While you may enjoy reading novels, I’m betting you only do on vacation. And while a well-written thriller can keep a reader captivated for hours, the same simply doesn’t apply to online copy.
With the average attention span of an adult estimated at around 8 seconds, and with an infinite source of competing information at your prospect’s fingertips, your website content doesn’t have to be good to get read; it has to be extraordinary.
But even if your content is award-winning, if it doesn’t get seen, then you may as well be writing in the snow with white paint.
Make Sure It’s Optimized
Before you start, check out an informative SEO blog or two to find out what Google’s latest requirements are. Make sure your content is optimized with keywords and LSI in the right places, and don’t forget about the importance of your Meta Descriptions.
Be careful of keyword stuffing. Not only will your content read like a kick in the head, but your bounce rate will soar and you run the risk of incurring a Google penalty. Choose an experienced SEO company who can advise you on the right balance of keywords.
Keep it Bite-Sized
Break your content down into small, manageable pieces. Write eye-catching headlines, use bullets and experiment with different types of fonts and bolding. Keep your buyer persona in mind at all times.
If you know you’re speaking to an overworked paralegal with a deadline, don’t make her sift through pages of overly pompous prose (she gets enough of that in the law books).
Give her the solution to her problem quickly. Tell her where she needs to go, what to click, and the action you need her to take by adding strategically placed CTAs.
Write Above the Fold
Also known as the inverted pyramid, use the newspaper rule when it comes to your website content and put all your important information at the top. As most internet surfers are scanning for information, don’t make them scroll down to the bottom of the page to find that you have what they need.
If you sell car parts in Houston, tell the customer that you sell car parts in Houston. Don’t bleat on about how you’ve been in business since 1952 and old Uncle Gabe used to…
WAIT…
Did you hear that? That was the sound of your prospect clicking off to the competition.
Write About Benefits, Not Features
People are selfish, Especially when it comes to business. They don’t care about you; they only want to know what’s in it for them. So, before you start off with “the breathable lining” in your jackets (feature) let me stop you in your tracks.
Why should I care that it has breathable lining? What’s the benefit for me? Try something like “Stay comfortable and dry when biking” (benefit). I’m much more interested in being comfortable and dry than in knowing about the lining.
Finally, be sure to keep your content simple and concise, yet try not to go below the generally agreed Google standard of 400 words per page. Select a trusted SEO platform, keep these tips in mind and get ready to wow your prospects.
Michael Peggs is the founder of SEO agency Marccx Media, where they specialize in white hat link building, SEO and Content Marketing. Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships. He is also a blogger and podcaster, hosting the iTunes Top 10 New & Noteworthy podcast You University – The Personal Branding Podcast.
