Can content pull in the customers?08 December 2004
The phrase 'content is king' is equally applicable to the Internet as it is to traditional media. While a well designed web site will attract customers, if your content isn't sending the right messages to the right audience - then, chances are your losing precious customers and not selling as well as you can be.
So how do you tailor your content to capture your customer's interests and keep them coming back for more? It's easier than you think.
Keep it short
Remember most web users have one goal in mind - information. They find information not by reading a web page word for word but by scanning for information. So keeping it short and to the point will help them find what they came for.
Clarity can often be the key
When communicating with an audience - as with offline messages, online messages need to be clear and concise. You don't need wordy text to engage your customers - just sticking to the point will keep them on your site. If your subject matter is technical and complicated, then using a copywriter is often useful.
Develop a tone of voice
Just as you would prefer to adopt a particular design for your site, so it is with your writing. Try to make sure the two complement each other. Keeping your tone too formal and corporate can be boring for web users, while too casual an approach may not be taken too seriously. Therefore a smart, casual tone usually works best when writing for the web.
Think globally and stay away from jargon
The best thing about the web is the fact that you never know who will be visiting your site. So even if your target audience is specific to one corner of the world, try to work your content so that it's understandable to all and not crowded with jargon that only some people will understand.
Keep your content up to date
Last but not least, make sure your content is constantly updated and accurate. The easiest way to put your customers off from visiting your site is to have content that is out dated. You could always provide an archive if you want your visitors to see past topics or products.
Related links
- Take a course on web writing (link opens in a new window)
- Find a freelance writer (link opens in a new window)
