1. Create relevant and engaging content
Improve the content on your website so that visitors are attracted to it, via search engines and newsletters and social media, for example. But you just do not want to draw them in. Your pages should contain more than just a company presentation and product descriptions. Think of what your target audience truly wants, what they are actively looking for. What are their challenges, their needs? What questions do they want answered?
Match these interests and inquiries with corresponding content: knowledge base articles, customer cases, personnel portraits, tips & tricks, and so on. Involve your talented coworkers in this work as well. They likely have lots of ideas on what to write about, and expertise to share.
2. Publish your content in such a way that it encourages the visitor to stay and read more
Make sure your content is written and structured in a way that makes it interesting and easy to digest. You want your visitors to stay on your site for at least a little while, and then preferably move on to other articles and pages on your site. Here are some key things to keep in mind:
- Avoid long paragraphs – ten rows or more – even if you have a lot to say
- Divide your texts into more easily digestible paragraphs, and use subheadings
- Bulleted or numbered lists are often interesting and easy to follow
- Use images (and diagrams, if applicable) to illustrate your content
- Use a relevant embedded video, but let the video and the text complement each other; they should not say the same share
3. Your visitor may be at the beginning of their buyer’s journey
Think of the visitor as a potential customer who is on their buyer’s journey. Even if they are far from ready to make a purchase, you want to appear as the best partner/provider that you can. The more valuable and relevant your website content is, the more they will want to look around (reducing your bounce rate) and learn more about what you can do for them.
4. Publish new content regularly
Make it a habit to regularly update your website and blog/knowledge center with new content. The content should link to other articles and pages, and vice versa. As for articles, you can list them in different ways throughout your website: articles related to a certain subject or issue, your most recently published articles, most read articles, and other articles by the same author, for example.
When relevant, add material – such as a video – that engages the visitor and makes them stay on longer on the page (which Google will notice, to your advantage).
5. A call-to-action can engage your visitor further
A call-to-action is, well, precisely that: an encouragement to make the visitor act or engage. One call-to-action could be asking visitors to fill out a form, another could be to click on a link to receive more information or ask a question. Not every page needs to have an explicit call-to-action of some sort, but it is generally much better to include one than to skip it. You want your visitor to be curious, and interested in coming into contact with you.
6.Make sure your pages are loading quickly
Pages that are loading slowly can cause visitors to lose their patience, and go elsewhere. If your website is hosted on a fast web server, and your pages load quickly, you have a much better chance of keeping your visitors, and making them want to look around your website.
Here are a couple of tools that help you measure how fast a page is loading:
Do you want to improve your bounce rate, or provide more great content to your website or blog? Contact us via email or +46 705 53 21 32, and let’s talk about how we at Skapa can help you out!
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At Skapa, we are experts in content marketing. We help you create content that is adapted to your target groups and that resonates with your your customers. We develop a content strategy and plan for the production, publication and follow-up of your content marketing.
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