Expanding your shop window with the right (content) goods
A few years ago people used to say that your website was a shop window for your brand, but since then we believe it’s evolved into so much more. Not only should it be showing off your wares but also be packed full of dynamic content. Rather than a shop window it should be more of a marketplace with visitors picking and choosing great quality food (i.e.content).
Here’s our top seven tips for turning your website from a static shop window into a bustling marketplace.
- Start a blog
You shouldn’t underestimate the power of a good blog article. Blogging can help to turn your faceless brand into a personal expert in the eyes of your audience. Blogs can also encourage sharing and comments/interaction with your customers. Choosing to post new articles on a regular basis can also help to boost your searches (SEO) on Google etc.
- Be upfront
It’s all very well having a well-designed site but if you don’t say who you are and what services you provide from the get-go then you could be missing out. Being vague is risky – tell them who you are from the very beginning, it’ll make things much easier and encourage readers to stay for longer.
- Focus on the persona
Copy that plainly says what you do won’t cut it, neither will copy that attempts to bring in every facet of your company. Think customer when you’re copywriting - it’s key to focus on their pain points and their needs as opposed to your business. Build personas for different kinds of customer who might use your site – ask yourself, what are they looking for? What can we provide them? What are the benefits to them?
- Skim and scan
Your web copy needs to be easy to scan – only about 20% of a website’s copy will be read in its entirety (Nielsen/Norman Group). With this in mind, write short, snappy copy with plenty of white space, headings and bullet points; anything that helps to break up text. Choosing imagery that shows your points will also help to highlight particular messages.
- Link to social
You might tweet frequently or often post on LinkedIn so make sure that your web visitors know this by uploading a Twitter stream or other social media monitoring widget to your site. Showing that you’re active in social media can justify your brand to the customer.
- Choose video
Sometimes copy can fall flat – a 300 word article based on an interview with your CEO might be read by a handful of customers, but the same content made as a video might get hundreds of views. Video can help make your messaging more authentic and accessible.
- Keywords and phrasing
We can’t emphasise enough that SEO is really important in marketing. How else is your content going to get seen? Ensuring that you are using the right keywords and the right phrasing within your headings, copy and metadata is essential. Always think from the viewpoint of the customer and what they would be searching for.
These are just a few effective ways to transform your website into an interesting marketplace for your customers to visit. For more copywriting and web content help, we have everything you need. Just contact us.
Got any more key content strategies you’d like to add to our shortlist? This and any other comments, below…