Improving Website Engagement Means Getting Your Site Visitors to Stay
On Saturday mornings, the station my clock radio is set to play “Living on Earth,” a show about environmental topics. After a brief intro on the show’s topics, the host Steve Kirwood says, “Stick around!” before cutting over to the local news.
I’m not sure if his jaunty delivery makes more people stay tuned in through the news break, but it sure has stuck in my head. And it comes to mind today, because getting visitors to stick around on your website is a critical component in your site’s marketing and lead generation success. Here are some tips for encouraging deeper website engagement.
What’s in It for Them?
Make it impossible for your audience to miss what’s in it for them. Forget your years of experience and and your awards and how great you are. That’s not going to get them to stick around. (Yet.) More on this below. Make sure your value proposition is front-and-center.
Often overlooked in the focus on being informative — which clearly is critical — you should also pay attention to whether your content that is fun to read, view or listen to.
B2B shouldn’t mean “Boring to Boring.”
We’re all people — even when we’re in the office — and we all like to enjoy even the mundane moments of our day. No, you’re not likely to make your B2B site as bingeworthy as the latest Netflix hit, but you can make people smile. And that’s going to help keep them engaged.
Because you can’t be Netflix, you have to be valuable. It’s just that simple. People aren’t coming to your site primarily to be entertained, anyway; they’re coming to learn more about how they might solve a business problem. Help them do that, and they’ll not only stick around longer, they’ll be back more frequently.
All of the above implies good writing, but it’s worth pointing out that your content has to compete with a lot — not just other firms offering the same service, but all the fun stuff on social media and everywhere else. You have to craft more-than-passable prose.
If you can afford to hire a good writer, do so. Work with her or him often enough so he or she knows your company and your products inside and out and can craft a strong story.
If budget is an issue and you have to do the writing yourself even though you’re not 100% confident in your skills, go against your instinct to write less. Write more. The more you write, the more quickly your writing will go from questionable (or wherever it is now) to captivating. That’s your goal.
In your writing and the way you organize your site, think from your prospect’s perspective. If you’ve presented your value proposition properly, you’re well on your way. Keep that value central to all your writing, as well as your site’s navigational controls and structure. Even your calls to action should follow this principal and answer the question, “What would someone who’s just consumed this piece of content be interested in next?”
Ask for the Sale
Speaking of calls to action, find the balance between overdoing it and never doing it. You may not be literally asking for a sale, but you should be asking your audience to take the next step in building a relationship with you. Get them to take that next step by making the next step logical and rewarding.
With these ideas implemented on your site, you should see an increase in engagement metrics, like average session time and number of pages viewed per session. You are tracking these data points, aren’t you?
By they way, if you’re wondering why I have an alarm set on Saturday mornings, so am I. Our dogs always have me up before the alarm goes off, anyway …
Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.
His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications.
Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")