In this digital age, importance lies in being able to understand the behavior of users online and ensuring what they want and expect is readily available to them in just one click. Unlike reading your favourite book word for word, users online prefer to scan content quickly for information that they’re looking for and ignoring everything else. It can take just one landing page and a few seconds to grab the attention of potential customers, or drive them away to search another website.
The best websites are customer-centric, providing relevant information in an organised and interesting way. Here are 5 tips to keep in mind when looking to write website content that engages:
- Easy Website Navigation: Make sure your menu uses standard terms, and pages are organised with headings. This makes for a user-friendly website that avoids your online customers trying to guess where to click to find what they need.
- Write For Your Audience: Find a writing style that’s consistent and suitable to your online audience. It may take time to find the right tone, but be personable and write as if you’re speaking directly to that person. Think friendly and informal, and avoid using jargon. Use the words “we” or “you” to show users that you’re looking at their needs and wants, and not just your own.
- Keep It Short And Precise: There’s no need for chunks of information, customers will usually search for specific things and want websites to get straight to the point. Sifting through information will only frustrate them, so look to answering the relevant who, what, when, where, why and how questions as early as possible. Try writing in the inverted pyramid style, and use bullet points where possible to cater to skim readers!
- Pictures Help Tell Your Story: Remember death by PowerPoint? The same thing applies when writing website content. The less to read the better, so use visuals when appropriate to add value to text and increase visual appeal, but refrain from adding images if it isn’t relevant at all.
- Call To Actions: Don’t forget to include a call to action on most pages of your website pages. This serves to lead potential customers to a sale or to contacting you.
It’s true that we’re all a little impatient these days; if we can’t find something quickly, we’ll quickly move on. It will always be a challenge writing website content, but with these 5 tips in mind and remembering to put the needs and wants of potential online customers first, you’ll be on your way to creating a website that’s both valuable and engaging.