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Put Your Web Content On A Diet
You may not be aware of this but when someone comes to your website, they're not actually reading the whole web page that they've landed on. On average, 79 percent of visitors coming to your site are just scanning for certain words and phrases on your page (keywords and keyword phrases) that are relevant to what they were web surfing for.
Add into this mix how we access content today via the use of smart phones and other devices such as tablets, the way someone may be reading your copy can be totally different from the way they read a page on their desk top or laptop pc. So the question for the day is "How do you write web copy that is easily read on your website?"
Honestly this is a tricky question, and what's happened is that a lot of content writers have been trying to address this problem by writing articles (or copy) that is either too short or too long in length. Let me explain what happens when your content is too long or too short:
- You're audience doesn't engage properly with your content.
- Your conversion rates are lowered.
- SEO efforts suffer
- Retention rates suffer (bounce rate measured in Google analytics)
An experienced content writer can do a few things to address these issues and make your copy much easier to read...
Sir...step away from the website...and see if you can actually read it.
Take a good look at your site's web copy, is the font easily read? If you're having trouble reading it someone else is probably having the same problem. Is the length of your articles too long for someone to read? If you can honestly answer yes, then you may want to trim you copy a bit, or take that humongous article and make it a two article series.
Use Google Analytics
I mentioned this in the beginning of the article and for good reason...for those of you who are not familiar with what Google Analytics are and what they are able to do for you and your site then I want you to click here for a general overview of this free product. Analytics gives you a better idea of what's actually happening on your site...who's visiting, how often do they visit, how long are they staying there, etc.
Write Compelling and Informative Articles
This is something that's a given. Any copywriter or content writer should be aware of this by now because your "Uncle Google" is watching. Google with it's last update called "Panda" changed the rules again for web writers. It's not just about writing an article that's got a certain keywords density, it's about writing content that entertains and also informs your target audience, and if you don't you're going to be penalized (and possibly have to sit in the corner having a Time Out ) as your Google punishment.
Try and Try Again
So, after you've written that article and posted it to the web what's next? Well your going to want to check your results out via your analytics. How long are your readers staying on your pages? Is that article that you wrote a bit too short or possibly too long? The only way to know for sure is by testing...trying out a shorter article vs a longer one and I know that it doesn't sound like it's too scientific...and it's not.
There's no "Rocket Science" here, just good old fashioned testing of this approach or trying that approach...it's the only way of knowing what's working on your site and what's not. Now if you're an experienced writer then you know about his stuff...but if your the owner of a business blog or website then you may or, may not and in that case you should take on the services of a professional content writer who can help you in these areas.
Lew Newmark is the owner of KeyWords Media, a company that specializes in website and blog content.