Bad news about your website – you’ve got the content all wrong

This was posted on June 23rd, 2017

We’ve got some bad news.

 

People don’t visit your website to find out how great you are. They’re not interested in your business, it’s history or how many top awards you have sitting on the mantlepiece.

 

They care about one thing – themselves. We all do.

 

The visitors to your website are looking for an answer to a problem they have or a product that provides a solution to an ongoing challenge.

 

You may have exactly what they need or the answer that solves their problem. The content on your website should therefore address their pain and explain in plain English how you can help.

 

Here are six things you can do to your website content to make it more seductive and bring in more leads:

 

  1. Put your big idea front and centre

Whatever it is that you have for your customers, put it front and centre.

 

When you visit Apple’s website, for example, their products hit you straight between the eyes. That’s because Apple knows they’ll grab the most attention. You can do the same with a bold image or big, captivating headline.

 

  1. Work on the readability

Take a look at this blog’s intro. We’ve focused on short, sharp sentences and paragraphs.

 

Your web content needs to do the same to ensure readability and the ability for visitors to quickly skim for the info they want. Few people will read it all, so…

 

  • avoid chunky paragraphs;
  • promote the use of bullet points.

 

  1. Include soundbites

A sound bite is a nugget of wisdom – a piece of text that is easy to remember and perfectly quotable. They often come in the form of straplines, and you can’t have enough of them on your website.

 

Stick to the rule of providing information in groups of three, for example “the thinnest, lightest, most beautiful device we’ve made”.

 

  1. Create stories around your products and business

Head to most company ‘about us’ pages, and you’re met with long, drawn-out histories of how they came to be and their commitment to ‘constant improvement’.

 

That’s all a bit dull, isn’t it? Instead, tell a story about your business. What drives it? Who are the people behind it (the characters in this plot, as it were)? Give it a beginning, middle and make the customer’s role the end (i.e. the purchase!).

 

  1. Present features as solutions to their problems

Let’s say you’re looking for a new tablet. You discover two manufactures who both offer bullet-pointed feature lists.

 

Manufacturer A:

 

  • 10” screen
  • 8gb of RAM
  • Stylus support
  • Keyboard case included
  • 10 hours battery life

 

Manufacturer B:

 

  • Work on two apps at once with a 10” screen that improves productivity
  • Enough memory to ensure you’re never left waiting for a process to complete
  • Ditch your pen and paper and do everything with one device
  • Make the transition from laptop to tablet and simplify your tech setup
  • Work all day without ever having to hunt for a power outlet

 

Which one would you go for?

 

  1. Overcome objections before they’re made

Your product or service isn’t perfect – that simply isn’t possible – but you can go a long way to reducing fear in buyers by overcoming objections before they’re made.

 

For example, if you’ve developed a new phone case that is glass-like in appearance, you could dispel fears about it’s durability by saying: “Even though our case is as smooth and clear as glass, it’s actually toughened plastic, so won’t shatter”.

 

Wrapping up

Follow our tips above, and you’ll quickly create a web presence that is both seductive and ready to turn passers-by into brand advocates – rather than boring them to death.

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