Click4Operator - Content Development

The websites we build use Content Management Systems (CMS). This means you are in total control of your website. However, writing for the web can be challenging and sometimes you can be too close to your company to really understand what visitors to your website need to know and expect to see.

Content plays a critical role in persuading your site’s visitors to take action. The content on your site must build rapport and trust with your visitors by demonstrating that your company can satisfy their needs.

Rapport is important because getting visitors to stay once they arrive at the site is a challenge for many companies. On average, 40 percent of visitors leave a site after viewing just one page, the landing page. To overcome single page visits and build rapport quickly, your site must load fast, assure visitors they are in the right place, present information in an easy-to-read, scanable format and have a professional design that inspires confidence to investigate your company further.

For each page, it is important to:

convey clearly what product or service is being offered to make your visitor feel that they are in the right place.
provide the appropriate information and tools to help visitors make a decision.
convey “what’s in it for me” to the user, highlighting the benefits of doing business with your company
break the page into digestible groups of content using sub-heads and bullets, as most web users “scan” for information
convey clearly why your company is better than the competition

The four steps of content development include establishing visitor profiles, creating the scent of information, utilizing customer-focused content and providing points of interaction with your visitors.

Visitor Profiles

The first step in providing the right content is to understand your user’s requirements by establishing a profile of the major groups of prospects that are coming to your site.

Rather than design for all people or averages, focus on the unique goals of specific user groups and develop content that satisfies the needs of those groups. For example, the profile can help you develop content for the unique requirements of purchasing versus engineering, experienced versus inexperienced or repeat versus new users.

Customer-focused Content

As your visitors navigate through your content, they’ll want to know “what’s in it for me,” or the benefits of doing business with your company. Your visitors not only want to know that you’ve been in business for 50 years, but more importantly what you’ve learned in those 50 years that can save them time, money and make their jobs easier. Click4Operator’s copywriting professionals can craft your content to feature the benefits of your offerings to clearly communicate “what’s in it for me” to your site visitors.

Interaction

Your content must persuade visitors to take a desired action, such as filling out a contact form or requesting more information…some action that will encourage your visitor to identify themself so your sales process can begin. While most web sites have a “Contact Us” link in their navigation bar, on average only two in 100 visitors click it. Click4Operator will work with you to develop a strategy and tactics to significantly increase the percentage of your visitors who take a desired action when they visit your site.

To discuss content development or any other aspect of your web needs call +91 9845165512 today or email .