As the world moved online, the tools used to find new products and ultimately buy them also moved online. Especially during the pandemic when shutdowns forced consumers to go online for security reasons. After sticking to new buying patterns for over a year, much of this change is likely permanent. Website content allows you to capitalize on this transition to online behavior by bringing new traffic to your website (through effective SEO) and works hard to convert traffic once it lands on your site . As you can see in the graph below, companies that optimize their website content get superior results.
Image reproduced with the kind permission of Neil Patel
A company’s website says a lot about your brand, your products, and your commitment to customers. In fact, consumers don’t trust companies without a website and they don’t look kindly websites without a great customer experience on desktop and mobile. Entrepreneurs may believe that posting blind information about their business on a single page is enough to drive online and offline conversions. However, strategizing for website content matters a lot to the overall appeal of not only your website, but also your product, and has a big influence on your performance.
In this article, we’ll list some of the most important improvements you can make to improve your performance.
How to improve your website content
Use homepage real estate wisely
Your website is the doorway to connect with your clients and customers. Strategically use every part of your web page to show your customers what you can do without throwing everything away, including the kitchen sink. A one-page website with only a homepage is not the right choice for most businesses. Instead, create an attractive homepage like a teaser to entice visitors to dig deeper into your site. From an SEO perspective, a one-page website has a 100% bounce rate which tells search engines that your website is not viewed favorably by visitors.
A company’s website is essentially its portfolio and reflects its online identity. Carefully review everything you include on your company’s website to represent your brand. For example, here is a homepage template that organizes website content into logical areas with links to drive visitors deeper into the website.
Obviously, you need to customize your homepage to suit your niche and target market, but carefully consider the UX (user experience) to make the site work for visitors.
Optimizing website content also means easy search. For an e-commerce site, you should also allow users to filter results to avoid a long list of options that tempts visitors to leave without making a purchase. You can hire product description writing services and turn those descriptions into filters to make searching more efficient for buyers.
In addition to including images and videos on your website, good descriptions also go a long way towards conversion. Product descriptions using adjectives important to visitors and including answers to issues like compatibility make the difference between conversion and exit. There are often characteristics that are not conveyed only by images or videos.
Testimonials are your friend
Most online shopping websites such as Amazon and eBay use testimonials to increase profits. As you can see in the graph below, reviews are an essential tool in customer decision-making.
Image reproduced with the kind permission of Digital Marketing Community
Customer reviews influence 87% of purchasing decisions, according to this graph. Encouraging customer reviews requires a sustained effort rather than just the process of adding a review option. For example, Amazon gets reviews by repeating emails to buyers asking for a review on their purchase and making it easy to submit the review. On Instagram, a brand can run a contest asking users to post an image of them using the product with prizes for random submissions or award prizes based on the degree of engagement the user receives for their image .
A thorny issue with reviews revolves around fake reviews where a brand asks friends and relatives to post reviews or encourages employees to post fake reviews. Some brands go so far as to employ a bot to scan through random words to compose thousands of fake positive reviews. Tracking down these scams takes constant effort and sophisticated tools, but it’s essential if you want customers to trust the reviews posted on your website.
White space is not an enemy
Website content consists not only of words and images, but also of white space. White space is just as important as your website content because it keeps visitors from feeling overwhelmed and helps them find what they’re looking for more easily. A website filled with too much content easily overwhelms your viewers and encourages them to bounce, which hurts your SEO.
White space also helps direct visitors to important content. Other design elements also contribute to the excellent content of the website. For example, using too many colors is distracting, as are strange fonts used indiscriminately. If you’re hoping for a simple yet well-designed interface, white space, clean lines, few colors, and careful use of fonts are your best friend. Placing the most crucial button or piece of information in the center of your webpage also serves as a funnel to direct your viewer down the right path.
Your webpage should not only fit the content in desktop size but also look great on mobile devices as more and more people are now using smartphones for product or store research, especially when traveling. If your website only works well with a desktop interface, it won’t meet the needs of your potential customers. If you invest in providing a mobile friendly interfaceyou can reach more potential customers, which in turn increases your profits.
Mobile friendliness involves more than just opting for a responsive website that adjusts website content to the smaller size of a mobile device. This means meeting the needs of a mobile user, which are often different from those of a desktop user. For example, a mobile user probably wants website elements like phone number and address faster than a desktop user because they want to find the business now. Therefore, including this mobile-critical information on your homepage makes sense if you operate a physical location. Even better, linking this information to Google Maps and integrating your phone number to enable 1-click calling increases your performance.
Keep your website up to date
Over time, your web page needs updates. Keep your webpage exciting by providing fresh content and occasionally consider a homepage refresh, but don’t change your pages mindlessly. For example, a homepage containing a slider shows that you don’t care about keeping up to date with trends, as this design strategy went the way of the dodo when site loading speed became a ranking factor. in SEO.
Old website content also requires evaluation over time. For example, if you have old blog posts that no longer reflect the latest trends in your industry or product line, get rid of them (just use a 301 redirect to make sure visitors don’t never access a page that is no longer available). I know it hurts to get rid of content you’ve sweated to create, but old content hurts your performance.
Remember that the real test of your website content comes from the users. Try testing your website on different browsers and screen sizes to make sure the loading time is fast and the website looks great on every option. Check your menu to make sure it’s redirecting users to the right content, and make sure your content matches the funnel visitors most often follow.
Always make your visitors your top priority, not just on your website but in everything you do, and your performance will skyrocket.