5 Tips to Improve Your Business Website Content Experience
When a prospective lead visits your business website, what do they experience? What do they think and feel? Do they feel helped and nurtured? Are you answering their questions? Of course, those are general questions you must ask when it comes to the effectiveness of your business website content.
But what about the content itself – how it’s crafted, how it’s written, how it’s presented?
As a content creator, it’s important to prioritize the content experience for readers. While there can be so many ways to do this, here are 5 of the BIGGEST ways to optimize your written content within your digital marketing strategy for a more inclusive, engaging and informative user experience.
How to Write Business Website Content That Engages
You may think written content has long since lost its value in 2024. No one reads anymore, right? Don’t people prefer quick videos and graphics? Well, yes! But written content is still what makes a good website work like a well-oiled machine:
- To improve SEO with highly credible, engaging and helpful.
- To take charge of the industry dialog with thought leadership.
- To effortlessly usher users through your products and/or services.
It’s why so many businesses – and even nonprofits – maintain a frequently updated and expertly written blog page. Let’s explore our 5 business website content tips.
1. Write with an Inclusive Heart
Check your text to see how often you use first-person words like “I,” “me,” “we,” and “us” compared to second-person words like “you.” If you find that you use first-person words more often, replace them with “you” to make your content feel more conversational and inclusive.
After all, it’s not about you. Your ideal buyers aren’t choosing you for you. They’re choosing you for them – to provide their needs solve their pain points
Also, if conversing with your target audience calls for it, try to replace gender-specific pronouns like “he/him” and “she/her” with gender-neutral pronouns like “they/them” to make your content more inclusive.
2. Make Your Content Shine Brighter with an AI Assist
There are SO MANY benefits to artificial intelligence in content creation. For experts like us, it allows us – while still requiring the human touch – to create unbelievable volumes of content very quickly. For novices tasked with smaller writing workloads, AI can improve spelling, grammar and sentence structure; propose content topics; and optimize your messaging.
Great written website content is concise and easy to understand. You can use text-polishing tools like Hemingway Editor or Grammarly to cut the dead weight from your writing and make it more readable.
3. Ask Your Reader Questions
Even in this blog, you’ve probably noticed a number of different questions. They’re posing scenarios, getting you to think critically about your writing journey and why you would make certain decisions.
Asking questions is a great way to engage your readers and encourage them to become active participants in your content. You’re not just talking at your audience. You’re communing with your audience. Sprinkle questions in your headlines, subheadings and main text. Encourage your readers to interact with you in the comments section.
4. Include Links
A friend of mine who works at a competing marketing agency recently told me one of their new content writers didn’t even know to include links within written business website content. I was like, “How’d they even get hired?”
Adding internal and external links to your content obviously improve your SEO. Links create a web of interconnected content that helps search engines assess and rank your site’s authority. (You know, the whole crux behind search engine optimization?)
It can also make your content more informative and engaging. Add credibility to your assertions by linking to third-party experts. Including links to related articles, resources and additional info to help your readers learn more about the topic.
5. Don’t Forget the ‘Invisible’ Text
Alt text is often overlooked, but it’s an essential component of an inclusive content experience. Alt text describes images for people who use screen readers. It should be short, descriptive, and informative. Include photo credits, permissions and copyright information in the caption section, and make sure your alt text accurately reflects the content of the image.
Again, doing this right provides another SEO boost. Image alt text is another place to put relevant keywords that could put articles and pages atop search engine response pages (SERPs).
Let’s Improve Your Business Website’s Content Experience with These Tips
Improving the business website content experience for readers doesn’t have to be complicated or expensive. By following these simple tips, you can create content that is engaging, informative and inclusive. As a pleasant side effect, you’ll also give your readers an enjoyable and rewarding content experience – that hopefully leads to them choosing you!
If you need help, Grand River Agency has produced hundreds of business websites including tens of thousands of written content pages. Let the experts guide you in creating a streamlined, optimized and effective site with the power of expert digital storytelling.
President and Founder, Grand River Agency
With over 17 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.
