You’ve heard about the attention span of the goldfish, right? Nine seconds and holding. The scary reality is that the average human attention span for websites has fallen to approx. 5 seconds.
Five little seconds to make a huge impact and have your potential customers take an action on your website that isn’t bouncing away to somewhere else.
Terrifying, huh? Well, rest assured, we’ve got your back. In this article, we’ll delve into techniques to help you create an engaging website.
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Throw out what you want to tell your customers, let’s tell them what they want to hear instead.
You’re excited about your service or product. Everyone should have it in their homes or businesses, heck even we’re excited! But do all of your customers care about every detail of your service or products? Maybe, most likely not.
Tailor your messages; think about what you’re saying. Your customers want something useful to them. Shout it loud and proud, but make sure it’s things they genuinely care about.
Leverage multiple forms of content to reach your audience
With the step above complete, you now have a pretty powerful list of engaging messages. You’ve loaded up your product pages with all the of them and are ready to show the masses, brilliant! Now, everyone who visits your pages will read these messages and make an immediate decision to make the purchase.
Except, they’re still bouncing away.
Maybe the issue is that people don’t want to read pages of text. Customers are busy people. A short 30-second video could be the way to engage your audience. Then again maybe not… Conversely, a video might put off people who think you’re trying to sell them something aggressively. For them, a beautiful infographic could keep fingers clicking away, infographics are a strikingly visual way to use minimal text to provide an easy-to-understand overview of a topic.
How can we make the first two sentences on your website engaging?
You have 5 seconds to engage, remember? So, text-based content should begin with two short sentences (looks short and quick to read, right?) and the rest of the page needs to be effortless and quick to read.
The online world is FULL of information and distractions. Your task is two-fold: firstly getting ‘eyeballs’, second getting ‘time’. You get eyeballs by being findable, threading keywords into your text and all that. You get time, or attention and engagement, by making sure your key information is relevant, useful for the reader and straight to the point.
Is it clear what you want your customers to do?
Think about how the Netflix front page is one giant call to action: REGISTER FOR 30 DAY TRIAL AND START STREAMING NOW!
That is a direct and concise call to action paired with a pretty compelling offer to get customers to convert immediately.
Pair content, so it’s delivered at the right moment in a customer’s purchase journey
Do you know why it’s important to have a content development schedule? It’s so you know that you’re delivering the right type of content at the right moment in time. But, how do you know what type of content you should be creating and which stage of the marketing funnel that fulfils?
Here are some sample questions you can use to start that discovery:
- What are the top three enquiries from potential customers?
- What do your customers first search online when they are trying to solve the problem which your product or service solves?
- What do your customers search for when they are looking for a trustworthy provider?
Questions like these are a key source of understanding buyer behaviour, get asking!
Why are potential customers failing to engage with your site? There’s a myriad of potential reasons but the one we’re identifying in this article is a lack of clear and genuine content.
When developing your content and marketing strategy, always keep your focus on delivering content that is useful to your readers and quickly understandable. Because let’s be fair, if you’re asking people to give their time to read your site, it’s going to have to be worthwhile.
As an expert integrated digital marketing agency, we know how to create quality content strategies to help brands grow. We’d love to show you how our results-oriented approach can grow your business. So, drop us a line or call us today.