Fact: A majority of your clients will read only 20% of your web content.
Part of this problem stems from the fact that content marketers find it hard to move on from what motivated their clients in the past. Each decade, customers evolve – and so should marketers. If your web content isn’t connecting with your audience, it might be because you are throwing apples at monkeys and bananas at horses.
Readable web content is not just error-free and well-written. It should also have other attributes that will help the reader naturally move from sentence to sentence and paragraph to paragraph.
Web Content Tricks and Tips For Next Year
So how do you create website content that is actually read by your clients? Below are some web content trends for 2020 that will help you get more traffic on your site.
1. Study Your Audience and Write for Them
Take a hard look at your buyer personas and target audience. Are they still relevant?
If not, go back to the ground and do further research. Conduct interviews, polls, and surveys with your clients and online followers. Reassess who you are seeking to help with your product/services, rather than focusing on who to target. Once you have refocused to the correct audience, create content that speaks to them.
This means that you should create content that answers your potential customer’s questions. When generating ideas and topics for your web content, ask yourself what the typical reader will want to know about your specific line of business.
If you run a plumbing company, for example, your target audience may be interested in knowing about how to clear clogged drains, reasons to periodically maintain their plumbing system, how to use a plunger, when to call in a professional plumber, and other plumbing-related topics.
Don’t provide your readers with information they already have – rather, ask yourself what you might want to know if you were in their shoes.
2. Create Eye-Catching Headlines
Your main titles are like the doorways to your web content. Thus, they will determine whether or not online readers will visit your website. Coming up with catchy, well-thought-out headlines for your web pages will help draw the attention of your target audience, thus growing your traffic and readership. But how do you create a catchy headline?
Most high-ranking websites are popular because they use fun, attention-grabbing headlines. The traffic to a website can widely vary depending on the quality of its headlines. Aim to create headlines that tease readers to click and see what’s on the other side.
To achieve this, spark curiosity or offer an emotional promise within your headlines. Also, keep the headline under 70 characters and don’t forget to include SEO keywords.
3. Maintain a Professional Voice
If you want your readers to take you seriously, you should always use a professional tone when writing content next year. Break jargon into easy to understand concepts. This will help show your expertise in your area of focus.
If you have a witty side, you can creatively use it to your advantage – many online readers don’t mind a little chuckle to break the seriousness of the matter at hand. Most importantly, write like you’re having a normal conversation with someone standing right next to you.
5. Create Original Content
The content you publish on your website must be original, in that, it shouldn’t appear anywhere else on the internet. While this may seem like common sense, about 29% of websites feature duplicate content. Thus, it crucial to ensure that you are not lifting content from other sites or even yourself.
Additionally, your web content should have a unique outlook, brand voice, and mission. Remember, your target audience will be visiting your website looking for unique, relevant, and useful information.
6. Don’t Be Wordy With Your Web Content
Sometimes content marketers focus more on their writing prowess and forget to convey the intended message in a clear, simple way. This can easily lead to complicated paragraphs that only confuse your visitors. Your readers want to easily understand solutions to their problems, and that’s why they are there in the first place. Filler words decrease the value of your content.
Remove unnecessary words and phrases from your web content to make it brief but comprehensive. Redundant phrases like “past experience”, “advance warning”, “absolutely certain” and “added bonus” bloat your writing, and don’t add any value.
7. Space Out Your Web Content and Highlight Key Points Strategically
One of the easiest ways to turn off your readers is to present them with huge chunks of texts. About 79% of web users scan rather than read online texts, so you can’t expect your clients to actually read your content with bulky paragraphs.
Use very short paragraphs (one sentence is okay) to give scanners an easy time.
You can also add more emphasis to your writing by bolding important points. This way, the reader will be able to pick up essential concepts at a glance.
Writing Web Content in 2020 Shouldn’t Be a Hassle
There is so much more to learn about writing web content in 2020, but the tips above will help point you in the right direction. Keep in mind that online readers are constantly evolving, so should you. Write content for them not for you!
Check out this blog post for more content marketing tips for 2020.