Do Your Website Visitors Actually Read Your Site's Content?

It's a common myth among web designers that website visitors don't want to read the blocks of text that appear on its pages. This myth has been spread by web designers because they're graphically oriented, rather than message-oriented. In some cases, too, web designers don't want to be bothered with finding professional website content providers. So, they sell the idea that the words on your website aren't as important as the design. They're wrong about that, and their mistake can cost you countless leads and sales.

Website Visitors DO Read, if There Is Content Worth Reading
Website analytic data tells the real story. Any experienced website professional can see how long visitors stay on your website. The reality is that most visitors arrive at the site, and then leave almost immediately. Sites with a high bounce rate are ineffective in doing their job. Sites that are graphically heavy and content light have much higher bounce rates than websites with informative, well-written content.

People come to your website because they are looking for information. If they find the information they need there, they stick around and read the content to learn. If they only see pretty graphics, but can't find information, they click their Back buttons and go to your competitors' websites. Information is the key to sales. Professionally written, informative website content informs the visitor and does even more. It entices visitors to stay and explore additional pages. There's one unfailing rule about website visitors: If they stay on the site and visit two or three additional pages on that site, they are far more likely to take that all-important step of becoming leads or customers.

SEO Depends Almost Entirely on Website Content
Search engines, especially Google, spend millions of dollars each year developing algorithms that help them rank websites. Today, the thing Google's algorithms are looking for is information. If keywords and phrases are connected to substantial text,  Google sees the content as informative. It ranks informative sites higher in its results because research has shown that website visitors value information highly. It is that simple.

In addition, the text content on your website is the host for your target keywords and phrases. The more text that is available, the better your website can present a range of search keywords and phrases to Google and other search engines. For the long-tail searches Internet users type today, adequate content is essential. Finally, though, it is your text content that informs your visitors. If it is well-written, informative, and easy to understand, visitors read it and your marketing message is delivered. That is, or should be, your goal on every page of your website.

Website Visitors Who Read Are Motivated Visitors
Time and time again, research and analytics demonstrate that website visitors who spend time reading and understanding a site's content are far more likely to convert into customers, leads and clients. Well designed and executed marketing copy has the power to inform, motivate, and convert. Haphazard, awkward, or error-laden content fails to captivate visitors, who quickly search elsewhere for what they need.

Don't let your web designer tell you that visitors won't read. They will. They do. And they make decisions based on what they read on a website. How your content is presented to visitors makes all the difference, but the amount of content is also important. Help your visitors understand your products and services, your business, and give them the information they're searching for. They'll give you their business.

Email Me for a free, no-obligation evaluation of your current website's content, or call George Campbell at 651-774-7999. To see examples of my web content, click any of the Work Sample links in the left column of this blog. I'd love to help you make your website the very best it can be through effective, dynamic content.