Are you struggling with engagement?
You’ve spent hours (maybe days) creating a library of resources to support your members’ webinars, blogs, toolkits, and templates. But there’s a problem:
Engagement is low.
Visitors don’t stick around.
Conversions? Barely any.
Sound familiar?
In today’s digital age, a strong online presence isn’t optional; it’s essential. But just having a website and a content hub isn’t enough. You need to give your members a reason to stay, click, and come back.
Here are 5 reasons your content might not be landing and what you can do to fix it…
1. Focus on Relevant and Useful Content
When users are searching in search engines such as Google, the content that Google has deemed as the most helpful and relevant to that user’s search is what comes out on top, and is therefore the link we’re most likely to click on as a user.
You should make sure that your website is full of relevant information that answers the questions that your potential audience is most likely to be asking. This can include informative landing pages, about pages, blog posts and general FAQ’s.
Be careful not to fall into a trap of posting any content that is vaguely related to your business. Ask yourself, if my target audience found this page, would they be more likely to sign up? If not, it’s probably best not to include it.
In order to identify what you should include, you should conduct keyword research to help to identify the terms and phrases your target audience is using to search for information related to your industry or niche. This will help you understand their interests and pain points, which can be used as inspiration for the content you write. By pairing this with analysing the performance of your existing content, you can determine the pages and posts that currently get the most engagement, which will identify the topics that resonate with your audience.
Engaging audiences with the content you write and regularly monitoring the performance of your content strategy, you can start to build a more loyal audience and boost overall engagement on your website.
2. Creating Compelling Headlines And Content
Creating an engaging headline (also known as a H1) is an important way to hook your reader, as well as being a ranking factor that can help your content perform well in search engines. As well as this, of course the actual content, including other headings on the page such as H2s and H3s, can help you too.
Strong headlines throughout the content will not only help to organise your content but also determine the structure of your page. If written well, they can aid a reader when skim reading, ensuring that they find their desired content efficiently, thus improving the user experience.
How do you know what should work best for your headings throughout the page? As we’ve suggested before, you should carry out some keyword research to make sure you’re answering the questions users are asking within your niche, as well as making it clear what you’re going to tell them in the content!
Remember: Keep it concise, clear and captivating!
3. Implement Clear Calls To Action (CTAs)
Website content needs to have direction, which can be guided by clear Calls To Action (CTAs). You might think this is obvious, but if a website doesn’t have an obvious user journey, it can be hard to know what to do next.
So, if someone is reading the info on your membership page, and you don’t have an obvious add sign up button, that could be a big issue! If someone is reading your blog content and you haven’t linked to any more internal content to give them more information, or told them how to contact you, they are likely to just leave the page and look elsewhere. Especially if you’re answering questions with informational intent. It’s helpful to catch people at any point in the funnel, so vary your content and CTAs to help most members, whether they are looking for information or they’re ready to subscribe/get in touch!
If you have the resources, you should test out the best CTAs in an experiment to find out what wording, placement and colour works best. Doing it this way really makes sure that you’re making the most out of your website and ensuring the functionality is the best it can be for your members.
4. Optimise for SEO and Visibility
Despite Google’s love of natural language (and this should always be the first priority when you’re writing content) it’s important to consider the SEO implications so you can make it more likely that your content is seen – and engaged with.
We’ve mentioned it a lot but it’s definitely an important one, don’t forget to carry out targeted keyword research to get the most out of search results. As well as this, you should make sure that your title tags and meta descriptions are optimised and your website is fast enough to hold users attention – you don’t want them to wander off before they’ve even read your content!
5. Create Original and High-Quality Content
It is no secret that originality is one of the keys to success, and this extends to the content on your website.
It is crucial that you create original content that is high-quality and crafted to meet the needs of your audience. The saying ‘quality over quantity’ runs true, as Google will rank your content based on its contents and not the length. Sharing fresh information and updates will keep your website relevant and your readers engaged. This, in turn, will increase the satisfaction for your members who won’t get bored of repetitive content.
Want to take your membership engagement to the next level?
Get in touch today and find out how we can help transform your website into a haven of valuable content!
