Stork, the owner of an e-commerce website that sells spices and sauces, was frustrated with the plummeting sales of his products. His brand has a digital presence on Instagram, Facebook, LinkedIn, Twitter, and Pinterest. But the return on investment or ROI on his digital efforts were disappointing month after month.
Are you also facing similar challenges? Do you feel you are hitting a wall with your digital efforts? If yes, then maybe it’s time to re-think your content strategy.
Most successful product and service brands have an engaging and informative website. It very well does the job of a sales personnel in a brick and mortar store. The content along with the website layout entices enough to create a top of mind brand recall. In some cases, excellent web content also enables increased sales. As business owners, you should ideally be looking at your website as a potential sales puller for your brand. You can either hire a content writing agency in India to do the job or read these rules to come up with compelling web content.
Remember less is more
Always make sure that you pay heed to this aspect!
Source: https://giphy.com
When a prospective customer visits your website, you don’t want to overwhelm them with too much information. Remember that you are dealing with a reckless, impatient reader in most cases. You have to design your homepage in such a way that you display minimum content. The idea is to show less to further evoke a sense of curiosity in your reader. If you look at any of the award-winning websites, you will notice that they all swear by the mantra of ‘minimalism’. We will get down to examples on this further in the article.
Do keyword research for SEO
Keywords are essential for SEO!
Source: www.pixabay.com
Yes, keyword search is key to getting more visitors to your website. For those of you new to the concept, keywords are words or phrases that people use to make various Google searches. The idea of using these keywords in your content is to increase its ranking on the Google search results page. How do you search for keywords? They are various online tools available for it. You can also create lists based on the relevance of your products and services and then plug them seamlessly in your web content. If you don’t want to go through the hassle, then simply hire a content writing agency in India.
Follow the inverted pyramid
The inverted pyramid provides the right information properly!
Source: https://en.wikipedia.org
Web content writing is different from regular blog writing. In regular blog writing, you use the introduction to create a build up for the main topic. However, this might not work in web content writing. A web page can be divided into two parts – above the fold and below the fold. The former is the area you see first on your laptop or phone. This is the screen space visible before you choose to scroll. The content on the above the fold area should immediately deliver the ‘what’ of your product or service. This is not a place for a buildup as you are getting your reader to scroll down. To add to that, there is a good chance that the reader is already aware of what he’s looking for.
So, keep in mind while writing web content to always place the most important information first and the least important piece of information last. But, make sure you don’t clutter that section, else the reader may be put off. This is similar to the inverted pyramid method of writing used in journalistic writing.
Opt for lucidity over complexity
There is a common misconception that to attract your customer’s attention you need to have complex and obscure designs and content. This is certainly not true. We mentioned earlier how most the top brands opt for minimalistic content. Take a look at the two screenshots below. Seattle Cider is a producer of craft cider. The design of the website is simple and the content is kept to the bare minimum.
Here’s an example of how you can keep it lucid!
Image Source: https://www.seattlecidercompany.com/
Write for the lazy audience
Remember you are dealing with readers who may or may not be interested in reading a lot of information. It is your responsibility to make sure you cater to both categories. Go ahead and use eye-catching variations in your text. Highlight all the information you want the reader to consume in the first 30 seconds of viewing your website. This will make it easy for them to scan through the website.
Incorporate a call to action
A call to action or CTA involves a link to the contact form, free download, sign up for an e-newsletter, request for social media follows, etc. Take a look at the screenshot below. It uses the tab Shop Now right in the center of the home page. This is just one example of incorporating a call to action on your web page.
This is a very good example of incorporating a call to action!
Image Source: https://bellroy.com/
These were some of the things to keep in mind while writing web content. It is one thing to put in efforts and a different thing to direct those efforts towards the desired goal. So, in effect making a difference to your company is just a choice away. The choice to strategically direct your web writing efforts for a better customer viewing experience.