Prioritizing Your Website Optimization

     
     

Published: June 19, 2017

With so many possibilities and so many experts telling you that every piece is “essential” or “must-have,” how can you know where to prioritize limited resources to get the most bang for your buck--and effort? Here are the areas of your website that we think are the most important.

Building Trust & Credibility
As a business owner, you already know that without trust, you have no customers. Other than personal interaction with you and your staff, your website is the primary place where current and potential customers go to learn about you making it one of the best places to establish trust and build credibility. 

Do this by adding expert content throughout your website, including your service pages, Q & A pages, and your blog. Also, comb through all your online content and make sure that it is free from spelling and grammar errors, that all research and statistics are properly cited, and that any negative or unprofessional content is scrubbed from your online assets.

Improving Readability
Even experts in your field eventually tire of pulling apart complex sentences and industry jargon; your customers will have almost no patience for it. While you always want to avoid “dumbing down” your messages or sound as if you’re talking down to anyone, you also don’t want to bog down your content with difficult reading.

It’s also important for everything to be scannable. That means using lots of headings to direct readers down the page, bullet points and lists to summarize important information quickly, and plenty of white space to give eyes a break.

Adding Interactive Experiences
When you give people something to do other than reading, they tend to engage with your content better and stick around longer. Videos are a great way to gain interaction on the web. Try creating how-to videos that feature your products and services, give one- or two-minute interviews with key players in the company, or offer tips and tricks to help your customers solve their problems. 

Another way to create interactive experiences for your readers is to give them something to talk about by adding comment-worthy content. If you spend any time on Facebook, you already know that the comments section of any post can be rich and lively. When you can bring a little of that interaction to your website, the increase in traffic and activity will be a boost for your SEO and your reader’s connection to your company.

Add Success Stories
Social proof, or offering stories of others who have found success with your products and services, is one of the best ways to ease concerns and build trust. Today’s customers are more informed than ever before, and with access to so much information and options, a quick way to whittle down the list of choices is welcome. In fact, more than 70 percent of Americans say they read product reviews before reaching a decision, and 63 percent say they are more likely to make a purchase from a site with ratings and reviews. 

By adding success stories in the form of reviews, testimonials, and product ratings, you’ll provide potential customers with the shortcut to a decision they are looking for. 

Staying Focused
Finally, remember to stay focused on just a few areas of your website at a time. One well-developed, fully functioning space will always be better than a handful of half-completed projects. Plus, if you have too many projects up in the air, it can be difficult to focus on quality rather than simply trying to get them all complete.


Categories: Content Marketing
Tags: Content Marketing


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