There’s a reason we tend to visit the same store whenever we need something. This is why we use the same barber or eat at the same favourite restaurant time and again. In fact, we patronise certain businesses repeatedly because they provide us with a positive experience, which in turn creates a feeling of loyalty towards their brand.
The same thing happens online. Providing your website can continuously pass the user experience test, you’ll always have visitors coming back to your site and customers who become loyal fans. Subsequently, user experience plays a huge role in attracting traffic and converting users into leads.
A great user experience involves visitors being able to find everything they need on your site quickly and with minimum hassle; therefore, it’s up to you to make sure your website meets the expectation of users for a positive experience.
While many website owners spend a lot of time focusing on UX elements like page design, load speed and navigation (all of which are vital for positive UX), not enough of them consider the role content plays in meeting the expectations of users.
Content is a vital component of every website and plays a huge role in making a positive impression and encouraging repeat visits. For this reason, it should play a big part of your user experience improvement.
Read on further to learn more about UX improvement.
1. Work with proper content writers
As we’ve already established, strong content produces valuable user experience; it makes your visitors feel positive about your products, services and brand in general. When you have content that creates a connection with your visitors, you can be sure of improved conversions and better sales. For this reason, make sure you have original, relevant and high quality content on your website that’s consistent with your brand and effectively communicates your value proposition.
Look for in-house talent within your company who can create good content that will provide value to your readers; if you can’t find such a person, consider working with professional writing services. You can find dozens of cheap content writers who can write in a way that will appeal to your audience.
2. Communicate effectively
One common mistake inexperienced copywriters make is trying to impress the reader by writing long, complicated content and using bogus language. This style of writing will neither convey your message properly, nor provide the ultimate user experience. Remember that part of a positive user experience is when visitors can understand and connect with the information on your website, without wasting too much time.
The content on your website should work for and not against you. Subsequently, the words, style, grammar and language should compel, rather than confuse the reader. This is one of the easiest ways to make sure they come back.
If you discover you’re unable to communicate your value proposition effectively, you should consider working with a content agency. One of the attributes of a good business owner is knowing when to outsource certain tasks to the professionals.
As long as you can convey your message in a clear and concise manner, you’ll see that user experience on your website will be much improved.
3. Create user personas
A proper understanding of your target audience is vital to the success of your UX improvement. Before writing content, first take time to find out who your visitors are, why they come to your website and what exactly they’re looking for. This knowledge will help you create content specifically tailored to your users.
Creating a user persona is one way to make your website more effective. Without knowing certain details about your visitors, you won’t be able to provide them with what they need. There are many methods you can adopt to procure information about your visitors, including a simple survey they can use to offer information about their particular tastes and preferences. If implemented effectively, the information you glean from this exercise can help enhance your content marketing efforts.
4. Create a compelling voice
The ability to create a direct connection with your visitors is critical for user experience. Visitors can easily convert to customers when they feel like you’re talking to them directly, rather than sending a generalised message. A compelling voice is vital if you want the content on your website to rise above the noise of others within the industry.
Creating a compelling voice through your content is no easy task. This is why you’re better off working with a web content writer who is skilled in the art of creating connections via words. A content creator will know the best way to combine words, so that your visitors are equally entertained and informed. This will make for a great user experience.
Knowing the effectiveness of your content marketing strategy will help determine the areas in which you need to improve upon. Many owners make changes to their website and assume it will yield the desired results, without bothering to have in place a system of measurement.
Google Analytics is a great tool that discloses vital information about visits to your website; this includes the pages visitors stay on the most and areas of your site where you experience the most ‘bounces’. This tool can help you discover what it is about your site that confuses customers, as well as what causes them to leave. Armed with this information, you can easily identify any information gap and fill it with the required content.
Even though functionality matters a lot, there’s no denying the role of user experience in SEO. So much so, a proper understanding of your Google Analytics metrics will help you pinpoint areas where your website needs help, so that you can improve user experience.
6. Call to Action (CTA)
A ‘Call to Action’ is a vital aspect of any successful website. If visitors land on your site, find what they need, but don’t know how to get it, you will have failed the user experience test. Research has shown that ‘Call to Action’ buttons perform better if placed at the same point on the page where the user found the information they need. It’s never a good idea to plaster CTA buttons everywhere; this will only serve to confuse, rather than compel the user to take the necessary action. Instead, employ a strategic approach and place your CTAs at the point where the user is likely to make a decision.
Apart from encouraging better engagement, well defined and strategically positioned ‘Call to Action’ buttons show users that you know what you’re about, which will help boost your brand reputation as an industry authority.
Often, we work hard to ensure our website ranks high and appears for relevant search queries. However, in doing so, we can sometimes neglect to realise how important it is to give visitors the best possible experience when they do land on our website. After working on the technical aspects of web design that ensure great user experience, it’s vital that we also address the content, which is what brings these visitors to our website to begin with. The suggestions proffered above will at least help point you in the right direction.