There’s wisdom in the old adage “less is more.” This is true even in online marketing where too many businesses appear to take the opposite approach.
A clean, concise, and minimalist execution can help you stand apart in a sea of clunky, verbose, and cluttered competitors.
Internet users – and your potential clients – are busy. Show them you respect their time by providing an efficient browsing experience. Below are three ways to pare down your online marketing style and make it more appealing to web users (and search engines):
1. Get Active
Switch to an active – versus passive – voice and your web content will become more engaging, efficient, and clear.
What’s the “active voice”? Leading Internet authority Grammar Girl describes an active sentence as one in which “the subject is doing the action.” Here’s an example of an active sentence: “The panda picked up the bamboo and proceeded to eat lunch.”
In a passive sentence, the “target of the action gets promoted to the subject position,” according to Grammar Girl. Here’s an example of a passive sentence: “The bamboo was picked up by the panda, who then proceeded to eat lunch.”
The passive voice isn’t grammatically incorrect, but it tends to be wordier. Ergo, switching to an active voice will help you eliminate unnecessary words. Bonus: The active voice more clearly conveys ideas, whereas the passive voice can be vague and even muddled.
2. Break Information Up Into Bite-Sized Morsels
Long, unbroken chunks of text are unappealing and daunting. Who has time to read 1,000-plus words? Your readers want quick and simple answers and information.
One way to provide this is to visually break up text into smaller pieces. Headings and subheads are a great way to organize information and highlight key concepts, such as “Common Complications of Head Trauma in Children.” Bullet lists are another way to highlight important information for quick and easy scanning. Also, avoid overly long articles and blogs. Use article or blog series to tackle more complex topics.
3. Write for the Reader and Don’t Over-optimize Web Content
Forget old standards for keyword density, a la “You have to use your keyword ‘x’ number of times per 100 words.” Today’s Google algorithms actually ping websites that over-optimize and use too many keywords. This “keyword stuffing” is bad for search rankings and user experience.
Ditch awkward, keyword-stuffed sentences like “A Dallas car accident lawyer can provide answers after a Dallas car accident.” Instead, limit the use of keywords to where they’ll have the most impact; page titles, meta tags, and headings. Sprinkle the keywords throughout the rest of your content in an organic way.
At We Do Web Content, we practice what we preach. Our clients get clean and concise optimized marketing content, every time. Contact us today for more ideas on how to impress clients and climb the search rankings. Call 888-521-3880 or complete this online contact form.