“Continuous improvement is better than delayed perfection.”
— Mark Twain
3 Ways to Improve Your Web Content Performance
Optimization is a big word. But don’t let it intimidate you. This simply means a process that improves your web content performance.
Imagine a doctor who examines a patient and treats that patient for a particular ailment. Similarly, when your website is “sick,” a web content expert can help you “heal” it by recommending a course of treatment.
Know when to call a specialist
Three core disciplines focus on the performance of web content:
- Search engine optimization (SEO)
- Web usability
- Web copywriting
You may think this means that you need to call in three specialists to get the job done. While that may be true on a large enterprise web project, on smaller projects these roles can be filled by a single person.
Whether taken on by one person or several, they address the specialized requirements of web content.
For optimal performance, web content must attract the right audience, engage that audience with a positive experience, and convert them to loyal customers.
While it takes an expert eye to recognize the signs and symptoms, this isn’t brain surgery. The procedure is straightforward.
Begin with the customer
The performance of web content depends on how well it aligns with the needs and expectations of your ideal customer.
It follows that you should know two things about this customer:
- Who is your ideal customer?
- What does he want to do on your website?
The first question is answered when you develop a buyer persona that describes the characteristics and roles of your ideal customer.
The second question is answered through understanding the different conversations or scenarios the customer goes through to complete specific tasks.
Follow the steps in the customer journey
One of the most frequently used models in marketing is the AIDA model. This is an acronym that stands for attention, interest, desire, and action.
This is essentially the steps that customers go through on their journey to buy your product or service. Each step takes a customer closer to making a decision to buy.
Why is knowing this important for optimization?
Because optimizing web content is matching the right message to the right person at the right time.
In marketing, timing is crucial. Therefore, your messages will be tailored to each step in the journey. The goal is always to get the reader to take the next step.
Develop a plan for optimization
Just as there are levels of health care, there are levels of optimization depending on the severity and priority of treatment.
- Emergency care is for immediate or acute web content problems.
- Self care is for those who prefer a DIY approach.
- Primary care is the main kind of care that is focused on prevention.
- Secondary care is for problems that require a specialist in the areas of SEO, usability, and web copywriting.
The point of all this is that there is no one-size-fits-all approach. Each website and company is unique, and therefore each course of treatment must take those differences into consideration.
Contact the Web Content Doctor today for a FREE CONSULTATION.