There are many mistakes companies make when writing web content. We’ve all seen a website with content that just bores us.

And don’t kid yourself. This is not a time for denial. We all make these mistakes.

These are bad habits we all have to break.

We’re here to help.

And let me emphasize: content matters. Google’s algorithms have become so sophisticated that they index when a search leads someone to a website and they immediately bounce or exit the page because it didn’t provide the information they wanted.

That’s why we are delving into our content toolbox and giving you tips that are tried-and-true to increase the value and quality of your web content.

1. Not Explaining What Your Company Does.

How many times have you been on a website and thought — what does this company even do?

It should be clear from the moment a site user lands on your page what your company does and what makes it intriguing. These are normally ‘taglines’ on the home page, but you should think of it as all content. Let’s use North Studio for an example. Technically, we are a “Drupal Development” firm. But that doesn’t tell our clientele enough about us to peak their interest. Instead, say things like “Providing cutting-edge Drupal websites for over 19 years,” or “Industry Leaders in Drupal Development.” This encapsulates our team. Don’t be generic. Be unique in how you describe your company and its services.

2. Writing For Everyone.

It’s impossible to appeal to everyone. Don’t waste your time. Target the people that will find your content useful or important. Users gravitate towards content that recognizes how it will help their specific need, or by providing them with the information they were looking for.

Prevent “writing for everybody” by:

1. Establishing a target audience
2. Writing with a purpose

Whether it’s content to educate, convert, or entertain, stick to your purpose and keep users engaged and informed. Think about what you want your content to accomplish. Having a specific reason for your writing should link the user to your content, and then proceed to close the gap by establishing a solution related to their needs.

3. Not Doing Sufficient Research

To compete in the digital landscape you have to stand out. It’s a saturated market so having intriguing, quality content will allow you to:

1. Establish credibility as an authority in your field
2. Achieve higher SEO rankings
3. Find new customers based on providing answers to Google searches

By arming yourself with a substantial amount of information about your topic, your web content could find its place on the first page of Google by offering quality answers. To have higher-ranking blog posts, go to Google Search Trends and Google Search Console. Find out what people are searching related to your field, and find out the keywords people are searching to find your company with the latter tool. Having an idea of what’s been written and popular questions can point you in the right direction.

4. Boring Titles

Your headline title is often a reader’s first interaction with your brand online. Make it punchy and make it count. The objective of a strong title must accomplish two things:

  • It must appeal to your target personas.
  • It must promise to provide value to those target personas.

Here are some types of titles that increase user interaction and CTR:

Informative: “How the Right Nutrition Can Strengthen Your Kids’ Bones.”
Inquisitive: “Security Updates. Are You At Risk?”
The Best Of: “The Best Drupal Security Modules.”
The Easiest: “The Easiest Way To Make Your Own Website.”
If I Were You: “Why You Shouldn’t Advertise On Pinterest.”
Why People Do X: “Why Successful People Don’t Bring Smartphones Into Meetings.”
The Don’t Be Stupid: “9 Resume Mistakes That Will Lose You The Job.”
The List: “5 Awesome Headlines That Drive User Engagement.”

The headline or title you use depends on the purpose of the article and the audience you are targeting.

5. Not Using Visuals

Researchers found that using visuals increase people’s willingness to read a piece of content by 80%. Don’t ever post something without a visual incentive to read it.

Read more about this.

If you ever need help with your content marketing strategy, let us know. Ensure your website content and blog posts adhere to the branding and message you want to encapsulate.