Every day, internet users are introduced to thousands of different kinds of content as they explore the web. No matter if they are using a mobile device or a desktop computer, content is thrown at you nearly every turn you make on the web. With all of this content available, in order for your content to stand out from the rest, you need to construct it in a way that will pique interest and make users engage with your content. Marketers spend hours of research to make great content but also need to focus on how that content is presented to the masses. By having engaging content, businesses can benefit from:
- A potential increase in leads.
- An increase of a return visit.
- Increasing your search rankings for targeted keywords.
- Developing brand loyalty.
- Improving your brand’s presence.
To help craft engaging content for your website, below are seven ways you can use your content to increase user engagement.
With all types of content, you want viewers to click on your content as well as making them feel the need to click. This is where optimizing your metadata comes into play. You want to make sure that the meta title and description of your content are crafted in a way to increase clickability while increasing interest. By optimizing your titles and descriptions you can lead users to the initial stages of engagement, which could, in turn, cause a conversion but the important part to take note of is if your optimization piqued interest in the first place. Below are some best practices when it comes to title and description optimization:
- Insert target keywords into both title and description.
- Speak directly to users.
- Provide enough information to pique interest.
- Be short and concise.
When coming up with titles and headlines for your content, opt for a more captivating speech as this will entice users to read your article over others when searching on the web. Be creative and put yourself in the user’s shoes as to what type of headline you will more likely click on. The title “The Ultimate Guide To Link Building” is more creative and interesting than say “Learning About Link Building.” In addition, it is best to use terms to tell people what they are about to embark on if they click on your link. By adding words such as “tips,” “tutorials,” “hacks,” etc. your readers will know how the content will be structured and choose if it’s the best type of read for them.
Optimize for Speed & Responsiveness
It is no mystery that page speed is a huge factor when it comes to the success of your content and website in general. No matter how well your content is, there won’t be any traction from it if the page takes a while to load, as users will opt for a faster loading website. If you determine that your page takes more than three seconds to load, then you will need to dive into some serious speed optimization.
Design For Ease
Your target audience has clicked on your content from search results, awesome! However, if your website is hard to navigate then they are less likely to explore the other facets of your website, which will take away from any potential leads you could get from that one piece of great content. You want to make your navigation as simple as possible while structuring it in a way where top-level pages are first to be seen, then users can make their way through posts and pages that handle sub-topics related to your business. The more pathways you have to relevant content, the more likely your audience will enjoy being on your website and that will increase your engagement.
Focus On Aesthetics
When crafting pieces of content or just web design in general, put an extra focus on aesthetics. Aside from great content, the page itself should be appealing as well and keep the reader intrigued with your page. This is something that tends to be overlooked when creating content for a website, but shouldn’t be. The amount of white space and visuals used on the page is just as important as the content itself. Ask yourself, would you want to stare at a page filled with paragraphs or a page with content broken up nicely with images? Here are some web page layout tips you can use to help make your page or post more appealing:
- Optimize page focal points according to the rule of thirds.
- Make use of images every two to three paragraphs.
- Use visually striking images or graphs to enhance content.
- When using images, make sure they are optimized and compressed for speed and SEO.
- Ensure content is optimized and responsive for multiple devices.
When it is all said and done, you want to be able to showcase content that not only readers want to read but content that is valuable to them. Focus on quality over quantity by offering unique perspectives, create a unique voice, and essentially become an authority over others in your industry. Create content that people will search for over your competitors because you make your audience feel like your content is the most valuable to them.
If you want to increase your engagement with your users, you are going to need to show you are willing to engage with them. The best way to do this is through personalized content no matter how you serve it, people want to feel a connection with a brand or company. You can capitalize this by obtaining email and other contact information of your users to retarget them with newsletters or other paid promotions. Other ways to engage with your audience include:
- Responding to comments either on your website or through a social media platform.
- Employ a chatbot to your website.
- Retarget users with relevant content.