Presentation Pointers

Optimizing your site content

Welcome to another in a series of Vital Few Web Best Practices, this is to optimize the content of your site. Each element in any web page on your site is an act of communication. The content is the mechanism by which your website to communicate with your visitors. It is the vehicle through which the owner of the website and the visitors for their goals.

Why focus on content is so important?

HereThe central fact. Users do not read the copy. No matter how strong your story or compelling your offer, you can not find the public not to read what your message is lost. This is an important issue. Nothing on your site has a dramatic impact on business results. Content is the most important key to success, but in most SMB sites, is often neglected issues of web development. This is a big disconnect with the audience. Asked for the maximumcharacteristics required of a site and what the most important thing for web users, their rank and experience to find the reading of the contents on top of the list. (Forrester Research). Visitors want to get your site to complete the task that came and went. Interfere in any way and you lose … Big Time!

Measure how well you are doing!

Coping with this problem and quickly. If you are not tracking at least a couple of basic content Key Performance Indicators (KPI), started todaymeasure how visitors react to your content. I can assure you, you will be surprised. For most SMB sites, stay far, most of the visitors on the site in less than 30 seconds and read only one or two pages. SMB most sites not in contact with their visitors. This is not an exhaustive list by any means, but you should stop raaiwerk. Track this report. They measure the response of visitors to the content current configuration. Then you need to know what impact future improvementsGiven the behavior of users. Google offers a great program for analysis of the site for free. E 'web-based, easy and fast. Just install some Java script on each of your webpages.

Viscosity measured with visits Duration – The average time visitors spend on your site, and the percentage of visitors using different amounts of time. (based on the assumption that if your site is associated with and involve the public, stand around and explore)
Important is measured by the depth- Visit The average number of pages per visit, and the percentage of visitors who see the different number of pages. (number of pages viewed by users on our site are an indication of the relevance of content to your goals, desires and needs of the public)
Bounce rate – percentage of visitors who have only one page on your site, they say to send your site to run on the home / landing page and not only once,
Content Popularity - Track what web contentblocks, is the most popular – has received the most page views, which are smaller. This is a mini-market survey, which tells you what information and content is of most interest to your visitors. Focus on improving those areas of great importance
Exit Pages – Where are the visitors leaving your site? Watch your content pages of relief / block and monitor the number and percentage of visitors leaving your site on every page. It indicates whether the content has dropped the ball.Drop out rates are particularly important to monitor all the pages of a conversion funnel.

What are the three most important aspects of content

Meaning: What you have to say, your real message in history. Test your message by answering two important questions. 1) From the standpoint of the visitor, what are the three main reasons why users come to your site? Your site must solve the problems associated with the building. 2) What is your business Unique Value Proposition (UVP)? What canand not for your business offer your visitors what you do in the area where you work, their best solution?

Crafting: How do you say it. What prospects do you choose? How can you locate your business offers, and the site of the competition. As you can craft your compelling argument about how to create value and how they are unique?

Presentation: How to visually present the text. How is formatted to improve and facilitate researchfind content, and once was, is easy to read.

Four ways to get the results of the site to improve

DOP – Keep track of the KPI is cited. It is necessary that you learn to do to measure and monitor the results of each site you make improvements.

Presentation – This is the way to format text for easier and faster to read. It starts here, because your first task is to ensure that users are reading your content. Start withmost important, most visited, content pages (on the track this information will be given). The goal is cessation of the text presented / formatted in a typical narrative format.

Scanability – Web users to read the text, which is scanning. In this way the principles of scannability used to be in harmony with the way in which visitors to read the text on the web. If you have limited time and resources, then simply reformat the existing text without changing the amount or the actual impact, focus on making their pages moreread by the principles of scanability. The key is to break the text into short sentences, short paragraphs. Use bulleted lists, news, headlines and sub-sub-sub-headings.

Inverted pyramid – If you can not use a little 'time. While re-formatting of content to think of rewriting the contents of the main pages to go through the message header. And 'the journalist of writing. The key is to be the most important information inthe first message and the message less important, at the end of the site. Give your visitors an easy way to know that the article is about … immediately. When you stop reading at any point, will still be important information in the received message.

Contents of volume – The Internet is a deductive process, not an additive. In general, the lower the content of a site, the better. Reduce the amount of content that you currently use by half. And when you're doneCut in half again. Be sure to cover a single topic at each location. Divide the content and connect with the navigation links.

Clarity – Think of the simplicity and clarity. What you have to say, the complexity, confusion and ambiguity are many robbers. Indeed, beliefs clearly benefit. In fact almost all the obvious advantages.

Through a process of continuous improvement

Not so much to do to not faint. Only to manage the content in a bit 'at a timean iterative process, with actions of small, manageable and measurable.

Write in your voice heard – write from their point of view, rather than your own, rather than selling the performance characteristics.
Segmenting the audience and the content of which is more relevant to the individual person.
The construction of a convincing strategy that creates and maintains a positive momentum forward and gives visitors a strong reason to click on a call to action.
With the help of a formal presentation of saleAidas method (attention, interest, desire, action, Satisfaction) to craft your message.
Sequencing your content to coincide with the attitudes and processes in the minds of visitors who interact with the site.

If you make improvements and maintain their power, something exciting to happen. They want to learn what works and what does not. Over time, you can build a base that allows you not only understand, but to predict the behavior of visitors to yourwebsite.

Good luck with the optimization of content. Follow these recommendations and will be a big fuss on your site to see the results.

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