Regarding your online presence, your website is, in essence, an ambassador for your business. Through it, you present your small business to your customers so they can understand all you offer. Are you conveying a clear and compelling message through your website content? Here are 5 tips for writing website content that engages your niche market:
1. Make your copy current
Don’t assume you can toss any old article or other forms of content on your website to fill up space and engage your site visitors. People check out… and stay on… websites that offer timely and useful information. Update your site regularly on what products and/or services your business offers.
2. Have a focus for each page on your site
Don’t have your “About Us” page offering product warranty information. Don’t have a Product page crowded with customer service information. Have a specific purpose for each page. Don’t confuse visitors with a mish-mash of information loaded on one page touching on varied subjects.
3. Incorporate some white space
Make it gentle on your visitors’ eyes through integrating white space on your web pages. It’s an eyesore to have a copy that extends from margin to margin. It’s also an eyesore, as well as annoying, to have to scroll endlessly to read with no break in the text. Create white space pauses to let your site visitors easily read your content.
Create white space, and appealing organized content, through the use of headlines, sub-headlines, and bullet points. Add photos, graphs, graphics, and such to further enhance your page copy and give readers a break from big blocks of text.
Use shorter paragraphs. Use shorter sentences than you would in a hard copy piece of writing. Reading on a screen for an extended length of time is still a chore for some people, especially when the material is not organized properly for web reading.
4. Make your content SEO suitable
Is the content you put on your site Search Engine Optimized? Integrate search terms appropriate for your business into the articles, blog posts, and other content you place on your different web pages.
If your business is selling gloves, you would have the word “gloves” in your copy of course. However, you can refine this further with phrases such as “men’s gloves”, ‘women’s gloves”, and more. Long-tail keywords are effective as well, and very specific. You can really do niche targeting with long-tail phrases. An example would be “suede women’s gloves for casual occasions”. The permutations are endless but you get the drift here.
Don’t overdo keywords, though. Make sure your content reads naturally and conveys useful information in an easy-to-read way to your readers.
5. Have your pages focus on your customers
Your web pages must center on your customers and their wants and needs. Yes, you do have to give information about your small business, what you offer, and even your history in the business. Nevertheless, gear all copy to the customer, and how your business overall exists to serve them and give them the solutions and benefits they need.
Take the time to create compelling website copy that gets your message across clearly to your customers (and potential customers). Consider the above 5 tips for writing website content that connects with your visitors and spurs them to stay on your site and see all you have to offer them.