You do a lot for your website’s success. You employ a blog article writing service, make sure your content is SEO friendly, post it around on social media to attract traffic. Trust us; we know you go to lengths in order to make your site, and ultimately your business, is as great as it can be.
But this falls apart if your landing page isn’t spectacular.
Internet users looking for content online typically have short attention spans and a shallow eye: a website that has a good layout and content that they can look at immediately will stay and looking into the website more. An ugly landing page and no content means they’re gone, and that’s money walking out of your pocket. A quality blog article writing service will know this.
The content issue you can fix. There are ways use a blog article writing service and the blogs it generates for your site to keep someone’s attention, but that visual and eye-pleasing element is still necessary to reel someone in.
Your landing page is a mini job interview.
The interaction your landing page has with your audience is very similar to a person at their first job interview. Your audience is scanning the site up and down, listening to what it has to tell them, but also looking at its appearance. Can you nail a job interview in dirty jeans and a ripped tee? Didn’t think so.
Treat this page like you are advertising yourself, much like you would need to advertise yourself upon trying to get a job. Go down your landing page and ask “would I hire this website?” If you say no, it’s obvious that here’s a disconnect somewhere. If you believe the problem is purely aesthetics, you know exactly where to start.
Don’t let your blog article writing service neglect typography.
Who doesn’t love a good font? It can be fun to mess around with picking out new and inventive fonts your first go-around on your site, and that’s fine. You want to do something different; use something no one else has. Sadly, this is a case where blending in with the crowd will help you immensely.
It’s not to say you can’t have some creativity, but readability is king when it comes to your landing page. This includes body and header font size and color, as well as how dynamic the wording is in general. Pick a body font that is well-worn and time-tested: Arial, Tahoma, Georgia. Your accents can be flashier, but don’t go too crazy. If your audience can’t read the font, it’s simple: they’re leaving.
Don’t worry. Your text doesn’t have to be lifeless. Learn how to break up your information for easier reading, pick a site color scheme that both works for visibility and aesthetic design, and utilize borders and HTML tricks to bold and box your important info. Luckily this isn’t something you have to be a degree-holding professional to figure out: there are tons of online resources for learning how to use HTML properly.
Utilize tools that work with you, not against you.
A common reason site builders neglect to make their landing pages more dynamic is that they simply don’t know how. As big a techie as you might be, all the coding knowledge in the world can’t help you with your sense of design and aesthetic.
The opposite is also true: someone can know a lot about graphic design and have a lot of sense for color and schemes, but it’s useless knowledge for their website if they can’t code.
Maybe you don’t fall so neatly into this spectrum, but you can still reap the rewards of simply admitting that maybe you aren’t so great at one or both skills. Instead of taking on the project yourself, find a resource that will do it for you.
One such website is Instapage. Instapage is an easy-to-use page creation tool that works in sync with your already existing website and has templates and tools to make your site look dynamic instantly. You don’t have to know lines of code or have a design degree to make your page great. They’ll do it for you.
Know how to handle images.
Images do make webpages dynamic. It IS a good idea to include them. However, website creators can sometimes go very overboard with this idea and accidentally clutter their site too much. A good rule of thumb is that for a static page, no more than two images allowed, not including your header if applicable.
This means that your site won’t instantly look better if it has a bunch of moving images and flashing slideshows to try and entice someone. Keep things realistic. If you want to use a slideshow format, keep it to slides that are necessary and tone down the visuals. Use high quality images that the audience member can connect with and associate with your website. Even keeping just these two thoughts in mind can make a world of difference.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.