To be memorable, studies show your website content should encourage some contemplation and reflection. Saving the best for first positions your content well for rapid readers. It also provides the reader with context.
Often times, peripheral buying considerations become the themes on which a marketer can build community: opportunity, sustainability, safety, patriotism and charity.
There is no single tool or source to answer all your web analytics questions. But quantitative data on bounce rate is easy to find. You can learn how visitors arrive at your site, what they do while there, and a history of your bounce rate per page using Google Analytics or Yahoo Analytics, both free.
The call for focused, edited, or filtered information is important from one end of the buying cycle to the other. We need to create meaning.
A campfire fills a need whether for outdoor cooking, light, or warmth. A campfire is isolated and controlled, drawing people towards it even when they are lost. A mood and expectation surround it. This small, functional and aesthetic space attracts people. A call to action is also present. To keep it going, a campfire needs to be tended.
So does content.
When I prepare content for a website I answer questions posed by the four Ps: Purpose, Process, Problem, and Practice. People are making decisions everyday on what to engage with. Remember the campfire. It shows immediate relevance. Its value is recognizable. So should your content be.
Quality content resolves a need, want, or force. Website visitors start the conversation, usually with a question. Know them well enough to answer their questions. Help them counteract any opposing forces.
Understand where in the product purchase cycle your prospects are and provide them with obvious pathways to finding what they need. Show them you are different. Demonstrate your expertise.
Address problems. Offer solutions. Help visitors complete their task. Discover trails that lead to success. Product descriptions, instructions, and training are problem busters throughout the buying cycle.
Explain your product or service well enough for the buyer to make a decision. What is getting in the way? Be clear and concise. Speak directly to your target market. Simplify.
You are not fighting forest fires. You are adding kindling to your campfire. Site visitors will become a part of your circle. Let competitors put their fires out; you feed yours. Keep your site well tended with content that is fresh, relevant, and recognizable.
Quality content is like a campfire because it serves a purpose, solves a problem, attracts attention, and creates a space for conversations.