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You have them there—visitors to your website. Your SEO and SEM techniques have worked, and now you need to keep them there and, ultimately, get them to use your service, buy your product, or listen to your music. You want them as customers, so now what?
Of course, your first impression is made with your site itself—its layout, color scheme,usability, etc. Then your visitors delve into your content. They want to know what you’re about, what your products or services are about, and what others think about you. It is your job to give them the information they seek, while reducing the bounce rate, and converting them into customers at the same time. Engaging content is the way to do this,and here are five methods and/or must to create engaging content.
1. Attention Grabbing Headlines
Headlines are the first step to selling your message.Your headlines, whether it is a headline for an article or a product, need to be buzz-worthy. They also need to be descriptive. Your visitors are more likely to lose interest if they don’t know what your site or business is about. Headlines are the first step in conveying your message. It is also good practice to use keywords in your headlines and titles. You can engage your visitors while boosting your SEO, and so potentially get more visitors.
2. Killer Intros/Abstracts
You should use your intros and abstracts to get visitors deeper into your site, and ultimately funnel them where you want them to go—wherethey can become a customer. Whether you’re describing a product or summarizing an article, your intros and abstracts should be powerful and leading. Don’t give it all away,but give enough to keep your visitors’ interest and keep them clicking.
Marc Holland, the online marketing director for Home Star Search, a leading rent to own houses marketplace, agrees with this assertion. “User engagement is what drives our conversion. Before there is any call to action, we want engaged users. On our end, we’ve seen user engagement optimization make for a significant impact.”
3. Conversational Tone
Most visitors to your site won’t be experts in your field, in your business, on your product or service, or even on what they’re looking for. That’swhy they’re on your site, so don’t get too technical (unless, of course, your business is supplying customers with technical information, but then remember that they have to become customers first). Your visitors will be looking for the “what” when they visit your website.
They will be looking at you to complete the “how,” or help them to do so. Try to keep your content,especially the lengthier articles and written elements, casual and conversational. Don’t beafraid to speak to your visitors. Use second-person pronouns—you, your, etc.
Lists and bullets are a great way to keep visitors’ attention, especially when describing products and services, giving directions, or when used in a “Help” section. Lists and bullets compartmentalized information and provide structure. They also help to clear up points and don’t generally allow for superfluous information. Lists and bullets read like a fact sheet, and potential customers want the facts.
5. Allow for Comments
This isn’t necessarily part of sculpting your own content, butit’s a great way to give your content credibility. If you have a good product or service or your website provides useful information and articles, let your customers rave about it. Potential customers want to know if they are going to getting their money’s worth, and they often look to former or current customers to give them advice. In an online setting,comments and feedback are the best methods for doing this.
Also, if you have a comments and feedback section and ask your customers to leave their opinions, they will have to come back to your website to do so. In that way, not only do comments give potential customers a feel for your product or service, they keep customers coming back.
While every website needs to get its name out—using SEO, SEM, social media, or any other type of exposure—when they get visitors, they need to keep them clicking and ultimately convert them to customers. Sculpting high quality messages and content does just that. Grab their attention, their interest. Turn that into desire and then into action, and so boost your conversion rates.
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