“Advertising brings in customers, but word-of-mouth brings in the best customers.” –Jonah Berger
Internet has largely helped to people to trust on web information. Valuable pieces of contents are available handy for visitors without spending money. A well written content becomes ultimate guide for people that they share information to their friends and relatives and they visit the site for their benefits. The websites generally share the brand story in such a way that visitors are impressed for the services and products. A good content never insults the intelligence of the visitors and therefore they trust the brand.
There are few important guidelines one should remember before writing a great web content.
Exact Information
Information provided on the website should be exact and to the point. The information should be well researched and facts and figures should be from reliable sources. Any false information depicted may lead to negative growth and the visitor may ignore the website. If the standard of the information is inadequate, people may skip the website.
The Key Principles : SEO
We are in the game of communication when we talk about online content. If you have learned how to persuade the customers, you have won. The search engines have vital part for establishing relationship with the visitor on site. In present demanding and competitive era, the specified key words have major role to play. I may not be interested much if web post is written as “Information on embedding videos in web page.” but I may be impressed if same thing written as “Amazing secrets of embedding videos in web page.” The whole game is about keywords. Use most of them for better algorithm.
Right Prospecting
There are individual differences with regard to interests, hobbies, preferences, likes and dislikes. The food for one may be poison for another. When you go to vegetable market, everybody will not purchase lady finger. In the same way, you have to strategically search for potential customer. If you expect everybody for your product or service, you may be frustrated. When you have potential list of 100 customers, 20 may be interested in your product or service. But it will be enough if 4 to 5 of whole lot is converted to closing of sales. It is after all the number game. For more sales closing, you have to gather more prospects. That is the only way to increase the sales.
Generation Of Leads
Lead generation should be an on-going process. Whether it is landing page or a blast of automated emails, people will think twice before taking action. It is possible that out of four continuous appeals prospect may think once to take action at the right time and connect with you as the probable lead. All the leads you have collected may not be your desirable customers but the value added service may impress them to be your permanent customer.
Some of the added benefits or bonus value may trigger the customer to be your buyer. Once the customer realises the solution for their pain point or problem, they become your part and parcel permanently. Story effect is one of the best strategies to convert your lead into customer.
Permanent Customers
Once the lead or prospect become sure for the integrity and subject benefits, they become your permanent customer. The capsule made out of oil extracted from a special kind of fish containing Omega-3 made me permanent customer for a manufacturing company when I saw the good manufacturing practices and purity of brand.
Acquiring new customer time to time is a good strategy but retaining permanent customer is the best practice. In view of the cost affecting aspects later is more beneficial to the company.
How To Write Effective Web Content
Few important tips as following those can be useful for crafting the content of the web page.
Purpose
A well defined purpose of the web content is the key for generating good traffic. The perfect piece of well content is created when the end goal is considered. Whether the purpose is to attract the subscribers or build the community of paid customers, your content should answer their pain points or problems.
The primary purpose, message and mission statement should be congruent for attracting customers or visitors. Brand loyalty is assured when the customer is satisfied and delighted.
Target Market
Target market should be fixed because everybody may not be interested for your product or service. It should be suitable and affordable for the potential customers. A couple of years back, one of the apple company products was displayed in the hoarding but it did not attracted my attention because I could not afford at that particular moment.
Target market should be decided as per the geographical area, age, sex and their specific requirements. For instance, if your service is for recruiting people in the bank, the age criteria should be 18 years to 25 years. The prospects over 40 years of age may be inadequate individual for your lead.
Competitors Activities
It is advisable to observe your competitors for their activities. You may silently visit their sites and do research so that you can get additional idea for your web content. Social media marketing of competitors may be useful for your own strategies and their weaknesses may become your strong point. Even you can learn from their strength. You can also conduct a survey across their customers and find out what and how they feel about dealing with the organisation of the competitor.
Content Structure And Outlines
Content is the chicken and potato for the customers. If the web page contains garbage, the visitor may skip the page and find content on other website. Strong content outline will definitely attract the attention of the visiting customers. The outline, heading and sub heading should be crafted in such a way that visitor gets whole idea with a glance. Details may always be vulgar for them or may not have sufficient time to go through each and every sentence.
Proofreading And Editing
You may be outstanding in your craft but a small mistake in grammar or spelling may make your content garbage. It is therefore recommended to pass through, sometimes painful, process of proof reading and editing. It may be a rechecking major for your content for better standard. It is also advisable to go through plagiarism check as knowingly or unknowingly your content may match with some of the contents from other domain and it may be a case of legal consequences.
Take Away
1. “Website without visitors is like a ship lost in the horizon.”-Dr Christopher Dayagdag
2. “What is written without effort is in general read without pleasure.” -Samuel Johnson
