While website design is important, even the best looking websites have opportunities for improvement. If you’re looking to drive traffic to your website, engage your users and convert them to customers, you not only need great web design but great website content as well.
If you have a great looking website, but it’s not performing as well as you thought it would be, it might be time to consider these five pieces of content your website may be missing.
1. An Enticing About Page
One of the most important aspects of your website is your About page. When your users are attempting to find out more about your company, one of the first places they look is About. However, many About pages end up being either too basic or too extensive. Find a happy medium between a one paragraph summary of your company history and a 50-page slideshow that explains every milestone in your past. Focus on creating content that clearly explains how your company can help meet user’s needs while providing additional links to get them to explore the rest of your site.
2. Alt Text & Meta Description
Alt text is a word or phrase that can be inserted in your website’s HTML that tells viewers (and search engines) the contents of an image. If the image cannot be displayed for any reason, the image alt text will be shown instead. This lets visitors understand the nature of the image that is supposed to be shown. Alt text also provides Google with useful information about the subject of the image, which helps you rank in Google image searches. Make sure that you are entering accurate alt text and stay away from keyword stuffing, as this is frustrating for users and may cause your site to be perceived as spam. Learn more about alt tags and other image publishing guidelines from Google.
Meta descriptions are HTML attributes that provide concise explanations of the contents of web pages. While meta descriptions are not a factor in search engine rankings, they are provided on the search engine results pages as a preview snippet for any given page. Providing a compelling meta description is a way to get searchers to click on your content from a search results page. Create a meta description that is around 155 characters and uses your focus keywords to create a unique description of your page. Keep in mind that it is very important to make sure that each page on your website has a unique meta description. Learn more about meta descriptions in this article from Moz.
3. Content Personalization
These days, visitors expect dynamic web experiences that provide helpful, personalized content. Personalization can be based on a variety of factors, including who the user is, where they are located, what device they are using to access your website, the time of day they are visiting your site, what industry they are in, what channel referred them to your website and more. The more you know about your website visitors, the more personalized of an experience you can provide. By making your website experience more relevant to each individual user, you can cut through the clutter to create a more effective user experience.
Consider starting by personalizing your homepage. If a visitor has come to your site before and you’ve collected information about them, try displaying a personalized message with their name instead of your default welcome statement. According to research from HubSpot, personalized content targeted to the user performed 42% better than generic content.
4. Calls-to-Action That Convert
In order to move a user through a path to conversion, you have to learn about that individual. By using calls-to-action (CTAs) to encourage visitors to download premium content, you are able to collect important information – like name, email and industry – while providing them with something of value. High quality premium content includes eBooks, infographics, white papers, videos, webinars and more. By designing visually appealing CTAs, easy-to-navigate landing pages and user-friendly forms, you can gain more information about potential customers while proving that you are a thought leader in the industry.
You can also use personalization to improve your CTAs, tailoring them to fit the user’s location, device or buyer persona.
5. Social Proof to Gain Trust
Social proof is the concept that people will follow the actions of others under the assumption that those actions are reflective of the correct behavior. Basically, it means that if you see that other people are doing something, it makes you want to do it too! While social media is a large part of social proof, there are also other factors that can be used to influence people such as:
- User social proof: This includes customer testimonials, case studies and online reviews.
- Approval from large groups of other people: Show evidence that many – thousands, millions or even billions! – other people have taken the action that you want new users to take, such as making a purchase, subscribing to an email newsletter, following you on social media or sharing your blog post.
- Approval from your friend group: This can include customer referral incentives as well as using social media widgets to show users which of their friends already “like” or follow your company.
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Posted by Sarah Katz
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