HOW TO CREATE A WEBSITE PEOPLE STAY ON AND READ
The majority of web users spend an average of 15 seconds or less on any given website. This is very disappointing reading indeed for any business wanting to engage visitors and encourage them to linger longer on their website. After all, the longer a customer stays on your site, the more likely they are to make a purchase or interact with the brand in some way.
Longer visits are a sign of interest, so how do you make your site interesting for visitors? Here are some pointers to help you reshape your web strategy:
- Hook visitors as soon as they land. Your landing page should be irresistible to users, making it virtually impossible for them not to click through to another page. An enticing blog title or a mention of a special offer can do the trick, along with a strong call to action. Be bold, unusual, funny, mysterious or even a bit controversial – anything to pique the interest of the visitor.
- Eliminate glitches and improve navigation. Some web users don’t click away from your website because they aren’t interested in the content. They click away because they are frustrated, either by a broken link or by complicated or confusing navigation that it makes it hard to find the information they want. Work on eliminating glitches and boosting page loading speeds, and make sure that the essential info is right there, ready to access.
- Do something different. The chances of your blog content being unique among all the billions of similar pages on the internet are very slim, but you’ve got more chance of standing out if you avoid re-hashing other content and come up with something a bit different.
- Become an authority in your industry. The best way to keep users on your site is to provide them with content that is relevant to their life or business, or that solves their problems. Show off your credentials as an expert in your field, offering expert advice and insight. Do your own research and carve out a niche, showing potential new customers how much value you can offer them as an authority and a thought-leader within your industry.
- Have a strategy for blogging, and put the time in. In order to create content that is engaging and compelling, you need to put the work in. You can’t just knock off a blog when you have a spare minute once a month – you need a strategy for researching and writing content, along with images and video to go with it. A content calendar is a good place to start, and a dedicated team working on finding the latest news, research and ideas to add to it.
- Be mobile-friendly. Along with a glitchy website, one that does not display properly on mobile screens will also send users clicking away in droves. Invest in a responsive, stream-lined, visual media-orientated mobile site and your stats for time spent on site will soon start to improve.