Unique web content is the cornerstone of your search engine optimization and Internet marketing campaigns. However, creating great content requires more than throwing together a few paragraphs of random ideas. In fact, there are several web content mistakes you can make that will annoy readers and cause them to take their time, attention, and money elsewhere.
To help you avoid these blunders, here are seven things you can inadvertently put into your web content that drive potential customers crazy…
Top Web Content Mistakes
#1 Mismatched Titles, Photos, and Topics
A lot of marketers will choose titles and photos they think will help their posts stand out, even if those headings and images don’t have anything to do with the actual content itself. That might be an effective strategy for attracting cliques, but it doesn’t build trust or engagement. People hate it when you take a bait-and-switch approach to content marketing, so don’t do it.
#2 Long Paragraphs
You’ve probably had the feeling of opening a textbook and seeing endless paragraphs that made your mind want to drift to something else immediately. That’s not the effect you’re looking for with your web content. Do your readers a favor and break up long blocks of text into several different paragraphs. It will make your web pages seem less intimidating, and allow for faster scanning.
#3 No Subheadings
In addition to using short paragraphs, you should break up your web content with subheadings that make it clear where your articles are going. This also helps readers to scan faster, with the added benefit of bringing you search engine optimization benefits if you use the right phrases within your subheadings.
#4 Big Words and Acronyms
Unless you are positively sure your readers are very familiar with the terms and acronyms you’ll be using in your article, replace them with more straightforward substitutions. You might be trying to build yourself up as an expert by using complicated phrases, but you won’t win any style points for going over your customers’ heads.
#5 Unverified Statistics
While the Internet is great for spreading information and ideas, it has made us skeptical of everything we read. If you’re going to use a statistic, or quote an unknown fact, give the source. Otherwise, readers might wonder whether it’s true, and if you can be trusted to deliver accurate details.
#6 Missing Comment Replies
When someone takes the time to read your article, gather their thoughts, and then post a comment or reply, you should return the favor. Even if it’s just a simple “thanks,” acknowledging them shows you’re paying attention. Plus, it invites further comments and discussion, which increases your profile and gives you more searchable content on your blog or article pages.
#7 Research Dead Ends
No page on your website should ever be a stopping point. Use internal links and calls to action to guide readers to another resource, or the next step in their journey. This helps you generate conversions, but it also ensures readers never come to a “dead-end” when they are looking for more information.