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How to Write More Appealing Web Content

Updated on February 9, 2015

Deciding What to Write About

It has been said repeatedl, that the quality of any Web Content is the key when it comes to online marketing. For this reason, some gurus have suggested that it's better to choose a subject matter that you have some knowledge about, write about something that's of interest to you, or share some prior life's experience that others could learn from(ex. help someone to avoid making a mistake you have made).

I must agree that when you write on issues that you have an in-depth knowledge of, it's more fun writing and you also don't have to struggle to research the information or to write compelling articles.

However, the question is, will writing about your personal experience, or something based on your knowledge always help you to produce the kind of contents that will capture the interest of the population you are trying to target? A simple answer to this is --- it depends on the population or category of website visitors you are trying to target!

Know Your Website Visitors

You may have thousands of visitors coming to your site daily, however, they generally fall into at least 6 different categories:

  1. There are those who enjoy reading merely for pleasure or just to expand their knowledge and are not looking to buy whatever product or information you are trying to promote.
  2. Those who are looking for some much needed information to solve a problem or complete a task, free of cost.
  3. Others who are seriously looking for someone with the knowledge or a degree of expertise in a particular area to help them address an issue or solve a critical problem. These people are willing to reward you for your time, if they believe you can or have helped them.
  4. Those who know exactly what they are looking for and will make a purchase once they find that item or information online.
  5. Those who will not let go off their cash that easily. They need to be further persuaded or might be a bit hesitant to buy your product. It could also be that they need to develop a degree of trust in you or your product, before making a final purchasing decision. You might find people like these re-visiting your website time and time again, before finally making a purchase.
  6. Those who are already convinced, but just not ready to buy, maybe because they are waiting to come up with the money or it could be for other reasons.

The bottom line is, whether you choose to write on a subject matter based on knowledge, experience, areas of expertise or interest --- Content that clearly and convincingly addresses the usefulness or benefits of the product you are trying to promote will substantially increase the probability of you making a sale. Also, when readers see that you have very informative, well written web content, or a good command of your subject matter, they are likely to return for more help. Additionally, this will also increase the chance of other authoritative sites linking to your articles/site -- a good method of obtaining useful back links.

One final advice -- if you would like your population to be those who are looking to buy, willing to spend or might spend, you should always pay more attention to those "buyer's keywords".

(C) Copyright: W.MCFarlane 2012


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    • mackyi profile image

      I.W. McFarlane 6 years ago from Philadelphia

      As usual,thanks for sharing this rather informative hub Garcie. First, I tend to agree that most potential buyers will continue visiting your site numerous times before finally making a decision to make a purchase. I think this is just the psychology of most online consumers! What I think you have been doing properly is being able to gain the trust of your visitors. Secondly, you have been providing them with real solutions to their problems.

      Although,the use of "Opt in"forms,collecting email addresses and sending out regular messages to people on your list has been hailed as two of the most effective ways of establishing a relationship with potential buyers, I still think these methods are not actually tackling the most important issues that sellers need to address in order to increase conversion rates. In my opinion,giving them a few freebies occasionally,being honest to them(no false testimony etc),offering genuine advices/solutions, fair pricing,and so on are extremely important in tackling the psychology of buyers. Let them see that you are the guy they can trust. Finally,if "Opt in" forms work for some people,fine!I am just curious as to why would Hubpages consider banning these sites?

    • profile image

      Kieran Gracie 6 years ago

      The art of convincing people to buy? I wish I had it! You read that a potential buyer might visit your webpage up to 8 times before deciding to buy. I'm not sure how to set up a webpage to get those 7 return visits but, on the basis of the sales I have made, I must be doing something properly!

      The answer that most marketing gurus seem to come up with is to start collecting email addresses and sending out regular messages to the people on 'the list'. That way you can build up a relationship with a potential buyer and eventually try to get the sale.

      I do not really like this idea (mainly because I don't like getting lots of emails myself) so haven't done it yet.

      One further problem with email 'opt in' forms on your webpage - HubPages says it doesn't like sites that have these. I'm not sure if they will go so far as to ban that site but it is something more to consider.

    • mackyi profile image

      I.W. McFarlane 6 years ago from Philadelphia

      Hi Garcie,it's a pleasure reading your comments as usual! You mentioned not knowing exactly how to identify category 5 and 6. To answer this, I would say I am just being realistic or open minded,and I also listen to what other people have to say. I guess you can know a returning visitor,if you have been receiving comments on your blog/articles. These individuals will make regular positive comments time after time. As far as convincing a visitor to buy,this is something I don't have an answer for at the moment. Maybe you can tell me mr. Garcie.

    • mackyi profile image

      I.W. McFarlane 6 years ago from Philadelphia

      Hey Nikki,thanks for your feedback. If problem solving has been working for you, continue to help others to solve their problems. If they find you to be good at this,they will certainly return!

    • profile image

      Kieran Gracie 6 years ago

      Good points as usual, mackyi. My Holy Grail, as an affiliate marketer, has been to nail those people in your categories 3 and 4. The waverers and ditherers in your last 2 categories are, of course, potentially valuable but I am not sure how to identify them. How do you know who is a return visitor, and what do you do to re-convince him or her to buy?

    • Nikki D. Felder profile image

      Nikki D. Felder 6 years ago from Castle Hayne, N.C.

      This advice is well taken. I've been at it a year and still stand to be much improved. Problem solving seems to be an easier approach for me! Thanks, Nikki D. Felder