4 ways to create trusted web content
Hi, this is Igor Zuvich. You have a confident handshake, a friendly smile, you know the answers to all questions and can impress future customers, dispel all their doubts and win them over…
But this is offline, and on the Internet, you are your content. All these static paragraphs, images, buttons… Through your website, you try to connect with people you don’t see and answer questions you don’t hear. You’re fighting for their attention.
But how to impress a person if there is no personal contact?
This article describes 10 reliable tips that will help you create effective web content and generate conversions with it.
1. site loading Speed
Most likely, you have often heard that the site should load relatively quickly. But how fast?
For example, Google recommends 2 seconds for e-commerce resources. In any case, you need to monitor the loading time and bounce rate to find out which pages are loading unnecessarily slowly.
You can achieve easy wins by:
- Image optimization
- Caching plugins
- Gzip compression
You can speed up site loading by a few extra seconds if, among other things,:
- Combine all CSS files into one
- Minimize the number of HTTP requests
- You will use a CDN
- Provide important and relevant information right away
Make sure that the content on the site’s pages matches its titles. Nothing will disappoint the user more than an attractive headline over an article that is devoted to a completely different topic.
Make sure that the main page tells your visitors what you are doing and what benefits they can get from it.
Prepare answers to frequently asked questions (contact details, opening hours, delivery costs, etc.). all this information should be available.
Place as many CTA elements as possible on your site, if this is appropriate. CTAs with names such as “learn more” or” information ” don’t really say anything, but only tell you what a particular CTA button means.
2. Your message should be as clear as possible
“Just do it”, “Think different”,” Taste the feeling ” — these slogans of well-known companies are often used as examples of copyright that you need to look up to.
Users will not interact with what they don’t understand — the text should be readable on every page, especially on the main page.
Here are the questions that users who visit the site for the first time often ask::
- Who are you?
- What do you suggest?
- What’s the use of that?
If you don’t respond to them immediately, you will lose users.
How to find (and correct) difficult-to-understand text:
Review the headings. Would you use such words in a conversation with your friends? If not, then this can be changed.
Follow these simple steps to create clear headings and page titles.:
- Identify your target audience
- Highlight the main advantages of your products and services
- Use one of the following formulas to create clear headlines::
- Whimsical, intricate web design can attract creative female entrepreneurs
- You can use content marketing techniques to increase your site’s visibility in search results
- The strong text immediately tells you what’s important
Rewrite each questionable sentence using as many words as you need. Then underline all significant (strong) words and remove weak words.
Make sure that your text focuses on people. Don’t use the pronoun “I” too often. When describing the features of your product or service, emphasize the benefits. It is better not to talk too much about your life philosophy on the “About” page.
But since most users only care about what you can do for them, the focus should be on the customers and their needs.
How best to take into account the needs of customers in the text:
Make sure that your titles and subheadings focus on how to solve people’s problems.
Consider the “About” page as a landing page where people need to perform specific actions — contact you, try out your service in action, and so on. Don’t overdo it when talking about yourself. Regardless of the page, focus on how to build a trusting relationship and describe how you can help solve certain problems.
3. Make your text readable
Users read texts on websites diagonally, and only when they find something interesting do they start reading it.
To help you find what you’re looking for faster, make the page easier to view.
How to improve content readability:
- If your target audience is older people, choose a larger font size.
- Don’t make a paragraph longer than four lines, but a single-sentence paragraph won’t be enough. If you have 5 consecutive paragraphs that consist of a single sentence, reading this text will be monotonous.
- Use headings and subheadings to make the page easier to crawl, and pay attention to the visual hierarchy. If the title and subtitle are in the same style, users will have to spend more effort to understand the structure of the text.
- Use bulleted lists, paragraphs, or blocks of citations in italics or bold to break the visual monotony of the page. But, again, don’t overdo it.
- This doesn’t mean that people won’t read your text otherwise. They will read it, but only if you convince them quickly enough that the content will be worth their time.
4. Easy navigation
Navigation on the site should be visible. It is tempting to include as many links as possible in the navigation. However, the more options in the navigation menu, the less likely the user is to click anything other than navigation.
How to improve your navigation experience:
- Do not use more than 7 items in the navigation (the maximum number of items that a person can store in short-term memory).
- Make sure that the names are succinct and informative.
- Users will not click a link if they are not sure what will follow.
- Put the most important links first and last in the navigation menu to make it easier for users to remember everything.
- You can select one of the elements and make it more visible.
- Avoid drop-down lists. The results of many studies show that they mostly annoy users.