There’s nothing worse in digital marketing than spending months on a new website only to check your analytics a few weeks after launch to find that the bounce rate exceeds 90%.
Why aren’t people staying for longer? What is it about your content that’s turning them off?
In truth, there can be a huge number of factors behind a poor bounce rate or insufficient leads from your website, but the content plays perhaps the most crucial role.
So, let’s forget about clever navigation, calls-to-action and fancy web design and, for this post only, concentrate on where your content is going wrong…
This isn’t how SEO works any more. No, really – the dark art of stuffing web content with as many keywords as possible is something Google has worked tirelessly to address.
This is great news, because content that’s filled to the brim with keywords is horrible to read. Trying to fit several keywords into one sentence does nothing more than annoy the reader, and modern search engines are clever enough to spot it from a mile off.
Use keywords sparingly and in a way that reads naturally.
2. Badly written
Your website doesn’t need to read like a literary classic, but it does need to be well-written.
That means nicely-structured sentences, the absence of technical or industry-based waffle and perfect grammar.
Make sure you get yours proofread by at least two other people before committing the content to site.
3. Plagiarised (and you know so!)
Don’t steal content from other websites. It’s that simple.
Sure, if you find a couple of blogs or web pages whose style inspires you – be inspired by them, but don’t copy them word for word.
Unique content is vital in the world of SEO and it’ll set you apart from the competition, too.
4. Too brief
There’s a fine line between having just enough content to draw in the reader and not providing enough detail about your service or product.
Don’t get too hung up on word counts, but make sure you provide enough content to both engage and convert visitors.
What’s the one thing you can do to make the lives of those who visit your website easier? What answer to do you have? How do you provide your service? What do you want them to do next?
Only stop writing and editing when you’re happy you’ve covered all of those bases.
5. Overly promotional
Ok, so this is a business website whose purpose is to provide you with more customers and increased sales, but that doesn’t mean it should be considered an advertising platform.
No one wants to read endless adverts on a website, and if your content simply reads like a collection of the ads you’ve placed in trade publications, visitors won’t hang around for very long.
Instead, promote the connections you can make between your product or service and the reader. For example, if you specialise in training shoes, tell the story of how your latest line can help new runners achieve their first 10K distance.
If your website is falling foul of just one of the mistakes above, it’s doing more harm than good.
Remember: the content on your business website is often the first impression you’ll get to make.
So, make it a good one!