Download Free: Customer Engagement Guide<\/span><\/a><\/em><\/h2>\n\n\nBefore the click: attracting visitor attention<\/strong><\/h2>\n\n\nThe first task for any business is to attract potential customers. Before a reader ever clicks through to your website, there two things they will most likely see are:<\/p>\n\n\n\n
\n- A headline and meta description in search engine results<\/li>\n\n\n\n
- An image or video advertisement<\/li>\n<\/ul>\n\n\n\n
These represent opportunities for to capture attention and that all-important click, so let\u2019s examine them both:<\/p>\n\n\n
Crafting the perfect headline<\/strong><\/h3>\n\n\n![\"Readers](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/01\/headline-preferences.png\")
Image source: Moz<\/a>
<\/figcaption><\/figure>\n<\/div>\n\n\nMoz describes headlines as the gatekeepers of your content. There are different types of headlines, and each one serves a different purpose, but all of them represent a promise to your readers<\/strong>. Let\u2019s take a look at some of the different types of headlines:<\/p>\n\n\n\n\n- The explanation headline<\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
These are the types of headlines that present the \u201chows\u201d of a subject. Let\u2019s say we\u2019re talking about blogging:<\/p>\n\n\n\n
\n- \u201cHow to Optimize Your Content Marketing Today\u201d<\/li>\n\n\n\n
- \u201cHow Capturing Reader\u2019s Attention Helps You Earn Money\u201d<\/li>\n\n\n\n
- \u201cHow Organized Content Changes Your Life\u201d<\/li>\n<\/ul>\n\n\n\n
\n- The answer headline <\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
This second type involves answering the \u201cwhy\u201d of something. Check out these examples:<\/p>\n\n\n\n
\n- \u201cWhy Didn\u2019t My Content Marketing Take Off?\u201d<\/li>\n\n\n\n
- \u201cWhy Acting Like a Three-Toed Sloth Can Teach You About Content Routines\u201d<\/li>\n\n\n\n
- \u201cWhy People Aren\u2019t Reading Your Content\u201d<\/li>\n<\/ul>\n\n\n\n
\n- The numbered list headline<\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
Numbered lists are a powerful way to get a reader\u2019s attention because they make a specific promise. For example:<\/p>\n\n\n\n
\n- \u201c10 Marketing Mistakes You\u2019re Probably Making\u201d<\/li>\n\n\n\n
- \u201c7 SEO Tools You Can\u2019t Live Without\u201d<\/li>\n\n\n\n
- \u201c5 Ways to Improve Your Productivity Today\u201d<\/li>\n<\/ul>\n\n\n\n
These are the major headline types, but try combining two together or tweaking them to make them even more unique. Tactics that could work for you include using emotional trigger words, alliteration, a variety of formats, and more.<\/p>\n\n\n\n
Try to vary your use across different types of headlines so it doesn\u2019t become repetitive for audiences. If in doubt, use a headline analyzer to grade your headlines and break down the key words.<\/p>\n\n\n
Writing the meta description<\/strong><\/h3>\n\n\nA meta description is the text that appears beneath each result on a search engine results page. The role of a meta description is to captivate readers, complement the headline and give a sense of what is on the page in a way that makes them want to click through to your site. Even if you\u2019re at the top of a list of results, readers will still pass you by if your meta description doesn\u2019t make them feel confident in your content.<\/p>\n\n\n\n
Here are the major characteristics of great meta descriptions:<\/p>\n\n\n\n
\n- Use action words \u2013 <\/strong>Compel your readers to click-through into your site by building upon the promise of your headline using actionable words like \u201cLearn,\u201d \u201cCheck,\u201d and \u201cRead.\u201d<\/li>\n<\/ul>\n\n\n\n
\n- Keep it below 155 characters \u2013<\/strong> This is the highest number of characters that Google will show in the search results. Don\u2019t allow your description to be cut off.<\/li>\n\n\n\n
- Be descriptive (no fluff) \u2013<\/strong> Don\u2019t write something generic or broad; be specific. Describe in a quick summary what you\u2019re going to give the reader if they click on the link.<\/li>\n<\/ul>\n\n\n\n
While keeping these things in mind, make sure you don\u2019t commit the key meta description error\u2014 over-stuffing it with keywords. It should contain the keyword you\u2019re trying to rank for just once.<\/p>\n\n\n\n
VWO Testing<\/a> allows you to test different headline options and content to find the most effective way to capture readers\u2019 attention.<\/p>\n\n\n\nDownload Free: Customer Engagement Guide<\/span><\/a><\/em><\/h2>\n\n\nAfter the click: keeping your visitor\u2019s attention<\/strong><\/h2>\n\n\n![\"Visitor](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/01\/reader-attention-graph.png\")
Image source: Upworthy<\/a>
<\/figcaption><\/figure>\n<\/div>\n\n\nWhether you\u2019re writing a book or a long-form guide to content marketing, keeping your visitor\u2019s attention is a feat of psychology. Our brains are wired to respond to certain triggers, and it\u2019s these triggers that you can use right away in your content to grab attention. There are three elements of your design and content that can contribute towards this goal:<\/p>\n\n\n\n
\n- The introduction<\/li>\n\n\n\n
- The layout of content<\/li>\n\n\n\n
- Images<\/li>\n<\/ul>\n\n\n
The introduction: reeling them in<\/strong><\/h3>\n\n\nThe opening portion of your content should have two things: data and storytelling. <\/strong>Remember that every story needs seven elements:<\/p>\n\n\n\n\n- Characters<\/li>\n\n\n\n
- Plot<\/li>\n\n\n\n
- Conflict<\/li>\n\n\n\n
- Resolution<\/li>\n\n\n\n
- A theme relevant to your audience<\/li>\n\n\n\n
- A strong hook<\/li>\n<\/ul>\n\n\n\n
Building these elements during the introduction of your post is done by first establishing what it is you want to convey to your readers. Perhaps you want to convince them of something, or you simply want to make them curious.<\/p>\n\n\n\n
Either way, you can tell a story that happened or you can pose a hypothetical situation that will resonate with them. When telling your story, consider adding some links to relevant data that supports your claims.<\/p>\n\n\n
Designing the content: the layout you need<\/strong><\/h3>\n\n\nIt\u2019s crunch time. You\u2019ve introduced the content and now is where you deliver the goods. The key things to consider are how readers consume content and which device they\u2019re using<\/strong>. Let\u2019s tackle these questions and ultimately find new ways to engage your readers and keep their attention the whole way through.<\/p>\n\n\nUnderstanding how people consume content<\/strong><\/h3>\n\n\n![\"F-shaped](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/01\/f-shaped-reading.jpg\")
Image source: NN Group<\/a><\/figcaption><\/figure>\n<\/div>\n\n\nReaders don\u2019t read content, they skim it. This might be a challenge to hear, especially considering the effort you put into copywriting<\/a> and other content. But it\u2019s a fact of psychology that you can take advantage of. A 2006 study<\/a> tracked web page readers\u2019 eyes to uncover how people read content on the web. It discovered that readers consume the content in an F-shaped pattern:<\/p>\n\n\n\n\n- Users begin reading at the top from left to right, forming the upper bar of the F-shape.<\/li>\n\n\n\n
- Next, they read the second portion in a second horizontal movement.<\/li>\n\n\n\n
- Finally, they continue reading in a vertical movement that scans down the rest of the page.<\/li>\n<\/ul>\n\n\n\n
The key takeaway is that people rarely read the whole text, and the first two paragraphs are the most important parts of the page. That is where you have the visitor\u2019s full attention.<\/p>\n\n\n\n
Also, readers do read anything that stands out as they skim through the rest of the page. Here are some ways to make the rest of your content stand out during the skimming process:<\/p>\n\n\n\n
\n- Organize your content into categories and subheadings, so that readers can easily find the information they may be looking for.<\/li>\n\n\n\n
- Write the first sentence of each paragraph as a summary of the information, so the reader will still understand the message even if they don\u2019t read the whole paragraph.<\/li>\n\n\n\n
- Keep it short and succinct. Avoid waffle as it will immediately turn the reader off.<\/li>\n\n\n\n
- Use bold <\/strong>and italics <\/em>format in your text to make important statements stand out from the rest.<\/li>\n<\/ul>\n\n\n
Consider the device you reader is using<\/strong><\/h3>\n\n\nKnowing how people are visiting your site and where they came from is important.<\/p>\n\n\n\n
If someone is visiting your website through a mobile device, they\u2019ll have less time to read than, say, someone who is sitting at home with their PC. Take these steps to make your content more suitable for everyone, especially if they\u2019re visiting on a mobile device:<\/p>\n\n\n\n
\n- Ensure your site is mobile friendly <\/strong><\/li>\n<\/ol>\n\n\n\n
A mobile responsive website is important, not only for SEO but also for the overall user experience. You\u2019re not going to grab anyone\u2019s attention to your website if they have trouble viewing it. <\/p>\n\n\n\n
\n- Follow the inverted pyramid style <\/strong><\/li>\n<\/ol>\n\n\n\n
This technique will help you organize your writing in a way that puts the best foot forward, thereby following the F-shaped method we discussed earlier. It starts by putting the most important content first, followed by less important items, and then finally some bonus information.<\/p>\n\n\n
Wrapping it up: the call to action<\/strong><\/h2>\n\n\nThis is the part where, if you\u2019ve kept your reader\u2019s attention, you get a chance to move them deeper on your conversion funnel. Finish the article with a clear call to action that tells the reader what to do next. A great CTA should also avoid the common pitfalls<\/a>. Even better if you provide links to other relevant content that might interest the reader.<\/p>\n\n\n\n
The first task for any business is to attract potential customers. Before a reader ever clicks through to your website, there two things they will most likely see are:<\/p>\n\n\n\n
- \n
- A headline and meta description in search engine results<\/li>\n\n\n\n
- An image or video advertisement<\/li>\n<\/ul>\n\n\n\n
These represent opportunities for to capture attention and that all-important click, so let\u2019s examine them both:<\/p>\n\n\n
Crafting the perfect headline<\/strong><\/h3>\n\n
\nImage source: Moz<\/a>
<\/figcaption><\/figure>\n<\/div>\n\n\nMoz describes headlines as the gatekeepers of your content. There are different types of headlines, and each one serves a different purpose, but all of them represent a promise to your readers<\/strong>. Let\u2019s take a look at some of the different types of headlines:<\/p>\n\n\n\n
- \n
- The explanation headline<\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
These are the types of headlines that present the \u201chows\u201d of a subject. Let\u2019s say we\u2019re talking about blogging:<\/p>\n\n\n\n
- \n
- \u201cHow to Optimize Your Content Marketing Today\u201d<\/li>\n\n\n\n
- \u201cHow Capturing Reader\u2019s Attention Helps You Earn Money\u201d<\/li>\n\n\n\n
- \u201cHow Organized Content Changes Your Life\u201d<\/li>\n<\/ul>\n\n\n\n
- \n
- The answer headline <\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
This second type involves answering the \u201cwhy\u201d of something. Check out these examples:<\/p>\n\n\n\n
- \n
- \u201cWhy Didn\u2019t My Content Marketing Take Off?\u201d<\/li>\n\n\n\n
- \u201cWhy Acting Like a Three-Toed Sloth Can Teach You About Content Routines\u201d<\/li>\n\n\n\n
- \u201cWhy People Aren\u2019t Reading Your Content\u201d<\/li>\n<\/ul>\n\n\n\n
- \n
- The numbered list headline<\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
Numbered lists are a powerful way to get a reader\u2019s attention because they make a specific promise. For example:<\/p>\n\n\n\n
- \n
- \u201c10 Marketing Mistakes You\u2019re Probably Making\u201d<\/li>\n\n\n\n
- \u201c7 SEO Tools You Can\u2019t Live Without\u201d<\/li>\n\n\n\n
- \u201c5 Ways to Improve Your Productivity Today\u201d<\/li>\n<\/ul>\n\n\n\n
These are the major headline types, but try combining two together or tweaking them to make them even more unique. Tactics that could work for you include using emotional trigger words, alliteration, a variety of formats, and more.<\/p>\n\n\n\n
Try to vary your use across different types of headlines so it doesn\u2019t become repetitive for audiences. If in doubt, use a headline analyzer to grade your headlines and break down the key words.<\/p>\n\n\n
Writing the meta description<\/strong><\/h3>\n\n\n
A meta description is the text that appears beneath each result on a search engine results page. The role of a meta description is to captivate readers, complement the headline and give a sense of what is on the page in a way that makes them want to click through to your site. Even if you\u2019re at the top of a list of results, readers will still pass you by if your meta description doesn\u2019t make them feel confident in your content.<\/p>\n\n\n\n
Here are the major characteristics of great meta descriptions:<\/p>\n\n\n\n
- \n
- Use action words \u2013 <\/strong>Compel your readers to click-through into your site by building upon the promise of your headline using actionable words like \u201cLearn,\u201d \u201cCheck,\u201d and \u201cRead.\u201d<\/li>\n<\/ul>\n\n\n\n
- \n
- Keep it below 155 characters \u2013<\/strong> This is the highest number of characters that Google will show in the search results. Don\u2019t allow your description to be cut off.<\/li>\n\n\n\n
- Be descriptive (no fluff) \u2013<\/strong> Don\u2019t write something generic or broad; be specific. Describe in a quick summary what you\u2019re going to give the reader if they click on the link.<\/li>\n<\/ul>\n\n\n\n
While keeping these things in mind, make sure you don\u2019t commit the key meta description error\u2014 over-stuffing it with keywords. It should contain the keyword you\u2019re trying to rank for just once.<\/p>\n\n\n\n
VWO Testing<\/a> allows you to test different headline options and content to find the most effective way to capture readers\u2019 attention.<\/p>\n\n\n\n
Download Free: Customer Engagement Guide<\/span><\/a><\/em><\/h2>\n\n\n
After the click: keeping your visitor\u2019s attention<\/strong><\/h2>\n\n
\nImage source: Upworthy<\/a>
<\/figcaption><\/figure>\n<\/div>\n\n\nWhether you\u2019re writing a book or a long-form guide to content marketing, keeping your visitor\u2019s attention is a feat of psychology. Our brains are wired to respond to certain triggers, and it\u2019s these triggers that you can use right away in your content to grab attention. There are three elements of your design and content that can contribute towards this goal:<\/p>\n\n\n\n
- \n
- The introduction<\/li>\n\n\n\n
- The layout of content<\/li>\n\n\n\n
- Images<\/li>\n<\/ul>\n\n\n
The introduction: reeling them in<\/strong><\/h3>\n\n\n
The opening portion of your content should have two things: data and storytelling. <\/strong>Remember that every story needs seven elements:<\/p>\n\n\n\n
- \n
- Characters<\/li>\n\n\n\n
- Plot<\/li>\n\n\n\n
- Conflict<\/li>\n\n\n\n
- Resolution<\/li>\n\n\n\n
- A theme relevant to your audience<\/li>\n\n\n\n
- A strong hook<\/li>\n<\/ul>\n\n\n\n
Building these elements during the introduction of your post is done by first establishing what it is you want to convey to your readers. Perhaps you want to convince them of something, or you simply want to make them curious.<\/p>\n\n\n\n
Either way, you can tell a story that happened or you can pose a hypothetical situation that will resonate with them. When telling your story, consider adding some links to relevant data that supports your claims.<\/p>\n\n\n
Designing the content: the layout you need<\/strong><\/h3>\n\n\n
It\u2019s crunch time. You\u2019ve introduced the content and now is where you deliver the goods. The key things to consider are how readers consume content and which device they\u2019re using<\/strong>. Let\u2019s tackle these questions and ultimately find new ways to engage your readers and keep their attention the whole way through.<\/p>\n\n\n
Understanding how people consume content<\/strong><\/h3>\n\n
\nImage source: NN Group<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n Readers don\u2019t read content, they skim it. This might be a challenge to hear, especially considering the effort you put into copywriting<\/a> and other content. But it\u2019s a fact of psychology that you can take advantage of. A 2006 study<\/a> tracked web page readers\u2019 eyes to uncover how people read content on the web. It discovered that readers consume the content in an F-shaped pattern:<\/p>\n\n\n\n
- \n
- Users begin reading at the top from left to right, forming the upper bar of the F-shape.<\/li>\n\n\n\n
- Next, they read the second portion in a second horizontal movement.<\/li>\n\n\n\n
- Finally, they continue reading in a vertical movement that scans down the rest of the page.<\/li>\n<\/ul>\n\n\n\n
The key takeaway is that people rarely read the whole text, and the first two paragraphs are the most important parts of the page. That is where you have the visitor\u2019s full attention.<\/p>\n\n\n\n
Also, readers do read anything that stands out as they skim through the rest of the page. Here are some ways to make the rest of your content stand out during the skimming process:<\/p>\n\n\n\n
- \n
- Organize your content into categories and subheadings, so that readers can easily find the information they may be looking for.<\/li>\n\n\n\n
- Write the first sentence of each paragraph as a summary of the information, so the reader will still understand the message even if they don\u2019t read the whole paragraph.<\/li>\n\n\n\n
- Keep it short and succinct. Avoid waffle as it will immediately turn the reader off.<\/li>\n\n\n\n
- Use bold <\/strong>and italics <\/em>format in your text to make important statements stand out from the rest.<\/li>\n<\/ul>\n\n\n
Consider the device you reader is using<\/strong><\/h3>\n\n\n
Knowing how people are visiting your site and where they came from is important.<\/p>\n\n\n\n
If someone is visiting your website through a mobile device, they\u2019ll have less time to read than, say, someone who is sitting at home with their PC. Take these steps to make your content more suitable for everyone, especially if they\u2019re visiting on a mobile device:<\/p>\n\n\n\n
- \n
- Ensure your site is mobile friendly <\/strong><\/li>\n<\/ol>\n\n\n\n
A mobile responsive website is important, not only for SEO but also for the overall user experience. You\u2019re not going to grab anyone\u2019s attention to your website if they have trouble viewing it. <\/p>\n\n\n\n
- \n
- Follow the inverted pyramid style <\/strong><\/li>\n<\/ol>\n\n\n\n
This technique will help you organize your writing in a way that puts the best foot forward, thereby following the F-shaped method we discussed earlier. It starts by putting the most important content first, followed by less important items, and then finally some bonus information.<\/p>\n\n\n
Wrapping it up: the call to action<\/strong><\/h2>\n\n\n
This is the part where, if you\u2019ve kept your reader\u2019s attention, you get a chance to move them deeper on your conversion funnel. Finish the article with a clear call to action that tells the reader what to do next. A great CTA should also avoid the common pitfalls<\/a>. Even better if you provide links to other relevant content that might interest the reader.<\/p>\n\n\n\n
- Follow the inverted pyramid style <\/strong><\/li>\n<\/ol>\n\n\n\n
- Ensure your site is mobile friendly <\/strong><\/li>\n<\/ol>\n\n\n\n
- Be descriptive (no fluff) \u2013<\/strong> Don\u2019t write something generic or broad; be specific. Describe in a quick summary what you\u2019re going to give the reader if they click on the link.<\/li>\n<\/ul>\n\n\n\n
- Keep it below 155 characters \u2013<\/strong> This is the highest number of characters that Google will show in the search results. Don\u2019t allow your description to be cut off.<\/li>\n\n\n\n
- Use action words \u2013 <\/strong>Compel your readers to click-through into your site by building upon the promise of your headline using actionable words like \u201cLearn,\u201d \u201cCheck,\u201d and \u201cRead.\u201d<\/li>\n<\/ul>\n\n\n\n
- The numbered list headline<\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
- The answer headline <\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
- The explanation headline<\/strong><\/b><\/li>\n<\/ol>\n\n\n\n
![\"Banner](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_Watch-Out-How-to-Keep-Your-Readers-Attention.png\")
<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"