5 Ways to Improve Your Online Marketing Content & Acquire More Customers

Does your website's content improve the user experience, or does it create friction that prevents customer acquisition?

In this month's newsletter, 360Partners wants to cover an important topic: the content of your online marketing. This includes the copy of your online ads and the messaging on your website.

Online visitors do what is comfortable and feels right. They avoid pain, angst and work. 360Partners has seen that when content is relevant and helpful, visitors are more likely to end up conversint into customers

The following are 5 best practices for improving the way you speak to your online visitors:

1. Set proper expectations in your ad copy:  When a potential visitor queries a phrase into the search engines, that visitor immediately engages in another search called “the information scent.” Essentially, they are trying to find the best answer to the query they just entered. Best practice content will seek to stand out and answer the secondary question of “which listing is most appropriate to my query?”  In addition, the content should help set proper expectations of what to anticipate if a user clicks on the link. 360Partners recommends having ad copy that answers user intent and sets expectations for what you’d like them to do once they land on your website.

The example below illustrates best practice for PPC ad copy. The user query “rn to bsn online” is properly matched in the headline, “Looking for an RN to BSN?” The content of the ad copy also talks about what specific actions should take place by clicking on the link, “Get Free Information.”

2. Web content should mirror user intentions. Proper expectations should be complimented with specific messaging. When the user clicks on the ad, that landing page should immediately reinforce why the visitor wants to be on your site. If you are specific with your landing page message, you will see increased engagement and conversions for your visitors.

The following is a best practice example. After setting proper expectations in the ad copy, the landing page reinforces the visitor’s intent. In this instance, the visitor is looking for information about a specific online nursing degree. The content on the landing page clearly speaks to these types of visitors by providing information on the program and opportunity to advance closer to getting the degree.

3. Use segmentation to differentiate customer’s intentions. User segmentation is the ability to differentiate the different types of visitors to your website. For example, based on your advertising, you may be able to segment users based on demographics, psychographics, and even geography. Effective segmentation provides you with the opportunity to provide more relevant content. The content on your pages is more specific and meets the needs of your visitors. When this happens, it is much more likely to result in a conversion.

The following example shows how you might use segmentation to customize the content on your site. The content on the page is meant to differentiate visitors between basic and power users. Good segmentation makes it easier to customize the content. This creates a more engaging and personal user experience, which always leads to more conversions.

4. It’s not about you; it’s about your visitors. When the content on your page is less about you and more about your visitors, the more you will engage and convert. This requires you to look through the lens of your visitor. Content and language should be benefits-oriented and be targeted to the visitors needs. A caution is to not just list the features of your service but rather explain the benefit of each feature.

The following example demonstrates how you can make the content about the visitor. Utilizing phrases like, “Enjoy your digital life!” and the catchy reminder of why they are on this current page (caption message) will help the visitors connect and build trust with the site.

5. Make it easy for them to convert: If you are collecting sales lead information, you will probably have a lead form on your landing page. A seamless user experience with your web form should require you to be as brief as possible. 360Partners recommends minimizing technical glitches with your web form and utilizing user-friendly error messages. Make it easy on your user and you will be successful. Visitors do not enjoy filling out forms and will abandon forms that they find too cumbersome.

The image below shows a good and bad example of a lead form. The best practice example requires mission critical information for a sales representative to follow up and help the customers make the appropriate next steps. The other example contains fields that are not necessary and are significantly lowering conversion rates.

Conclusion

360Partners believes that good content can remove potential barriers to customer conversion. When you write content, remember to think about the big picture. Well designed content can smoothly convert searchers into visitors and then into customers.

If you’d like a free usability review, let us know! Contact searchmarketing@360partners.com and we’d be happy to schedule a consultation to review your web content!

About the author: Mike Craig leads an account team at 360Partners. He and his team serve a variety of lead gen clients. Prior to joining 360Partners, Mike received his Masters of Advertising from the University of Texas-Austin. He researched about new and innovative methods of marketing online. Mike can be reached at mike@360partners.com