When you’re creating web content, the golden rules you read from experts all over the Internet can become overwhelming. Add to that the ever-evolving trends and changing SEO practices you need to keep up with - and before long it can all seem a little out of your control.
I always say that the most important point to remember when you’re writing anything for the web is that you’re creating it for a customer. So, when you’re writing your content, think about how it can genuinely improve your customers’ experience of your website.
Not sure where to start? Here are my tips on improving your website’s customer experience.
Write for Humans
Your customers and website visitors are humans. It sounds obvious, but it’s easy to begin to distance yourself from your audience, especially if you’re elbow deep in SEO keywords and product descriptions. Take a good look at the content you’ve created and ask yourself one thing: ‘does this sound natural?’
Of course you’ll need to take your own company’s branding into account, and what’s natural for one business might seem unusual or awkward for another.
Make it easy for yourself and put your metaphorical feet inside your customers’ shoes. Take a little browse around your site. Are there any pages that seem off to you? Could your writing use a little less jargon? Make a list and use this to inform how you amend your content.
You might not have noticed at first glance but you may be talking your business down. You need active calls to action in your web content in order for it to be truly functional, but increasingly savvy consumers are getting wise to this, and they don’t like it.
The best reaction to this is not to force it. Don’t try sneaking your ‘Buy it now’ links into text - and instead be upfront. Offer help, support and a friendly team member’s undivided attention to your customers in return for a quick chat about their needs. It sounds much more positive than a fake offer or a ‘time’s running out’ deal.
Aim to make your customers happy and you’ll be glad you did.
Offer Something Unique
Your customers are looking for value - and this is called ‘value propositioning’. They’ll understand what your company does quickly, and they’ll even grasp the basics of your products within a few minutes.
What you need to show them is why your business can offer something nobody else can.
How can you pique their interest?
How can you delight them?
How can you fix a problem they didn’t even realise they had?
What can you do that goes above and beyond?
Why should they subscribe to your blog?
Don’t just list your team members. Talk about who they are, why they’re great, what they can do for your customers. Use your web content to create a connection, and you’ll stand out far above the crowd.
Use More Straightforward Language
Just because you use acronyms within your office all the time doesn’t mean your customers will understand what they mean. Even if your industry-specific products come with long-winded, technical descriptions as standard, break them down so that anyone could understand their benefits and appreciate their usefulness. Think of it this way:
A parent could be buying this for their tech-savvy child
A newcomer to the industry could be looking for equipment they need
Acronyms could vary between countries and within industries.
Jargon can easily be misunderstood and can present a barrier through which your customers are unlikely to try and break. As long as you use the wording expected of your business and industry, speaking simply and in straightforward language will only make you seem more professional, not less.
If you’d like to find out more about how to create great web content, or you’d like to chat about how I could support you with yours, contact me today. I’d love to help.
Until next time…