Want to improve the overall user experience (UX) on your site to boost sales and conversions? Content marketing is your answer.
The term “user experience” encompasses all aspects of a user’s interaction with your business website, from ease-of-use to speed.
When people talk about improving the UX, the conversation often goes straight to the design aspects of the site. However, without the right content cues, even the best website design won’t be able to keep your customers around for long. Here’s why!
How Content Marketing Improves User Experience
What’s the main goal of your business website? Turning visitors into leads and buyers, of course.
A stunning website design alone will not be able to lead the customer where you want them to go.
Without the right content cues, your audience may not know how to navigate your site to find the answers they are looking for.
And content? Content is everywhere.
For example, think about navigational cues.
There is a difference between an “About us” section and an “Our story” section.
Both of these are acceptable, but, in certain contexts, one will be more effective at enticing the user to click than the other.
The same can be said for choosing between “Contact us” and “Get in touch”.
The former is safer, but the latter may be more appealing to some audiences.
UX and content also come together in page headings, call-to-action buttons, content forms, and everywhere else that features any writing at all.
How to Make Sure Content Marketing Works for Your UX
1. Strategize with your design team
Clear, open communication between your designer and your content marketing team is essential for UX success.
Take some time to plan out your UX strategy and make sure everyone understands the impact content has on UX (and vice versa).
2. Choose the right content team
Whether you have an in-house content marketing team or are working with a content marketing agency, make sure you are on the same page about project goals, audience personas, and design details.
3. Make every word count
Every word you put on your website has an impact, whether it’s a good one or not.
Keep your messaging clear and concise. It will help you create an exceptional user experience and reduce the risk of your visitor leaving your page after just a few seconds.
If you can, instead of creating 10 mediocre pages, craft your content into four or five excellent ones.
4. Measure and analyze the results
Without measuring and analyzing your website data, you won’t be able to know which aspects of your UX are working for you, and which ones are not.
Decide on the metrics you are going to focus on, set aside time for regular analytics check-ins, and adjust your UX and content strategy as necessary depending on the results.
How Handmade SEO Can Help
Could your website’s UX get you more conversions and sales?
Probably – if you had the right content marketing team on your side!
Here at Handmade SEO, we create and execute content marketing strategies that take into account every aspect of your business – including the user experience on your website.
Want to see how we can work together?