Every year, the percentage of consumers searching online to find information on products or services before purchasing increases. In 2011, it was upwards of 85% depending on the type of industry being searched. When a visitor lands on your website they need to be able to easily find the content they want.
We won’t go into website design here – we will assume that your site is user-friendly and logically laid out – but we will provide some page content suggestions that will provide a better visitor experience and encourage them to stay on your site longer. Here are 5 tips to make your website content reader-friendly:
A bold, clear headline on every page
People are busy, time is short. Your headline must tell the reader what they will learn when they read further, be brief and to the point. If possible make the headline about the benefit the customer will receive. If you can slip a keyword in the heading that will help SEO.
Be conscious of paragraph length
When writing website content you need to be aware that you generally need to provide shorter bites of information. It is recommended to limit each paragraph to four or five lines of text, or a word count of around 50 words. More than that and you risk making your page hard to read and losing the reader.
Provide sufficient information
What is the ideal page length? That depends on the purpose of the website and what you are selling. On sites such as this where we provide detailed information about our services it is acceptable to have long pages.
On other websites it may be preferable to keep all important information above the fold and reduce the need to scroll down the page to a minimum. The more complex the product or service the more you need to describe it, so there is no hard and fast rule here.
Pictures and graphics
A picture can easily replace a thousand words. A picture that depicts what the page or product/service is about can capture visitor attention much more effectively than paragraphs of text, and explain complex ideas easily.
Have a call to action on every page
Put a clear call to action on every page and actually tell the website visitor what to do next. People like to follow an obvious path, not to wonder “what do I do now?” If after reading the page you want them to email you, include a prominent call to action.
If you found this article interesting you may like our section on content marketing.
By Aaron Enright