Website Content- The Road to ‘Conversion’!
Posted by Navneet Kaushal on | No Comments

At CandidInfo, we understand the value of ‘Content’ and how it alone can make or break a website and its traffic. Since, we are in the field of website development, we know that it is extremely important to keep the content of your website as innovative as possible, yet keeping it streamlined and simple. On an average your website will lose 7% or more of your website traffic, because of faulty or unconvincing content.

The structure of web content writing is similar to almost every other form of writing. However, there is one crucial difference. In web content writing, just with a handful of words, your website needs to convey its authenticity, brand, image, information and the key message. Above all, the content of a website should be such, that the search engine crawlers should be attracted towards it and should crawl it more.

Above the ‘Fold’:

The foundation or the basic structure of web content writing is similar to any other form of writing. The format normally is composed of a catchy headline, an introductory paragraph, the body of the content and the conclusion. However, the only major difference is, that a content writer for a website is restricted by space limitation, that roughly translates to, that the writer has limited space to assimilate all the required information and factors. This space is above the ‘fold’, which is the place that a visitor sees when he first arrives on the website. The content below is usually considered as secondary, as the user has to scroll down to view the content and in most cases, viewers leave the page, if they do not see the information that they are seeking the moment they land.

Below the ‘Fold’:

Statistically, each click a visitor has to make for a website, the website loses 7% of its potential to convert, it means that with each click a website loses 7% of its customers. Going by this theory, which is also a stated fact, the more clicks a visitor makes on a website, the less is the conversion on the website. Keeping this in mind, you need to concentrate on the fact that, the less clicks by a visitor, the better. The bottom line being, that if your visitor gets the information that he is looking for, upfront, then the chances of conversion are very high.

However, with the ever evolving Internet realm, the users and the targeted audience have also evolved in many ways. Long gone are those days, when people were easy to convince about your products or services, with a glamorous advertisement. These days, people are quite aware and invulnerable to a majority of sale pitches. It take a lot more than promises, the great hype and the marketing techniques to convince your audience to become your customer.

Generally, all you need to create more opportunities for conversion is to create a more than 250 words substantial content for your website, just ‘one click’ to another page, a little more content to read, and relevant & reliable information for your visitors. ‘Credibility’ is the word!

To achieve maximum conversion, you need to create precise no-nonsense content and provide users with option so as help them in taking decisions. This will lead to multiple opportunities of conversion. Your ultimate goal is to guide the visitors to the ‘call to action button’, as quickly and gracefully as possible, where conversion truly takes place.

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