There’s no way to overestimate the impact that a coherent and welcoming website can have on your bottom line. The content on your site serves as your front desk, your customer service department, your catalog, and your virtual store all at the same time. If you strike the right chord with visitors, you’ve won them over on all of these levels, but if your site is a mess, you’ve potentially lost them for good. Don’t let this happen. A great website is easy and inexpensive to maintain, and a bad one can ruin your business. So when it comes to cost/benefit ratio, investing in your website content is a no brainer.
So what can you do to generate compelling content that will please visitors and keep them coming back? Volumes of digital ink are being spilled on the subject as we speak, but the best advice you’ll find can be summarized in a few quick tips:
- Harmony. Visual beauty doesn’t just mean inserting a few stock photos between blocks of text. It means careful attention to principles of design, including a thoughtful color scheme and a set of repeating motifs. Ideally, your layout should disappear behind the information on the site. Your visitors don’t need to actively comment on your aesthetic choices. But they do need to visit, smile, return, and buy.
- Excellent writing. Not sure your customers can tell a lovely sentence from a clumsy one? Think that writing style doesn’t matter because your visitors probably don’t have PhDs in literature? Wrong on both counts. Smooth writing can have a profound impact on your traffic and sales. Confident words inspire trust, but choppy prose and weak text are like a cheap suit. Your audience can tell when you’re cutting corners.
- Navigability. Find out exactly what your customers are looking for when they visit your page, then get them there quickly and intuitively. For example, when visitors look for restaurants, they aren’t usually looking for photographs of a smiling chef. They want contact information, a feel for the ambiance, and a location. And they want it fast. Give them what they need to plan the evening.
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