Are you doing the right things to increase engagement on your site? People come to a site for a reason. If the information they want isn’t readily available, they won’t waste time digging through a cluttered website. Online competition for audience attention is fierce. Here are four principles to bring your customers to your page.
Show up in search
One universal strategy to keep your website at the top of your most important keywords is to dedicate time and resources for regular maintenance, especially when it comes to updating content. Search engines recognize when newsrooms, blogs, FAQs and other such pages are updated. They add these factors into their equation when determining search rank.
Help visitors find what they need
Structure content and navigation around your customer’s challenges and needs, instead of solutions or products. Put your industry knowledge and expertise on display with meaningful section titles and headlines. Skip the sales pitch and demonstrate leadership around a topic or industry.
Provide different content
Where visitors are in the buying cycle, as well as their personal preferences, will inform what types of content they want. Some may prefer a quick video while others want an in-depth written analysis. By providing three or more content formats, you’re almost guaranteed to connect with most visitors.
Launch, learn, modify
Launch top-level pages but be prepared to evolve over time as you learn which content visitors engage with most. Select a few meaningful metrics to track site performance change as needed from content to navigation and layout.
Carolina Macedo, the author, is Project Coordinator of Marketing Keys.