First and foremost the way you write should be appealing and directed towards your community. If you aren’t engaging your customers with your words you will not have a high conversion rate on your website. Whether you are writing a blog, social media content, website content, or any other type of writing the goal is singular: to generate awareness that results in qualified sales and leads.
Your writing style should take a methodical approach that captivates your audience. Here are a few tips and tricks to pay attention to:
Give them what they don’t expect – most viewers will go on to your website with the mindset they won’t see anything surprising. When individuals evaluate a message or advertisement they will consider your message systematically and analytically.
The main goal with writing is to disturb the normal thought process. Essentially aim to slightly confuse the reader enough that they really think about what you are saying. The most famous example of this writing style was crafted by marketers Davis and Knowles. In an attempt to earn money for a fundraiser rather than asking for $3 Davis and Knowles asked their audience for 300 pennies.
Another example is through a company selling ‘cupcakes’ as ‘halfcakes’. These examples are just enough to break a normal thought process however is still an intelligible message.
Sell “FoMo” – or fear of missing out. Selling to a pain point like fear is a great angle and tone to take to instill urgency in your reader’s mind.
As you should know, every website needs to have a call to action. A call to action is what will entice your readers to take the next step and turn from website traffic into a consumer. Great verbiage surrounding a call to action is to play to their fear of missing out: “A Limited Amount Available” “Almost sold out”.
Pay attention to words that grab your viewer’s attention — recent studies have shown that blogs that get reposted most frequently have share a pattern of words used throughout the content and title. Some of most shared words on Facebook are: people, see, one, make, and day.
Lastly, remember your content is essentially your sales pitch. Make sure your message is clear and directs your customers to what you want their end goal to be.
The content that your readers are seeing and responding to is only one half of the content creation. Another perspective to take into consideration is how you are crafting your content to ensure you are visible. Here is what happens every time you publish written words on a search index.
The search engine reads your article.
The search engine then determines your keyword density. Keyword density is amount of times your keywords appear through out the article.
Let’s say your keyword phrase is “restaurant in Chicago” and that phrase appears 4 times in your 700-word article. That would give it a density of about 1.7%. (12 (or 4 times the phrase appears multiplied by the 3 words in the keyword phrase)/700 = 1.7%).
After measuring the keyword density a search engine then picks out the words and phrases with the highest keyword density and uses those to determine what the article is about. After determining the keyword of most relevance in your article the search engine determines what related terms to expect in correlation to your popular keywords. If related keywords are not found in your article you will lower relevancy score. A lower relevancy score will in turn make your website less visible to those searching for your product or service.
The keywords are only a small part of the “behind-the-scenes” content a website developer needs to pay attention to in order to ensure maximum visibility for your website. In conclusion, social media, blogs, and website content are more than just words. They need to be thought about with care in order to build a proper online presence.