4 way to increase lead generation via your web content

A website is almost an essential for all businesses nowadays. Even if it is just one landing page, it somehow legitimises your business when people are searching for the service or product you offer.

There are many components on a website that convert seekers into customers. The first thing people notice is how what it looks like. Think of your website design as a shop window that persuades potential buyers walking down the street to stop and investigate what you have to offer.

However, what triggers people to buy from you website is the content – what you have written on it. Have you heard the saying: ‘Content is King’? It’s true.

When I started my business many years ago, I was told I’d need a website. I found a web designer who captured the essence of what I was doing, I hired a web developer to set it up, I learned about SEO and so on.

However, the site wasn’t ready to launch until I wrote the content. Being a newbie, I wrote what I thought was really engaging stuff – full of facts, interesting tips, proving why I was the go-to person in my industry.

I wish I could tell you that hordes of people found my site so irresistible that I was flooded with work offers. I waited as the weeks and months went by, wondering why no one clicked on.

My content was interesting (well, I thought so…!) – but it was irrelevant! A good friend told me how to organise my content better. Here are his 4 tips:

1 Interrupt

People trawl through the internet, looking at up to ten or more sites a minute. Sometimes they are on the hunt for something specific, others are just getting ideas. Your content needs to interrupt their train of thinking with something unexpected, eye-catching, even startling.

For instance, when I wrote the content for my Book Editing page, I could have devised a title focused on price packages, content or customer service. Instead I headed it: Making your book readable, marketable and sellable.

That revealed a ‘wow’ factor about books that most authors don’t think about when looking for an editor, but which taps into the fear of their book possibly being a failure.

2 Engage

Here’s where you need to hook the reader. Forget the facts – tap into their emotions.

Most of us don’t know who looks at our websites, so how do we know what people are feeling when they check us out? Simple – put yourself in their shoes.

If you are a business owner wanting a newsletter, what problems do you think you would like someone else to solve? It’s usually time, expertise and money. That’s why I wrote the following: Make it easier for your customers to choose you!

3 Educate

So your reader, and hopefully by now your prospective customer, is reading on. What comes next? What do they want to know?

Here is a trap that many businesses, especially new ones, fall into. They promote themselves. They explain every process they offer, they describe every widget they sell. Amazingly, potential customers don’t want to know that yet. They all have one question, and one question only, in mind: Can this business solve my problem?

You’ve heard of ‘features, not benefits’? Now you need to show the features of your service will benefit them. You don’t need to go into masses of details – you don’t need to convince yourself! Again, just put yourselves in their shoes.

For instance, if you have water pouring from a gap in your ceiling, you don’t want to know the latest spanner that the plumber owns. You want to know that they are available now, how long it will take them to do the job and what they can do to prevent it happening again.

4 Offer

Make it easy for your potential customer to decide to choose you. Have a defined and clear call to action on every web page. I add my contact details on every web page of my site with an encouragement to call me any time.

If you would like assistance with writing your own web content (or newsletters), feel free to contact me at susan@creativetext.com.au.


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