Why Your Website Content Loses 7 Percent of Customers

Today is Day Five in our Writing Website Content series. We started with whether you should specialize in website content writing, the right questions to ask your buyers, why writers should give a great tour of a website and why catchy website headlines matter.

Now let’s examine why you’re going to lose 7% of your client’s customers – and maybe even more.

Most types of writing follow standard formats and structures. Writing website content is no different. The roadmap of format guides both writers and readers through the content. Without format, a reader (and a writer) just wanders about with no goal in mind.

But website content does have a goal in mind – a very specific one.

In just a handful of words, website content has to convey credibility, brand, image, information, emotion and a message. At the same time, the content has to attract search engine crawlers looking for specific keywords or phrases.

The sum of all those elements results in an action on the reader’s part. That action is all that matters.
It’s called conversion, and conversion feeds the Internet world.

Nuts n’ Bolts Website Structure

The general structure of website content follows the rules of most types of writing. There’s a catchy headline, an opening introductory paragraph, the body, and a conclusion.

The difference is that website content is limited. Its restrictions involve the space above the fold – the space that a visitor sees when first landing on the website. Any content below the fold – the content a reader has to scroll down or click lower to see – is secondary and negligible.

In short, it doesn’t matter.

Why Below the Fold Doesn’t Matter

Someone more versed in the accurate, latest statistics knows more about this, but it’s said that with each click a website visitor has to make, the website loses 7% of its potential to convert.

Let’s stress that: Each click loses 7% of customers.

Even if that statistic is incorrect, the theory is true – the more clicks a visitor must make, the less conversion that happens on the site. In short, people are lazy as hell. The less action on their part, the better.

If all the reader has to do is glance at the page and get exactly what he or she wants right there, the chance of conversion is high.

But let’s be realistic. The writer that can convert within 250 words is blessed by the muse indeed.
People today are savvy and resistant to sales pitches. It takes more to impress them. They’re nonplussed by all the promises, the great hype and the marketing techniques. Been there, done that.
Who cares?

Generally, it takes a writer more than 250 words to achieve conversion – one click to another page, a little more content to read, or perhaps more pertinent information.

Remember: Each click loses customers and the conversion rate lowers.

The solution? Keep people moving. Be a great tour guide, write concisely and help people take decisions quickly. Don’t try to keep them on one page – your goal is to lead them to the action they need to take, as easily, simply and quickly as possible.

We’ll be back on Monday with more in our Website Content Writing series – stay tuned!

Post by James Chartrand

James Chartrand is an expert copywriter and the owner of Men with Pens and Damn Fine Words, the game-changing writing course for business owners. She loves the color blue, her kids, Nike sneakers and ice skating.