To write or not on your website?

When was the last time something online caught your attention? And how long did you actually stick around on that page reading about it? 20 seconds….. More or Lesser? Statistics reveal that the average attention span of any Internet user is 8 seconds. Most pages get less than 12 seconds of attention. And you want to ensure that those 8-10 seconds are enough to give certain key messages that will link your brand to what it stands for. You want to ensure that you create the perfect imagery of the brand in people’s minds so that they associate your brand with the desired outcome. Thus, it is safe to say that content is most important.

So, what makes a website effective and one that catches your attention? Here are some points to keep in mind to develop the content structure for any website.

• Firstly, the starting point to any business or venture should be the website. While many feel that a website is slowly becoming a dinosaur, it doesn’t hurt to have a short and crisp web page that informs the reader about your products/services and has specific statements as a call for action. It serves the purpose of an introduction to yourself and what you do and how it can benefit the reader. For someone with 8 seconds or less, this seems the ideal fit.
• But, don’t have a website just for the sake of having one. Develop dynamic content that is informative as well as relevant. Information is available at the click of a button anywhere and everywhere. Focus on how you can make a difference, such that the reader will want to know more about you.
• Attention Grabber – your webpage should be like a good trailer to the actual movie. Short enough to catch someone’s attention and make them want to know more.
• Capturing key words – ensure the key words are there in your content, so that you feature in the top search engines when anyone looks for your service/product or related fields.
• Remember, stories sell! They always have. But don’t narrate such a long story that people forget the main plot. Crisp and engaging. Avoid repetitions.
• Avoid bragging or comparing yourself to competitors or other players in the market. Consumers are smart enough to make their own choices. However much you may call yourself the best and use superlative words to describe your products and services, it is finally the consumer who makes up his/her mind.
• Word of mouth publicity helps build credibility for your brand. Ensure there are testimonials from believable sources and successful case studies with authentic experiences captured. Lying or making tall claims may get you multiple customers but won’t keep you in the race. You have got to be honest to your customers.
• Finally, keep your website updated. No one likes to read yesterday’s newspaper. Similarly, no one likes to visit a website with old news and information. Innovate on ways to make your content interesting and relevant to the reader.

These are just some of the points to keep in mind while developing the content for any website/ webpage for your company. Wish to know more about how can you make your content stand out and outstanding at the same time? Write to me on vaishaliheblekar@gmail.com.

Vaishali Heblekar, Communications Specialist and Content Writer