How Effective Web Content Can Set You Apart From The Masses
Effective web content has never been more important when it comes to building your business website with thanks to Google’s E.A.T acronym (expertise, authoritativeness and trustworthiness). Writing a simple description or a list of bullet points about how you provide a great service is simply not enough if you want to benefit from high Google rankings.
Every piece of content you create needs to have some sort of user intent for it to be deemed trustworthy by Google. For instance, we are writing this blog as it is relevant to our industry, it is going to help you (the customer) improve their website offering, and it has been produced by someone with experience and knowledge in marketing and content writing.
The key to providing expert information is first to discover what, how and who is searching for information about your industry on search engines. What questions are they asking? What keywords are they typing? How are they searching for you? What age range are they? All these factors will help you determine the best way to deliver specific information to your target audience.
Gather all the information you need on Google analytics and discover the most popular search terms on Googles Keyword Planner.
How to make Content Informative yet Engaging
Some people may associate informative content with boring, non-engaging content. However, there are ways to deliver important information in creative ways. For example
- Videos We all love watching videos! They are extremely useful when it comes to demonstrating or explaining a product or service. How many times do you refer to YouTube for a step-by-step tutorial on how to make or fix something? Alternatively, watch a product review before you make a purchase? Embed the video within a page or article and make sure both sound and picture quality is reviewed, and any text is readable. People are likely to share the video with a friend or on social media if they found it helpful, informative, funny or shocking.
- Infographics
These simplistic, bold designs are an effective way to provide statistics to support a webpage, blog or highlight ROI figures. They are not only packed with informative facts but if designed and branded well look great on a web-page and are ideal for sharing on social media. - Case Studies An in-depth case study with a glowing customer review is a fantastic way to demonstrate your skills and knowledge in the industry. These can take some time to produce as they require approval from the customer however once completed it is a fantastic resource to post on your web-page and share with customers and prospects. Make sure you support your case study with images or even a video to really get their attention.
TWI produced a variety of case studies for one of our accounts wi-Q Technologies to help them show prospective customers how their mobile ordering solution is helping large hotel chains deliver a fantastic customer experience. Read the case studies here.
- Blogs
A blog or news page is a great way to announce milestones, provide how-to guides and write about the latest industry trends. Try to be original with your content and make sure it is key-word rich – this will help with SEO - Reviews Customer reviews aid the customer on their decision-making journey. Research shows that consumers are likely to consult customer reviews if they are buying from an unknown brand or if they want to assess the quality of a product. Online reviews are now so popular that 84% of people trust online reviews as much as personal recommendations.
How to Grab the Users Attention
Did you know it only takes 0.05 seconds for users to form an opinion about your website?
The look and style of your site are ultimately going to make the first impression and capture the attention of the user. Effective design will complement your messaging and reinforce your company’s brand so ensure your message is consistent by producing brand guidelines. ‘A picture is worth a thousand words’ so make sure they look professional, and you use them wisely. Sometimes a simplistic image or witty tagline is enough to grab the customers attention. However, you must think about your business, the industry, and the type of customer you want to attract.
Other tactics to engage the reader include:
1. Customer-centric taglines and slogans
These will help capture the attention of your target customer, so think about them carefully and try to portray your companies’ core values.
Some of our favourite taglines:
- Ritz Carlton – ‘’We are Ladies and Gentlemen, Serving Ladies and Gentlemen’’
- Kit Kat – ‘’Have a Break, Have a Kit Kat’’
- Nike – ‘’Just Do It’’
- Apple – ‘’Think Different’’
2. Headlines with a clear value proposition
Include keywords in your headlines, so they are more likely to appear when users search key terms on Google.
3. Readable, well-structured content
Make sure the body of your text is clear, relevant and keyword-rich, this will not only improve readability but will also help with SEO. Use different headers, insert quotations and always include links to additional information within the text.
4.Call to Actions
Feature bold ‘call to actions’ frequently on your webpage to guide the customer and encourage them to take action or make a purchase.
