Looking at a website

Does your website need a content refresh?

06.07.20

By Nutcracker

There are 1.9 billion websites on the internet, and more than 3.5billion Google searches every day. So how can you capture your customers’ attention..?

Outstanding website content is the key to keeping visitors on your page for longer than the average of 15 seconds. Yes, 55% of your potential customers only look at your content for 15 seconds or less. But with well-written, insightful and engaging copy that’s optimised for better search results, they might just stay.

However, before you can even put pen to paper – or hands to keyboard – think about what you want from your website. Is it to spread the word about your brand? Gain more customers? Get more leads? Sell a product? Decide on its purpose, then define its goals and how you will measure its success.

Start from the bottom

Whether your website is already up and running but not bringing in the right results, or you’re starting from scratch, you need to ask yourself; who are your customers? Is your language accessible to them? Is your content relevant? What kind of information do they need? How much value does your website provide? And how much time do they have to read it?

Long sentences are for novels and white papers. But websites that are easily digestible and readable will reach a wider audience – this means you need to avoid the jargon. While you might be targeting technical experts or high-flying lawyers, your information needs to be accessible to everyone. In fact, 52% of digital marketers agree that the most powerful content makes a personal connection – readers like to know there is a real person behind the words. So, be approachable, open and honest and your customers won’t just skim past your homepage.

Also, think about how easily your website content can be scanned – most web readers will scan a page to find the specific piece of information they’re after, and if they can’t find it, they’ll move on. Think bulleted lists; sub-headings; and font sizes.

You need a strategy

While there is plenty to consider when rewriting your website content, it’s all fruitless if you don’t have a solid strategy in place. How is your brand different to its competitors? What unique value do you bring to your customers? Consider the why and how of your brand and position its services or products clearly.

Then take a long, hard look at your website – does it need a complete rewrite? What pages are performing well? What parts need refreshing? And what do your customers want? For example, blogs are a great tool for building awareness, answering questions and sharing your expertise, but if a potential customer wants to know why they should buy your service or product, case studies and testimonials are also useful. Think of your website as an ice cream cone (stick with us) – the tastiest, most important part should be at the top, with the supporting, specific messages further down, ending with CTAs and defined details.

With a solid strategy, each piece of content on your website will have a specific purpose. Every word will have value. And most visitors will stay and move through your site. Resulting in new leads, more sales and business growth.

Your website is the window to your business – make each word count with Nutcracker. Focused on your commercial goals, we can create compelling, engaging content for your website. Email jenny.knighting@nutcrackeragency.com to find out more – your website deserves it