7 Easy Ways to Make Your Web Content More Engaging

No one wants to read website content that sounds like it was pulled directly from the Encyclopedia Britannica!  How boring!  Instead, people come to your website because they want to get to know you and connect with you, which is why it’s so important to make your web content as engaging as possible.

But what does engaging web content look like?  For one, it’s bursting with personality.  The people reading it feel like they know you and would consider you a friend.  The language is casual, yet persuasive when it needs to be.  And above all, it makes your readers feel like they’re more than just outside observers to your content – they’re an active part of what’s going on with your site.

Of course, creating this engaging tone is easier said than done.  However, if you feel like your current content isn’t engaging your readers effectively (as evidenced by high bounce rates and low average time on site, according to your Google Analytics reports), it’s worth investing some time in improving your writing style.  Consider the following tips:

#1 – Share Yourself

As a rule, it’s nearly impossible for your website’s visitors to engage with you if they don’t know who you are!  If your website has absolutely no personality, readers won’t feel compelled to engage, lowering your conversion rates in the long run.

So how can you open up and share yourself?  Well, the “About Me” page on your website is one great place to start.  If you don’t already have this page on your site, add it – but don’t just fill it with some boring, boilerplate text.  Instead of the default, “Welcome to my website.  My website is about this topic.  Hope you enjoy it!” use this section to share more about your personal involvement in your chosen niche and what you bring to the table as a website owner.

You can also integrate smaller hints about who you are throughout your website.  If you write a blog that teaches any kind of strategy or shares advice on how to do something, consider adding anecdotes about how you’ve applied the instructions to your own life.  Or, if you run a business or ecommerce website, add sides notes that describe why you offer the products or services that you do, based on your own life experiences.

#2 – Understand Your Readers

Engaging through web content is a two-way street.  Although you can put yourself out there all you want, you still need to understand who your readers are and what interests them in order to form a true connection.

So take some time to think about their motivations.  Why are they reading your website?  What do they hope to get out of the interaction?  The more you know about your readers, the better you’ll be able to tailor your content to their needs.

Consider the following advice from the XD Web Solutions blog:

“Another tip in understanding your readers is to write like you’re talking to ONE reader. I find that I’m more engaged when the author is speaking directly to me using words such as “you” and “yours.””

By taking the time to understand your readers and make them feel acknowledged, you’ll strengthen the relationship you have and make them more likely to convert to buyers or subscribers.

#3 – Ask Questions

People want their opinions to be heard, so one easy way to increase engagement with your readers is by asking questions throughout your website.  If you run a blog, this is easy to do – simply end each post with a question related to the post content and ask readers to share their thoughts and opinions in the comments section.

But even if you run a traditional business or ecommerce website, you can still employ this technique by making questions a part of your static content.  For example, if you sell hand-knitted sweaters on an ecommerce site, one product description could include the question, “Can’t you just imagine wrapping yourself up in this cozy sweater on a cold winter morning?”

Even if you don’t expect your visitors to answer, you’ve gotten them more engaged by activating the part of the brain that automatically thinks up answers to any questions that are posed.

#4 – Create a Story

The most effective marketers are story-tellers.  Think about any long-form sales letter you’ve ever read or any infomercial you’ve ever watched – how many of these sales tools revolve around the story of one person, whose suffering was alleviated by a helpful product?

Obviously, your story doesn’t have to be specifically tailored to sell a product, but giving your readers a clear idea of who you are through a storyline that you’ve defined is a great way to keep them engaged with your website.

To do this effectively, think of 2-3 personal things that make you unique.  By repeating these points throughout your web content, you’ll create a “character” that people will remember and want to come back to.

#5 – Use a Casual Writing Style

Sure, writing in perfect, grammatically correct English has its place – in libraries, universities and government institutions!

The best way to implement a more casual writing style is simply to write in the way that you speak.  Imagine the content on your website as a conversation you’re having with a friend.  Would you tell your friend, “I will be hosting a barbeque on the morrow and would love the pleasure of your company”?  The truth is, you’d probably say something closer to, “Wanna come over for a BBQ tomorrow?  I’d love to have you there!”

You get the idea.  Casual, engaging web writing makes use of contractions, dashes and other technically-incorrect emphasis marks to get the point across, so whenever possible, throw grammar and syntax to the wind and simply write the way you speak.  Your readers will appreciate it!

#6 – Make it Easy to Connect

If it isn’t appropriate to include too much informal content on your website, you might find it easier to engage with your readers by offering additional ways to connect.

Keep in mind – engaging your readers doesn’t have to mean coming across as unprofessional.  If you’re a lawyer, accountant or other business professional, you don’t need to fill your website with slang or cutesy stories just to grab your readers’ attention.  Your readers simply want the opportunity to get to know more about who you are as a person.

One way to accomplish this outside of your website is through the use of social networking sites, which allow you to interact directly with your readers in a less formal setting.  By connecting on sites like Twitter or Facebook, you’re able to share a different side of yourself with your visitors, without compromising the integrity of your primary website.

#7 – Experiment with Alternative Media Styles

There’s no “one-size-fits-all” approach to what works in terms of engaging your readers.  What one group of readers responds to will totally turn off another group, so it’s important to experiment with different styles and different types of delivery.

For example, if your content is text-intensive and readers don’t seem to be sticking it out long enough to take action, why not consider delivering your message through video?  Or, maybe your readers will be more likely to listen to your 30-minute treatise on a given subject if you release it via podcast. Either way, you won’t know until you give it a try!