionally, businesses can convince visitors to spend more time on the website or return to it frequently by encouraging them to read content about the same subject or theme. Whether they are reading a white paper on a specific subject, a blog article linked to social media accounts or watching a webcast or video, visitors need reminders that content about the same subject matter exists on the website. This is accomplished by making references such as “You might like this article” or by pointing prospects to a specific page on the website that lists all the content on a specific category by theme.
Let Prospects Know What They Are Getting
Copy for offers should be brief, clear and to the point. This way, prospects know exactly what they are getting if they follow through on an offer. Most importantly, copy that is concise makes the value of what they are receiving abundantly clear. Knowing what they are getting and recognizing the value of it gives them motivation to click.
Infuse Copy With Personality
While copy should be brief, at the same time, it must be engaging. The most compelling offer in the world will not convert well if the copy presenting it is flat. Audience engagement is vital to the success of any marketing effort and this includes website copy.
Essential Pages Should Include a Call-to-Action
Calls-to-action (CTAs) are the best way to drive a conversion home. This is the reason why essential pages of a company’s website should include a CTA.
CTAs do not have to be blatant. They can be subtle: for example, “Read More About Controlling Diabetes.” Others should be overt: for example, “Download Now.” Regardless of the CTA copy, it should always match the content leading up to it. Brands should avoid misleading CTAs that make visitors believe they are getting something they are not.
Give Prospects Enough Time
Companies should avoid throwing prospects into the deep when it comes to offers. This is where understanding the buyer’s journey becomes critically important. A prospect who is just learning about the basics isn’t ready to dive into the nitty-gritty aspects. On the other hand, a prospect who has read several in-depth articles, or who has arrived on a page using a keyword or phrase signaling buying intent is likely ready for more offer specific content.
Understanding the various stages of the buyer’s journey as well as the words and phrases that signal where a prospect may be in their buying cycle offer opportunities for better content. It allows new prospect a change to know the brand rather than getting overwhelmed with a barrage of options at one time. For prospects ready to dive in and closer to the decision aspect of their journey content can be more targeted for their unique needs.
Review Web Analytics
Businesses should review web analytics about content. Starting with pages that are already preforming well, companies should update these pages with new, better, more in-depth statistics and information. Brands can let visitors know that articles have been updated by mentioning the update in the title.
How effective is making these updates? 51 percent of companies say updating old content is the most efficient tactic they implemented. (4)
This strategy uses keywords to reveal the content that ranks roughly on page 2 (or around positions 11 to 20) in Google search results. Companies can start by analyzing competitors who rank on the first page (positions one to 10) in search results to see what the competitors’ content contains that theirs (the business looking) is missing.
- Is the competitor content higher quality or more relevant?
- Are their titles and descriptions crystal clear and informative?
- What is their online reputation like?
Online user experience is not something that comes to mind immediately for many businesses. However, by improving the user experience on their websites, companies greatly elevate their chances of engaging prospects and motivating them to click.
Uncertain times call for creative thinking. Contact Gavel International to be inspired with solutions that connect and engage your people.
4 SEMrush, 2019
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