{"id":154,"date":"2011-06-20T22:51:11","date_gmt":"2011-06-20T22:51:11","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=154"},"modified":"2011-06-20T22:52:23","modified_gmt":"2011-06-20T22:52:23","slug":"what-does-not-belong-in-your-online-content","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/what-does-not-belong-in-your-online-content\/","title":{"rendered":"What does not belong in your online content"},"content":{"rendered":"
\"Group<\/a><\/div>\n

What do customers want to know when they’re looking for solutions to problems that you purport to solve?<\/strong><\/em><\/p>\n

Whenever we’re assigned to write clients’ Web pages we follow best practices as we do for all content.\u00a0 What ‘best practices’ call for in Web content is not so different from other forms but the Web does force the writer and editor to become a little more brutal.\u00a0 Actually, it’s the audience that’s the force at work.<\/p>\n

We like to say that customers aren’t interested in your product (or service), they’re interested in their problem. Specifically, visitors to your site aren’t interested in you so much as the need they’re trying to fill or the hard facts they’re trying to gather as the basis of filling that need.\u00a0 And this tells you two things:<\/p>\n

1.\u00a0 To the extent that your product or service is too much in the face of the site visitor, you increase your chances of a quicker “bounce”, or departure of this visitor.<\/p>\n

2.\u00a0 Ditto above if your content is jargon-heavy with with acronyms or industry-speak.<\/p>\n

Except for those pages or links that are specifically tailored for existing customers, or prospects who are well down the path to a decision, you want your Web content to widen the top of the funnel.\u00a0 So, you’re going to score points to the degree you show an interest and expertise in the problems they have, not the fixes you offer.\u00a0 Not yet, anyway.\u00a0 With this in mind, product-focused content should be avoided.\u00a0 Your ‘welcoming lobby’ should be a pressure-free zone to introduce the visitor to your business, same as your social-media strategy should be at all times.\u00a0 It’s where you start to build trust.<\/p>\n

As for the language you use, choose your words carefully.\u00a0 Use only those words and expressions that you are certain your prospects use.\u00a0\u00a0 Search engines use signals throughout social media for ranking search\u00a0 results.\u00a0 This means that your Web site is only incidental to the wider territory your prospects cover every day and in which they interact with other prospects online.\u00a0 Be sure to use the words and phrases they are looking for, not the flavor-of-the-month terminology you think is cool.<\/p>\n

<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

What do customers want to know when they’re looking for solutions to problems that you purport to solve? Whenever we’re assigned to write clients’ Web pages we follow best practices as we do for all content.\u00a0 What ‘best practices’ call for in Web content is not so different from other forms but the Web does […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[52,36,9,10,44],"tags":[11,17,20],"class_list":["post-154","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-content-strategy","category-online-content","category-website-content","category-writing-services","tag-optimizing-content","tag-sales-minded-content","tag-traffic-drivers"],"yoast_head":"\nWhat does not belong in your online content - The Write Stuff<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.write-angle.com\/thewritestuff\/what-does-not-belong-in-your-online-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What does not belong in your online content - The Write Stuff\" \/>\n<meta property=\"og:description\" content=\"What do customers want to know when they’re looking for solutions to problems that you purport to solve? 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