The visual content on your website plays an important role in keeping your customers engaged, and moving them through the buying process.
Your readers are making decisions on whether or not they will read or take action on your post within a matter of seconds. If the topic doesn’t immediately appeal, they are likely to move on.
This makes crafting a concise message important. It means keeping your website content on topic. But there is another way that you can get your story across. The use of powerful visual content can take your website to the next level. Sometimes, a visual element can be used to explain a concept better than words.
Ideas to Improve Your Visual Content
- Compelling photos – We’ve all seen the stock photo of the suits sitting around a business table at a very important meeting. It’s trite and overdone. Stop using the same boring photos from the same places. There are some great stock photo sites out there now. Try sites like Unsplash or Pixabay. But whatever you do, try to avoid the stock photo clichés. They bore people, and they don’t do anything to help you stand out over the competition.
- Photos to support your products – If you are in the business of selling products, make sure your photos represent your products in the best possible light. This is true from real estate professionals to Amazon store websites. Your photos are creating first impressions of what you sell. Out of focus will turn people away. Even good enough might not work here. They need to be sharp, professional-looking photos to sell your product.
- Infographics – An infographic is a great way to show people how a complex topic or idea can impact them. For example, it can be used to show residents how their tax dollars are spent, or what kind of energy they will save by going with energy efficient appliances. The applications for this are endless, as long as the data is available. In short, infographics relate your message back to your audience.
- Consider a drawing or diagram – A drawing may represent a complex product or process in a way that is tough to explain via the written word. For example, a drawing or diagram may help if you find yourself needing to explain the inner workings of a machine, or how your unique fertilization methods can help grass grow.
- Graphs – A graph might be a really good way to illustrate how your product or service can help people save money over time. They can easily be worked in as a component to an infographic.
- Tables for product specifications – If you are looking for a way to easily explain the various features of a product, a table might be a viable option. It gives the reader the ability to quickly perform a side-by-side comparison. Sometimes your readers want to know what your product or service entails. However, product benefits are infinitely more effective when it comes to convincing your reader to take action.
What are you doing to keep people engaged in your website copy? In addition to these key visual elements, you can use bullet points, subheads and shorter paragraphs to keep people advancing through your content.
Visual content can be a great way to convince your readers to complete your call to action. Whether you are b2b or b2c, make sure that you do everything you can to create content aimed at your audience. If you are new to producing content, hiring a web content writer or blog writer can help!
Matt Brennan is a Chicago-area marketing copywriter and copy editor. He is also the author of Write Right-Sell Now.