If you’ve been reading our web design blog for very long, you probably already know that good content is an important part of any modern website.
68% of consumers are likely to spend time reading content produced by a company they’re interested in. Furthermore, 47% of buyers consume anywhere from 3 to 5 pieces of content before deciding to make a purchase.
But knowing that content is important and knowing what people want to see when they look at your website aren’t the same thing. Your visitors can tell the difference between strategic content that pinpoints their exact concerns and web copy that’s only there to fill out a page. And the first kind always outperforms the other.
So what do your customers really want to see in your web copy? We break it down below.
If you’re still under the impression that your visitors read all of your copy word for word, then we’ve got news for you: 43% of people admit to skimming blog posts.
More specifically, studies show that while 80% of blog readers pause their scrolling long enough read the headlines, only 20% actually read the rest of the article. Those folks still have problems staying engaged with what’s written, though, as on average, visitors only have time to read 28% of the content on a web page and choose to only read about 20%.
But that doesn’t mean that content creation is a waste of time. It simply means you’ve got to make your content more skimmable to get your point across.
To start, try structuring your blog posts and page copy to include headings, bullet points, and numbered sections, like this one. This lets readers quickly scan your main points to get a basic idea of what the content is about.
You can also use images to keep viewers reading (and get 94% more views than your other posts). Photos and screenshots that illustrate your point are helpful, or you design simple graphics to highlight helpful tips and statistics. CoSchedule recommends adding one image for every 200 words.
Skimmability is just one thing that your readers look for in your web copy. But they also want more value from the content they skim.
Case in point: The average first-page result on Google clocks in at around 1,890 words, which is on the longer side for most business blogs. In fact, long-form content outperforms short-form content by about 40% across the board.
That longer word count means you’ll need to pack a little more substance into your content. Incorporate newer studies into your content, find a fresh take on a popular topic, and include more tips in your post than you normally would. You could even interview industry thought leaders for a blog post — a tactic that 96% of B2B buyers said they want to see more of.
Another thing to consider is how clearly your web copy conveys your brand message. According to a 2015 web usability study, the lack of a clear brand message or the inability to tell what the company did was the biggest thing that caused respondents to leave the site.
When reviewing your site copy, we recommend asking a trusted friend from outside of your industry to review it with you. Because they don’t know your field, it will be easy for them to spot jargon, knowledge gaps, or other areas where your average consumer might become confused.
You can also clarify your brand messaging by carefully considering each of the following questions:
Now ask yourself whether your website makes each of those answers crystal clear to your customers. If not, you know which pieces of copy you’ll need to rework.
Before you roll your eyes at another blog post telling you to edit your content, hear us out — 74% of website visitors really do pay attention to spelling and grammar on company websites, and 59% say they “wouldn’t trust” those companies to provide quality service.
That’s because your customers are smart. They know that if your website shows low effort and poor attention to detail, those traits will probably pop up in other areas of your business, too. And that’s not attractive to the type of customers you’re looking to do business with.
Nothing ruins a good customer relationship like typos and spelling errors. Save yourself the lost reputation and edit your web copy before publishing it.
As social media plays an ever-growing role in consumers’ lives, it’s become more important than ever to include some element of social proof on your website. Essentially, your customers and clients need to see that their peers find your company helpful and trustworthy before settling on that opinion themselves.
One of the best ways to do this is to write blog posts that get shared on social media frequently. Social shares from Facebook, Twitter, and LinkedIn add the most credibility to blogs because, in today’s society, a share is almost as effective as a positive review.
Speaking of positive reviews, those are important to include elsewhere on your site, like on your product or service pages or on a testimonial page all their own. According to a study from BrightLocal,
So if you really want to convince people that your company is great to do business with, you need to show them that your other customers think so, too.
Does your website copy check off every item on this list? If not, it’s time to consider handing it over to the professionals. Our team of design and content experts here at Trajectory will work closely with you to showcase the unique ways you help your audience in a way that resonates with them.
Want to learn how we do it? Contact us to get the ball rolling.
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