We’ve all been to a website, blog or social media page that left us wanting. Maybe we didn’t find the information we wanted. Maybe the information was there but something about it left us feeling uncertain. Maybe there was too much information, leaving us feeling overwhelmed.
The blame for each of these opt-outs can be traced directly back to poorly-written or -strategized content. If you’re seeing a good number of visitors stepping into your virtual showroom but leaving without converting — whether that means buying a product, signing up for a newsletter or contacting you directly to learn more about the services you offer — you’re likely looking at bad content.
The good news is that it can be faster, cheaper and easier to fix bad content than it is to overhaul an entire website. So before you say, “Let’s just start over!,” check your content for these key traits:
1. Quality — Was your content written with a strategy in mind? Does it clearly demonstrate the value of your offerings? Did the writer identify one or more personae to address? Does it feel like it is written to a single person or a small group of people rather than the entire Internet? If you can’t say “yes” confidently to these questions, you’re likely coming off as sloppy, impersonal or bland.
2. Quantity — There should be just enough content to inform and incentivize your visitors, but not enough to make them feel like reading it is a chore. One good way to check for too much quantity is to ask yourself if you see information that’s not absolutely crucial for conversion. If you answer “yes,” that may be discouraging visitors. On the other hand, if you don’t provide enough content, you may not be adequately distinguishing yourself from your competition. Basically, your content should cover your value proposition — why they should choose you over someone else — as well as a bit of background. More is too much, less is too little.
3. Calls to Action — Great content gives visitors clear next steps to take in order to encourage their conversion. What does your content currently ask them to do? If nothing, there’s your problem. If you’re using CTAs but still not getting conversions, check to see whether the CTAs are clear, ensuring that they explain what the visitor is agreeing to provide in exchange as part of the conversion.
If you know you need help but aren’t sure how to fix it yourself, give the awesome content strategists at Brandsplat a call today at 800-299-5498. We’ll review your content and give you our two cents on how we can improve your conversion rate quickly and affordably.