5.02 – Creating Content That Attracts Customers
The key to selling online is providing valuable information. Just look at Google: its success is built on organizing and presenting information effectively. To make your business website successful, you need to present the right content in the right way to attract and retain customers.
The “Right” Content
- Helps people absorb information quickly
- Makes it easy for visitors to understand who you are and what you offer
- Is friendly, informal, concise, and well-organized
- Invites dialogue and interaction with customers and clients
Identifying Your Target Audience
Begin by visualizing the customers you want to attract. Make your site appear as if it speaks directly to them. Use informal and direct language, and ensure your site has plenty of action points like clickable links, forms, or product descriptions.
Consider creating detailed descriptions of your target audience. This includes fictitious names, ages, job descriptions, and other characteristics. The more detailed your profiles, the better you can tailor your content to those people.
Following the KISS Principle: Keep It Super Simple
Studies show that people don’t read web pages in a linear way; they browse quickly, clicking link after link. Because your prospective customers may not have a lot of time or computing power, keep your content simple and direct.
When visitors arrive at your site, they should immediately find answers to these questions:
- Who are you?
- What is your main message or mission?
- What do you offer?
- Why should they choose your site over others?
Place the most important information first: who you are, what you do, how you stand out, and your contact information. Prioritize your content to highlight the most critical elements first.
Striking the Right Tone with Your Text
Online business writing should be engaging and reflect your personality. Talk about unique aspects of your business to make it stand out. Satisfied customers can provide powerful endorsements. Ask for quotes and, if necessary, offer free samples in exchange for honest reviews.
Making Your Site Easy to Navigate
Ensure your site is easy to navigate with clear, clickable buttons at the top of your homepage. This gives visitors a quick overview of your site’s content and encourages them to explore further. Arrange the most important links near the top of the page to improve search engine rankings and user experience.
Pointing the Way with Headings
Headings guide readers through your content. Use clear and specific headings to describe your business and its offerings. Organize headings in a hierarchical structure to make the content easy to follow.
Enhancing Your Text with Well-Placed Images
Use images strategically to draw attention to your most important content. Images should be in line with the text and help illustrate your points. Keep images small in file size to ensure quick loading times.
Making Your Site Searchable
A search box is an invaluable tool for any website. It allows visitors to quickly find specific content, enhancing their experience and keeping them engaged. Options for implementing a search function include:
- Using your web host’s search capabilities
- Using free site search services (which may display ads)
- Paying for a search service to avoid ads
Conclusion
Creating content that attracts customers involves understanding your audience, keeping your content simple and direct, using an engaging tone, ensuring easy navigation, utilizing effective headings, and incorporating well-placed images. By following these principles, you can create a website that not only attracts visitors but also keeps them coming back.
