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Website Content: The Long, and The Short
By Phillip Thune, Textbroker
Website-based content is one place where small business owners have control over their message. This being the case, businesses often overdo it with the amount of text on their website. The motivation is understandable - your website is the hub of your online marketing presence; you want to share everything you can about your business, and make sure your keywords are included in your text. This strategy can be a detriment to website usability as web users can get lost in pages of text, or be turned off by the task of extended reading. Since the attention span of web users is so short, your website text should be short and sweet.
Balancing Long & Short Content
A company website has a couple of primary goals: provide brand awareness, and generate new leads. Keeping your content short and to the point will inspire leads to contact you more quickly. Think about how Twitter works. Twitter users have 140 characters to get the attention of their followers. This isn’t to say your content should be limited to 140 characters, but your text content should be easily digested and understood.
There are places to expand on your thoughts, to go in-depth on your business. Your primary website content is not the place to wax poetic on your products and services. Think about what web users expect. If they want depth from articles, blogs or white papers, they’ll look for them. Dive deep with a white paper or e-Book and use it as fodder to gather more leads.
Write To Your Customer’s Perspective
You know your business a whole lot better than your prospects do. If someone were to ask you to write 1,000 words about the purpose your service or product serves, you could to it in a snap, right? Now, think about how your prospect would describe your product or service. They wouldn’t be able to fill 1,000 words, would they? Show the prospect how your product or service helps them. Use words and phrases that they would use when describing the problems that you’re there to solve and keep it simple.
What Is The Benefit?
Keeping text short on the website has multiple advantages. First is it clear and unambiguous. It helps people understand what you are saying quickly and easily. Secondly, it downloads and renders faster giving users a better experience on the website. When users have a better experience, they stay on the site longer and convert to customers more often.
About the author, Phillip Thune
Mr. Thune is the Chief Executive Officer of Textbroker, which he joined in 2010. Textbroker has grown dramatically as demand for content marketing has increased across the world. Prior to Textbroker, Mr. Thune was the CEO of HireMeNow.com and President of MIVA (previously FindWhat.com), where he helped grow the company from 35 employees and $500,000 in annual revenue to 500 employees and nearly $200 million in five years, raise over $34 million dollars, acquire five businesses for a total of $230 million, and achieve a market capitalization of over $700 million. Mr. Thune also helped lead two different radio broadcasting groups which were among the 25 largest in the U.S.
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