I thought today, I would share some solid tips on how to engage and personalise your website content for your website visitors. Notice I said “for your website visitors” – the whole point of having a website up is to engage, connect and encourage visitors to take up your lead generation offers (the ultimate goal).
Of course you would like them to get to know you more, your brand and how you can help them with whatever challenge is facing them right now – the gap your products and services can fill? And I hope you’ve figured that question out. If not, check your branding and core message and the vision you have for your business. Does it align with the needs and wants of your audience and is it a true reflection of what you want to offer the world?
Okay let’s move on, so engaging content means:
- You’ve personalised the text content of your website, so you are talking directly to your customer. Think of it as having a conversation.
- You have injected your personality and branding into your conversation, web design, multimedia, images and content marketing on your site.
- There is more to your website content than just selling – invite them in first, relationship build or at least offer the chance for your customer to get to know you first. Then insert your lead generation tactics.
- Tell people what you want them to do on your website – where do you want them to go to next, click, view, read or get access to (nice way of asking for the order).
- Don’t forget the freebies – apart from helping build your list of prospects, it provides the opportunity to engage your site visitor for longer. If they stay longer, you have more opportunity to build a relationship with them and convert the sale.
- Mix up your content mediums to cater for all the different types of communication and learning styles. For example, some people prefer to see, touch, feel or hear what you are saying. Your aim is to gain interest, excite, intrigue, invoke a feeling, thought or desire so people want to know more about you and your products.
Wake up people, your website is more than a token explanation of who you are and the products and services you offer. Somewhere in there you need to convey:
- Your Point of Difference – what makes you stand out from your competitors and why should I buy from you?
- How do I trust you and get to know more about you?
- How are you going to capture my attention?
Let’s face it there are millions of other websites and businesses out there offering the same or similar products and services to yours. In the ten seconds or less that you have to convince me, what is it that’s going to make me stay longer to find out? RB.