How to Make Your Content Less Boring written by John Jantsch read more at Duct Tape Marketing
Think about the number of websites you visit on a given week. It’s a lot, right? We spend so much time consuming content online that after a while, it all starts to blend together.
Even if your website technically ticks all of the boxes, it will quickly fade into the background if the content is not designed to reach out and grab the viewer.
What can you do to spice up your website and make sure it sets you apart from your competitors? Read on, as I offer up some tips to make your content less boring.
Mix Up Your Medium
Remember being handed a copy of Moby Dick in high school english class, staring down at the tome, and being filled with dread? No matter how great the content is (and Herman Melville certainly knew how to write!), a giant wall of text can be intimidating.
The same goes for content on your website. Visitors are looking to quickly learn whether or not your business can solve their problem, so present that information in a variety of easily digestible formats.
Visuals and infographics are a great way to provide a high level summary of the products or services you offer. Video is an engaging way to not only quickly communicate your business’s mission, but also put a face to your company’s name and build trust and a human connection.
Keep Your Copy Lively
Of course, you do still need some copy on your website. When it comes to creating interesting website copy, there are a handful of basics to adhere to. First, you want to keep sentences and paragraphs short and snappy. Eliminate flowery prose and strings of unnecessary adjectives.
You also want to adopt a voice that is authoritative but approachable. Sure, you’re the industry expert, but that’s no reason to talk down to your readers. Steer clear of jargon and SAT words.
For even more tips on writing effective website copy, check out my previous post on the topic.
Lean Into Your Brand’s Voice
Tone matters. Writing like a robot won’t win you any fans. Of course, your tone will depend on the industry you’re in. A lawyer’s website will have a more serious, measured tone than a party planner’s site. But whatever your voice is, communicating with it makes a big difference.
Adhering to this principle is true for all elements of your website, from your value proposition on your home page to seemingly minor or throwaway pages.
Take a look at these examples of brands who have used 404 error pages as a way to still represent their brand and inject some fun and personality into what otherwise would be a nothing kind of page.
Every inch of your website is an opportunity to show visitors who you are and to build trust through consistent messaging. Take advantage of that fact and have fun!
Make it About Storytelling
If you’re at a loss on where to start with creating strong content, think first about storytelling. Start with your brand’s value proposition: what problem are you on a mission to solve?
From there, you can build out a cohesive story about why your brand is the one to take on that problem, and how your team’s passion and commitment will allow you to create wins for your customers.
Great storytelling is not only engaging, it also allows you to guide customers through their journey. When you think about the way you want them to encounter your brand as a story with a beginning, middle, and end, then you can arrange your content in a way that nudges them down that road sequentially.
Create Valuable Content
Above all else, you must be creating valuable content. What do I mean by that? I mean content that establishes you as an expert in your field, provides answers and guidance in a way that none of your competitors can match, and gives readers practical takeaways and actionable steps.
I also am using the term “content” more broadly than to describe just blog posts. Content is anything and everything on your website. Yes, that does mean your blog, but it also includes webinars, product guides, videos, podcasts, and everything in between! Get creative about the many ways in which you can share your knowledge with prospects and customers.
The internet is saturated with information. If you’re providing content that meets a clear purpose and allows the reader to walk away and effect positive change in their life right now, that’s the kind of content that is highly interesting.
There are millions of business websites on the internet. And with such a crowded field, it can be difficult to stand out. But when you embrace your business’s personality and expertise, and use that to drive all of your choices as you create your content, it’s possible to build a website that gets noticed.
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