If only improving your website’s content was as easy as preparing for a trip to the coast of Italy (I may be going there this weekend and it may be consuming all my thoughts).
Well, if you knew how to prep your content and had a focused checklist to follow, I think it could be as hassle-free as flying into the Tuscan sunset.
The real challenge is figuring out how to make your website dispense gelato and pasta carbonara on demand.
For now, though, let’s get to that content checklist so you can create a customer journey that people are excited to be a part of.
#1 Does it make sense?
Sometimes it’s easy to forget that other people aren’t living and breathing your brand like you are. Whether you founded the company or recently joined the team, it’s likely you know a great deal more about the service or product than the casual web browser.
That’s why it’s important to put yourself in their shoes and ask if the content on your homepage and landing pages makes sense. Equally important is making sure the visitor clearly understands the purpose and point of your newsletter, about page, blog post, etc.
These questions are a good place to start when determining if your content will easily click with your reader:
- Is the brand statement, or the core of your business, prominently conveyed on the homepage and/or about page?
- If this is the only page your visitor goes to, does it give enough background information on the product or service you offer and describe its benefits in a straightforward way?
- Is your content inviting and accessible? For instance, do you use sub-headlines and bullet points to break up text? How about visuals to give your audience a clearer idea of whatever it is you are promoting?
- Do you use industry jargon that others might not understand? It’s best to rephrase in those cases.
#2 Is it attention-grabbing?
One of the best ways to capture and keep your audience’s attention is with an enticing headline. That can mean the title of a landing page, a headline of a blog post or the subject line of an email.
These helpful descriptors have the power to make someone click, open, share or skip completely, so it’s always worth getting the headline right.
Here are some pointers on how to do exactly that:
- What is your reader getting in exchange for their time? Put the benefit in the title and tell them right off the bat. This will intrigue them to click and find out more.
- Is the headline an inside joke only your company would understand? Or, are you trying to show off your creative writing skills? Remember, it’s always best to leave puns or clever phrases out of headlines. The clearer the better.
- “How To” or list headlines (“3 secrets to healthy-looking skin”) are great ways to structure a title because they make you think about the reader and the value you are providing.
#3 Do your readers know what to do next?
Before hitting publish on a new landing page or sending a sales email, make sure to include a clear call to action (CTA) in every piece of content. After all, the point of your business is for people to buy your product, sign up for your service, share your article, etc.
In order to get visitors to take that next step, your CTAs should be eye-catching and benefit-driven. It should be a no-brainer why you would click on a button to register for an online course or download an e-book.
Below are some tips for crafting effective CTAs:
- Visually, does the CTA button or sign-up form stand out from the rest of the page? Putting it in a bright color or using bold text could really make it pop.
- As for the copy, does it tell your visitor exactly what they will receive after entering in their personal information? Author Jeff Goins is really good at this.
- Consider adding a photo of the e-book cover, screenshots of the online course or any other visual that helps give your reader a better idea of what they will be getting.
This checklist may be more detailed than the one you have for an upcoming weekend trip, but if you let it be your guide when publishing content on your site, your audience will enjoy the final destination (your digital storefront) a whole lot more.
P.s. If you would like help improving your website’s content clarity, headlines and CTAs, my free custom marketing evaluation is for you. Get a leg up on the competition and sign up here.