BOO! Did I scare you?
Unless it’s Halloween, that’s not what you want to do to your readers. That’s a quick way to lose your readers. Here are a few ways to avoid scaring away your readers:
Scare Up Some Good Content
Take your time finding content your readers care about. Interview readers, do research, and look at keywords to figure out what your audience is looking for. Once you figure out what readers want, decide on the best way to present the content so it is clear and engaging. You might consider an infographic or at least format your page to make it as scannable as possible.
Be Ready for Trolls
“Troll! In the dungeon!” Or, more accurately, behind the screen.
Trolls love to club content to death. Make sure it’s troll-proof. Make sure your facts are correct and that you’ve proofread your content enough times that you dream about it. And if trolls do get ahold of your content, know when not to respond; and if you think you should respond, do so with dignity.
Be Wary of Mummified Content
Old content can have your readers running away faster than kids from the dentist’s house on Halloween. A page on a current drug product liability case with outdated information about the status of the class action might ding your credibility or fail to draw in the leads you want.
The same is true if your page references an old law when a new one is in effect.
Updating your content also helps keep you relevant in Google’s search results.
Offer Treats, Not Tricks
Now that you’ve got your readers in your clutches, keep them there. Keep them interested.
If you promise answers on your page, give them. Don’t trick readers into clicking on an FAQ to just give them a sales pitch. If your FAQ is about what to do if you are involved in an accident, your only suggestion shouldn’t be to call a lawyer. That can be one of your suggestions, but you should also tell them to do things like get medical attention, call the police, and watch what they say at the scene.
If your content is about what to do after you leave the scene of an accident, don’t start your piece with “call the police” or “receive medical attention” unless you put it in the appropriate context. For example, you can say, “If you didn’t report your accident yet, be sure to file a report with the police.” or, “If you didn’t receive medical care at the scene, be sure to get it now.”
Apply the same idea to your sections. Make sure your headers match the section below them. It can be confusing to readers if they don’t. If your section header is about what compensation claimants can recover, don’t start the section discussing how to gather evidence.
Your Content Shouldn’t Be a Maze
There should be a logical flow to your content. Your reader shouldn’t have to wonder where your content is heading and whether they’ll get the information they came for. If your reader hits a dead-end in your content maze, they will likely click back and look for another page.
Remember, save the scares for Halloween, not your website.
For help with content writing, give us a call: 888-521-3880.