How do I… Structure Online Content for My Website that Engages Prospects?

How do I… Structure
Online Content for My
Website that Engages
Prospects.

Getting Started »

©2012 Marketing Copilot Inc. All rights reserved.

The overwhelming majority of consumers and businesses
are searching online and doing their own research before
making a purchase.
Millenials (perhaps more than any other cohort) are
demanding greater access to information and enhanced
engagement in all of their professional interactions.
And the playing field has been levelled for any emerging
company looking to extend their impact online.
It is no longer enough to have a static website that heralds
your company’s achievements.


Understanding Online
Behaviour
When
you
dra,
content
for
the

Internet,
you
must
consider
the

following:


The way people read online is
different than how they read a Word
document or a book.

Their eyes jump around on the page.
That is why short sentences and
paragraphs, bullet points, white
space and compelling headlines
work best.


When readers ‘surf’ the Internet,
they are literally “referencing”
content, quickly jumping from one
page to the next, often with several
windows open at once.

You need to be compelling in your
copy or you won’t engage the
reader; you will lose their
attention in the blink of an eye –
literally.


In the “all about me” era, if the
content doesn’t connect with the
reader’s specific interests, it won’t be
read.

This is why bounce rates on websites
are so high. You need to speak to the
reader’s pain points – show that you
understand their interests and
connect with them on a personal
level.


People have likely come to your website from somewhere
else; they don’t walk through content in a linear way. There
isn’t a lot of time to orient your readers; In fact, on every
page you have about 3 seconds, so it better be clear (to
them and to you) where they should head next.
Example:

Search
(CTR)

Landing
Page

(CVR)

Email
(CTR)


Read that sentence again; it’s important!
Whether you want your reader to click on a link, download
a document, enter their email address into an opt-in form or
purchase a product, you need to identify an active next
step – you need a call to action.
Landing
Page

(CVR)

Headline

Sub-‐heading

First
Paragraph

Body

Call-‐to-‐acIon


The Online Browsing
Process
Here
is
the
basic
process
that

reﬂects
how
people
read
and

ulImately
consume
online:

Email

Landing
Page

(CVR)

Headline

Sub-‐heading

Call-‐to-‐acIon

Body

Call-‐to-‐acIon


Your headline is your first impression; it Headline

needs to grab attention. And in order to Sub-‐heading

grab attention, it has to be about the Body

reader, a problem they are having or a Call-‐to-‐acIon

need they might have.
Your value proposition has to be so
compelling that the reader simply can’t
ignore it. The goal of your headline is to
draw the reader in so that they continue
reading the first two inches of content
on your site.


The goal of the first two inches of copy Headline

is to get the reader to continue to the Sub-‐heading

body copy. Strategically crafted content Body

provides a series of nearly subliminal Call-‐to-‐acIon

steps that moves the reader along a
path until they finally reach the end of
the ‘journey’ and take an action.


The goal of the body copy is to build a Headline

compelling case that convinces the Sub-‐heading

reader that they need to take action at Body

the end of the paragraph. Call-‐to-‐acIon

How do you do that?

What Does This Mean for You?


As
you
consider
your
online
content
markeIng
strategy,
In

every
piece
of
copy
that
you
write,
you
should
be
asking
Headline

yourself
only
two
quesIons:
Sub-‐heading

Body

What
is
the
point
of
this
content?

Call-‐to-‐acIon

What
do
I
want
the
reader
to
know,
feel
and
do
as
a
result

of
reading
this?

You
need
to
consider
your
goal
pre-‐empIvely.
Is
the

content
meant
to
convert
a
sale;
enhance
your
brand;

encourage
a
download;
establish
your
company
as
an

industry
thought
leader?

And
once
you
have
that
quesIon

properly
answered,
you
must
consider
how
you
intend
to

inﬂuence
the
reader
to
ensure
that
your
goals
are
realized.

Example...

6 Reasons You Need a Killer Content Marketing Strategy for Your Business
Headline
So you’re business is buzzing along.
First Two Inches You have a great website; it’s been optimized with targeted keywords; your value proposition has been clearly articulated, not to mention you have
those adorable social sharing buttons strategically positioned in your header.
But if your online strategy ends there, you’re pretty much doomed. Well, perhaps you’re not doomed, but you are certainly missing out on a crucial
opportunity to grow your business and scale.

Body Copy Why you need good content…
1. It’s Engaging
Content, and social media platforms like Facebook and Twitter that support and promote content, provide opportunity to engage stakeholders
meaningfully. You can ask questions of your readers, solicit their feedback, host polls and contests and network with industry thought leaders.
2. It’s Dynamic
Traditionally, online content has been static. Well-written websites would just sit on the Internet, hoping for visitors.
But everything is changing. Blogs and social media encourage the creation of dynamic content that is fresh and exciting. Take advantage of the
flexibility that content marketing provides – mix it up, share your opinion, challenge conventional wisdom, post often and be consistent.
3. It’s Accessible
With the emergence of Facebook, Twitter, LinkedIn and Google+, information has become more accessible and shareable than ever. A fabulous blog
post can go viral overnight and attract thousands of visitors (and prospective customers) to your website.
4. It’s Scalable
Content can be easily re-purposed. A white paper representing industry thought leadership can be used for a webinar series; a press release can
announce the availability of those resources; and a blog post can focus on an interview with one of the white paper contributors.
5. It Builds Brand
Content can be easily customized (and tweaked and changed over time) to establish a sense of ‘personality’ and brand in the marketplace. No matter
what kind of business you own or manage, content can help you to define your identity.
6. Your Competitors are Already Doing it
If you aren’t yet leveraging the benefits of content marketing to your best business advantage, you can bet that your competitors already are. This is a
fast-moving train, and it’s not going to stop, so it is in your interest to take the leap, or you’ll be left behind.

CTA Here are 2 How Do I guides that will dramatically help you increase interaction on your website:
How do I…Develop Content for My Website that Engages Prospects.
How do I…Optimize My Website Content


Every section on your website should lead to an action and
inspire the reader.
  Content always needs to emphasize your value proposition
  Content needs to be updated regularly to ensure it is inspiring an
action
  Content needs to integrate new trends so you can improve “time
on page”
  Content needs to be laid out for good readability

Your content is only as good as the effort you invest.


Every section of content on your website should lead to action
and must inspire the reader relative to your value proposition and
in a way that connects with each step of the buying process.

Call-to-Action
If you have not:
1.  Discovered your value proposition
2.  Mapped the buying process of your customer

Your web content will be nothing more than an online brochure
that no one reads.

If you need help with this you need to give Marketing CoPilot a
call.


How do I… Structure Online Content for My Website that Engages Prospects?

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How do I… Structure Online Content for My Website that Engages Prospects?