The Internet is overflowing with poorly performing web content. Some of it is just annoying! Sadly, most companies aren’t even aware that their content is the reason why their websites aren’t converting visitors to customers. Their web content may be grammatically correct. It may even be clever. But if it’s not media-grade content, it’s not working as hard is it could.
Writing web content would be so much simpler if every website visitor already strongly desired the product being promoted on that site. But most people still need some convincing. In many cases, they need to be educated first, then funneled into the sales cycle. If your content isn’t channeling people into the sales process, it may due to one of these three cardinal sins:
Sin #1: The content is too company-centric. We’ve all seen them: self-absorbed websites that seem to scream, “Look at us! See how great we are?” Yet they fail to communicate the right key messages to support all that excitement. Your website’s visitors probably aren’t all that interested in you or your business. Media-grade content tells visitors what you can do for them. Note: This also applies to nonprofit organizations. Visitors want to feel good about doing good.
Sin #2: The writing is fancy but meaningless. Flowery words, clichés, abstract thoughts and long sentences can befuddle readers. Ambiguous adjectives, such as the word “delicious” also fall into this category. Does “delicious” mean savory? Sweet? Salty? Media-grade content is tightly written using words and phrases that are easily understood. There’s no room for vagaries. Each word should either contribute to the meaning and comprehension, or it should be deleted.
Sin #3: No one cares about what’s been written. When you either state the obvious or focus on something obscure, readers quickly grow bored. This also happens when it’s not clear whether the web content is written for the benefit of the target audience, the business owner or the writer themselves. Media-grade content addresses the target audience’s needs, and uses key messages to create desire for a product that provides a realistic solution.
Producing media-grade web content is not an easy skill to develop. We’re fortunate to have writers with strong marketing backgrounds who excel at creating media-grade content. Our writers love what they do, and it shows in the caliber of their work. Call us at 952-697-5269 to get us going on your web writing project.
