Visitor engagement is the single most underrated optimization area that website owners overlook. Ensuring that your visitors stick around and take action is the sole purpose of your website, and it is easy to do.
Let’s look at a few common mistakes you are probably making with your website regarding your content and visitor engagement and how to shift your website’s message to better resonate with your users.
You might have machine-written content.
If your website copy is too formal and has the tone of a professional resume, you are not connecting with your audience.
There is no shame in being quirky and making your copy feel warm and fuzzy to give a personal touch and add some flare to your website. Speak to your target audience, not an invisible audience. Your website visitors are, in fact, human beings.
You might not be rewarding your visitor.
When a visitor arrives on your website, they come for a reason; this may be out of curiosity or because they are interested in the context that surrounds your website.
Give every visitor something they can take with them from your website.
Everyone expects a value of some kind, an offer, or at the minimum, expect an actionable result for the reason they landed on your website. Whether this is relevant content, the answer to a question, or a unique method to snatch up a product or service offered.
You might not be transparent with your intent.
You know what you are selling. You know what actions you want your visitor to take. Be boldly clear with your message and what you want from the visitor. Proudly display a purposeful featured image or a catchy headline that ultimately informs the visitor of precisely what you want from them.
Never be subtle with your content message, and never assume that the visitor is well-informed.
If your content does not adequately guide the visitor with your website’s intent front and center, the visitor will quickly become lost and bounce.