Be Clear and Targeted to Make Websites Better
If you’re a web developer, a website designer or an SEO marketing specialist, very often, you have a tough job explaining to your clients all the variables involved in your work. You have to weigh many factors to make those mission-critical decisions. Your work has to satisfy your client — and sometimes, their customers as well. But that’s why you’re the expert in your field: you know how to separate what’s important from what’s not.
So how can you make websites better? How can you deliver value and performance so outstanding, the word-of-mouth buzz will have new clients lining up for your services? It’s simple: don’t overlook the importance of words on the page.
Beyond Driving Traffic
Most web professionals are justifiably obsessed with directing internet traffic to your clients’ websites. Traffic shows that your marketing efforts are working. They are numbers you can rely on and show your clients to prove your worth. It’s an easy win.
But the real work is getting the right audience to your clients’ websites. While lots of traffic and page views are impressive, generating leads is more impressive. So, if you’re really concerned about how you make websites better, think about the user experience.
Make Websites Better with Good Content
To help your clients generate leads — and actually earn money from their website investment — sell them on the concept that good rhetorical writing can win visitors’ trust … and their business. Follow these six ways to make websites better:
- Organize the content in an easy-to-understand way.
From the top navigation down to the footer, websites need to be intuitive and consistent. If you make it easy for visitors to find their way around — and easy to get around — they’ll thank you.
- Use clear, concise language on your website.
As Steven Krug said, “Don’t make me think!” In other words, plain language helps website visitors know what the website is all about and where to find the information they’re seeking.
- Good writing is clear and informative.
Good online writing isn’t flowery (on one hand) or textbook dry (on the other). Good website copy speaks directly to visitors, as if engaging in a conversation. It pulls readers in and provides valuable information they may not be able to get elsewhere.
- Good websites provide value.
All websites have to provide useful information, delivered in a way visitors can understand. Sometimes that means step-by-step instructions. Sometimes, that means an infographic. Sometimes, it means imparting information simply, in as few words as possible. Match the information to readers’ expectations.
- Calls to action encourage engagement.
Sprinkle calls to action throughout your home page, in the sidebars and in the footer. Provide contact information and hours open (where applicable) in easy-to-find places. Provide value and valid reasons for contacting you. Remember, visitors always ask, “What’s in it for me?”
- Close with your kicker.
After you’ve educated website visitors by delivering a bunch of useful information, guide them through the virtual door to your office. Now that they better understand what they need or what’s involved with what they want, explain why they should buy from or hire you. It’s the perfect segue.
To make websites better, place valuable content on the pages you’ve created. It’s one thing to draw an audience; it’s another thing to keep them there. And that’s exactly what good website content accomplishes.