When it comes to online sales, most consumers won’t pick up the phone to start asking questions. As a result, the online content associated with a product or service needs to be comprehensive and complete. A webpage usually has one chance to hook a consumer, which may last only a few seconds, before the decision to stay or leave is made.
Get It Right From the Start
How should content be used to achieve the desired result the majority of the time? First, the content needs to be valuable and useful to a customer. A company’s history in an industry is secondary information to a customer when they need to know if a product or service works. A company’s reputation, credentials and customer reviews may help a consumer make the final decision on whether or not to choose your company, but the product or services will be the initial draw.
Show, Don’t Tell
Second, the content needs to be easy-to-read and able to scan quickly. Many consumers only allow maybe 15 seconds to review a product or service. After that, either they’re interested, or they’ve moved on. If the content can’t be scanned with easy subheaders, bullet points and clear writing, people won’t bother. If your content has huge chunks of text that looks like an essay, you should consider revising it into a more readable format.
Make It Easy
Third, content needs to be easy to navigate. Many people want immediate feedback and don’t have the patience to search through an entire article to get to the part they want to read. If your material has many subcategories, don’t make consumers search through other sections because chances are they will give up. Provide an easy-to-navigate online index that links to the content desired.
Content can make the difference in catching sales if it is written correctly. Write with a purpose, not just to fill up websites.