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7 Ideas For More Engaging Website Content


There is more to creating an engaging and productive website than just having a pretty background and an eye-catching logo. To be an effective marketing tool, your website content needs to provide a reason for readers to do more than just glance at your pages before moving on.

  1. Provide Answers: Don’t fill your website with marketing slogans. Instead fill your website with answers. Make a list of the ten questions your business is asked most often. Ask your sales people, your customer service people, and the people who answer your phones or reply to snail-mail and email. Write down the answers to these top ten questions and make sure all of these answers are on your website.  Don’t pitch your product or service; instead pitch your expert answers and solutions to problems and questions.

  2. Call to Action: Once you have answered your readers’ questions, and told them how you can solve their problems, the next step is to get them to take action. Make this action simple, easy to accomplish, and make it clear what that action should be. Clearly place links and buttons in multiple locations within your website content. Make it as easy as possible for your readers to ask for more information, sign up for a newsletter, or buy something. 

  3. Tease and Excite: Think of this as leaving bread crumbs to lead your target market readers from their first encounter with your website straight along the path you want them to take. Along this path of breadcrumbs you want to provide tidbits of valuable information to entice the reader to continue along the path. And at the end of the path is your ultimate goal: the reader doing business with you.

  4. Stay New: Set up a website content calendar where you regularly schedule updates or changes. If the last article update on your website was in 2009, a reader may assume you are no longer in business. When you set up (and stick with) a regular schedule for adding new “answers” to your website, your readers will become accustomed to this activity and will make checking your website part of their regular activities, too. If you have changed your phone number, changed your hours of operation, or moved and have a new address – make these changes immediately to your website.

  5. Focus at the Top: Your website content is very important, but the format and on-screen look is also important. Research conducted by The Poynter Institute, and updated this past March, provides insight into how people physically view websites. The Eyetrack III research showed a reader’s eyes fixated first on the upper left corner of a website page, remained there for a short time, and then moved left to right. Readers did an initial reconnaissance where their eyes glanced over the entire screen, but the upper left section of the screen was given the most attention. The lower right-hand corner consistently received less attention.

  6. Grab Attention:  Other website content studies provide additional tips for grabbing your readers’ attention when they do their first “reconnaissance” of your pages. (Remember these guidelines are primarily for webpages, and do not necessarily apply to blog postings or white pages.)

    • Avoid nested numbers or nested bulleted points. When a reader is scanning your content, only the first item is likely to be absorbed. 

    • Align links to the left-hand margin and make sure they are obviously links. Don’t place a link within a sentence; it could end up in the right-hand bottom corner and become essentially invisible.

    • Don’t center your headlines or subheadings. When readers initially look at the upper left corner, they often will not consciously see centered headlines and their eyes move downward along the left side.      

    • Don’t use blocks of text in your website content; use small, easily digested chunks. Use simple and concise bold-faced headers and sub-headers, use bullets, and keep each “chunk” to only two or three sentences. Leave white space around these chunks and make each stand alone; no transitional phrases between ideas.

  1. Get Your Readers Involved: Invite your readers to participate in your website; and make it easy for them to do so. Ask them to share their thoughts and ideas, and to share feedback on your product/service. Make it possible for customers to upload photos involving your product/service and include discussion threads. Don't forget to make it easy for readers to share your website content with other people.

An engaging website needs to be enjoyable to the eye, stimulating to the brain and rewarding for both you and your readers.


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