In its simplest form, marketing is about getting a consumer’s attention. If you can get a consumer to click on your website, read your blog, or even comment on your social media, you have a much better chance of winning them over than if they ignore your efforts completely. However, getting a lot of “clicks” doesn’t necessarily mean you will inevitably generate more leads or produce more sales.
Unfortunately, many companies struggle with high bounce rates. A bounce rate is a measure of how often a consumer clicks on a page and then immediately leaves that page. Google and other search engines use bounce rates to measure a site’s effectiveness. Websites with high bounce rates –– and low engagement –– will have a much harder time with SEO, marketing, and sales conversion. With all of that in mind, today we’ll share some key content tips you can use to lower your bounce rate and make better connections with your readers. Check them out here:
Answer Consumer Questions
It may sound simple, but one of the best ways to get consumers to read your content is to directly answer questions in your writing. Remember, online consumers typically want information out of blogs –– not persuasion. So it’s okay to write a technical blog that explains your product or service clearly. This blog by a clinic called ThriveMD is a good example of a company talking directly to its audience to positive effect.
Align With Customer Expectations
Consumers don’t like to be tricked. That’s why it’s vital that the content of your site matches 1) what your business does and 2) the titles and headlines on your site. If a consumer clicks on a blog titled “How to Save Money on Car Insurance” they don’t want to read about home-improvement best practices. Stick to what you know and what your customers want when you craft new content.
Mix it Up
Have you ever encountered a web page that contained nothing more than gray walls of content? Odds are, you probably didn’t bother to read the entire article –– even if it contained valuable information.
As such, businesses must take time to create engaging web pages in addition to compelling articles. Infographics, videos, graphs, charts, and even audio files can all go a long way toward keeping your audience interested and on your site.
Note also that it’s a great idea to include links to other resources on your website within your content. Once you have a reader’s attention, do everything you can to keep them invested. Otherwise, you could lose out on some excellent leads!
