A customer has arrived at your site and is browsing what you have to offer? Great. They probably clicked a banner or found your site on a search engine, which translates into successful off site marketing. But once visitors reach your site, they won’t stay long or take the desired action if your site content isn’t designed with their engagement in mind. Now it’s all in the hands of on-site marketing.
If your goals include growing your audience, increasing conversions or attracting new customers, you need a strategic plan to engage your site visitors.
In addition to increasing the time users spend on your site, it’s engaging content on the site itself that can help pique the interest of potential customers and guide them through the journey of your products with a happy ending. It can also inspire trust, which will result in a return to your site in the future.
By capturing the attention of site visitors, you establish a deeper relationship with your audience, who can turn from audience members into customers. Here are some examples of how to do this:
One of the most common types of content that builds a relationship with customers are blogs. For example, if you own a local grocery store, it’s a good idea to start a blog featuring healthy and interesting recipes with products from your store. If you sew clothes locally, brag about how the process works in your small sewing room. If someone has already visited your site, it means they are initially interested in your product, so it’s worth showing commitment to your business, especially since blogging doesn’t cost you anything
You don’t have to make all your content available for free to attract attention on your site. Recipients are often willing to share their contact information in exchange for interesting e-books or guides. For example, if you offer online guitar playing courses, create a hands-on e-book with chords. Then customers can get an initial idea of your learning method and teaching style.
Humans are visual creatures and are able to process an image in just 13 milliseconds. Our brains interpret information delivered through images, graphics, and charts much faster than through text alone, which is why infographics grab people’s attention so much.
Infographics help break down complex data into simple stories and are often widely shared – making them an ideal medium for website content.
On-page content that helps viewers solve problems or tackle complex tasks or projects is an effective way to attract and maintain attention on a site
For example, if you have a company that makes sensors that are applied to the skin to measure diabetes levels via an app on your phone, create a video tutorial on your site, showing step-by-step how such an app works
Digital content that allows users to interact with it can drastically increase the amount of time your audience spends on your site. If you have a solar panel company, create an interactive map of Poland that includes points where your products have been installed. For this, you can also include pictures of the completed project
Testimonials, or case studies. Publish real-life stories about the successes and results of customers who have used your services. By sharing such content, you will show your audience how your company achieves goals and helps customers. You will also demonstrate authority and expertise in this way, and encourage potential clients to work with you. Such an endeavor will help customers take a closer look at your company and decide if your brand can meet their needs.
Main article image: photo by westend61 / Getty Images
