Eric DuBay Eric DuBay

What Makes Great Web Content

What Makes Great Web Content and Why Is It Important?

Great web content is the foundation for every successful website. Without great content, your readers will leave your website for content-rich pages with the material they can learn from and enjoy. Why? Because without content, there’s no reason to stay on your site any longer than it takes to click the back button and find another page with content more suitable to the reader’s needs.

Create Relevant, Audience-Focused Content

Your content needs to be relevant to your readers. Visitors to your website should quickly understand the purpose of the landing page and how it applies to what they’re searching for. Some of the best ways to do this are:

  1. Start with a buyer persona – Not all content can be relevant to everyone. Marketers and business owners should take the time to research and understand their target audience. Getting to know your customer means that you get a better idea of what they’re looking for, what they like to read, and how they read it. Operating a successful business is about fitting a need and providing customers and clients with solutions to their problems, and understanding them is the first step.
  2. Create a list of keywords – If relevance is all about the user, then identifying what users are searching for and using that on your own website is imperative. How users phrase their queries when inputting them into Google can give you clues as to how to help your content stand out from the rest and stay relevant.
  3. Write good meta descriptions – Consider how you decide which search result is the right choice for you. What things do you look for in a result before you click? Your first line of defense in demonstrating your website’s relevance lies in title tags, URLs, and meta descriptions. Writing engaging, attention-grabbing copy often makes the difference between a click and being passed over.
  4. Solve a problem – The most critical factor in determining whether your content will be relevant to potential customers and clients is if you can solve their problems. The most successful content is that which solves the reader’s pain points.

People Read Web Copy Differently

The content people read online is very different than the content they read in print. Printed content is generally more formal, and as a result, readers expect it to be professional, clean, and clutter-free.

By contrast, online content is often more informal, conversational, and interactive. For example, the web content of an average business will often include viewer comments, testimonials, or reviews.

Online Readers Scan

Online readers are more likely to scan web copy than they are other sources. Nielsen Norman Group found that 79 percent of users always scanned new pages they came across, while just 16 percent read word for word.

Does this mean content doesn’t matter? Absolutely not! If anything, this makes web content even more important (and harder to get right). The natural short-attention-span tendency of people browsing online means that your copy has to be as engaging as possible to hold the reader’s attention. It also means that your content needs to be free of grammatical errors, easily scannable, and written in a natural style suited for your audience.

Demonstrate Your Value Proposition

People search online to find the answers to their problems. By understanding your target audience and the way they search, you can strategically showcase your products and services as the solution.

Over time, accumulating content will help to establish you as the industry expert and a thought leader for your niche.

Build Trust With Customers

When customers are ready to buy, content has been shown to influence up to 50% of their purchase decision. Content helps inform and educate potential clients customers. By building trust with that audience that your site is consistent and reliable, you confirm for them that a real person created it and they’ll be more likely to return.

Content as an Asset

A well-written blog post can become an asset that can be repurposed for multiple platforms. Great copy can be recycled for social media posts, content upgrades, ebooks, and more. Content that holds timeless value, can be re-used again in the future. That means when you write content today, it can drive traffic and leads far into your future.

Great Content Impacts SEO

Well-written content is one of the best ways to contribute to your business’s SEO. That’s because content that focuses on a specific topic is naturally optimized for the keywords you want to rank for in search results.  

As Google becomes more sophisticated, it frequently updates to promote content that is more beneficial to user experience. The more intentional and relevant the content on your website is and the authority it garners in the industry, the higher you’ll eventually rank in search results.

Great Content Impacts Lead Generation

Great content is vital to lead generation. When content is consistent with your business goals, you get the opportunity to convert those website visitors into leads and then eventually paying customers.  

Why Should You Hire A Marketing Firm?

Managing an effective website that drives traffic, engages readers, and generates leads for your business takes time and effort. An effective content strategy is one that isn’t short-sighted. Great web pages require content updates, regular maintenance, and regular posting. These tasks demonstrate to users and Google alike that your site is active and functional.

All of these things can make attending to your site’s content more of a chore, especially when your passion is operating your business. You should hire a marketing firm to write your content not only because content creation takes time away from running your business but because digital marketing professionals understand what it takes to make your website successful.

Be Concise! Less Is More With Email

Email: The Foundational Tool

In the world of marketing, email is one of the most fundamental tools at our disposal. It maintains its mainstream appeal through its accessibility to clients and consumers alike in communicating time-sensitive information. As foundational as email marketing is to the practice, new trends are still emerging that maintain its modernity.

One emerging cultural trend that has been incorporated into the way we use email in marketing is minimalism. Minimalism has impacted email marketing by transforming emails from long-winded chunky blocks of text to concise straight-to-the-point communications that are easily digestible for consumers. 

Why Less Really Is More

  • Ease of Consumption

Skimming has taken over the way we digest media. Our eyes pick up on keywords and bolded text to access the importance of information and let our minds fill in the blanks. With such an excess of media to consume, our time to absorb it all has remained the same. To account for the discrepancy, we’re largely left with one of two options: skim the content or condense the material itself so that it’s less to read. As a marketing professional, making the material easier to interact with is where we step in.

  • Consideration for the Reader’s Time

Clients and customers are on a time budget. Their email accounts are bombarded with numerous emails not unlike your own. Being courteous and condensing your content and information into concise language delivers your goals without sacrificing the time of your clients and customers which they will be appreciative of in the long run. Requiring less reading time from your customers and clients inevitably allows them more time to follow through with the action your email is asking of them.

  • Earn the Favor of Your Audience

Recipients on your email list will value your content more if you show respect for their time and energy. Being concise and writing clearly consistently builds a reputation for the communications you disseminate to your audience. They’ll know what they’re getting every time they open one of your business’ emails and know that it’s going to be easy on the eyes and easily digestible. This will improve your open rate and translate into more conversions for your goods or services and better business for all parties involved.

  • Condensed Writing Encourages Clearer, More Engaging Content

Whittling down the length of your email content forces you to weed out unnecessary information. It forces the writer to think carefully and consider the necessity of each word and sentence. Editing your email content in this way inspires creativity in the way each piece of information gets delivered. Editing out extra sentences and words encourages clearer thinking on the part of the writer and the intended audience as well. The result is writing that gets straight to the point and tells the recipient what they need to know without requiring a substantial time investment.

  • Images and Bulleted Lists Are More Substantial

Substituting lengthy blocks of text with pictures and bulleted lists break up monotonous reading. They capture interest, convey meaning without requiring as much reading, and make for a more aesthetically pleasing design. The old adage, “a picture is worth a thousand words” exhibits the staying power of this email marketing trend of conciseness.

Bulleted lists benefit this strategy as well by grabbing the attention of the reader and directing them to smaller blocks of important text. This gives you as the writer the opportunity to position some of the most valuable pieces of information to a spot you know the reader will see them.

  • Know Your Audience

Of course, different emails and different email recipients require a different depth of information so it’s important to consider your target audience and who it is that will eventually be opening your marketing emails. A technical client will likely require more in-depth dialogue in their marketing emails based on their industry than regular clients will. If the situation calls for more writing follow your gut and do what you think is best given the situation.

Transform the Way You Reach Your Customers

Looking to increase the open rates or improve conversions of your email campaigns? The AD Leaf ® Marketing Firm, LLC is specially fitted to transform the way you reach your customers and clients. Our team of marketing experts has the experience and knowledge to take your future email campaigns to the next level. Contact us today for more information about how we can help!