3 Tips for Compelling Web Content

January 13, 2011

A longtime customer, Colleen Jones, just released a book about influential web content. We loved her practical tips so much we asked her to share a few.

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As someone who helps lots of different businesses improve their web content, I’m convinced it’s the best way to attract, convert, and keep customers online. Here are some of my top tips based on rhetoric, psychology, and a lot of experience.

1. Show your credibility.

Don’t just say you’re credible, show you’re credible. How? One way is to ask relevant experts and trustworthy brands to mention or recommend you.

For example, Grasshopper shows logos of credible publications that featured them.

Credibility reassures new customers that you’re legitimate. And, if you’re a disruptive start up, it convinces customers that you’ll be around long enough to be worth their time.

2. Appeal to the left and right brain.

Emotion and logic. Logic and emotion. Your web content needs both rational argument and emotional sensibility. Now, this doesn’t mean you need lots and lots of content. With creative planning, you can be compelling yet concise.

For example, Grasshopper presents the logical benefits of its voicemail service while tapping into the excitement of being an entrepreneur…all within one screen.

By appealing to the left and right brain, you put your best foot forward. You also stay accountable. It’s hard to make a good rational argument that isn’t grounded in facts.

3. Motivate and instruct customers to act.

What about the magic moment when you want customers to buy the product or sign up for the service? Many websites either motivate or instruct well. But, Stanford University psychologist B.J. Fogg has found you need to motivate AND instruct to influence customers. (See his behavior model.) So, you need a convincing call to action. Then, you need to guide customers through the action. Don’t leave them hanging.

For example, Grasshopper names its service plans thoughtfully. What entrepreneur doesn’t want to “Grow”? At the same time, clear instructions guide a customer through signing up, from start to finish.

Nudge your customers to act and then help them succeed with content that motivates and clearly instructs.

To learn more, check out Colleen’s book Clout: The Art and Science of Influential Web Content. And, don’t miss the free sample chapter.

About Colleen Jones

Colleen is the author of Clout: The Art and Science of Influential Web Content. She has led interactive strategy for Fortune 500 companies such as InterContinental Hotels Group and Cingular Wireless (now AT&T) as well as for Centers for Disease Control and Prevention, the most trusted government agency in the United States. As principal of the award-winning consultancy Content Science, Colleen helps executives and practitioners make their web content influence results. She has spoken about the value of influential web content at conferences everywhere from Phoenix, Arizona to Paris, France.

• Comments 1
• Date January 13, 2011
• CategoriesCustomer Spotlights, Entrepreneurship