Is Your Web Content Boring?

Your website has the potential to help you build very valuable customer relationships. But it won't do that for you if it your site's content is boring. Writing engaging and valuable content isn't always easy, but if you can achieve the right balance between interesting and effective your content can help you attract customers in a number of different ways.

• People who find your content interesting are more likely to dig deeper into your website for more information about what you do.
• People who find your content valuable are more likely to trust what you say (trust can translate to a sale).
• Those who find your content interesting and valuable are more likely to share it with others. Social sharing can be extremely beneficial, helping you with your marketing and new customer acquisition.
• When people are intrigued with what you have to say and the way you present it, they're more likely to be open to dealing with you in the future.
• Well-received content will translate to an increase in online popularity. This will lead to increased search engine rankings and more traffic potential.

Interesting content can lead to a big spike in site conversion rates.
A conversion equals someone following your desired call to action. Not every page of your site needs to be designed to try to close the a sale. Some pages could be designed to start to build a relationship.

Blog posts, for example, can be designed to get people to subscribe to an RSS feed so that they become a regular part of your audience. A call to action doesn't have to be a sale. A conversion could be someone filling out a form to receive a newsletter or signing up to be added into your database to receive a free consultation.

Remember this when you write your content and study your conversion rates. Converting can encompass many different activities and the culmination of those activities can translate to profit.

How do you know if your web content is boring?

It's important to analyze your traffic levels. Not only can you find out which pages of your site are the least and most popular but you can also find out which pages of your site have the right reactions.

Do visitors dig deeper or do pages have a high bounce rate (the visitor leaves the same page they enter on)? Do certain articles or blog posts have a high level of comments or social media activities? This information can be very telling and can help you shape future content creation strategies.

Here are some strategies to remember when you craft your content:

• Write for the audience, not for self-serving purposes alone. By writing content for the audience you seek, you will naturally build relationships in that space.
• Write content that's user-friendly. Think about your audience's wants and needs.
• Make sure your content is easily digestible. One long block of text might have great content in it but it will appear to be too much to digest for many of your readers. Break things up with shorter paragraphs, subheadings, and bullet points.
• Make your content interactive. Comments can really engage readers and involve them. This can make for the most successful and the most viral types of content.
• Consider adding photos, videos, diagrams, slideshows, or charts, and other material that will help bring life to your text.

Not all industries are exciting to everyone and that can make it a bit more difficult to succeed with your content. Consider writing content that addresses your audience's problems and informs readers. Simplify your highly technical content if your audience is not familiar with the technology or terminology. Get creative with interviews, videos, descriptive infographics, and other content beyond typical articles to help you maximize the potential of getting your content read by potential and existing customers.