If you provide users with a positive content experience, they will stick around longer and return when they’re ready to make a purchase.
People who are doing research on a good or service are looking for useful, occasionally dull information to aid them in making a decision.
The more expensive the product is in comparison to the customer’s price range, the more research, and information they seek before making a purchase.
the difficulty?
No SEO company wants to appear uninteresting.
I can totally relate to this response.
But in practice, you have to cater to your clients’ informational needs.
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Digital platforms go beyond being simple extensions of traditional media initiatives
This concept first appeared in “The Cluetrain Manifesto” in 1999, at the very least.
I read this book rather early on in my profession, and its lessons are still relevant today.
The core of digital marketing as it had already begun to develop into what we see today is captured in this document.
Particularly, two theses criticize the approach used by many current online marketing campaigns:
- Thesis 17: Companies who believe that consumers who view their advertisements online are the same consumers who used to watch them on television are deluding themselves.
- Thesis 64: We won’t be content with a four-color brochure or a website that is little more than eye candy.
Unfortunately, many brands—big and small—have not learned from these mistakes.
Challenge established marketing conventions
User experience and website content must go beyond brands bragging about themselves.
Traditional marketing, if you will.
However, when it comes to website content experience, I continue to frequently hear two particular objections.
And each is utterly mistaken.
Argument 1: If our branding and messaging aren’t consistent (i.e., “identical”), website visitors won’t recognize us or understand what we’re trying to say.
Websites and other digital mediums are not subject to the same severe rules as this.
Logos and color schemes are examples of branding features that are simple to incorporate into a website.
Others, such as unique fonts and lengthy auto-play movies, typically slow down download times and force visitors to leave the page they were on before it had fully loaded.
I recall looking at a competitor’s website when they changed their home page to include a sizable auto-play video, pushing all of the primary information below the fold on both desktop and mobile.
The models in the program I used showed their anticipated traffic numbers plummeting shortly after, and their ranks dropping sharply immediately.
After several months, they finally corrected the massacre.
Argument 2: When a visitor arrives at our website, we must capture their interest.
It’s crucial to capture viewers’ attention in both traditional media outlets and digital advertisements in order to convey the message.
I respond by saying that you already have someone’s attention if they visited your website.
The greatest approach to keep website visitors’ interest is to make sure they get the answers to their inquiries right away after landing on a page on your site, in addition to the conversion optimization efforts required for websites.
If you make your website function and offer a satisfying user experience, you will eventually generate more business.
Reconsider your website’s design!
George Jessel, a comedian, once said, in a paraphrasing, “Give the people what they want, and they will come.”
Regarding your website:
- Be more than just brochureware. Get moving to improve the overall experience for your visitors.
- Get rid of anything that doesn’t really add anything. You may have a visually appealing website without making it difficult to use and slow to download. For the greatest impact, strike a balance between beauty and usefulness.
- Stop attempting to make your website pages appealing to everyone in the world. We frequently “ask” entirely too much of our sites. Keep one topic on each page and one page per topic without fear.
- Keep in mind that every page on your website has the potential to be a search engine landing page. It’s uncommon for the vast majority of website visitors to start at the home page and just browse.
- Find out what information your customers require. Give people what they want by using a data-driven and human-centered approach to content experience! Data will help you identify the needs and methods of your clients’ searches. Data, according to Robert Guay of GTB/WPP, “is humans in data form.”