Wednesday, 21 March 2018

Information and commentary for the small business banking industry

Killer content for the 80% of people that don’t click

It’s still true – content remains king (or queen, depending on your royal preference). Without top quality content, your business will struggle to get customers to your website and will have difficulty keeping them interested until they contact you to solve a problem.

Use simplicity and space

Internet users don’t want to scroll through truckloads of text, trying to decipher long, complicated sentences of unnecessary jargon. They simply want to know what you’ve got to offer and how it will benefit them.

Using simple, concise language that gets to the point – maybe with a touch of humor – is the way to keep users reading. Nobody wants to link through to an interesting website only to find a gigantic lump of information in the form of an out-of-control paragraph!

Using space effectively will give your readers a chance to ‘take a breath’ between bouts of information.

Mix and match engaging content

Before a potential customer decides to contact you about your products or services, they’ll need to be engaged on some level. To achieve that, you’ll need content such as:

  • The written word – relating to your written content and realizing that this offer is something they definitely need or want.
  • Photography – seeing how they could use your product like the person in your online images.
  • Video – understanding fully how they could benefit from your service or good via a video demonstration.
  • Tools – depending on what you’re selling, you might be able to use some interactive tools to give a deeper understanding of your offering.

Nothing beats a killer headline

On average, 80% of people exposed to a headline will read it – but only 20% of people will click through. Nothing beats a headline that can entice the reader to click the link through to your site.

There’s a fine line between writing an extravagant headline with little substance and one that grabs your potential customers’ attention while also telling them about the page they’re clicking through to.

For example, if your headline reads “We let slip the world’s greatest sunscreen” but your content behind the link fails to live up to such a bold statement, you could find yourself losing web traffic in the future.

People can get annoyed at clicking through to a page they didn’t expect or that’s overhyped. Next time, they might choose to ignore your link while thinking about the time they wasted previously.

Positive or negative approach

It’s important to spend time coming up with great headlines, but is it better to use positive or negative words?

Studies show that negative words (like ‘never’, ‘no way’ and ‘avoid’) perform 30% better than positive ones (such as ‘best’, ‘greatest’ and ‘perfect’). For your business, it will probably be a case of deciding what kind of message you want to portray.

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