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5 Ways Your Web Content is Scaring Away Customers

Considering that web content is the absolutely key to attracting and engaging customers, you will want to focus a lot of time and effort on creating effective, high-quality web content. However, it can be incredibly frustrating to work hard and generate what you think is wonderful content, only to find that not only is it failing to attract and engage customers, but it is actually driving them away.

How Web Content Can Scare Customers

Knowing how to write effective, high-quality content means knowing what to do as well as what not to do, and to that end, following are five mistakes you will want to avoid making:

  1. Writing without adhering to a workable, proven process.

If you try to write without following any sort of workable, proven process, not only are you bound to waste a lot of time, but you are likely to produce content that is unattractive and unappealing. When it comes to creating effective, high-quality content, you have to understand your audience and topic. From there, you can plan, draft, write, and edit that content. At the end, your content should communicate exactly what you want in the way you want it to. Focusing on one step at a time and moving it through to completion allows you to accomplish your goal in creating effective, high-quality content.

  1. You are worried that you will scare away some potential customers.

You should write “carefully” in the hopes of making everyone happy. Your web content should be designed to attract and engage a very specific target audience, and this does mean that it will be unappealing to others who are not in that group. This is actually totally okay, and far better than creating content that tries to appeal to everyone, and falls terribly short because it’s all over the place and doesn’t address your target audience’s specific needs.

  1. You are trying to use your web content to sell products or services.

Consumers today are used to being bombarded by constant sales tactics. Because of that, they have therefore become wary of and numb to any of these tactics. Web content that just sells a product will be glossed over.  But web content that helps consumers  solve problems or answer questions builds your authority.

  1. Your web content is complicated and lacks specifics.

A potential customer can quickly be turned off by web content that is too complicated to read. For example, a potential customer won’t care about web content that promises the best healthcare possible over and over again. But they will be hooked by web content that states that the company “works hard to resolve each patient’s specific healthcare needs by devoting the time necessary to thoroughly understand them.”

  1. Your web content lacks credibility.

Consumers know that anyone can promise anything. But they want to know if you can deliver on these promises. It’s your job to use that content to convince them of that. Give them proof form of reviews, review ratings, test results, press coverage, and so forth.

Writing Great Content

Writing effective, high-quality content is actually quite simple. You need to understand your target audience and why they would want to hire you. Speak to them in such a way that they know you will solve their problems and answer their questions. Then, you can convince them that your products or services are right for them.

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About the Author

Erica D’Arcangelo – De Silva

Erica D’Arcangelo – De Silva has worked in the Internet marketing industry for the last 20-years. Erica is the top-secret SEO weapon to marketing and advertising agencies in the world. She has generated over 300+ million in revenue for high-value brands such as Walmart, Pottery Barn, iRobot, Cutting Edge Firewood, Kelley Blue Book, and many more. Erica has custom-created more than 1,000 content, SEO, and marketing strategies which held the key to doubling and tripling online traffic, and marketing ROI. She has also authored a series of online publications including The Digital Branding Survival Guide, Million Dollar Marketing, 5 Steps to Increase Web Traffic by Blogging, and Repairing Your Online Reputation.