A website is often the first experience a potential customer has with a business. So, why then do so many webpages appear neglected, with very little effort put into their content? How often do you judge a website within seconds and then leave when it’s not up to standard? Here are my top tips to ensure your website captures your audience from the outset.
Common web content issues
Take a look at these web content issues that can wreak havoc on the professional image you want to convey to potential customers.
Typos and bad grammar are unprofessional and detrimental to your brand’s overall image. These types of errors should not feature anywhere on your site because, no matter how good your product or service, this is undermined and almost always overlooked if you have poorly written content.
Too much content
Having a plethora of information, too many words and not enough “white space,” particularly on your landing page, can be overwhelming. If potential customers can’t find what they’re looking for and the site is too difficult to navigate, the number of people not getting past the first page (bounce rate) will be high.
Too little content
Similarly, not having enough relevant information will leave site visitors feeling underwhelmed and confused about what you have to offer. As a minimum, an effective website should include a description of services and up-to-date contact details.
Irrelevant or outdated copy
Webpages, including blogs, that aren’t regularly updated, and being faced with the familiar error “page not found” are further reasons for why frustrated customers leave a site prematurely.
How to avoid potential problems
Despite there being a range of potential issues, here are some simple tips to ensure your web content is both accurate and customer-focused.
Keep the audience in mind
In a time-poor society, you’re best to keep content simple and ensure the information has a logical flow, directing visitors to key site content. A clear call to action is an effective tool to convert site traffic into paying customers.
Proofread all content
This is a simple solution that is often deceptively difficult to execute. As the content writer or site owner, it is easy to become blind to text errors. An effective way to reduce this risk is to commission an independent person to check your work thoroughly before it’s published. Read more about the cost of poor proofreading.
Have a content strategy
In relation to web content—and business writing in general—knowing the why, when, what, for whom and how will ensure information is written for the target audience, at the right time and frequency, and through the appropriate communication channels.
Review your website
Actively managing your site and regularly adding fresh content will keep visitors engaged, encourage repeat business and help improve the site’s search engine ranking.
If you would like more information on content management, including Search Engine Optimisation, the Content Marketing Institute has some great resources, articles and training options to get you started.