Typically, when you hear about “content marketing”, it’s in reference to SEO and inbound marketing efforts. You know… the whole, “Content is King” thing. That’s all well and good, but I’m surprised at the number of vendors I work with who don’t give adequate thought to the web copy and call-to-actions surrounding their content (so that it actually engages prospects and generates sales leads). SEO and content marketing will certainly drive traffic, but the problem arises when prospects get to your site and are met with a wall of copy and no discernible way to easily find what they need. At that point, your content may have helped get them there, but it’s failing to keep them there.
Let’s talk about a few ways you can improve your web copy to help you move prospects towards conversion and, ultimately, generate more leads.
According to the Nielson Norman Group, web visitors stay on a website for just 10-20 seconds before deciding whether to leave the page and keep searching or confirm that they’ve found what they’re looking for. Ten seconds is all you get. So beyond a strong offer and short form, what should you include on your website to hold a buyer’s attention? Here are a few must haves:
First, your website MUST include a value proposition at the top of every page that speaks to your main product benefit and immediately starts building a case to convert. This statement should be short, concise, and powerful.
Titles, Bolding and Bullets
The copy on each page of your website should be easy to scan. Remember, your prospects are trying to take in a lot of information in a short amount of time. You can make your copy easier to scan by breaking it up into sections with bold section headings and bullet points. Don’t make your prospects think too much. When it’s easy to read, then the information you’re presenting will flow smoothly from one point to another and provide a logical path that’s easy for prospects to follow. By outlining what they’ll find in each paragraph/section with titles (similar to what I’ve done here), they’ll easily be able to scan the page for a high-level view of your offer before diving deeper into the sections that matter most to them.
What do buyers want? Do they want a turn-key, best of breed solution? Or something that speaks to the specific issues that made them look for software in the first place? Focus on the benefits your software will provide to the prospect, and you’ll persuade more visitors to take the next step, be that a demo, trial, quote, or whatever.
The goal of your website is to generate leads, but to effectively do that, you need to educate visitors enough so that they want to give you their contact information- either through an sign-up form, a content download, or even a phone call into your sales team. Remember, you have ten seconds of a visitor’s attention, so make your first impression count. In those ten seconds, they will decide whether they want to abandon your page or stick around to learn more. Those that stick around will convert at a much higher rate if they can quickly and easily find what they need. Bottom line, the messaging you include on your website and the way it’s presented can have an enormous impact on lead generation.
Beyond these must-haves, what are you doing to engage prospects and move them one step closer to converting?