5 Minute Read:
There are certain elements that all great websites have: easy-to-follow navigation, a beautiful aesthetic design, good internal structure, web-friendliness, and, lastly, great content.
Content can be found on every page of your website, and it serves several functions. However, written content is often overlooked and tossed to the side.
When doing so, you are leaving a large hole on your site and many cards on the table.
So, what can you do to improve your content and drive more leads?
1. Consider Word Choice Carefully
Digital content has two primary roles: to answer your readers’ questions and to connect with search engines.
Search engines like Google crawl and analyze every word on your website, deciphering and determining which sites and pages have the most beneficial information available. It does so by looking at common online searches and matching them to the pages that use those terms and answer those questions.
So, first and foremost, you need to think about your keywords. Keywords are the words or phrases used in your content that match what people search for.
You should have them displayed clearly in your content for Google and your reader.
2. Mix Up Your Keywords
Having your primary keywords in your content is not enough. There was a time (back in the day) when adding your goal keyword a certain number of times in the content was enough.
Now, that practice is frowned upon. It is called keyword stuffing, and it can actually hurt your rankability.
However, new techniques allow for more benefits. Instead of using the same keywords repeatedly, mix it up by using semi-related words and phrases. Not only will you make it more interesting to your reader (since too much repetition will cause your reader to lose interest), but you will have the opportunity to rank for several search terms, not just one.
For instance, instead of using “breast augmentation” every time throughout your content, consider related terms like “breast enhancement,” “breast enlargement,” “breast implants,” “breast surgery,” etc.
3. Make It Clear
We all live busy, rushed lives. And we don’t want to spend endless amounts of time trying to learn the answers to our questions. Instead, we want those answers at our fingertips.
Because of this, it is essential to write plainly and clearly. Readers do not want to analyze what you are trying to say. This isn’t a poem or allegory meant to be dissected. It’s vital information to inform potential customers of a product, treatment, or service.
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4. Make It Concise
When it comes to digital content, remember that you are not writing a dissertation. This isn’t like when you were back in school, when you tried anything to add more words and flowery descriptions.
In this landscape, it is essential to tailor your words and remember your focus. Much like the above tip, you need to make it as easy as possible for your reader to get the information they need and get back to their lives. If you value your reader’s time, they will thank you for it in the end.
Don’t use 20 words when 10 will do. Stay on track!
5. Make It Count
Whether it is the home page, a blog, a procedure page, or a specials page, make sure you provide the correct information and answer the question you are posing.
No one will return to a page or continue on a site that failed to provide the needed information after spending time reading through the content.
Use appropriate examples when necessary. Add internal links where you are able. And don’t take your reader for granted. There’s a lot of information on the web. Make sure you give the reader a reason to choose your page.
6. Jump Right In
We all know what it’s like to turn on a show only for it not to grab our attention within a few minutes. Most often, in these cases, you turn that show off.
The same is true for written content. If you are starting your piece with a lot of fluff and unimportant facts, the chances are that your readers will lose interest and bounce before they get to the meat of your piece.
Don’t wait too long to get to your point. If the primary piece of information is not above the fold (meaning in the visible content before having to scroll down), you may be waiting too long.
7. Show Your Expertise
Know your subject and convey that knowledge. This builds trust with your reader, which will benefit you in the long run.
If your content is all over the place or confusing, your reader will get the impression that you don’t know what you are doing, and they will likely choose someone or someplace else.
8. Show You Care
Building trust between yourself and your reader is essential, and the best way to do that is to demonstrate compassion and caring nature to their needs.
You want them to feel like a VIP.
9. Consider Your Layout
Whether they are looking at their phone, tablet, or computer, people tend to skim web pages, so the layout of the page is just as important as the content written on it. Make sure that you have plenty of headings and subheadings to guide the reader through the page.
Even if they skim it, they will still walk away with some knowledge.
10. Know Your Goals Before You Write
Do you know what your intentions are?
Are you looking to target a specific keyword? Attract a particular audience or demographic? Inform, sell, or both?
How you answer the above questions will have a significant impact on how you tackle and address your topic. The best way to do this is to have a clear understanding of your goals before you type that first word.
11. Secure Your Customer
Why put in the effort to improve your content if you are not going to try to hook your reader at the end?
Make sure that all pages have compelling calls to action. Whether it is a link, a phone number, a contact form, or instructions, you need to be sure that you are providing your reader with that next step.
Looking to Generate Better Writing Content?
If you feel lost in the woods regarding content generation, trust the skilled team at Plastic Surgery Studios. We have years of experience generating great, SEO-friendly content and routinely undergo training for the newest in SEO.
Contact us today by calling (888) 525-6360 or filling out the contact form below.