1. Knowledge is power
If you know your audience, you are more likely to succeed. Ask yourself who you are trying to target and how they will find your site. Tailor your content to this and provide them with interesting and accessible content. Keeping all this information while building your content will give you a powerful advantage.
You should also bear in mind the level of expertise of your prospects. You may have to avoid using complex industry words that you might use with a colleague if they are not yet familiar with your solution. The clearer your address to their enquiries, the more likely you will be to better help them. If you know what interests or concerns your audience you are halfway there. Therefore, your knowledge of your audience will make the content more significant to readers, keeping them engaged.
2. From general to specific
When it comes to organising your content, your audience’s attention span is brief. The first few seconds are crucial, so make sure the structure you provide adds up to the reader. Journalists and writers are big fans of this system, which they call ‘’the inverted pyramid’’.
Consider structuring your content in a cone shape. If you go for this upside-down content display, the most important messages will be at the top of the page. As the reader keeps reading they will dive gradually deeper into the content. At the same time, you’ll be providing them with the key information at the beginning so that they stay engaged. In case they want to get in more detail, they will just have to scroll down and keep reading.
3. Keep it short, keep it simple
As you’d probably grasped already, the attention span of your audience is a significant factor. To make your content more readable and clear, try and use short sentences. You have to contribute to text comprehension and engagement. In addition to this, there are some handy online tools that will help you to improve your written content for free. These useful tools will aid you to make your text more readable and suggest changes and tweaks. Some tools that might interest you are for example Grammarly or Readable.
4. Skim reading
Make sure your content is scannable. Most web readers will scan the page to find the specific piece of information they’re looking for. If you are not providing them with what they’re looking for, they’ll move on. Avoid using text-heavy paragraphs, instead, try to work with bulleted or numerical lists.
Think about the whitespace as an ally – leave empty spaces between paragraphs to let your text breathe. It will also make your content much more visually appealing. Last but not least, subheaders – this resource can be of big help to structure and separate the different sections across the page.
5. Active voice
As a useful tip, avoid using the passive voice as much as possible. Thanks to the active voice you’ll sound more concise and reader-friendly. With an active voice, you ensure a direct tone that brings you closer to the reader. Compare for example these two sentences: “The about us section can be found below’’, or “You can find the about us section below’’. Well, the difference is clear, right?
6. Add word variety
Varying the language you use and avoiding repeating words keeps your content fresh and interesting. In order to know more about the number of words repeated, use a word cloud. There is a big free online offer available. Use as well an online thesaurus that will help you to find synonyms and suitable words for avoiding repetition.
That being said, it’s important to carefully manage the balance between variety and readability. Using lots of synonyms or complex words could confuse your reader and not be successful in keeping them on your site and engaging with your content.
7. Optimise your site
A visitor can take many different paths to reach your site. Maybe a social media link, mentions on other websites or perhaps email newsletters. One that is definitely pivotal is search engines. If you lack an optimised site, your chances of getting found decrease exponentially.
The best way to get treated favourably by search engines is applying SEO best practices – such as using keywords repeatedly throughout the content, adding alt text to your images, or optimised meta descriptions. Make sure that your site is ranked high on search engines.
Help both users and search engines find your new website content by linking to it from other pages on your site. For example: “SEO is a huge world, for this reason, we suggest you have a look at some of our content regarding this’’.
To sum up
Good written content requires a solid strategy and a strong and flexible approach. Writing, in general, is hard work—writing content for your website, even more. However, remember that your content is always editable and you can always update and make amends as required.
Inflowing is a B2B marketing agency. We help B2B organisations do meaningful things with marketing – whether that’s getting more leads, more visibility, or supporting their sales teams.