Three Mistakes You Don't Want To Make With Your Website Content
- by Urszula Richards
- 25 May 2015
In my daily work with clients who want websites, I regularly come across three mistakes which are very easy to make, but have a huge impact on the success of your website, or any online presence for that matter.
1. Not connecting with your audience
Not connecting with your intended audience means that your website will simply not capture the exact clients or customers that you have.
Many people make the mistake in writing very 'general' type of copy (words) about their products or services. This does not connect with anyone!
To get a clear understanding of who your audience is -
- picture a real person who you are talking to
- imagine yourself talking to them
- start writing!
Use the words you would normally use in talking to them, and anticipate the kinds of questions they are likely to ask you.
Tip: If you write as if you are talking to a general 'everyone' you will connect with no-one! Give your person a face and a name, and then start writing.
Of course there are many extra things to think about when connecting with your audience, such as how to convey the benefits of what you offer as well as your unique value (and will be another blog post!), but this first step is an essential part of creating effective content.
2. Not providing a clear action for your reader/website visitor to take
Many websites have lots and lots of information on them, yet they fail at the most important point - the point where they provide an action for the 'next steps'.
This is often called a 'call-to-action' in webby speak, and basically means that you have thought through and suggested the next action your website visitor needs to take to get what they want/need.
Some possible calls to action are -
- to download something
- to subscribe to an email list
- to phone you
- to fill out a form such as a quote form
- to comment on a blog post
What actions you propose should be closely aligned with what your business goals are, and what the purpose of each particular page is.
You also need to make sure this these actions are not random but part of your overall strategy in meeting your online business goals.
Tip: Brainstorm some of the things you think may be relevant calls to action on your website, and state exactly how you think these link with your business goals
3. Leaving money on the table by not addressing each stage of your buyer's journey
The people visiting your website will not all be at the same stage of their buyer's journey.
To keep it simple I will address the three main stages in the buyers journey
- awareness - where they become aware of what they need, and that you may have it
- consideration - where they are weighing up options between various options they have found and
- decision - where they have decided to go with you (& congratulations by the way!)
Your website needs to have information and a strategy relevant to each of these stages.
For example, if someone is just exploring - your 'next step' for them may be to get them to download a report, or subscribe them to an email series on the topic they interested in.
Tip: Have a think about the different types of information your visitors may want based on where they are in their journey, and brainstorm some ideas for what may help them at each of these points.