Unless you write on your site as a form of therapy, your top priority should be to write effective web content, with a definite purpose. It’s not about you; it’s all about your readers.
Your content should:
- draw readers’ attention to your pages and posts
- attract as many new readers as possible
- keep your readers coming back for more
- inspire readers to become clients
To achieve your purpose, the written content on your website must be updated regularly to offer something new and fresh. It should always be of the highest possible quality, in terms of its language and its usefulness
Make sure you keep your current readers happy. There are good reasons why you should. First, various studies show that acquiring a new client costs 5-25% more than retaining an existing one. Second, more than 80% of customers say that their experience of a company rates more highly than product or price. Given these statistics, whatever you can do to hold on to your readers by offering them a good experience when they visit, will help you win the numbers game.
Staying connected to potential clients is crucial, and if you write effective web content, you have several opportunities to make sure that happens.
If you regularly post new material to your website, your readers are more likely to return. Think about your own website viewing patterns. Do you bookmark and return to sites that remain static? Almost certainly not.
Top websites are those that keep you in touch with what’s happening. They have new and varied content, and give you regular updates. If you frequently add new material you will help your ranking on search engines, mainly because they are designed to give preference to more active sites.
Find out more by reading 7 Ways To Increase Web Traffic.
If you want to convert your readers into return visitors who might become clients, however, increased web traffic isn’t enough.
Offer high quality
Effective web content is high quality web content.
We can gauge the quality of a post by what it offers, and the way you have presented it .
Your readers need to feel that your content is worth the time they spend reading it. They want to learn a new fact, discover an alternative approach, or consider another perspective.
What does your content offer?
Readers also expect to see evidence that you have put thought, skill and effort into your writing. Your content must have clear purpose, accurate and intelligent language and a logical flow of ideas, at the very least.
Have you presented your content in the best possible way?
Write effective web copy for maximum effect
Before you publish your post, work through this checklist:
Think about how it’s written:
- Does it have a clear purpose?
- Have you pitched it to the audience you want to attract?
- Is it up to date, accurate and relevant?
- Is it genuinely informative and/or entertaining?
- Have you written an original piece, or is it a rehash or computer-spun rip-off?
- Is it coherent, well structured, and written in clear, readable language?
- Does it reflect your personality, or a ‘borrowed’ identity?
Consider how it looks:
- Does it have an engaging title and eye-catching sub headers?
- Have you included images that complement or help tell the story?
- Is the layout visually appealing?
If you answered ‘No’, or ‘I’m not sure’ to any of these questions, you might need some assistance. Feel free to contact me
Your comments and suggestions are welcome below.