Driving traffic to your website is important but understanding how to keep them there is just as fundamental. Becky Bradburn, brand manager for UK Domain Family, believes an essential factor for attracting and retaining visitors is to create engaging website content that will improve the user experience. Here are five tips to attract and keep customers on your website for longer.
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- Make it easy for customers to find you
One of the first things you should consider is how your customers will find you so think carefully about your domain when setting up a company website. According to research by Insight Engineers, 81% of people in the UK prefer .uk websites when searching or buying online. Registering a .uk domain shows potential customers that you are a trusted British business and search engines are likely to rank your website higher for relevant searches in the UK.
By using the right content you can also help boost your search engine ranking. For Search Engine Optimisation (SEO) purposes, try to use relevant phrases and keywords on each page of your website that your potential customers will be looking for. Make sure you anticipate any topics they will be typing into the search engine and write a unique, relevant title and description for every page of your website that will cover these topics.
Avoid repeating phrases and words to artificially increase your SEO performance as most search engines will know what you are up to and will penalise you accordingly. It’s worth noting that Google recently made changes to its algorithm in order to move people away from tactical SEO methods. Now it rewards more natural and organic content that is relevant to your customer’s search queries. So, rather than spending all of your time finding the best keywords, it’s worth doing your market research and creating more conversational content that is relevant to your customers.
- Understand your audience
Secondly, it is vital to know who your potential customers are so you can find the right style of communication for your website. Knowing your audience means you can adapt the content to address the customers’ needs. When it comes to finding your tone of voice try to be real and approachable. This will yield much better results than writing in a sales-orientated way. Of course, it’s much easier to tailor your conversation when the person you are speaking to is in front of you, so with this in mind it’s worth taking the time to read your content out loud.
A great way to get started is to take a few tips from other brands that engage with their customers well. Research your competitors to see how they are interacting with their audience. That’s not to say you should emulate other brands but it will give you a feel for how they understand and communicate with their specific demographics.
- Keep it concise and relevant
Remember that you are providing a snapshot of your business, which is going to be scanned in a matter of minutes, if not seconds. So attention-grabbing headings are key. Most internet users scan the page for a summary so it’s important to help them find the most important information straight away. Any content you decide to include after that must be easily digestible; don’t use twenty words when four will do.
Remember that not all visitors will be experts in your market so ensure that all visitors can clearly and instantly understand what you do and what services you offer. Keep jargon and industry-specific terms to a minimum and focus on what you want the customer to understand about your product or service.
- Use eye-catching images
An image on the page will be the first thing the reader sees. An eye-catching picture will express far more than a dry block of text and is more likely to keep the reader engaged. However, there are some things to consider when selecting the right image. To start with, it should aid the reader and provide them with a context for the copy. Make sure you don’t over populate the page or include too many moving or flashing images that may distract the reader from the information. Above all, make sure the pictures are high quality and look professional. Whether these are pictures of your product or your team, make sure your attention-grabbing content is in the spotlight and not an image that looks amateur or out of place.
- Guide the user
Users visit a website with a purpose in mind, whether it is to get an answer, buy a product or find a service. Often they are looking for something specific, so ensure navigation around your website is as easy as possible. If you want to encourage them to read a blog, watch a video or subscribe to a newsletter then you need to make these directions clear; giving the user a strong call to action. It’s important to remember that if they can’t easily find what they are looking for then they will go elsewhere.
Planning engaging and diverse content that captures the interest of your customers is a strong foundation for success. Taking these points into consideration and pausing to consider the overall impact of your website content is time well spent.
To find out more about the benefit of a .uk domain and what it can bring to your business, visit: www.agreatplacetobe.uk or get in touch on Twitter @dotuk