Retaining the Attention of Your Website’s Visitors

Attracting people to your site is only half the battle. Once they arrive, your site has to deliver exactly what they’re looking for; otherwise they won’t waste any time going back exactly where they came from.

Optimising and promoting your site can be a laborious process. There are so many different areas that need developing and adapting to gain the best possible visibility on search engines and paid search campaigns. Meticulous SEO planning, Meta tweaking and ad text creation can be rubbished in seconds if your website is unable to deliver.

From a natural search point of view, the place that requires the most attention is your homepage. A welcoming design, easy to navigate layout and engaging introductory text will give your visitors something to work with.

With every page on your site, the main priority has to always be maintaining the interest of visitors and leading them to the area you want them to ultimately end up. Whether that’s the checkout or a particular service, you need to ensure that initial impact is sufficient enough to encourage them to navigate through.

With PPC, things are even more focussed. Being able to define the landing page to which the advertisement’s link directs towards, gives you the opportunity to be as specific or broad as you wish. The landing page though needs to be as accurate a reflection of the advertisement’s copy as possible. Simply sending people to the homepage or an arbitrary category will do little to encourage any further exploration.

Knowing where your adverts are now pointing, you need to ensure that the page is able to deliver exactly what you’re selling. Not only should it look visually appealing, but the copy needs to be able to be energising and emotive. Starting with a relevant headline, which also helps your SEO generally, you the copy should engage with the reader and really sell the product or service on offer. People have to be left in no doubt that this is the right site for them.

Copy generally plays a major part in the overall success of a website. It is a key factor in the whole construction, providing essential keywords for search engines to find and ensuring visitors have all the information they require whilst also setting a professional precedent. Top quality copy will give any site the fundamental tools for success.

Even in natural search, you have to assume that visitors can land on any page. If they’ve searched for a very specific term for which your site ranks highly, the page they arrive on has to include whatever information they may need to utilise your services. Every page on your site should maintain a good level and also offer convenient navigation. Whilst the copy provides the details, the navigational structure ensures you can move on without too much hassle. So even if your landing page isn’t what they’re looking for, visitors will still be tempted to explore the remainder of the site.

There’s no single rule to ensure visitor retention. Different people will have different expectations, there’s not a great deal you can do about that. However, you can give yourself the best possible chance by ensuring each landing page is presented in such a way that you aren’t giving people an excuse to make a hasty exit. Content is king, so don’t let your site be undermined by weak copy and a confusing layout. You’ve worked hard to attract your visitors; once they’re there, you need to do what you can to ensure they stay.

SEO Copywriting Services
To get the most out of your website's pages, why not consider Impact Media's professional SEO Copywriting services. We produce copy that really sells.