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:
- 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, the workable, proven process one should follow includes understanding their audience, understanding the topic being discussed, planning the piece of content, writing a rough draft, editing your content, proofreading your content to ensure it communicates as intended and reviewing it as needed to make any additional changes. 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.
- You are worried that you will scare away some potential customers, so you 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.
- You are trying to use your web content to sell products or services. Consumers today are used to being bombarded by constant sales tactics, and they have therefore become wary of and numb to any of these tactics. Web content that takes on the color of a product or service advertisement may be passed over, while web content that helps consumers in some way by solving problems or answering questions can be the start of a trusting relationship that leads to future sales.
- Your web content is complicated and lacks specifics. A potential customer can quickly be turned off by web content that is too complicated to scan or read easily, as well as web content that leaves them wondering just how something may be. For example, a potential customer will likely be disinterested in web content that promises over and over in a variety of complicated ways that the business will provide the best healthcare possible 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.”
- Your web content lacks credibility. Consumers know that anyone can promise anything, but what they want to know is if these promises can actually be delivered. It’s your job to use web content to convince them by giving them proof in the form of reviews, review ratings, test results, press coverage, and so forth.
Writing Great Content
Writing effective, high-quality web 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 feel you can help them solve their problems and answer their questions, and then provide them with the proof that will convince them that your products or services are right for them.