Any business needs a website to instantly provide visitors and potential customers with relevant information. Such website must provide engaging content that gears them to take action and possibly turn them into paying customers and clients. Therefore, when creating content for B2C websites, writers need to have certain key points in mind: the driving motivations for B2C customers are significantly different from those of B2B customers. B2C customers respond better to content that makes them feel safe, secure and informed, while B2B customers might be more interested in content that offers insight on how to increase profits, increase exclusivity, grow leads or build thought leadership. Here we present six effective methods to boost website content to attract and convert B2C visitors.
Who is the B2C Customer?
Marketing directly to customers holds several benefits for businesses, which is why creating website content centred on their needs and desires is a great investment for any serious B2C business. B2C website content therefore speaks directly to customers with no intermediary, resulting in a more straightforward sales process. The B2C customer is the one who makes the final decision, following his rational and emotional thought process, and this should also be kept in mind when creating content marketing material for a B2C website. Most consumers have a lot going on, and as a result are highly complex. They usually do not spend a lot of time thinking about brands so copywriters need to be smart about trying to entice them to consider a brand.
This means, putting them first, speaking their language, providing value and tapping into their deep emotions. Emotions are powerful, and can increase customer lifetime value and long-term conversions. One of the greatest challenges of content writing for B2C readers is producing content that the audience will find meaningful. Website content that contains the right emotional words can capture attention and give customers a reason to do business with your brand.
Here’s How You Can Improve B2C Website Content
Creating content is not a one-size-fits-all situation since different businesses have different needs and assets to offer their customers. Content for B2C websites therefore have to be crafted effectively to work, and here are six tips to create better B2C website content.
Produce more content
In order to stay competitive, it is important to produce more content than you have previously. Consistency in content creation is one of the most important ways businesses can distinguish themselves from the competition. It is also an effective way to get established as a thought leader in your industry. The more regular your content, the more credible people perceive your B2C business to be. Your audience will always come back for more when your content is both regular and engaging. They might even contribute their own user-generated content to particularly intriguing content.
From an SEO perspective, falling significantly behind in content production can cause your site to fall down the rankings for your key search words. This is the general outcome of having less frequently published content than your competitors. Asides from the competition, B2C brands need to increase the amount of content they produce because of the heavy potential it provides for them to get their messages out and gain visibility and other benefits like customer retention, engagement, brand awareness, sales, and so on.
Vary Content Lengths
Nowadays, almost everyone is taking action online and consuming information on the internet than ever before. However, the kind of information they need and the way in which it is being consumed greatly differ. The fact remains that, even if your specific target audience cares about the products and services offered by a B2C business, they will still have their own unique preferences when it comes to consuming content about such products and services. For example, some visitors might prefer short content, and others will prefer to spend time reading lengthy content. Some will love audio, and others will choose to scroll through infographics.
How can you use this information to boost website content for your B2C business? Simply present your readers a choice of two separate links to consume a piece of content – the long, wordy version and a shorter, more visual version. This method will help you to target certain segments of your demographic, providing your readers with the kind of content they prefer without alienating anyone else. Some content management systems offer the ability of using ‘accordion tabs’, which are expanding tabs that let users control the information they see and hide unwanted content.
Dig Deeper For Long Tail Keywords
People searching for a product or service online generally have something quite specific in mind. Google and other search engines are now advanced in interpreting longer text strings, in addition to semantics. Therefore, it is becoming a regular occurrence for users to type in their query as an actual question. For example, “Where can I find a beginner yoga class in Brighton?” You can turn this growing trend to your advantage, by trying to predict the sorts of questions that your potential clients will ask in the search engines, and then make use of them in your content.
The problem however, is that most of your competitors are also aware of this, and so such long tail keywords have some heavy competition going on for them. As a result, it is essential to be as specific as possible, and much as you can, make use of words that are most unique to your brand’s products and services to find effective longer keyword phrases with less competition you can rank for. Such long tail phrases will be relevant to your audience and increase the chance that they will find their way to what you have to offer.
Aim for Mobile
Statistics show that smartphones are now the number one device for internet use in the UK, with 33% of people regarding them as the most relevant method of getting online, unlike the 30% for laptop computers. In addition, more than 50% of Brits make use of a tablet, and this figure is expected to rise by 8% in 2018. This means therefore, that website content writers need to start thinking in terms of aiming for mobile users, so that they can create an online experience that puts mobile phone and tablet users first.
It also means that copywriters need to be creating content with shorter paragraphs and sentences in important areas like product pages, and making them more ‘bite-sized’ with more headers and bullet points so that they are more attractive and digestible for the readers.
Create Customer Relationships and Community Building
Website content for B2C businesses need to incorporate brand awareness and brand engagement in order to be successful, and achieve the goal of creating a long lasing connection with B2C customers. No matter the product or service, whether you are writing product descriptions or an informative blog article, your content should encourage customers to return again and again to buy and to spread the word to their friends and family.
B2C website content should therefore be personalized to the customers and to their unique buying decisions. Create properly executed customer engagement content that meet emotional needs, and try to start a relationship with both fans, followers and readers alike. Customers love to identify with a particular brand or product, and are often key to take part in online communities about a brand. Therefore, multi-channel efforts such as incorporating social media content into your content is another effective content writing strategy to boost website content, and should not be overlooked.
Write For Above and Below the Fold
In the past, keeping information ‘above the fold’ – the point at which users are required to scroll down to continue reading – was considered terribly important. Even usability expert Jakob Nielson claimed that web users spend about 80% of their time reading information provided above the fold. While there is a logical sense behind keeping the most vital parts of your content close to the start of your piece, it is now acceptable to create content in a form that actively encourages readers to scroll through. ‘The fold’, therefore can be considered firmly consigned to the internet history books.
The main reason for this change? There has been a major switch to websites designed first and foremost for mobile and tablet audiences. The fast and natural movement involved in moving downwards or sideways in a ‘swiping’ motion means more people are prepared to read longer and deeper. Today’s fast desktop computers and better broadband connections have also contributed to easing a lot of the earlier problems associated with scrolling to the end of a content piece.
Scrolling is therefore more common on many consumer websites today, with one web page presenting multiple screens of content. However, each of those screens contain less content because, the aim is to avoid bombarding them with too much information, while making the most of the ease of usability offered by touchscreen devices.
In conclusion, the right website content can help all kinds of businesses improve sales and conversions, and how you go about creating content will depend on the nature of your business. It is risky to assume that a B2C website content strategy will work for a B2B website and vice versa. It is therefore important to take time to study these proven methods to incorporate into content writing for your B2C business.