Have you ever met someone who just can’t get to the point when they tell a story? They try to tell you something, but they get caught up in every little detail and bounce from one point to the other without getting any closer to saying what they’re trying to say. If you’re like most people, you probably hide how annoyed you are and patiently wait until the person arrives at the story’s destination. Or, if you’re less tactful, like this writer, you might get impatient and interrupt them with a harsh, “Get to the point!”
That kind of impatience may be frowned upon in just about every social situation, but it’s exactly how visitors to your website will react to long, boring, overly detailed, drawn out, unnecessary content (see: the end of this sentence). They probably won’t shout out loud, but they will exit their browser window, move on to something else, and probably never visit your site again.
You only have a short amount of time to capture your visitor’s attention, so it’s important for your website to communicate who you are and what you do as quickly and clearly as possible.
Stick to the Essentials
When creating content for your website, resist the temptation to show off your inner Shakespeare, and instead, unleash your inner Hemingway. Ernest Hemingway was notorious for his directness and conciseness. It’s rumored that he once won a $10 bet from a group of friends who challenged him to write a complete story in only six words. His response? “For Sale. Baby Shoes. Never Worn.” Perfection.
Your writing doesn’t need the sharpness of Hemingway’s, but his principles are wise to keep in mind as your create your content. Stick to the necessary information and make it easy for people to gain the knowledge they need to be converted from visitors into customers.
Keep Your Content Neat and Organized
Telling unnecessarily long, detailed stories might not lose you any friends, but writing large chunks of boring, superfluous content will certainly lose you customers.
While Google may reward you for having a lot of relevant content on your page, you can actually lose points if it’s not scannable and easy to read. User experience is an important ranking factor, and having a high bounce rate (when a lot of people come to your site and then quickly leave) because of irrelevant or poorly organized content can significantly damage your rankings. As such, it’s important to present your content in a concise, easily scannable way that encourages visitors to stay.
Google’s emphasis on user experience has heightened since their mobile-friendliness update, so the way your content appears on a mobile device is every bit as important as the way it appears on a desktop or laptop.
If you want to ensure that your website is filled with content that is not only optimized for mobile and desktop viewing, but also for top Google rankings, High Level Marketing can help. We’ll pay close attention to your site to ensure that your content remains compliant with Google’s latest updates and also encourages visitors to put their trust in your small business.