As a creator, you spend a lot of your time in crafting new content. You invest your creativity in creating something that people will read, watch or listen to. But did you know that it is not only the pure quality of your content that determines if your audience will actually like it? There are many factors influencing the success of your blog. Meta tag optimization, creating inbound and outbound links, responsive formatting: these are some of the most well-known techniques for improving the quality of your website. We know that, and we assume you’ve already implemented most of them on your pages. But what if you want to go one step further and really stand out from your competition? Which techniques should you use to enhance even more the quality of your blog articles?
Here is a complete guide to five lesser-known tactics you can implement to immediately see an increase in the number of visitors and in your conversion rates.
#1 Use CTA to Raise the Engagement Level of Your Audience
The ultimate goal of content creation is to provide valuable information for the user while subtly offering your product or service. One of the best ways of doing it is to create Calls-to-Action (CTAs) throughout your content to encourage your user to request more information about your product. The one challenge many website owners face, however, is how to present your product or service without looking too pushy or inconvenient.
How to Create a High Converting CTA
A CTA may be either very positive or very negative for your website. If the call to action appears at an inconvenient moment, if it is poorly designed, or if it contains basic grammatical mistakes, it is very likely your user will leave your website to never come back. If, however, the CTA is well-designed, non-intrusive, and visually pleasant, it might become your best ally in generating quality leads.
Therefore, you should keep in mind the following rules when designing your CTAs:
- Use a highly appealing image to support your text: it is much easier to cause a great first impression if you combine images and text rather than use just text.
- Present a maximum of one CTA per a thousand words: if your article is short – i.e., less than a thousand words – limit yourself to one CTA. If, however, you produce longer content, you may use more than one CTA. The best way to proceed here is to design different calls to action based on different topics of your article. Avoid using the same speech every time, or your user will quickly become tired of your pages.
- Use perfect grammar for maximum conversion: the reliability of your pages strongly depends on how well they are written. Grammar mistakes, confused structure, unclear ideas, among other flaws, will negatively impact your conversions.
#2 Create Infographics to Visually Organize Important Information
Humans are much better at remembering images than at remembering texts or sounds, so creating infographics is a great way of making your brand more memorable. There are many variables that must be considered when designing astonishing infographics, but the most important ones are how you process your data, the flow you give to your infographics, and the visuals of it.
How to solve these issues? First and foremost, an infographic is not simply a visual representation of raw data. You must process the information, reduce its complexity, and choose the most significant indicators to be presented in the body of your infographic. This, however, is not everything. Use visual signs to orient your user through the information you are presenting. What are the first variables your user should understand? Where does the story start? How can you visually represent a cause-and-effect relationship between different indicators?
Finally, the third essential part of an infographic is the visual display of it. Is it comfortable to read? Is the size of the font acceptable? Are the images relevant and stimulating? All these factors must be considered when organizing the display of information. Have a look at the following example of good practices in the infographic world (click on the image to access the full picture).
Canva: A Great Application for Creating Infographics
One of the most well-known websites for creating infographics is Canva. While not designed specifically for this purpose, its design options allow you to easily create visually appealing material. The platform is easy to use and free (with premium content offered for a separate fee). Not only that, but the website offers dozens of pre-formatted templates to help you start designing a great infographic in just a few minutes.
#3 Format Your Articles According to the Internet Standards
Internet formatting standards are considerably different than book guidelines. Not only that, but the rise of mobile devices has brought its own revolution to the way we structure articles and pages on the web. The possibility of integrating various forms of content on the same page allows you to break away from the rigid structure of books and gives you the freedom to play around with elements to create attractive visuals while delivering valuable content.
Write Short Paragraphs for a Better User Experience
The first characteristics we observed to be of high importance is the length of your paragraphs. The longer the paragraphs, the more complex the articulation of ideas become. The user normally gets tired and confused if there are only one or two paragraphs in a one-thousand-words article. Therefore, it is better to break down your post into short bits of content and develop them around short paragraphs. Stick to one or two paragraphs for each idea, and make sure you offer a smooth transition between the parts of your text.
Use Informal Language for a Higher User Interaction
The second element which is relevant is the tone of your article. Except if you are dealing with a technical subject, try to use a more informal approach. This derives directly from the nature of the internet: users are normally looking for intuitive approaches and explanations to the topics they are searching. Nevertheless, this does not prevent you from creating a more in-depth, sophisticated document for the subject. If you want to proceed this way, our suggestion is to create the complex document in a PDF format for download – which also allows higher visual flexibility and more beautiful designs – and present a detailed summary of it for your visitor.
Implement Typographic Rules for Easy-to-Read, User-Friendly Articles
Last but not least, the third component of a highly effective article is the typography of the page. Typography concerns mostly the formatting and the style of the fonts and paragraphs on your page. Have you ever opened a website with long lines of text? Didn’t you feel tired while reading the content of its pages? How many times did you have to re-read a line because you simply got lost in the middle of it? Take a look at the following example.
This is a case of bad typography: the lines are too wide, and the number of characters per line considerably exceeds the maximum threshold of 75 letters. In addition to that, the font is relatively small, making the process of reading much more tiring and unpleasant. Now pay attention to the following example:
This is a great example of how a proper typographic distribution looks like: the width of the lines makes the scanning of text very easy and the fonts present a good size.
#4 Curate Content from Relevant Sources
Not everyone is familiar with the concept of curating content, but its principles are very easy to understand. If you have already been to a museum exposition, you probably noticed that there is always a “curator” behind the scenes. An art curator is responsible for researching the work of an artist, selecting appropriate pieces of art, organizing them in a seamless flow, and describing in detail its characteristics and qualities.
The job of a content curator is no different. There are millions of websites on the internet, and it is not uncommon for a user to get lost among so much information. The content curator is responsible for choosing a relevant topic, for example, “online marketing” or “ content marketing,” researching the biggest authorities in the field and organizing relevant content to give a structured guide to the audience.
This also gives you the opportunity to start developing partnerships with other websites by curating their content on your articles. You can present their articles and reach out to inform them about being published on your website. This usually results in good long-term partnerships for your company.
#5 Create Meaningful Headlines that Truly Reflect Your Content
How many times did you click on a Google result that promised to deliver exactly what you were looking for just to find an entirely different content on the landing page? This type of behavior is called click-baiting. While undeniably effective for those who want to get a high amount of clicks, click-baiting is extremely harmful to your brand, and it might cause the user to simply never come back to your website.
To avoid this issue, make sure each of your headlines is relevant and avoid the temptation of writing many headlines to try to get better organic rankings. Although headlines are relevant for SEO, search engines are aware of the bad practices in this context and you might be penalized if there are too many irrelevant headings on your page. The best course of action is to focus on delivering a user-friendly flow of information with relevant titles for your visitors.