Having a beautiful website and an eye-catching design without a dent in visitors’ influence is like a building castle in the air. So you want to establish a brand for yourself, then create a perception for the audience. They are your brand.
The same goes for writing keyword-rich content that search engines understand and humans can digest easily, interact with and take action where possible.
Engaging Visitor With Content
Content is the primary asset that immediately connects business to potential clients. It’s what the visitors read, interact with, and react to anytime they come straight to your website.
Not a Dime a Dozen
The quality or quantity of content on a site could either persuade or instantly dissuade clients from coming or staying far away from a website. This split-second decision usually lasts for 5 seconds. Implying your website has less than 5 seconds to impress the audience.
Content With Zero Impact
Lengthy content can be exciting only if the readers feel a connection with the content then the time spent putting the piece together is worth it.
So you want visitors to keep coming back to your website, then you need to get creative, focus, and be original with the piece you are disseminating.
Benchmark for Website Content
Over the years, I have come across many websites with unclear messages to the intended audience. It’s not that fine and dandy for neither the search engines nor the visitors.
There must be a modicum of wit that can spice up the apple eye to strike a bargain that would eventually pay off to everyone (your site, visitors, and search engines). Below are few tips you should consider if you want to be competitive and unique in your niche.
1. Be Sincere With Your Business
Successful websites establish timeless quality armed with motivation to create clear and powerful communications that can answer the following questions:
- What are you trying to communicate to the prospective client?
- What type of actions do you want a visitor to take on your website when visited?
- Who is your target audience?
- What is the overall objective and goals of the website if any?
- Does your website have any link-able assets?
- Does the content already on your web pages stimulate a desire to take action?
2. Write for the People, Not for Search Engines
Your website is a communication tool and should be treated as one. It has to trigger some forms of action and must be able to communicate effectively and motivate your audience. A unique and naturally flowing content that is well-written, resonates, speaks, engages, and influences your initial action, the instance, you landed on the page.
3. Write for The Visitors
If your goal is to populate your website with all it takes such as over-optimizing with target keywords, observe all the necessary SEO techniques judiciously; I think you are only targeting and impressing the search engines and the only purpose would be ranking. On the contrary, if you are tenacious enough to deliver the readable content that hold the interest of the audiences, you would have achieved two goals at the same time:
- Activating audience action and positively influence them to take a click-through action
- Improving your chances of being ranked better in the search engine result pages SERP.
No matter how organic the traffic to your site is if a prospective client is not compelled to take a lead actor to do something related to the product, service, or information. It is worthless!. The reason for this demotivated behavior lies with the lukewarmness and ineffectiveness of the content creation. In another word, your website fails to communicate effectively to attract the attention of your audience to do something.
4. Action Driven Content
According to the third law of motion, to every action, there is an equal and opposite reaction.
If you spent thousands of dollars to build an impressive and eye-catching website without being creative about the discoverability of the entire website, it is useless. Every action represents the effectiveness of a site structure with respect to the key message that binds the entire website, there should be some sort of creative motivation to hold their interest and attract their attention immediately when visitors land on your website.
5. Desire-Driven Content
The motivation and interest to take a certain action would naturally grow to create a desire to do something and make them stay long enough to completely absorb the whole communication.
Elias St. Elmo Lewis, an American Advertising Advocate in 1898 came up with a fantastic acronym AIDA which defined the effective way of getting consumers to make a purchase, the primary goal of AIDA is to communicate and get people to act.
For your site to communicate effectively and motivate them to act, the following four elements must be present:
- A – attract their attention: web design, in general, must attract the attention of your audience. If there is no connection between your site and the visitor, then the site serves no purpose.
- I – hold the interest and sustain the attention: The design and the content of the web page must be engaging to hold the audience long enough to absorb the communication and do something.
- D – create desire: the message communicated must be consumptive to make the audience want the product, service, or information.
- A – motivate them to take action: action may come in different forms; sign up a form, click a button, buy a product, subscribe for something of interest, or call a number about a product or service offered on the site.
Knowing Your Target Audience
The number one reason why people come online is to search for information. Even if the visitor did not take any positive lead action in the first visit, the next second or fourth visits may eventually lead to motivating the audience to do something effective on the site. Then this is when understanding what audience to target and aligning your objective to that of the visitor is crucial.
Write for Your Audience
To fully understand or know the type of audience to target, you should have engraved in your heart the following factors
- Type of business or services or product you are offering
- The demographics (young, teenagers, adult, seniors)
- Location (local, national or international)
- Professionals (business to business, finances, banking e.t.c)
Once you have identified and factorized these elements into your thoughts, you can decide to implement them using some keyword planning tools to build key-phrases or keywords relevant to your business.
Know The Overall Objectives of Your Website
Every business owner’s goal online is to make profit and create a powerful online brand for themselves. This would be attainable if you knew what your business actually represents. The best approaches are to
- Research and understand exactly what you want to achieve and why
- Develop concepts that match the current industry you are targeting, avoid reinventing the wheels.
- Generate a concept that resonate the objectivity and provide solutions
- Refine ideas through an iterative process and ensure you are satisfied with what you have.
Brainstorm Before Writing
Remember a good concept reinforces strategy and brand positioning. Having all these elements put together would help give direction and meaning to the content without heading into the opposite direction or deviate from the primary objective. An old or stale content disconnects visitors, and demotivates them from taking any action.
With the right content strategies and plans in place, you will be able to provide the foundation for making a great impression and infuse your site with the right type of content. A good example is Nike’s basic message, expressed by its tagline, “Just Do It”. The creative concept Nike has used since 1988 has adapted visually in many ways, so simple and basic. But so powerful that they make you take action anytime.
Once you have figured out which words and phrases to infuse into the content and understand which keyword (quality key-phrases) the target audience use to find your website online. You can use those keywords to strategize your content development with the right foundation in place.
Turn Your Site Into Linkable Assets
Linkable assets are essential and incentivized materials people need especially to solve a particular problem. The valuable elements on site that the user benefits, could be in form of an expert guides or advice, unique pages with rich content, widget, utility tools, discount offers, or any other quality assets that add value and benefit the visitors.
When you understand what is linkable about your business, and identify what type of assets earn links and trust in your industry, you will have much easier leverage and time to strategize to write the naturally flowing and rich content, you may use on the pages of your website.
Since the goal of this article is to write original content, the linkable asset is the original, keyword-rich, and engaging content that can drive or compel the audience to do something once absorb.
RULE OF THUMB
Generate, test and refine ideas with a powerful measures that would add compelling A.I.D.A effect on visitors coming to your website. Avoid using a duplicate contents, apply and strategically use proper keyword density throughout your content plus keep your website content fresh and current at all time.