I think we know by now that having quality content on your site is a hugely significant piece of your successful SEO pie. It can be hard, though. Between your home page, landing pages, ‘About Us’ pages, and all the little random snippets of text, your site is full of your voice. You’re trying to get the site visitor to convert. Every single word on your site should have that goal in mind.
So how do I suggest you go about doing that?
- Hone your up-sale value. Why should your site visitors be your customers? What is it about you that makes you better than the guy down the street? Maybe you offer the best price or the biggest selection. There are likely several things that are contributing to your overall value. Decide on what those things are and let your customers know about them.
- Don’t make it sound too good to be true. Your customers are no dummies. Their moms, dads, teachers, or random life mentors undoubtedly told them countless times, “If it seems too good to be true, it probably is.” Now, that doesn’t mean you’re running a scam. But sometimes our desire to sound as great as possible leads us to throwing out exciting one-liners like “Save $4,000 in just one month!” If I saw that and had no reasonable context or evidence to immediately help me believe it, I’d likely turn away.
- Take yourself out of your writing. You aren’t the goal, so don’t read back what you’ve written and think “Yeah, I’d buy that.” It doesn’t matter what you would buy. It matters what your potential customers would buy. Know who your customers are. Try and think how they think.
Use resources like Amazon reviews to help you get into the right mindset. If you can find reviews for your product/service (either for your company or a similar one), look at how the customers talk about it. What kinds of descriptions do they give? What’s their mindset and writing style like?
- Make them scared of loss. People don’t like losing out. “Save $50 on your monthly energy bill,” sounds nice, but “Stop throwing away $50 on wasted energy every month,” makes me feel as though I need to act fast to stop losing my hard-earned money.
- Add things other than words in your headlines. Breaking up your headline or title with numbers or symbols helps catch the eye, when used efficiently. (Note the title of this blog post.) This doesn’t mean substituting “2” for the word “to”, but using numerals rather than spelling out numbers and saving “$$$” instead of saving “money” can be just the spark you need for someone to notice your page while scrolling through Google.
- Consciously decide whether short or long copy is appropriate. Both have uses, but too often I find sites that get them mixed up. If I end up on your company’s bio page, I don’t mind reading a little more and getting a feel for who you are. When I look at your home page, however, the last thing I want to do is be overwhelmed with a wall of text. I just got to your site and already feel like I have to put real work into figuring out what you do and why I should patronize you.
In the same vein, use appropriate paragraph breaks. Your high school essays were expected to have lengthy, information-filled paragraphs. On your website, though, the shorter the better.
Use these pearls of wisdom to create content that will catch the eye and have potential customers begging to convert. And don’t be afraid to use your gut and experiment. (Hint hint: that’s what A/B testing is for!) Don’t find what works for you. Find what works for your customers.