Every site online is consumable in some way. Whether your site is a blog that offers information, a store that sells goods, or an interactive educational platform, every element is consumed by visitors, and easy to consume content means higher readership and ultimately greater financial returns. In fact, 55% of website visitors read an article for 15 seconds or less. Most visitors only skim your post and rarely read a full article.
In fact, a manager at Medium argues for attention metrics not just click metrics:
We pay more attention to time spent reading than the number of visitors at Medium because, in a world of infinite content — where there are a million shiny attention-grabbing objects a touch away and notifications coming in constantly — it’s meaningful when someone is actually spending time
Encouraging visitors to consume your content, rather than losing them to all the other content options available, is a constant battle. No matter if your aim is to sell a product or inform readers of the latest trends, you want users to visit regularly and stay as long as possible to increase your site’s performance. The more customers are engaged with your content the longer they’ll spend reading your content.
Here are the best ways to create easy to consume content for your website that produces higher returns on your investment (ROI).
How to create easy to consume content
Choose images relevant to the user experience
Don’t use generic images, especially those you will find on every other website out there. Use images that support your content. The notion that an image paints 1000 words should be top of mind as you create your content. Use images that are both attractive and make the point you want with your text. If you can’t find an image that suits your purposes it’s easy to create one using tools like Pablo from Buffer or Canva without the need to learn complex software and spend a lot of money on design tools, such as InDesign from Adobe.
Tell a story
Create easy to consume content by telling a story. For instance, tell the origin story of your company or one of the products that you sell. Or tell the story about a customer who uses your product or a cause your company supports.
People love stories and, if you craft your story well, readers will wait breathlessly for the end of your story rather than navigating away to see what else they can find online. Think like a writer and craft an interesting story arc with a protagonist to help tell your story.
Give users what they want
To engage customers and get them to come back time and time again, you need to give them what they want. Take the time to ask your regular visitors what they’d like to see on your page or try to predict behavior and create content related to what they ask for, based on your predictions.
Getting input directly from your target audience allows you to discover missing elements you might not see on your own. Users often know precisely what they don’t like about a website. It’s your job to take those comments and turn them into positives by fixing any features your visitors dislike. After all, they won’t want to spend their time looking at something that isn’t exactly what they want.
Also, there’s plenty of competition out there on every single topic you can imagine. Create a competitive advantage by covering a topic in more detail or making your post stand out from the rest in some meaningful way.
Consider layering content, as suggested in the image above to give consumers with different needs exactly what they want as you move them towards conversion.
Break up your content
Huge blocks of text are barely unappealing to most readers. Instead of writing blocks of text, think about breaking up the text with images, videos, GIFs, and other ways of creating whitespace. Headings, subheadings, and lists make your content snackable such that readers can choose which sections appeal to them most and get the value from your content without having to read the entire post and break up blocks of text to make them more inviting.
Speed it up
Whether you are looking to improve your site’s web vitals to increase page load time, interactivity readiness, or visual stability, you want to invest in your site’s load speed, which is an increasingly important factor in SEO. Most users now want page loads with lightning speed.
- 47% of consumers want a page to load in two seconds or less
- 40% of consumers will wait no more than 3 seconds for a web page to load before abandoning the site
- 52% of online shoppers say quick load speeds are important for site loyalty
- 14% of shoppers will shop another site if they become distracted while they wait for a page to load [source]
So, if your site takes ages to load, visitors likely lose interest before reading your content.
Ensure a pleasing design
Along the lines of giving your users what they want, carefully consider your design. If your platform is funky and attracts lots of young readers, they might want bright, vivid colors and lots of visual elements to keep their attention. If your site focuses on news and attracts a more mature audience, you might want something more minimal and kinder to the eye. White text on a dark background is harder for older readers and makes the eye work harder regardless of age.
Choose the colors for your website carefully. You need a perfect balance between beauty and clarity. Not only does your color palette need to make sense for your industry, but the contrast between the background and text needs to be enough that the visitor can read text easily and not strain the eyes.
Offer customer service
Your readers and users may want to get in touch with you about whatever it is your site offers. For example, you may offer trendy news and your readers may want to know more facts and figures. If you don’t have a straightforward way for consumers to contact you, you risk losing the trust of those who land on your page. Around half of online users state they believe complete contact information is something many websites are missing. If your contact is simply an email, consider beefing up this information.
The more ways you allow a user to contact you, the better. Consider adding a toll-free number, a live chat option, a knowledge base, and a user forum. These factors all add credibility to your site.
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