“Is Your Website Content Connecting With Your Audience–Take This Self Assessment for Effective Web Content”
You’ve worked hard on the content of your business website and hope that it’s going to attract people to your site, help them find whatever they’re looking for and ultimately encourage them to become happy customers. All the appropriate motivators are in place: “learn more” “click here” “contact us” “buy now” to keep visitors on track. You’ve even done some search engine optimization, and still the results aren’t what you hoped for. Your bounce rate is high and visitors are leaving before they’ve finished reading what you’ve written. You soon realize that just because your site exists and is being seen by lots of people, there’s a disconnect with your visitors. It could be the nature of your website content.
Content needs to speak to your visitor’s “purchasing comfort zone”, that hard-to-define emotional state of mind where a visitor feels comfortable in doing business with you. It’s about creating content that’s able to build rapport and overcome the anxiety and skepticism that visitors often bring with them when they come to a website they’re not familiar with. Unless yours is already a trusted name brand, your visitors may not know you well enough to want to invest any time or money with you. You have to help them over that psychological hurdle by creating an emotional connection with them, exactly as you would if they entered your place of business in person, and all the text in the world isn’t likely to do that. It’s too emotionally neutral relative to other types of content such as video.
To see how well your website is reaching your visitors’ purchasing comfort zone, take this self assessment:
Website Content Self-Assesment:
1) Does your website give visitors a chance to visualize themselves using and benefitting from what you offer?
2) Have you addressed the customer’s inherent skepticism and anxiety about buying something they may not have prior experience with from a company they’ve never done business with?
3) What do you have on your website to build credibility and trust?
4) How have you personalized your site with a face and a voice that people can relate to?
5) Are you requiring people to read too much text to find what they’re looking for?
6) Are you doing everything possible to engage and keep visitors’ attention to prevent them from leaving your site and moving on to one of your competitors?
Despite the fact that ours is a generation that is very comfortable watching a video to get information, there are many websites that still rely on text alone, or text and a few photos, hoping (and possibly failing) to get their messages across even as the evidence points to the fact that many people don’t read a lot of written content. Look into the practicality of a video about your business for your website and move ahead in strengthening your visitors’ experience and your own profitability.
Find out how we can help with video production services in the Los Angeles area for your website, contact Marc at 24KT Sound and Video at 310-547-4702 and visit www.24ktsound.com for additional articles, videos and information.