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Is Your Content Boring?

By | July 27, 2012

If you’re wondering why people are getting to your website but they aren’t converting, have you ever considered that it might be because your content is boring? Getting conversions on your website isn’t just about intuitive navigation and simplified design. In fact, the words you use on your website carry a lot of weight and shouldn’t be hastily thrown together.

Here are some tips that will help you take your website content from “blah” to actionable.

Use “You” Instead of “We” Language

You should view your website content as a conversation. Using “you” makes the content all about the potential customer and they’re more likely to want to converse with you if you’re addressing them directly. In addition, unless your brand truly is nationally or internationally known, your audience most likely doesn’t already have a strong relationship with your brand when they visit your website. For this reason, they’re looking for content that speaks to their own desires and needs.

What’s In It for Me? (WIIFM)

This goes along with the tip above because your website visitors are craving content that directly addresses their needs. When you write content, ask yourself, “What am I really selling?” For example, you’re not selling grass seed; you’re selling a greener lawn.

Unique Value Propositions

If you’re involved in marketing in any way, you’ve heard about unique value propositions before. However, it’s important that you get your unique value proposition right and that it’s clear in your website content. Your unique value proposition should be contained in the headline, elaborated on in the body copy and fulfilled by your offer.

Substantiation and Proof

Your content needs to look credible and not leave any degree of doubt in a potential customer’s mind. Here are just a few ways to prove you’re credible:

  • Tell only the verifiable truth
  • Remove all vague modifiers
  • Let someone else do your bragging (testimonials and reviews are a great way to do this)
  • Substitute general descriptions for specific facts

Clarity and Conversational Tone

To develop a conversational tone, pay attention to your sentence construction, phrasing and word choice. Short, excited sentences will sound urgent, while longer sentences create a feeling of peacefulness and contentment. The key here is to know how to use sentence construction appropriately throughout your website. For clarity, you should remove unnecessary adjectives, use common language and only use commas when necessary.

Making your website content persuasive and all about the visitor is important to think about as you’re writing. When you follow these tips, not only will you write content that isn’t boring, but you’ll also stand a better chance at increasing conversions.

Have any tips you follow to make your content persuasive? Share them with us.

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About Caroline Bogart

Caroline Bogart is a Senior Copywriter / Online PR Strategist at Fathom, and has been working as a copywriter with the company since 2009. She is a graduate of Miami University and John Carroll University, with a Bachelor’s degree in journalism and a Master’s degree in communications management. Previously, Caroline was a marketing communications specialist at an industrial engineering and manufacturing company. Her marketing and copywriting background in the manufacturing industry enables her to craft conversion-friendly technical and non-technical content for her clients. When not helping manufacturing companies like Akron Brass Company, Diebold and others achieve success; Caroline gets her creative juices flowing by baking and crafting.


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