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Provide a Direct Route Through Your Content Once prospects arrive at your site, you should take steps to insure they can find the content they are looking for. |
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Improving the structure of your website initially means improving navigation. Rather than thinking of your website as one big overall repository, it is best to view it as a modular entity serving multiple individuals, groups and purposes. When you approach your website this way, it becomes easier to structure and satisfy all of your objectives.
Your website should become a valuable resource to customers and prospects. Well written copy that conveys your firm's personality, key benefits, and solutions will result in higher readership and ultimately better leads.
When developing website content, keep the following tips in mind:
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Provide successive levels of copy on your website. Most readers will begin by scanning content and, upon finding something of interest, will dive deeper into the content.
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Make your copy benefit and action oriented. Focus on the benefits you provide, not the features. Remember that website visitors are there to learn more about how you can solve their issues.
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Build credibility through the use of customer testimonials, case studies, and award highlights. By featuring this content throughout your site, prospects gain confidence that you are a proven resource that can help them solve their issues.
