Why Your Website Isn’t Getting Content Clicks
February 22, 2018
Your company’s new website is up and running, and you’re now starting to upload consistent content. Everything seems to be going great, but the metrics just aren’t there. No matter what you do or how much content is delivered—the clicks aren’t coming.
This can be an all too common, frustrating reality for many businesses. You’ve done all the research, put in the hard work, but are having a problem connecting with your audience. And while this can be disheartening, there’s hope!
If you think your website content isn’t getting enough clicks, you can easily fix it. But first you must identify the problem. You either have an audience problem or a content problem. Once you identify which it is, you can take the needed steps to change your situation.
WHAT IF IT’S AN AUDIENCE PROBLEM?
For some reason, your website is not appearing in front of the people who would find your content interesting. Even if you write the most compelling and fabulous content for your tarantula sanctuary, you aren’t going to get an arachnophobe* to visit your site.
But how do you know whether the problem is with your audience? Self-reflection.
Have you done some advertising recently? Maybe your advertisements don’t connect with your target customer. For example, if you sell cool, hand-crafted keychains and your target market is teens, then that recent ad on your local newspaper’s website is probably not going to bring you any qualified leads. The vast majority of teenagers are not getting on the Internet to read the local newspaper online.
That isn’t to say your ad was totally useless. Perhaps you just need to rethink your target. Maybe this ad will be better used to reach an adult who will buy the keychain for a young person in their life. Assuming you’re targeting that uncle or grandma who reads the newspaper, your content needs to be relevant to the reader. Don’t write for the teenage consumer; generate content that fits an older - yet still interested - audience.
If you still think there may be deeper issues with your website and visitors, talk to your web developers or a marketing agency that specializes in search engine optimization (SEO) or digital marketing. They will be able to help you create better online relationships and get your website in front of the right people.
WHAT IF IT’S A CONTENT PROBLEM?
Maybe the problem isn’t your target audience. Maybe the real problem is that your website’s content is not interesting or relevant. But don’t panic!
A really simple way to freshen up your website is to edit little bits of copy (“microcopy”), like page titles, headers, and buttons. It may seem irrelevant, but these small bits of copy on your page could be the very thing that is turning off your audience. So, just like spring cleaning, give your site a fresh new look with new copy.
Do any of your buttons or links say things like, “Click Here” or “Read More”? The shorthand “TL;DR” (Too Long; Didn’t Read) didn’t come about for nothing. Who reads long bits of content anymore?** Instead, write in phrases that better describe what you’re able to do once the button is clicked, like “Buy Now” or “Choose a Product” or “Learn About Our Services” or “Find Your Perfect Pooch.” (Probably wise to only use that last one if you’re a humane society…)
What if you’ve made those content changes and you’re still having trouble generating clicks? Well, here is some tough love: It’s really hard to write well. It takes time, precision, and creativity. But writing is a skill that can be learned and honed by just about anyone. Get yourself into the mindset of being a writer. Take a short phrase, toss it out, and re-write it until it is polished.
Or you could just cheat … I mean research. You never want to plagiarize and copy someone else’s words, but visit websites where you think your audience is looking, and learn how those people speak. If you’re targeting granola-eating mountain climbers with a brand new product, then visit other brands for granola-eaters—like R.E.I., The North Face, or InKind Bars. Understand the tone of voice and words they’re using, and start to mimic that style.
Lastly, get inspired. Check out Ann Hadley’s book, Everybody Writes, a fun and spunky read about writing. If you need to get back to basics, however, you really need to read the classic, Strunk & White’s The Elements of Style.
SO, WHICH IS IT?
Now, take inventory of your situation and figure out which issue your website is facing. Then, take the steps needed to get out of the rut. Only through reflection - and a little bit of time - can you go from generating zero content clicks to becoming an Internet sensation.
The choice, and work, is ultimately up to you.
*If you are an arachnophobe, then watch this adorable video about Lucas, the cutest animated spider. It’s supposed to help!
**HighRock started a book club last year, and now we can’t stop!