5 things your digital content needs to be hands-down amazing
March 25, 2017
When you need information, advice or directions, where do you go? If you’re like most people on the planet, your go-to source is the Internet. You can literally find anything about everything on the Internet.
There is more digital content on the web than we can possibly consume in a lifetime. Which may be great if you’re a searcher. But if you’re a company that wants to build a strong connection with your prospects and customers…not so much.
How do you make your message stand out in the Internet quagmire?
1. Keep it real
Readers are real people. Regardless of their level of education, most people’s eyes glaze over when the copy is brimming with industry jargon, technical talk and buzz words. That style of writing simply isn’t saying anything to them.
Web copy needs to be relatable and understandable to your readers. Ask yourself, “Will our web visitors know what I mean when I use this word?” If they need to reach too high to grasp its meaning, find a cleaner, friendlier way to make your point.
2. Chunk digital content
A sea of words on a web page can be like hitting a brick wall. It’s intimidating, time-consuming and…Too. Much. Work. Next?
Web readers love “chunked text” because it breaks a message into logical buckets of information that are easier to digest. Not only that, but “chunking” can improve comprehension too.
Try these chunking techniques:
- Short paragraphs with white space between them
- Short lines of text rather than run-on sentences
- Intriguing subheads that introduce each section
- Bullets that readers can easily scan
- Numbered lists that tell a bigger story in parts
- Chart for things like Pros and Cons, Features and Benefits
- Videos or images in the text that support the story
3. Get personal
Write as though you were having a face-to-face conversation in your office. You would speak very differently in that case. There would be an emotional element to the dialogue and you would use “you”, “we”, and “I” instead of “it” or “the company”.
As a test, read a page from your website and imagine saying it to someone sitting in front of you. Does it feel comfortable and engaging – or stodgy and downright embarrassing?
4. Solve pain points
Benefits solve problems – your customers’ problems. Features are characteristics of a product. By example, let’s look at the common aspirin:
BENEFIT: Be pain-free fast
FEATURE: Available in 200 mg
See the difference? When you understand your customers’ pain points, and you write your web copy to address them in the form of benefits – it’s a slam dunk every time.
5. Be the one (in a million)
There are millions and millions of websites on the Internet, including your competitors’ sites. Your site needs to rise from the masses.
Do a deep dive into what makes your company better than the competition. Yank out those elements of your service or benefits of your products that only your business can provide. (Revisit Tip #4)
Ask your customers why they do business with you. Read customer testimonials to find recurring themes. Consult with your sales force or service desk to discover what makes your customers happy. Check in with your employees and ask why they like working with your company. Bring lunch in for your staff and have an ideation session on “Why we are so darn great.”
When you have a clear picture of what makes your business better than the guy down the street, look for opportunities to incorporate your uniqueness into your copy – in big, bold ways!
Can we help your website rise above the masses with clean, readable, accessible digital content? Let’s get started today.
Written by Louise Desmarais
A communications writer with a passion for words and all things web, Louise helps clients whose stories have gotten a little “muddy”. Her clear, purposeful and down-to-earth writing style has made her a go-to writer with companies across Canada and the U.S.