Anyone launching a new website needs to do so with user engagement in mind. User engagement is how a person interacts with your website. When building your website it’s essential to consider how to entice visitors to read your website content, subscribe to your newsletter, make an enquiry, get in touch… Writeable, based in Buckinghamshire, create website content that helps boost user engagement.
Simply put, user engagement is when your website encourages visitors to read your content, engage with your site and entices them to purchase from you. A website with high engagement indicates a loyal audience who return regularly to place more orders because your website succeeds at walking through the purchase process.
There are several ways users engage with your website, let’s take a look at some of these:
When a visitor to your website starts clicking through and reading other pages, this is considered engagement. The visitor is showing active interest in your business and its products or services. The more time a person spends investing time on your website, the greater chance there is they will purchase from you. This is why your website content needs to encourage user engagement.
Good quality images and videos can enhance the user’s journey. Video is an important visual component to engage visitors and bring your business to life. However, only upload high-quality visual content because poor quality visuals won’t generate the desired engagement.
Audience interaction refers to the action your audience takes to engage with your website’s content. Encouraging active participation by providing quizzes, polls, surveys, chat, videos will entice engagement. The more educational and entertaining your website’s content, the greater chance your audience will share your content, recommend your website and come back for more.
When a visitor shares a blog post with their connections on social media, this is an act of user engagement. By adding social media icons to your website, visitors can easily share content or access your profiles to follow, interact and recommend you on social media.
There are several things you can do to enhance how users engage with your site:
Web pages should load within 2-5 seconds. However, it’s been reported that internet users will abandon a site if a page takes longer than 3 seconds to load. Your website should not keep visitors waiting for pages to load. To discover how quickly your website loads, make use of Google’s PageSpeed Insights, it will provide a Pagespeed score and summary of areas causing delays, allowing you to address any issues as necessary.
Utilise white space to keep your pages clean and implement an easy-to-use navigation menu. Fonts should be easy to read and of optimal size. Busy layouts are more likely to cause high bounce rates.
Information should be available to visitors to your site within no more than three clicks. Your bounce rate will be high if your website is difficult to navigate. Utilise categories to organise blog posts and include a search box to make information more accessible.
When you link to another page you should use descriptive anchor text relevant to the linking page. Always ensure your links take visitors to where they expect to go before publishing.
Make use of long-form content to maximise user engagement. Web pages that are typically 1000 – 2500 words long tend to experience the highest user engagement. Content needs to provide value to the lives of your visitors.
Bitesize chunks of information are easier to read than a block of text 2000 words in length. Content that is broken down using subheadings, bullet points and lists make the text easier to digest. Including visual imagery will also help make your content look more aesthetically pleasing.
More searches are conducted on mobile devices than desktops these days. Before launching your website ensure it is mobile-friendly by using Google’s Mobile-Friendly Test. This will show you whether your website offers a responsive experience across mobile devices.
Tell your readers what you want them to do. Include a call-to-action on each page directing them to subscribe to your newsletter, call you, share on social media, download an eBook, enter their email address. Make the instruction as clear as possible to ensure readers know what is expected of them and ensure it stands out from the rest of your content.
What we have shared so far, is ways to encourage your visitors to engage with your website. There are additional ways to help you understand visitor interaction of your site over time:
Gather intelligence – if you are unsure of why visitors aren’t engaging with your website, ask them. Gather email addresses and send out surveys and questionnaires to establish ways you can improve your website and subsequent offerings.
Obviously, avoid bombarding anyone with too many communications.
Once you have collated responses analyse the data, tweak your website and test your improvements.
Google Analytics is a great way to gain insights into key metrics. You can measure metrics over various timeframes, the most important metrics to understand include:
By understanding your website’s analytics, you can make amendments and adjust how your website engages with its target audience.
There are many ways to boost engagement with your website, but it’s a process that can take time. If you are about to launch your website ensure you have completed the following:
These are just a few steps that can help set your website up for successful user engagement.
Writeable create Writing to Rank… Content to Connect! That’s persuasive SEO content that educates, entertains and engages visitors to your website; content with keywords tucked away to read naturally and boost how your web pages rank in search engines and get your message across.
For more information about our SEO website content Buckinghamshire, get in touch with Writeable on 07814 655 438.