By Derek Ashauer
Few things are as frustrating as taking the time to develop a great piece of content, only to discover that no one is actually reading it. Things can be even worse if you have paid a professional copywriter to get the job done and potential buyers still don’t take notice.
More often than not, the issues that stop readers from flocking to your content are simple if you know what to look for. Here are a handful of common reasons they might pass over your article to read something else…
Your Headline Isn’t Catchy
No one has time to read all the things they should, much less the items they would like to. And so, each of us is forced to make snap decisions about what we’ll spend our attention on based on titles and headlines. If yours don’t jump out and pull readers in, your content won’t be noticed.
The Title Is Too Over-the-Top
If this sounds contradictory to the first point, it probably is (a little bit at least). That’s because there’s a fine line that can’t be crossed. Readers like material that seems interesting and unique, but they don’t want to click on anything that might be spammy or a waste of time. Engaging headlines are good, but anything that looks like click bait is going to be passed over.
The Image You Chose Isn’t A Good Fit
Often, when a visitor clicks on an article or blog post but doesn’t stay long enough to read it, it’s because the image they saw on the page turned them off. The pictures you use to accompany your posts should be interesting and vivid, but also relevant to the topic at hand.
Your Content Isn’t A Suitable Length
Visitors see your content before they actually read it. If the title of your content promises something huge and life-changing, but you only have a couple short paragraphs, the game is up. Likewise, if the useful tips you say you have require several pages to be read, most people aren’t going to take the time. Consider the length of your content, and the first impression it makes, before posting it online.
You Haven’t Promoted the Content At All
Until you develop a strong following for your blog or social feed, you’re going to have to promote your content to bring readers in. Consider guest posting, boosting links on Facebook, or bringing readers in through an email newsletter. Each of these can help you grow your readership in the short term, and possibly bring visitors back again later.
The Meta Description You Used Isn’t Enticing
Assuming you’re using the right search terms and have a well-optimized website, some readers are going to come across your post on Google and the other search engines. When they do, you’re meta descriptions have to be inviting enough to convince them to click through and take the next step. If they aren’t, your content won’t be noticed in the search results.
Your Website Doesn’t Seem Credible
Don’t forget that your content doesn’t exist in a vacuum. If someone comes to your website and sees a sloppy layout, lots of typos, or other obvious signs that you aren’t a credible source of information, they aren’t going to stick around to find out what you have to say about anything.
Marketers tend to forget that generating quality content is really just the first step in a process that leads to more web traffic. If you really want buyers to take notice, you have to make sure your writing is as appealing as possible, and that it’s easy for customers to find.