Compelling Content or Bounce

Have you wondered why your website that is positioned on page one seems not to generate activity? 99% of the time the content is to blame. Visitors will “bounce” for a number of reasons (bounce in website traffic terms means they will leave your site without clicking into an internal page.) Visitors leave after clicking on your site for the following reasons:

  1.  They found what they needed – like an address or phone number or hours of operation
  2.  The next link they clicked on was an external link, meaning one of your vendors or some other link that takes them to another website, even if that site is also one of your websites. If it’s another dot com it is considered a bounce.
  3.  They don’t see a reason to stay.

Giving your visitors a reason to stay has to be the first thing they see on your site. This doesn’t mean pretty pictures, but rather what’s in it for them. A strong call to action is the most important part of compelling content. What do customers get by doing business with you? Money savings is the obvious reason, but that might not be the reason people do business with you. Is it peace of mind? Is it becoming part of a community? What is the reason people give for doing business with you? That should be immediately apparent by the content of your home page.

Creating compelling content for your website takes time, thought, creativity and persistence. If you’re not a creative writer, one of the best investments you can make is hiring a professional to write your content. It will not be cheap, but compared to leaving a website out there that isn’t converting visitors, it’s a good value. Take the time to ask your current or past clients why they do business with you. Gathering their feedback will help you see common themes that can be exploited in your content. Try new content and track its performance. If the new content doesn’t change your results within 3 months, change it again.

Compelling Content is a 5 part series. Next month: Know what emotional trigger your product or service fulfills and use it in the copy.