5 Easy Tips for Making Your Web Content More Engaging

May 15, 2012 at 11:50 am | Posted in Digital Marketing, Engagement, Relevant Content | 1 Comment
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Increasing engagement may sound like a lofty and complicated goal, but in reality, there are some very practical and simple steps  you can take today to make your most important content (that is, the content on your web site) more engaging for your readers:

1. Use images to convey the message.

If you know anything about writing for the web, you know that text-heavy pages don’t convert. If you have a complex message to convey, however, you may find yourself struggling to keep your message brief. When you find yourself in this pickle, try using a diagram, infographic, or clever image to tell the story for you.  Web users are becoming increasingly visual, and while they may not take the time to read your paragraph, they will take the time to zoom in on a captivating image.

2. Use 2nd person in your copy.

Who’s the second person, you might ask. That would be you! Well, the word “you” anyway along with its possessive counterpart, “your.” Using the word “you” in your web copy implies that you’re talking directly with your reader as opposed to talking about him, or worse—about yourself. To get a grasp of why this matters, consider how one might react were he to read this sentence I’m writing compared to the other copy composed by me in this blog post.

3. Try an analogy.

The human brain is constantly looking for ways to compare one thing to another. Peas and carrots.  Apples and oranges. Tea in China. You get the picture. Make this process of comparison easier for your reader by offering up a relevant analogy. Make sure this analogy helps the reader envision how your product or service can be beneficial for him.  Need an example? Consider this digital marketing analogy on how Katniss from The Hunger Games is similar to a top-notch web marketer.

4. Keep it short and sweet.

Since the average web user is inundated with content from a variety of different sources from sun up ‘till sun down, it’s important to keep your content as brief as possible. Bullet points and copious editing (aka weeding out the stuff that matters least) can help you achieve this goal.

5. Focus on the reader.

Like any other web marketer, you’re passionate about your company and what it has to offer. You likely want to shout loud and proud about how glorious your product and service is. You may even delight in telling the story of your company’s history from its humble beginnings to its triumphant peak. We get it. Unfortunately, your readers likely don’t. They are interested in one thing and one thing only—how your company offering will benefit them. All of the other company-centric  fluff will likely be overlooked at best, or at worst, cause your reader to become so nauseous at your ingratiating self-congratulations that they’ll bounce never to return again. Now there’s a sad story.

Which strategies do you use to create compelling web content on your site?

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, sign up for our free service, or request a demo to see it in action.

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  1. […] your content pass the scan test? How can you be sure that the message your visitor finds will be personalized and engaging enough to prevent a […]

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